Earn Your Seller Negotiation Expert Certification

Course Overview

We have developed a practical, results-driven course specifically for real estate professionals who represent sellers. This complete, six-module certification program that transforms how listing agents win, price, and close listings. Because the difference between a listing that languishes and one marked “Sold” often comes down to one skill: expert negotiation — not just with buyers, but with your own sellers.

Benefits of the Course:

  • Win more listings and avoid price drops by setting realistic seller expectations from day one.
  • Master the pricing conversation using data, framing, and anchoring so sellers embrace your recommended price instead of fighting it.
  • Handle the toughest objections — timing, price, and low offers — without losing the listing or the relationship.
  • Keep deals from falling apart at the eleventh hour with proven closing and inspection-negotiation tactics.
  • Walk away with a repeatable system — an ethical, market-proof negotiation toolkit you can apply to every seller.

What You Will Learn:

  • Pricing Conversations: use Comparative Market Analysis, framing, value ranges, and anchoring to set the right list price and sidestep overpricing traps.
  • Handling Objections: turn the four most common pushbacks — commission, “we’re not in a hurry,” “I won’t take less than $X,” and low offers — into opportunities.
  • Mid-Listing Adjustments: renegotiate strategy and introduce price reductions professionally, without losing the seller’s trust.
  • Final-Stage Negotiation: navigate offers, repairs, appraisal gaps, and closing dynamics so deals reach the finish line.
  • Ethics & Professionalism: advocate aggressively for your seller while maintaining the integrity that gives your clients a lasting edge.

Meet Your Instructor

RICH CASTO

With over three decades of industry expertise, Rich stands as a distinguished leader, having provided consultation services to 38 of RealTrends’ top 50 brokerages. His remarkable achievements encompass the creation of the highly-regarded Certified Real Estate Negotiator (CREN) designation, a certification that has empowered over 25,000 agents.

Rich’s career has been a testament to his dedication, serving as Executive Vice President and Chief Revenue Officer for three of the nation’s largest brokerage firms. Additionally, he has successfully launched two brokerages from the ground up. His personal involvement in facilitating over 60 merger/acquisition/joint ventures, resulting in a remarkable $40 billion in newly generated agent volume spanning across three states, further underscores his immense impact on the industry.

A licensed broker with experience in four states, Rich has not only practiced real estate but also shared his wisdom through consultation, coaching, and training, reaching and transforming the careers of over 100,000 agents nationwide.

Over 75,000 Agents Have Completed Our Courses.

Trusted by agents from:

Coldwell Banker

Berkshire Hathaway

RE/MAX

Realty Executives

Century 21

EXP

Better Homes & Gardens

Compass

The Agency

Corcoran

Sotheby's

Windermere

Edina

Reece & Nichols

John R. Wood

AND SO MANY MORE!

"Loved the info"

“Loved the information and presentation. I have something solid to work with when negotiating."
-Ricardo H.

"Very enriching"

“Very enriching training to expand my thinking. Really much appreciated, Thank you!”
- Selena N.

"Well worth the value"

“Excellent refresher and new concepts at certain stops. Secured several new tactics and thought processes."
-Korey D.

"Top notch points"

“Got some top notch points on how and when to discuss critical issues with your potential client!”
-Ashton C.