How To Create Win-Win Deals Between Buyers & Sellers

By Greg Smith

Greg Smith has called Colorado home since 1986, when he came to attend the University of Colorado. After selling a successful marketing company and earning a graduate degree in information systems, Greg joined RE/MAX Alliance in 1998, where he quickly became Managing Broker and later co-owner of the Boulder Valley office.

Most agents think negotiation is about winning. I used to think the same thing. I thought my job was to push hard, hold the line, and come out ahead. But in today’s balanced market, that mindset can cause deals to fall apart fast. Buyers and sellers have more equal power now, which means agents need to hear out what both sides need.

Simply put, offers don’t always have to be win-lose in this market – it’s sometimes better to balance it out.

Here are my tips on how to create win-win deals between buyers and sellers:

Focus on win-win deals. Many agents walk into negotiations ready to fight. They think someone has to lose for someone else to win. That’s not true. The best deals happen when both sides feel like they gained something. When the seller and buyer both win, you actually help your own client more. They get a smoother path to closing and a better long-term result.

To set up a win-win, you need to understand what the other side wants. This is where most agents fail. The offer comes in, but no one ever called the listing agent. No one asked what the seller needed. No one learned their timeline or their goals. When that happens, the offer is weaker before it even gets read.

Ask questions before putting anything in writing. This part is simple, as all you have to do is pick up the phone and reach out. Ask the listing agent what matters to the seller, including their goals, concerns, and timeline. Then write your buyer’s offer with that information in mind. When the seller sees an offer that supports their goals, they respond better. Your buyer looks stronger without even raising the price.

The same is true if you represent the seller. When a buyer’s agent calls you, ask what the buyer needs. Ask what would set them up for success. When you know what matters to the buyer, you can guide your seller with more confidence. You can help shape an offer that works for everyone.

Communicate often. Once the deal starts moving, communication becomes the next key. Many people rely on short texts or quick messages. But this creates confusion. The other side needs to feel sure you’re moving forward. They need updates. They need to know you’re getting the loan items done or the inspection items cleared.

A quick call can remove fear and build trust. It reminds everyone that you’re working toward the same goal. That goal is the closing table.

Get creative when you hit a roadblock. Not every problem has an easy fix. You’ll hit moments where both sides feel stuck. When that happens, step back and look for another path. Work with the agent on the other side. Brainstorm. Look for options. Maybe it’s doing an inspection item early. Maybe it’s adjusting a small detail in the terms. There is usually a way to move forward if you’re willing to work together.

Negotiation is not about pushing the other side out of the way. It is a real part of the transaction that shapes how smooth the deal will be and how well your client reaches their goal. Agents need to understand how a win-win solutions work, how clear communication keeps the deal on track, and how creative problem-solving can move a transaction forward when things get difficult. Review each step you take with care so both sides stay informed and supported, and make sure you stay focused on helping every party reach the closing table.

If you have questions or want help with your negotiation strategy, feel free to call or text me at (303) 543-5720 or email me at mclean@boulderhomesource.com. I’m always here to help.