BY SHABANA FAROOQ, MANAGING PARTNER & COO AT URBAN
In real estate, negotiation is more than a business skill, it’s an art form. Every property deal, whether a luxury home or an investment transaction, is shaped by how well we understand people, markets, and timing. As a real estate company owner, I’ve learned that great negotiation isn’t about who wins or loses, it’s about creating outcomes where everyone feels valued.
Understanding people, not just property. Real estate is emotional. Buyers aren’t just purchasing a home; they’re investing in dreams and stability. Sellers aren’t only giving up a property; they’re often parting with memories. Between these two worlds stands the negotiator, whose job is to connect logic with emotion.
I’ve always believed the best negotiators are great listeners. When you truly listen, you uncover what matters most: security, investment return, or lifestyle. Once you understand those priorities, you can guide the discussion toward solutions that make sense for both sides. Negotiation is not about convincing; it’s about aligning interests.
Preparation Builds Confidence
Behind every successful negotiation is thorough preparation. It’s never enough to walk into a meeting with enthusiasm alone; you need information, market insights, and strategy. Before any major discussion, my team and I research comparable listings, analyze current trends, and anticipate potential objections. Being well-prepared makes you confident, and credibility is power in negotiation. When clients sense that you know your numbers, your market, and your facts, they trust your recommendations more.
Patience and Timing Matter
In real estate, timing can make or break a deal. Negotiation is rarely about rushing; it’s about rhythm. Sometimes, giving a client space to think is more effective than constant persuasion. Silence can be a powerful tool—it allows people to reflect and often leads to clearer decisions. At the same time, knowing when to move forward is equally important. Patience shouldn’t turn into hesitation. The best negotiators sense when the moment is right to act, balancing persistence with respect.
Creating Value Instead of Pressure
Gone are the days when sales pressure could close deals. Today’s clients are informed, analytical, and value-driven. They don’t want to be sold to; they want to be guided. Instead of focusing on lowering prices, I focus on increasing perceived value. I emphasize the long-term benefits of a property, its location potential, lifestyle appeal, investment security, and growth prospects. When clients clearly see why something is worth it, the negotiation becomes smoother and more meaningful. Real negotiation is not about discounts; it’s about demonstrating value.
Trust: The Foundation of Every Deal
Trust is the strongest currency in real estate. No amount of persuasion can replace credibility. Over the years, I’ve learned that honesty, even when uncomfortable, always strengthens a deal in the long run. I encourage my team to be transparent with clients, even about risks or limitations. When people sense sincerity, they stop negotiating against you and start negotiating with you. That’s when the true collaboration begins.
The Bigger Picture
For me, negotiation isn’t just about property; it’s also about leadership. As a managing partner and COO, I negotiate daily with developers, agents, and clients. Every discussion, whether internal or external, requires clarity, empathy, and fairness. Good negotiators close deals. Great negotiators build relationships that last.
Conclusion
The art of negotiation in real estate lies in balance—between confidence and humility, logic and emotion, patience and persistence. When handled with skill and sincerity, negotiation transforms from a business transaction into a lasting connection. In real estate, every successful deal ends, but every strong relationship continues to open new doors.
