Bad News Delivery: Fast, by Phone, Under-Promise, & w/ a Solution
Delivering Bad News
Delivering bad news is a critical skill in real estate. Bad things happen, often beyond your control, and how you communicate those issues is vital to maintaining trust. There are two key rules when delivering bad news:
Rule 1: Bad news does not age well.
As soon as you learn about bad news, you must process it quickly and deliver it as soon as possible. Waiting or hoping the issue will resolve itself is not a viable strategy. The sooner you share the news, the more control you maintain over the situation. Addressing problems head-on helps build trust, even when the news itself is negative.
Rule 2: Bad news should never be delivered via email or text.
The method you use to deliver bad news matters. Whether it’s a phone call, video call, or an in-person meeting depends on the severity of the issue, but it’s essential to avoid email or text whenever possible. Emails and texts strip away the nuance and care needed when delivering difficult news. In contrast, a phone call or face-to-face interaction allows you to provide context, show empathy, and demonstrate that you’re not afraid to handle tough situations. This direct communication strengthens trust with your clients.
After the conversation, it’s important to follow up with a recap email summarizing what was discussed. This ensures there’s no confusion and provides a written record of the conversation if needed later.
Rule 3: Explain the Realistic Worst-Case Scenario—Always
When delivering bad news, it’s crucial to explain the realistic worst-case scenario to your client. This goes hand in hand with the principle of under-promise and over-deliver. By setting the stage for a potential downside early, you allow clients to mentally prepare for it. The benefit of this approach is that if the worst-case scenario doesn’t materialize—which it often doesn’t—clients feel relieved and appreciative when the outcome is better than expected. This approach reduces shock and frustration if things do go wrong and builds trust by being upfront and transparent.
Aligning this strategy with under-promise and over-deliver helps you manage client expectations in a way that fosters long-term trust. Clients will not only appreciate your honesty but will also feel you’ve gone above and beyond when things turn out better than expected.
Rule 4: Always Deliver the News with a Solution
When discussing any news, it’s beneficial to provide your client with a clear solution for all possible outcomes—the worst-case, best-case, and most likely scenarios. By presenting multiple scenarios, you empower your client to understand the full scope of possibilities and demonstrate your preparedness for any situation. This practice shows that you are not just reacting to issues but that you’ve thought ahead and are ready to act based on the outcome.
Delivering news with these solutions strengthens the relationship with your client because they will trust that you’re capable of handling adversity. It provides them with reassurance that no matter what happens, you’re in control and have a plan. This method also fosters a sense of collaboration between you and your client, as they’ll feel involved and well-informed throughout the process.
What About Gen-Z?
There’s a common misconception that Gen-Z prefers to communicate exclusively via text or email. However, effective communication rules apply across all generations, including Gen-Z. While they may be more comfortable with digital communication, bad news should still be delivered via phone, video, or in person whenever possible. Gen-Z, like any other generation, appreciates the care and clarity that comes from direct, personal communication.
Not Only for Clients
Setting expectations and delivering bad news aren’t skills reserved just for clients. These principles are just as effective when dealing with other agents, contractors, or anyone involved in a transaction. By maintaining clear communication with all parties, you help avoid misunderstandings and ensure smoother transactions overall.