How Honest Conversations Build Real Estate Trust and Close More Deals

Leadership coach and consultant Dr. Zach Schaefer discussed how better communication drives better real estate deals. The discussion centered on Schaefer’s latest book, The Missing Conversations, and how its lessons apply to real estate professionals, team leaders, and anyone facing hard talks at work or at home.

Real estate is a people business. Buyers and sellers rely on trust. Agents and investors need to ask clear questions, listen well, and handle sensitive topics. That requires more than scripts or quick fixes. It requires the discipline to hold talks many people skip. Schaefer argues those skipped talks often matter most.

Why Communication is the Real Deal-Maker in Real Estate

Watch the full conversation between Dr. Zach Schaefer and DealMachine’s Matt Kamp to hear firsthand how missing conversations can make or break your next real estate deal.

Schaefer, also known as Dr. Z, has worked as a consultant, mediator, professor, and entrepreneur. He has seen teams stall and deals break because people dodge tough talks. They wait. They assume. Or they fear conflict. In his view, silence costs money, trust, and time.

He wrote The Missing Conversations to bring those talks back into the open. The book contains 42 short, real-world chapters, each filled with practical strategies and stories drawn from his career.

While the book is not industry-specific, Schaefer created a companion resource tailored to real estate professionals—highlighting the communication moves that matter most when trust, negotiation, and partnership are on the line.

Key Takeaways from The Missing Conversations:

• Listening with intent builds trust and shortens the path to a deal.
• Nonverbal signals—eye contact, energy, posture—carry most of the meaning in a conversation.
• Preparation reduces stress, boosts confidence, and increases credibility at the table.
• Great communicators ask great questions and wait for real answers.
• Set expectations early with sellers and partners to ease later hard talks.
• Handle sensitive price gaps with candor, data, and care.
• At home, pick the right timing, tone, and setting for big life decisions.
• As teams scale, leaders must add structure, clarify goals, and codify standards.
• Time “ownership” starts with goals and energy, not a new app.

Top Communication Skills Every Real Estate Pro Needs

Listening With Intent

For Schaefer, true listening is rare but essential. In both leadership and real estate, professionals often rush into conversations with scripts or agendas. Instead, Schaefer urges real estate agents and investors to pump the brakes and make understanding the other person’s point of view their primary goal.

If you can’t summarize what that person just said, you are not listening.

He also emphasizes that listening begins with the eyes, not ears. Real estate professionals are constantly receiving texts, cold calls, and pings, but in face-to-face meetings, your attention should be fully present. Put the phone down, look them in the eye, and demonstrate that you care.

Reading and Using Nonverbal Cues

According to Schaefer, nonverbal communication accounts for over 80% of the meaning in conversations. Body language, tone, and eye contact matter more than your words.

• Eye Contact: Share it equally with everyone present. Don’t focus only on the perceived decision-maker.
• Energy: Match your tone and pace to the emotional needs of the seller. Being overhyped or too flat can create distrust.
• Presence: Eliminate distractions. Silence your devices. Your attention signals respect.

These nonverbal habits communicate sincerity, focus, and trustworthiness—crucial ingredients for closing deals.

Preparing Before Every Meeting

Preparation is both tactical and psychological. It lets you show up confident, reduce your dependence on notes, and create a smoother conversation.

• Research the seller’s public records and social media.
• Use tools like DealMachine to analyze hundreds of property data points.
• Anticipate questions and objections.

Prepared professionals appear more competent, trustworthy, and calm—qualities that make a seller feel safe moving forward.

Asking Better Questions

The best leaders, the best communicators, they’re the best question askers.

Too many professionals rush through discovery. Schaefer encourages you to:

• Plan 3-5 follow-up questions.
• Pause before responding—silence invites deeper answers.
• Paraphrase: “Here’s what I’m hearing… did I get that right?”
• Ask permission before sharing your perspective: “Do you mind if I share a different take on this?”

This style of communication feels respectful, disarming, and collaborative, especially in difficult talks.

Setting Clear Expectations from Day One

Schaefer encourages agents and investors to set communication expectations at the beginning of every partnership.

"Here are things you can expect from me: I won’t shy away from tough conversations."

By laying this groundwork, you reduce friction later. For example, when it's time to deliver tough news on pricing or repairs, you can refer back to your original agreement.

This approach normalizes honesty and builds transparency into your process, which is a key differentiator in a crowded market.

Handling Price Talks With Confidence and Care

Sellers often enter price conversations with unrealistic expectations, sometimes driven by inflated online estimates. New investors may dread these talks.

Schaefer's strategy:

1. Start by reinforcing your shared goal: a fair, timely deal.
2. Frame the price discussion using data: comps, timelines, repairs.
3. Invite feedback: “What stands out to you about this?”
4. Explore trades: more time for a higher price, or speed for flexibility.

Always return to your early communication agreement: “I promised honesty from the start, even when it’s tough.” That simple line reinforces trust in difficult moments.

Including Everyone in the Room

Sellers often bring a partner, spouse, or advisor to a meeting. Make sure everyone is seen and heard.

• Rotate eye contact.
• Ask each person for their thoughts.
• Reflect shared goals.

Ignoring someone, even unintentionally, can derail a deal. Inclusion is a subtle but powerful trust signal.

Communication at Home: Balancing Business and Life

Big moves often start with conversations at home. If you're launching a new real estate career, Schaefer suggests using these three filters:

• Timing: Avoid rushed or stressful moments. Set a time when both parties can focus.
• Tone: Make it collaborative. Ask how your vision affects them.
• Setting: Choose a distraction-free space. Walks or calm environments work best.

Also, know your goal. Are you seeking buy-in? Or just planting a seed? Many life decisions need multiple talks.

Growing a Real Estate Team With Clarity and Culture

Leadership must evolve as teams grow. Going from 5 to 50 team members requires a new communication style:

• Codify expectations: Performance, behavior, attitude.
• Clarify mission and vision: Explain how daily tasks support long-term goals.
• Establish coaching systems: Plan what happens when people miss targets.

Without team structure, culture is left to chance. Schaefer emphasizes designing culture with intention—through clear, repeatable communication.

Using Data Without Losing the Human Touch

Apps like DealMachine offer powerful insights, but data should support, not replace, human interaction.

• Use property and demographic data to prepare.
• Ask questions that confirm or correct your assumptions.
• Let data guide flexible, collaborative problem-solving.

Buyers and sellers want to feel understood, not pitched. Human-first communication closes more deals.

How to Handle Delays and Difficult Topics Professionally

Real estate is full of unexpected hurdles: low appraisals, permit delays, buyer cold feet. Schaefer advises meeting these head-on.

• Be transparent about the issue.
• Explain what you control and what you don’t.
• Provide a plan and timeline.
• Confirm understanding and invite feedback.

Reinforce your earlier promise: “I committed to honest updates—this is part of that commitment.”

Build Long-Term Trust, One Conversation at a Time

Trust isn't built in one interaction. It's earned through:

• Being fully present
• Asking meaningful questions
• Following up with data
• Handling issues promptly
• Keeping your word

These habits form the foundation of long-term referrals, smoother closings, and a reputation that attracts leads.

FAQs: Building Trust and Communication in Real Estate

Q1: Why is communication important in real estate deals?

A: Clear communication builds trust, reduces misunderstandings, and speeds up decisions. Real estate involves high emotions—honest talk keeps deals on track.

Q2: How can I handle price objections from home sellers?

A: Use data to frame your offer. Show comps, walk through repair costs, and invite their input. Empathy plus facts leads to productive discussions.

Q3: What are the best ways to build trust with property sellers?

A: Listen first. Summarize what you hear. Be transparent about pricing. Keep your promises. Trust is built through consistent, respectful actions.

Q4: How do I prepare for difficult conversations in real estate?

A: Research the seller, the property, and potential objections. Come in prepared, but stay open. Ask questions and listen actively.

Q5: How should I involve a seller’s spouse or partner in the deal conversation?

A: Acknowledge their role. Ask for their thoughts. Maintain eye contact with everyone. Inclusion builds support and trust.

Final Thoughts: Make Conversations Your Competitive Advantage

The missing talks in business are rarely mysteries. People avoid them because they’re tough. Schaefer’s message is simple: have them anyway, and do it with care. Listen first. Share facts. Set expectations early and revisit them.

This approach builds trust. It helps teams grow. And it turns stressful moments into shared problem-solving. That’s how real estate pros build lasting relationships and stronger results.