Suze Cumming is the founder of The Nature of Real Estate and Canada’s thought leader when it comes to negotiation in real estate. Suze answers agents’ questions on the first Friday of the month about negotiation tactics and working through tricky situations. Have a question for Suze? Send her an email.
Every negotiation begins long before an offer is written.
It begins with preparation.
Not the preparation most agents immediately think about. Market statistics, comparable sales, and reviewing documents are all important. But they aren’t the most important things.
Preparation begins with thinking
The real work of preparation is thinking.
It means challenging assumptions and beliefs, both yours and others. Looking at the situation from multiple perspectives. Identifying what information matters, what information is missing, and what information you only think you have. It means resisting the temptation to become attached to your first interpretation of the facts.
The negotiation is often won or lost before the first conversation, because the quality of our preparation determines the quality of every decision that follows.
Negotiation is fundamentally an information game. Success depends less on how much information you collect than on your ability to recognize what matters, question what you think you know, and uncover what the other side values most.
That requires a mindset that feels uncomfortable to many professionals.
We’ve been taught that expertise means having answers.
Master negotiators understand that expertise begins with better questions.
“I don’t know” isn’t an admission of weakness. It’s the starting position of an expert who understands that assumptions are expensive.
Every assumption we fail to test narrows our options. Every belief we accept without challenge limits our ability to see opportunities. The negotiator who remains curious just a little longer often uncovers information that changes the entire conversation.
Testing assumptions in practice
Consider a familiar scenario.
A property has been on the market for 45 days. An offer arrives seven per cent below asking price. The seller is offended. The listing agent’s first instinct is to label it a lowball offer and prepare a firm counteroffer.
That response may be appropriate.
Or it may not.
The important question isn’t whether the offer is low. It’s whether we understand why it was made.
What does the buyer know that we don’t? What assumptions are we making about their motivations? Could this be an anchoring strategy, a financing concern, a strong best alternative to a negotiated agreement (BATNA), or simply the opening move in what becomes a productive negotiation?
The agent who asks these questions before reacting doesn’t just respond differently. They often discover the offer was never about price at all, and that the real negotiation is happening somewhere else entirely.
Every one of those questions leads to better preparation.
AI as amplifier, not replacement
Here is where artificial intelligence enters the conversation, and where many agents are missing the boat.
Most people are using AI to produce work. They ask it to write emails, summarize documents, or draft marketing materials. Those are useful applications, and they are also the least interesting thing AI can do for a negotiator.
Here’s the part that should make you a little uncomfortable: AI cannot ask a better question than you know how to ask. It has no instinct for BATNA, no read on whether a bargaining style is collaborative or competitive, no sense of when emotion is driving a decision instead of interest. It can only work with the negotiation concepts you bring into the room.
In other words, AI doesn’t replace Negotiation Intelligence. It amplifies it. An agent with strong negotiation skills and AI pulls ahead. An agent without those skills and AI stays exactly where they started.
The agents who treat AI as a faster way to write a counteroffer will get faster counteroffers. The agents who understand negotiation theory will use the same tool to pressure-test their own thinking, asking it to argue the buyer’s side, then the seller’s, then to evaluate where positions and underlying interests diverge.
Both will sound professional. Only one will be persuasive, build collaboration instead of resistance, and actually move the deal toward a successful outcome.
Expertise reveals what AI reveals
That may be the biggest misconception about artificial intelligence in our industry.
People assume AI creates expertise.
It doesn’t.
It reveals how much expertise you already have, and how much you don’t.
An inexperienced negotiator uses AI to produce a faster response. A negotiator who has actually studied the discipline uses it to become a sharper thinker. That gap won’t close as the technology improves. It will widen.
As AI becomes part of everyday real estate practice, I believe the competitive advantage won’t belong to the agents who use it the most. It will belong to those who understand negotiation deeply enough to know what to ask it.
Technology can accelerate information.
It cannot replace judgment. It cannot replace wisdom. And it cannot replace Negotiation Intelligence.
If anything, the opposite is true. The more capable AI becomes, the more valuable real negotiation skill becomes, because it’s the only thing left that AI cannot manufacture on its own.
The most expensive mistakes in negotiation rarely happen because we don’t have enough information. They happen because we stop asking questions before we’ve uncovered the information that matters most.
That’s not a technology problem. It’s a preparation problem. And it’s the one most agents have never been trained to solve.
Suze Cumming is the founder of The Nature of Real Estate and one of Canada’s leading educators in real estate negotiation. For more than a two decades, she has helped over 7,000 real estate professionals strengthen their negotiation skills through the Accredited Real Estate Negotiator (AREN) and Professional Real Estate Negotiator (PREN) programs, as well as coaching many of Canada’s top agents and teams.
Her work focuses on helping REALTORS® develop Negotiation Intelligence: the practical skills of preparation, communication, critical thinking, trust-building and strategic decision-making that lead to better outcomes for clients. As artificial intelligence reshapes the profession, Suze’s current work explores how AI can enhance professional judgment without replacing the human skills at the heart of successful negotiation. You can learn more about her learning ecosystem here.
A passionate sailor and international yacht racer, Suze believes that excellence, whether on the water or at the negotiating table, comes from continual learning, thoughtful preparation and the ability to adapt as conditions change.
Suze Cumming , I just wanted to say how much I enjoyed your recent article on Negotiation Intelligence . It is very informative and relevent . I agree with your conclusions but would add one more if I could which is, it certainly is important to ask questions and not to think you know the answer to all your questions before you listen to the replies you get . Listening is critical followed by an analysis of the answers one receives . If you didn’t listen well and with an open mind you may have missed an important clue or key that will make it possible or easier to negotiate a successful transaction. Over the years I have observed Sales People from a number of different professions and the most successful of them always had one common trait which was that they were excellent listeners . Thank you Suze Cumming . Respectfully, Michael B. Reilly former Real Estate Appraiser , A.A.C. I. , P. App. Recently Retired .