Setting Seller Expectations About Profits

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1. The Battlefield: The Post-Close Ghost

You closed the deal. The wire hit. You made a killing—maybe two or three times what a standard realtor would have pocketed. You send the seller a "congratulations" text, expecting a thank you, maybe even a glowing review.

Instead, you get silence. Crickets.

You've just been ghosted. The seller saw your profit on the closing statement and now feels cheated. The relationship is torched. Forget about a testimonial; you'll be lucky if they don't bad-mouth you.

This scenario, as discussed in the video, is a common trap. It happens when you expertly negotiate a deal but completely fail to manage the seller's post-close emotions. This document provides the tactical framework to ensure your profit is seen as a deserved outcome of the value you provided, not a swindle.

2. The Core Problem: Profit Resentment

Profit Resentment is the feeling a seller gets when they believe you made "too much" money off their property. It's especially toxic on deals where you don't do heavy renovations, like novations or wholesale assignments, because the seller thinks, "They didn't do anything to earn that."

Why It Happens:

Broken Framing: You allowed the seller to view you as a realtor or a traditional buyer. They compared your earnings to a 6% commission instead of the return on a high-risk investment.

Value Misunderstanding: The seller doesn't see the non-physical value you provided: speed, certainty, convenience, and taking on all the risk of the deal falling through.

Lack of Expectation Setting: You focused only on their sale price, not the complete financial picture and your role in it.

The Consequences:

Zero Referrals or Reviews: Your most powerful marketing tools are off the table.

Reputation Damage: An unhappy seller can poison your name in the local market.

Mental Drag: Constantly worrying if a seller feels ripped off drains your energy and confidence.

3. The Strategic Solution: The Expectation-Setting Framework

Your profit is not the problem. The surprise of your profit is. You must control the narrative from the very first conversation. This is achieved by weaponizing transparency.

Principle #1: Anchor Their Reality to Their Net Number

The seller's primary concern is one thing: the exact dollar amount that will be deposited into their bank account. This is your anchor. From the start, every conversation should revolve around their guaranteed, hassle-free net number.

Your Language: "Mr. and Mrs. Seller, a realtor might list your home for $350,000, but after commissions, repairs, and closing costs, who knows what you'll actually walk away with. The number I am guaranteeing you is $310,000, net, in your pocket. That figure will not change."

Principle #2: Frame Your Role as the Risk-Taker

You are not a realtor collecting a fee. You are an investor deploying capital and absorbing risk. The seller must understand this distinction. You need to introduce the possibility of your own profit—and potential loss—early on.

Your Language: "Now, to be fully transparent, my company is taking a risk here. Once we agree on your guaranteed net of $310,000, my job is to find a buyer or close on it myself. I might end up making more than a realtor's commission, but I could also make less or even lose money if the market shifts or unexpected issues pop up. The key thing is, my risk doesn't affect your guaranteed number."

There are no rows in this table

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This framing accomplishes two things:

It justifies your potential upside.

It reinforces that their outcome is secure, while yours is not.

4. Tactical Execution: The Profit Protocol Script

Use this script during your negotiations to set expectations flawlessly.

Script

Script

Card 1

Column 2

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This is the kill shot. You've stated your intention, reminded them of their benefit, and secured their buy-in. Their "yes" is a psychological contract that prevents future resentment.

5. Post-Close Analysis: Ditch the Assumptions

As pointed out in the video, the seller's silence might not be what you think. Don't project your own insecurities onto the situation.

Is it Confirmed or Assumed? Has the seller actually stated they are upset? Or are you interpreting their lack of response as anger? People get busy. Life moves on.

Stay Persistent: Don't let an assumption stop you from following your process. Send your follow-up text or email asking for the review. If they're truly upset, they'll let you know. If they were just busy, you might get the review you earned.

Bottom Line: Your profit is the direct result of the solution you provided. By setting clear expectations, you're not just closing a deal; you're creating a clean transaction where the seller is happy with their outcome, regardless of yours. Control the frame, control the deal.

Struggling to find consistent deals? Prexium connects you with the opportunities you’ve been missing. Get started now 👉

The Cowboy Marketer⁠

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