When people need to sell a home quickly, it’s usually not under ideal circumstances. Maybe there’s a foreclosure coming. Maybe a family member passed away. Maybe they’re just overwhelmed. That’s where real estate consultants like Brandon Gilkey step in.
Brandon is a real estate consultant and deal architect. He’s not an agent. He helps people get through tough real estate situations by solving problems, not just selling houses. He’s handled deals involving inherited homes, repairs people can’t afford, and tenants who won’t leave. He’s known for making complex deals feel simple—and for treating people like people.
“I’ve had sellers cry at the kitchen table,” Brandon said. “They’re scared. They don’t need a pitch—they need a plan.”
This guide shares the strategies professionals can use to build trust with sellers when everything feels like it’s falling apart.
Understand What They’re Going Through
People don’t sell in crisis for fun
According to the National Association of Realtors, about 20% of sellers in off-market transactions list urgency or hardship as their main reason for selling. That includes job loss, divorce, debt, illness, or death in the family.
When sellers are in crisis, they often don’t trust real estate professionals. They assume someone’s going to take advantage of them—or waste their time.
The first step is understanding what they’re facing.
“I always ask: ‘What’s really going on?’” said Brandon. “Then I shut up and let them talk. People don’t just want solutions—they want to be heard.”
Let them vent. Listen without interrupting. Avoid jumping into “fix-it” mode too fast. Just learning the full story builds trust.
Start With Transparency
Be up front about how you work
When sellers are already stressed, uncertainty adds pressure. One of the most important ways to build trust fast is to be clear about what you do and what you don’t.
Explain your process, your role, and your options.
“I tell them: I’m not here to list your house. I’m here to help you figure out the best path—whether that’s me, someone else, or something creative,” Brandon Gilkey shared.
That honesty takes people off the defensive. They stop expecting a hard sell and start seeing you as a partner.
Also: be clear about timelines, next steps, and paperwork. Even if it seems basic to you, they may be overwhelmed and need help staying organized.
Make It Visual
Use simple diagrams or outlines
People in crisis aren’t usually thinking clearly. They’re tired. They’re stressed. If you give them a bunch of legal terms or sales jargon, they’ll shut down.
Use simple tools: a checklist of steps. A chart showing different deal structures. A whiteboard sketch. Keep it visual and clear.
“I carry a dry-erase board with me,” Brandon said. “I draw out what the options are. When they see it, they relax. It’s like, okay—this isn’t so bad.”
This helps clients feel in control. When they can see the process, they can better trust it.
Show Proof, Not Promises
Share stories and real examples
It’s easy to say “I can help you.” But when someone’s been burned before, they need more than talk. Show them examples of similar sellers you’ve helped.
Even better—let past clients speak for you.
“One time I had a seller who thought I was trying to scam them. I handed them my phone and said, ‘Call this lady. She was in your same shoes last month,’” Brandon recalled. “That call made the deal happen.”
Don’t brag or exaggerate. Just give honest, specific examples that show your track record. That’s where real credibility comes from.
Communicate Like a Human
No sales scripts, no pressure
If your tone feels like a sales pitch, trust disappears.
Speak casually. Use plain language. Keep it short and clear. If someone’s emotional, match their tone with calm energy—not excitement or pushiness.
“I’ve sat in silence with a seller for five minutes before saying anything,” Brandon said. “Sometimes the best thing you can do is just be present.”
Also: respond quickly. If they text you at 7pm and don’t hear back until the next day, you’ve lost momentum—and maybe the deal. Even a quick “Got it—will follow up in the morning” goes a long way.
Offer Options, Not Ultimatums
Present choices that make sense for their situation
People trust people who give them real options. Even if they’re in a bind, they don’t want to feel trapped.
Don’t just push one deal. Walk through multiple paths and explain the pros and cons.
Maybe they can sell now, rent back, or do a short-term owner finance deal. Maybe it’s better to wait 30 days for a better buyer. Lay it out, clearly.
“I’ve told sellers, ‘Honestly, I’m not your best option right now—but let me introduce you to someone who is,’” Brandon said. “That honesty makes people come back when they are ready.”
This is how you become their trusted advisor, not just a transaction.
Don’t Disappear After the Deal
Follow up, even when it’s not required
Most real estate professionals vanish once the paperwork is signed. That’s a mistake.
Send a follow-up text. Ask how they’re doing. Offer to answer questions. Even a simple check-in email can go a long way.
“I’ve helped sellers move, clean out furniture, even babysit for an hour while movers came,” Brandon said. “Those are the things they remember.”
Trust isn’t just earned before a deal—it’s strengthened after.
Trust isn’t built with perfect scripts or fast closings. It’s built one honest conversation at a time. When a seller is in crisis, your job is to slow things down, ask the right questions, and meet them where they are.
Here’s what works:
- Listen first
- Be transparent
- Use visual tools
- Share proof, not hype
- Stay human
- Offer choices
- Follow through
That’s how you turn crisis into confidence—and a seller into a lifelong client.
If more real estate consultants took this approach, the whole industry would change for the better. Brandon Gilkey is proof of that.
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