“Influence isn’t about control—it’s about connection.”

- Dan Rochon

Understanding the psychology behind decision-making to build trust, create value, and inspire action.

Hey, it’s Dan Rochon here—host of No Broke Months and someone who’s spent the better part of two decades learning what truly influences people in a real estate transaction.

Let’s get one thing straight:
Ethical persuasion is not manipulation.
It’s leadership. It’s clarity. And it’s one of the most important skills a real estate agent can develop.

Why Buyers Hesitate

You could have the perfect home lined up. Great price, ideal location, everything checks the boxes—and yet, your buyer still won’t move.

That hesitation? It’s not about the house.
It’s about uncertainty.
It's fear.
It’s the natural resistance we all feel before we commit to change.

That’s where persuasion comes in.

Not to push them over the edge… but to walk them across it with trust and understanding.

The Psychology Behind the Yes

Science tells us there are consistent principles that shape human behavior—Dr. Robert Cialdini outlined many of them, and I’ve seen them play out every day in this business. Here are a few that matter most:

1. Reciprocity

When you provide real value without expectation, people naturally want to give back. That means leading with service, not with pressure.

2. Social Proof

Buyers trust what others trust. When you share stories or reviews from past clients, you reduce their risk perception. You’re saying, “Others have been here before, and it worked out for them.”

3. Authority

When you know your market, when you speak with confidence, and when you back your words with results, you create trust. People listen to those they perceive as knowledgeable and reliable.

4. Scarcity

When something is limited, it’s perceived as more valuable. But here’s the key—it only works when it’s true. If a home really won’t last long, say it. But never fake urgency.

5. Commitment and Consistency

Get buyers involved early. When they voice their preferences or take small steps toward commitment, they’re more likely to follow through. Help them articulate what matters most, and then show them how this decision aligns with it.

Influence Built on Integrity

Ethical persuasion means you're always operating from a place of truth and care. You’re helping people make better decisions—not tricking them into buying.

The question I ask myself before any conversation is:
“If they trusted me completely, what would I tell them to do?”
That answer guides my approach.

Because the right kind of influence doesn’t feel like pressure.
It feels like support.

Final Thoughts

Buyers don’t need someone to “sell” them.
They need someone to understand them.
To listen.
To guide.
To lead with purpose.

That’s what ethical persuasion is. It’s not about getting someone to say yes—it’s about helping them feel good about saying yes to what’s right for them.

Slumps are inevitable, but staying stuck in one is a choice. Take control of your mindset, take action, and before you know it, you’ll be back on top.

Want more strategies to break out of a sales slump? Join our community of sales professionals who are committed to achieving No Broke Months.