EP073 - Most Estate Agents Don't Lose Deals on Price — They Lose Them on Discovery with Geoff Ketterer
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Most estate agents don't lose instructions because of fees, price, or the market.
They lose because they don't know how to tell the truth — or don't have the skill to make that truth land without losing the deal.
In this episode, John Savage is joined by Geoff Ketterer, an elite-level remote closer who has delivered tens of millions of dollars in high-ticket sales, to expose why most agents struggle to win instructions and why "I need to think about it" is usually self-inflicted.
They break down why weak soft skills, poor discovery, and scripted conversations kill deals before they ever start — and how elite salespeople use structure, honesty, and pre-sale frameworks to sell homes long before a buyer ever walks through the door.
This is not an episode about scripts, closing tricks, or sounding clever.
It's about understanding the game, running the conversation properly, and winning by being the agent who can tell the truth — and still get paid.
If you want to stop discounting, stop chasing, and start winning instructions on your terms, this episode is required listening.