The real reason that listing wouldn't sell had nothing to do with the market and everything to do with how fast I made the call.
Every so often, a deal teaches you something you can’t unlearn. I just walked away from one of the most valuable lessons of my 20 years in this business, and it came from a single listing that would not sell. If you’ve ever had a property that draws activity but never closes, this one is worth a few minutes, because the fix had nothing to do with the market and everything to do with me.
The numbers behind the lesson. This listing had 155 showings, a personal record, and every one of them was a chance to collect data on what needed to happen next. On top of that, we had over 500,000 online impressions and five separate contracts that all canceled. The part that stood out was that every buyer who walked through found the exact same issues, every single time. When the feedback is consistent, the market is telling you something clearly, and it’s on you to listen.
The shift to full ownership. The biggest change for me was where I put the responsibility. Five years ago, I might have blamed a tough market. Ten years ago, I might have looked at the seller and asked what they were doing wrong. What I’ve learned is that it’s all me. Everything that happens with our clients, and how we handle it, belongs to us, and our job is to lead them, help them, and make sure they understand what the data is really saying.
“Experience is valuable, but borrowed experience is priceless.”
Why I waited too long. The mistake wasn’t the market or the client. I knew my seller had real limitations on what they could fix, how far they could lower the price, and whether they could hold or rent the home. We talked through all of it. But I kept believing I could outperform the market and get the right buyer in before anything drastic had to change. So we ran the same loop over and over, showing the property, getting an offer, going under contract, watching it cancel, and starting again on the same objections. I waited far too long to force a real decision.
What I would do differently. Looking back, I had options I should have moved on sooner. I could have offered to cover the roughly $10,000 in repairs and recorded the cost against the title, and while that would have taken negotiation, it may have been exactly what the deal needed. We could have talked seriously about whether to reduce the price or shift to renting, even when neither option felt ideal. The real lesson is to act quickly, tell clients the truth, and set the next step in writing before you’re in a crisis. Deciding in advance that “if this deal cancels, here is what we do” beats scrambling after it falls apart.
Lead with integrity and conviction. Underneath all of it, our job is to lead clients with complete integrity and the conviction to say what’s true, even when it’s uncomfortable. Interpret the data, make a decision, and if the situation genuinely doesn’t make sense, it’s okay to part as friends. Telling a client “these are the ways I can help, and if none of them fit, let’s not waste your time or mine” isn’t losing the deal; it’s respecting both of you. Hoping and praying is not a strategy, and the agents who act decisively are the ones who earn the trust.
I share these lessons because experience is valuable, but borrowed experience is priceless, and I’d rather you skip the version of this I had to live through. If you’re an agent who wants to talk through your business or a listing that’s got you stuck, I’m always glad to connect. Reach me at 801-285-0521, email me at Justin@justinudy.com, or visit justinudy.com. Let’s help each other get sharper at the decisions that actually matter.
