Who Else Is in the Room? Understanding the Influences Behind Your Client’s Decisions

I was reminded this week of the importance of determining who else is influencing your client’s decisions.

This curiosity isn’t about assuming clients are getting the wrong advice — it’s about awareness. In nearly every transaction, there are other voices and factors at play.

I was helping a broker work through a scenario when he shared that his client said, “I was on the phone with my family and they said…”

Ah — such a good reminder. More often than not, there’s a “silent panel” of decision-makers influencing your client:

• A family member
• A close friend
• A colleague at work
• A headline in the news (or multiple)
• A past real estate experience — positive or negative

These influences can be conscious or subconscious, direct or indirect, but they always matter. The key is to notice the cues, stay open, and stay curious.

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Client Influence Checklist

Purpose: Identify and understand all the voices and factors impacting your client’s decisions so you can address them early and guide with clarity.

1. People ✔️

• Who else have you discussed this decision with?
• Whose opinion matters most to you in this process?
• Are there any friends, family members, or colleagues giving advice?

2. Professional Advisors ✔️

• Have you spoken with your lender, financial advisor, or attorney about this?
• Did they share any guidance or concerns that are affecting your decision?

3. Media & Information Sources ✔️

• Have you read or heard anything recently (news articles, social media, market reports) that’s influencing how you feel about this?
• Is there a headline or market story that’s stuck with you?

4. Impact on Decisions ✔️

• How do these outside perspectives line up with what you want?
• Are there any concerns they’ve raised that we should talk through together?

5. Bringing It Back to the Client ✔️

• If it were just your decision, without any outside input, what would you choose right now?

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And a special note to all of you trading in back-to-school moments for sending a kiddo off to college for the first time. I’m in this season myself, and it’s led to many heartfelt conversations with so many of you.

To those who have shared advice — thank you.
To those who are “in it” right alongside me — we’ve got this.

The seasons are starting to turn. Yes, summer still lingers, but fall is quietly making its presence known. And with it, the fourth quarter approaches…

Are you ready?
I am. – Laura