“Let’s just keep looking.”
It sounds harmless, right? Supportive. Easygoing. Client-friendly, too.
Agents say it to avoid pressure. Brokers tolerate it because activity feels like progress.
But psychologically?
“Just keep looking” is one of the most expensive phrases in real estate.
Not because it’s rude. Because of what it does to the buyer’s brain at the wrong moment
When “More Options” Quietly Kills Commitment
Early in the process, buyers should look broadly. But once priorities begin to solidify, the brain shifts gears.
At that point, it’s no longer asking:
“What do I want?”
It’s asking:
“How do I avoid making a mistake?”
That’s the danger zone.
Because when the brain enters mistake-avoidance mode:
- Confidence drops
- Comparison increases
- Commitment stalls
And the fastest way to avoid risk?
Delay.
DON’T SAY / DO SAY #1
(When a buyer is circling the same few properties)
DON’T SAY: “Let’s just keep looking and see what else is out there.”
This tells the buyer:
“Your decision isn’t solid yet.”
DO SAY: “Before we look at anything else, let’s pause and clarify what’s actually driving your hesitation.”
This shifts the conversation from inventory to decision clarity.
Brokers: This Is Where Time and Loyalty Leak Out
From a broker’s standpoint, endless looking creates a quiet mess:
- Agents stay busy but unfocused
- Buyers feel supported—but not led
- Loyalty never fully locks in
Nobody argues. Nobody complains.
The buyer just… drifts… like a feather in the wind.
And when they close with someone else, it gets blamed on “readiness.”
It wasn’t readiness. It was overexposure.
DON’T SAY / DO SAY #2
(When a buyer asks to see “one more” house)
DON’T SAY: “Sure, it can’t hurt to look.”
It can hurt. That sentence reopens mental loops that were already closing.
DO SAY: “Happy to look—but first, tell me what you’re hoping this next house will solve that the others didn’t.”
Now the buyer must articulate a specific gap, not vague doubt.
Why High-Closing Agents Slow the Process Down
Top agents don’t push. But they don’t drift either.
They recognize the moment when the buyer is no longer gathering information… they’re trying to feel safe deciding.
At that moment, adding properties makes things worse.
So they change roles:
- From tour guide
- To decision stabilizer
They help buyers:
- Re-clarify priorities
- Re-accept trade-offs
- Resolve emotional friction
Then—and only then—movement resumes.
DON’T SAY / DO SAY #3
(When a buyer says, “I like it, but I’m not 100% sure”)
DON’T SAY: “No rush. We can always keep looking.”
This validates hesitation without addressing it.
DO SAY: “Totally fair. What would ‘100% sure’ actually look like for you—and is that realistic in any major decision?”
That gently confronts perfection paralysis without pressure.
Brokers: This Is a Training Issue, Not a Lead Issue
If your agents are:
- Showing 20+ homes per buyer
- Spending weeks with “interested” clients
- Losing buyers late
You don’t have a lead problem.
You have a decision-guidance gap.
Agents are being trained–implicitly–that activity equals progress.
Psychology says clarity equals progress.
DON’T SAY / DO SAY #4
(When a buyer starts second-guessing after strong momentum)
DON’T SAY: “Well, if you’re unsure, let’s look at more options.”
DO SAY: “Second-guessing is normal right before commitment. Let’s revisit what made this one rise to the top in the first place.”
This normalizes doubt without letting it hijack the decision.
The Takeaway
Buyers don’t fail to commit because they haven’t seen enough homes.
They fail to commit because the decision process lost structure at the wrong moment.
Brokers who understand this stop measuring success by showings.
They train agents to recognize when to stop adding options and start guiding decisions. It’s not just “more of the same” training.
TIP: Remember the four DO SAY responses above… then steer your clients towards closing, not to just keep on looking… looking… looking.
You’ll save time, frustration and energy. Plus, you’ll have happier clients… and put more commission in your pocket to boot.