Million Dollar Team Principle #95: Why 90% of Your Agents Struggle to Close (and What to Do About It)
Here’s the truth no one wants to say out loud…
90% of your people are polite. They use indirect language. They hesitate. And when it comes time to ask for the business—they don’t.
It’s not because they don’t want to win. It’s because they’re wired differently than you. They’re not Type A. They’re not direct.
And here’s the problem:
In real estate, there are no second-place awards.
- You either get the listing, or someone else does.
- You either get the buyer to sign, or someone else will.
- You either get the offer accepted, or you lose.
Most agents would rather not lose the business at all—so they avoid asking for it. That fear of rejection, that instinct to stay “safe,” makes them passive.
They’d rather walk away with nothing than risk the sting of hearing “no.”
And the result?
- Deals slip away.
- Clients drift off.
- Competitors swoop in.
But here’s the good news:
You don’t have to change who they are. You don’t need to turn a quiet, polite, relationship-driven agent into a pushy salesperson.
That won’t work.
What you can do is give them a proven closing process—one that requires no hard selling, no awkward pressure, just the right language at the right time to move the client forward.
At Reside, this is what we do for teams across North America.
We train your agents to close more deals, faster, at the highest professional standard in the industry.
Because if your agents can’t close, they can’t compete.
And if they can’t compete, your team can’t grow.
The market doesn’t wait.
The client doesn’t wait.
The opportunity doesn’t wait.
