What to Do When They Ask: "Is Now a Good Time to Buy?"

You're going to hear this question a hundred times a year. Maybe more.

And how you answer it will tell me exactly what kind of salesperson you are.

The Amateur Response

The average salesperson hears this question and immediately launches into a market update. They start rattling off interest rate trends, inventory levels, builder incentives, and why right now is actually the perfect time to buy.

They think they're being helpful. They think they're educating the buyer.

What they're actually doing is answering a question the buyer didn't really ask.

What They're Really Asking

Here's what separates the pros from everyone else: understanding that most questions aren't really questions.

When someone asks "Is now a good time to buy?"—they're rarely asking for a market analysis. What they're really saying is one of these things:

• "I'm scared to make a mistake."

• "I need permission to move forward."

• "Someone told me I should wait and now I'm second-guessing myself."

• "I don't know how to make this decision."

This is an emotional question dressed up in logical clothing. And if you answer it with logic alone, you'll miss the entire point.

The Pro Response

The best salespeople don't answer this question directly. They redirect it to the only thing that actually matters: the buyer's situation.

Here's a response that works:

"That's a great question, and honestly, it depends entirely on you. Let me ask you this—what's driving your move right now? What's happening in your life that has you looking for a new home?"

Now you're in a real conversation. Now you're getting to motivation. Now you can actually help them.

Because here's the truth backed by decades of sales research—from Neil Rackham's SPIN Selling to Dixon and Adamson's The Challenger Sale—buyers don't make decisions based on market conditions. They make decisions based on their life conditions.

People buy homes because:

• They're outgrowing their current space

• They want to be in a better school district

• They're tired of throwing money at rent

• A baby is coming

• A divorce finalized

• A new job started

• They finally have the down payment saved

Not one of those reasons has anything to do with the Fed's interest rate decision.

Reframe the Question

Once you understand their why, you can reframe the question for them:

"So you've got a growing family and you're currently in a two-bedroom apartment. Let me ask you this—if rates dropped half a point six months from now but you spent those six months crammed into that space, was the wait worth it?"

Or:

"You mentioned you've been renting for three years waiting for the 'right time.' In that time, you've paid $60,000 in rent that built zero equity. What would the market have to do for that to feel like the better choice?"

You're not being pushy. You're helping them see their own situation clearly.

The Real Answer

If they push you for a direct answer, here's what I say:

"Honestly? The right time to buy is when your life says it's time and the finances make sense for you. I've seen people buy in 'bad' markets and build hundreds of thousands in equity. I've seen people wait for 'perfect' conditions and watch prices climb out of reach. The market will do what it does. The only question is—what does your life need right now?"

This is a grounded, honest answer. It's not salesy. It's true. And it moves the conversation to where it needs to be.

Why This Works

There's a principle in psychology called the focusing illusion—people overweight whatever they're currently thinking about. When the news talks about rates, buyers think rates are everything. When headlines scream about prices, buyers think they need to time the bottom.

Your job is to pull them out of the noise and bring them back to their life.

That's what trusted advisors do. And trusted advisors outsell product-pushers every single time.

The Bottom Line

Stop answering "Is now a good time to buy?" with market stats.

Start answering it by understanding why they're really asking.

When you do that, you're not selling them a house. You're helping them make a decision they already wanted to make.

And that's when deals close.

Now go sell something.