Win-Win Deals: How To Handle Emotion in Real Estate Transactions

By Ismael Gil

Ismael is a dedicated real estate professional with deep roots in the Carolinas. Since becoming a Realtor in 2019, Ismael has made it his mission to help buyers, sellers, and investors make confident, informed decisions.

Are you buying or selling a home but struggling with tense negotiations? Here’s the thing: a great real estate deal isn’t really about someone losing. Most people think a strong negotiation means one side wins and the other side gives something up. In my experience, the best real estate deals are the ones where both sides walk away feeling good.

Whether you’re buying or selling, success comes from negotiating with clarity, confidence, and integrity, not pressure or ego. Below are three tips on how to approach a negotiation so it works for you—and the other side, too.

1. Understand the motivation behind the other side. Real estate is emotional, and that shows up fast in negotiations. I recently worked with a buyer and a seller who were both deeply invested in the same property. The home had been in the seller’s family for decades, with custom changes they felt added value, while my buyers were first-time homebuyers with a tight budget and concerns about repairs.

Unsurprisingly, negotiations started out tense.

Once the focus shifted to what mattered most to each side, the tone changed. Understanding the other party’s priorities, such as price, timing, or peace of mind, allows you to structure an offer that feels collaborative. That’s why the first step is often checking with the listing agent to see what is important to the seller.

2. Stick to the big picture. It’s easy to get caught up in small details like fixtures, closing dates, or a few thousand dollars, but that can distract from the bigger goal. Buying or selling a home is about moving into the next chapter.

In this case, the seller wanted a specific price, while the buyers were worried about repairs. By finding a middle ground, the buyers accepted the price, and the seller offered a credit toward closing costs for repairs. This gave both sides what they needed and kept the deal moving.

3. Work with a pro who can keep it simple. Emotions run high after inspections or appraisals, and even minor repairs can threaten a deal. Frustration can make small issues feel much bigger. That’s why having a calm, experienced agent helps keep the focus on the bigger picture. Deals sometimes fall apart because of ego between agents, not the buyers or sellers. A level-headed approach keeps things moving and helps everyone reach the right outcome.

If you’re thinking about buying or selling in the Charlotte area, I’m always happy to talk. Feel free to call or text me at 919-259-1891 or email me at ismaelgil@kw.com. My goal is to help you get the best deal possible, but more importantly, the right deal.