Have you ever felt like your clients were stuck in a mindset that was keeping them from making a decision that would move them forward? Whether it’s a hesitant buyer struggling to commit to a property or a seller resisting a price adjustment, you’ve probably encountered moments where shifting a client’s thinking made the difference.

One language pattern I’ve found to be incredibly effective is the phrase “Just imagine,” as introduced by Phil Jones in his excellent book Exactly What To Say: For Real Estate Agents. It’s a simple but powerful phrase, and it can help your clients see possibilities that they hadn’t considered or were resistant to before. When you use “Just imagine,” you’re inviting them to visualize a different reality, and that mental shift can unlock new decisions, new actions, and ultimately, new results.

Why “Just Imagine” Works

The key to “just imagine” is that it engages the imagination, which is a powerful tool in decision-making. Think about it: when you make any decision, you first visualize the outcome in your mind before you take action. You picture what the process might look like. For example, if I say ‘Just imagine buying a car today,’ your mind will immediately envision doing that … it may envision test driving a car, haggling with the salesman, or perhaps driving off the lot with a new shiny car. What you envisioned doesn’t matter. What does matter is that your mind envisioned ‘buying a car’. By invoking this visualization process in your conversations, you’re helping your clients “see” what could be possible, shifting them off of their current committed thinking pattern.

Using “Just Imagine” with Buyers

Let’s say you’re working with buyers who seem to like a house but can’t quite commit. They walk through the property, and you can sense hesitation in their energy. This is where “Just imagine” comes in. If they are on the fence and you believe this is the right home for them, try guiding them to see the possibilities of living there: “Just imagine your kids running around in this backyard.”

By prompting them to visualize their life in that space, you allow them to feel emotionally connected to a future reality living in the property, which can help them make a decision with more confidence.

Using “Just Imagine” with Sellers

On the flip side, if you’re working with sellers who are hesitant to adjust their listing price, “Just imagine” can be a gentle nudge for them to emotionally connect with a future experience. You might say, “Just imagine your home still being on the market 90 days from now with no offers.” This visualization of a less-than-ideal outcome can often motivate sellers to take the necessary steps to adjust their expectation of value and reduce their asking price.

Using “Just Imagine” with Multiple Offers

And what about those buyers who have lost in multiple offer situations and are feeling defeated? Consider this situation: Your buyers are getting ready to write an offer on another competitive listing and are resisting your guidance on what it will take to win the multiple offer situation. You could say, “Just imagine losing this one to another buyer. How would that make you feel?” This simple question can help them realize the cost of not acting decisively and could spur them to take the extra step necessary to secure the property.

The Power of Visualization

“Just imagine” isn’t just about words—it’s about helping your clients see beyond their current circumstances or current mindset and envision a different outcome. Whether you’re working with buyers, sellers, or even navigating your own business challenges, this language pattern can shift the energy of a conversation and create alternate options.

So, the next time you feel like your clients are stuck, try using “Just imagine” to help them break free from their hesitations.