The Art & Science of Real Estate Negotiation
The Art & Science of Real Estate Negotiation

The Art & Science of Real Estate Negotiation

Tom Zeeb

Overview
Episodes

Details

Negotiating is a mystery to most people. It doesn’t come naturally, and it isn’t taught in school. Yet it’s the key to getting what you want in business – and life. Is there an “art” to negotiation? Yes. But it’s actually the “science” that’s more important. Learning this structure unlocks an entire world of winning and success in any endeavor. Host Tom Zeeb is a best-selling author, speaker, real estate entrepreneur, and adventurer. He is the President of Traction Real Estate Investors Association and Founder of Traction Real Estate Mentors. Join him every week as he interviews successful real estate investors, partners, and students to unlock the secrets of their success. If you’ve been struggling to start your real estate business, or looking to take your existing real estate investing business to the next level, this show is for you. Learn more: https://tomzeeb.com

Recent Episodes

69: How Horace Robinson Discovered the Value of Consistency to Unlock $88K Profits
NOV 17, 2025
69: How Horace Robinson Discovered the Value of Consistency to Unlock $88K Profits
📺 Watch on YouTube and Spotify"Always be marketing. No two ways around that. You either sell or you're being sold. So which one do you want?" says Horace Robinson, a tenacious investor whose journey proves that real estate gold can be hiding in your own backyard. On this episode of The Art & Science of Real Estate Negotiation, Horace Robinson joins host Tom Zeeb to share how he turned simple neighborhood walks into an $88,000 payday, smashed through mindset barriers, and built steady cash flow—often within a mile of home.From learning to say “next” on bad deals without regret, to navigating the loneliness of entrepreneurship, and leveraging negotiation tactics that win even with tough agents, Horace Robinson holds nothing back. Whether you’re worried it’s too late to start, second-guessing your readiness, or looking for inspiration to finally take action, tune in to discover how consistency, relentlessness, and self-trust can unlock the freedom you’ve always wanted.5 Key TakeawaysStop overcomplicating deal-finding—search your own neighborhood first. Deals aren’t hiding far away; walk for dollars and uncover hidden gems right where you live.Consistency beats luck. Show up, market relentlessly, and put in the daily reps—good deals and big paydays follow steady action, not hope.When negotiating, keep your cool. Never get upset or take rejection personally; agreeing and moving on preserves your power and gets you to the next opportunity faster.Don’t wait for market conditions or permission—decide to act now. Mindset and self-commitment are the biggest drivers of results in real estate and in life.Build your business around your lifestyle goals. Use freedom as your north star; focus on deals that serve your vision so you truly enjoy the rewards of investing.Memorable Quotes"Slowing down has sped you up. In your own neighborhood, you already have an idea of the prices, so anything out of the ordinary, it's a lot faster for you to find it.""It's a mindset. You have to have a mindset change to say, enough is enough. I can't keep on this track, because is it insanity to keep doing the same thing and expect a different result?""Freedom. The opportunity to go where I want to be, not because I am stuck doing something else which may pay me, but that's my goal—freedom."Download your FREE trainings today!👇The Deal Flow Maximizer™: https://tomzeeb.com/dealflowThe Negotiation Trifecta™: https://tomzeeb.com/trifectaImplementation Bootcamp: https://tractionrealestatementors.com/bootcamp/Deal Machine: https://www.dealmachine.com/Website - https://tractionrealestatementors.com/ Instagram - https://www.instagram.com/tomzeebtraction/ Facebook - https://www.facebook.com/TomZeeb/ Twitter/X - https://x.com/TomZeebLinkedIn - https://www.linkedin.com/in/thomaszeeb TikTok - https://www.tiktok.com/@tomzeebtraction YouTube - https://www.youtube.com/@TractionRealEstateMentors 🎙️🎙️🎙️Podcast Production & Marketing Support by FullCast
play-circle icon
44 MIN
68: How Kitty Assenmacher Built A Thriving Wholesaling Business
OCT 23, 2024
68: How Kitty Assenmacher Built A Thriving Wholesaling Business
Tom welcomes to the show Kitty Assenmacher, a successful real estate investor and licensed agent. Kitty shares her journey from being a novice in wholesaling to building her own business, focusing on acquiring properties and assisting local investors. She discusses the challenges of navigating the real estate market, the importance of genuine communication, and the value of community connections. Kitty also highlights her transition to full-time wholesaling, the significance of consistent marketing, and her future plans, including exploring senior living investments. This episode offers insights into the intricacies of real estate negotiation and the entrepreneurial spirit needed to thrive in the industry.What We Explored This Episode19:02 The Value of Wholesaling in Real Estate22:19 Learning from Negotiation Mistakes24:06 Negotiation Techniques and Instinctual Learning25:09 Real Estate Horror Stories and Lessons Learned28:11 Mindset Shift in Real Estate Wholesaling32:39 Merging Real Estate and Investment StrategiesMemorable Quotes"I think when you truly ask things or say things in a way where you're hitting home with someone, they realize that you're not trying to just sell them. There's actually more to offer." (Kitty)"It's hard. It's not easy to get up every day and do all the things over and over and over and trust the process and believe that it's happening, but showing up and doing it speaks volumes." (Kitty)"I wish I would have heard about this, known about this sooner, just because I think I would have done great sooner, too." (Kitty)Episode ResourcesTom’s Training Website Tom’s TOTAL TRACTION program Traction REIA Nationwide DealMachine Special Bonus OfferConnect with Kitty AssenmacherInstagram - https://www.instagram.com/kittyassenmacherFacebook - https://www.facebook.com/kitty.dimascio LinkedIn - https://www.linkedin.com/in/kittyassenmacher/Connect With TomDownload your FREE trainings today!👇The Deal Flow Maximizer™: https://tomzeeb.com/dealflowThe Negotiation Trifecta™: https://tomzeeb.com/trifectaImplementation Bootcamp: https://tractionrealestatementors.com/bootcamp/Deal Machine: https://www.dealmachine.com/Website - https://tractionrealestatementors.com/ Instagram - https://www.instagram.com/tomzeebtraction/ Facebook - https://www.facebook.com/TomZeeb/ Twitter/X - https://x.com/TomZeebLinkedIn - https://www.linkedin.com/in/thomaszeeb TikTok - https://www.tiktok.com/@tomzeebtraction YouTube - https://www.youtube.com/@TractionRealEstateMentors 🎙️🎙️🎙️Podcast Production & Marketing Support by FullCast
play-circle icon
37 MIN
67: Proven Strategies to Overcome Real Estate Hurdles - Frank & Laurie Woods
JUN 5, 2024
67: Proven Strategies to Overcome Real Estate Hurdles - Frank & Laurie Woods
Tom welcomes to the show, a dynamic couple who transitioned from corporate jobs to being successful real estate investors. They share their journey, starting with the emotional and logistical challenges they faced when Laurie's father passed away, leading them to clean out and sell his house. This experience sparked their interest in real estate, and they dove in headfirst, learning the ropes through real estate investment groups and hands-on experience. Frank and Laurie discuss the importance of community and networking, emphasizing how their involvement with their Real Estate Investors Association (REIA) has been instrumental in their growth. They also highlight the value of persistence and the power of negotiation, sharing practical tips and personal anecdotes that illustrate their learning curve and successes. Key Takeaways03:02: Initial Real Estate Program and Joining Local Investment Group04:49: Benefits of Community and Accountability08:25: Emotional Hurdles and Control in Real Estate14:13: Attraction to Tom Zeeb’s Program15:20: Negotiation Techniques and Confidence Building17:27: Emotional Detachment from Properties20:04: Rehabbing as Primary Exit Strategy21:25: First Flip Experience and Learning Curve22:45: Helping a Seller in Foreclosure29:29: New Construction and General Contracting30:26: Changes from Total Traction Program36:14: Differentiating from Competition37:04: Importance of Follow-Up41:22: Using Negotiation Techniques with Contractors44:02: Benefits of Being Persistent45:26: Craziest Deal Experience48:53: Advice for New InvestorsTweetable Quotes"What I like about it is it makes us more valuable as investors. If we're not able to purchase a house or if we don't like the deal, it doesn't fit into our criteria. We'll know somebody that does or we'll find somebody that does. So we'll be able to help that person that is perhaps in a tough spot with their credit or they have to move for whatever reason. It's really important to them. We'll find a way to help them solve their problem or leave them with value." (Laurie)"We just had a gut feel that there was an opportunity here that we could. We're smart people. We should be able to make this work. Just have to put in a little bit of effort into it. And Lori will tell you, once we committed to it, she didn't sleep for a week." (Frank)"I have to separate the emotion from it. That was another big hurdle. Alongside getting into the business at first, separating myself emotionally and thinking of the houses as just inventory was a big deal. I feel that I'm getting to that point, or I've really made a big stride in having the properties be inventory and not take an emotional toll on me." (Laurie)Guest ResourcesTom’s Training Website Tom’s TOTAL TRACTION program Traction REIA Nationwide DealMachine Special Bonus Offer
play-circle icon
53 MIN
s5e66 David Hayes - Overcoming the 'Fear of Success': Being Comfortable with the Uncomfortable
OCT 25, 2023
s5e66 David Hayes - Overcoming the 'Fear of Success': Being Comfortable with the Uncomfortable
Tom welcomes to the show a long time Traction member, David Hayes, who shares his journey to real estate investing, rehabbing vs wholesaling properties, and why real estate investment truly was something which he couldn’t afford to fail. Today, David joins the show to talk about overcoming the ‘fear of success’, face-to-face negotiation tactics, and the importance of sticking to your exit strategy.Key Takeaways01:02 – Tom introduces today’s guest, David Hayes, who joins the show to discuss how he had no choice but to succeed in real estate investment and the concept of ‘buying correctly’06:11 – The fear of winning09:12 – Rehabbing properties and wholesaling17:45 – To buy, or not to buy?21:06 – Face-to-face negotiation tactics23:45 – David’s mindset and why he’s been a Traction member for years27:46 – Being comfortable with the uncomfortable31:22 – Dealing with taxes and investing in deductions33:16 – The most impactful thing Tom has taught David and the art of conversing with others38:45 – Advice David would give to the negotiation skeptics42:31 – Advice David would give to anyone hesitating to get involved in real estate investment53:21 – Overcoming the excuses and dealing with being a ‘perfectionist’1:00:47 – Tom thanks David for joining the show and sharing his storyTweetable Quotes“Back then it wasn’t so much that I was investing, but I was fine-tuning my craft. I took a lot of courses. I learned a lot of information. I learned a lot, but I didn’t know how to put it into action.” (01:36) (David)“People buy courses and they invest their money in education. But, education is only part of the equation; you have to put action behind it. And if you don’t put action behind it, nothing’s gonna happen. And a lot of time that inaction is because of fear.” (05:38) (David)“I don’t deal with motivated sellers because they don’t fit my criteria. I need HIGHLY motivated sellers. I need a person that I can ask the question, ‘If you don’t buy from me and I don’t buy from you, what’s your next move?’” (10:57) (David)“With this particular wholesale deal, I gave three different offers. The chances of getting a house when you make three offers and they make sense is very high. It’s a lot higher than just making one offer.” (22:09) (David)“One of the things that I learned about real estate is that sometimes you have to just go out on blind faith. People don’t feel comfortable with that. And, if you’re not gonna do it the way people who are successful are doing it, then that means that you’re gonna try to learn it your way, which is going to take more time.” (27:46) (David)“You need to know how to talk to people. And if you can talk to people and make people relax around you, then they can believe in you. And if they believe in you, then they’ll listen to what you have to say. If they’re not sure about you - if you go in and they don’t get a good vibe from them - it takes a lot of work before you can turn around and get them to believe in you later on. So, the best thing to do is, from the minute you meet them, be very humble.” (36:16) (David)“You have to know what your goal is. And based off your goal, you’ll know what you need to do. So, if you need immediate cash, then you want to wholesale. If you want to develop legacy money, then you want to buy cheap. Sometimes it requires a combination of the two.” (44:50) (David)“When you buy something, know what your exit strategy is before you buy and stick to it.” (50:04) (David)Guest ResourcesTom’s LinkedInTom’s Training Website Tom’s TOTAL TRACTION program DealMachine Special Bonus Offer
play-circle icon
62 MIN
s5e65 What Happens When You Don’t Care Anymore with Sam Glavin
OCT 13, 2023
s5e65 What Happens When You Don’t Care Anymore with Sam Glavin
Tom welcomes to the show a successful student of his, Sam Glavin, who shares what inspired him to venture out into entrepreneurial real estate, what drew him to Tom’s program, and how he’s dealt with massive rejection. Today, Sam joins the show to talk through his marketing strategies, recent rehab deals he’s completed, what ‘wholetailing’ entails, and his future investment goals.Key Takeaways00:59 – Tom introduces today’s guest, Sam Glavin, who joins the show to discuss what inspired him to pursue entrepreneurial real estate 07:21 – Why Sam chose Tom’s program and Sam’s biggest deal to date 13:23 – A numbers game 16:54 – Dealing with rejection (42 times to be exact) 20:38 – The tedium of marketing and making things conversational 27:32 – Sam’s big rehab deal 30:54 – ‘Wholetailing’ explained 35:32 – Hiring employees & building a business 39:24 – Advice Sam would give to anyone hesitating to get involved in real estate investment 43:29 – Tom thanks Sam for joining the show and sharing his storyTweetable Quotes“I say the first deal is around the corner, because it is. I worked four months to get my first deal and then it happened. And then literally two days before I sold that one, I got my next one under contract.” (10:46) (Sam)“It feels almost too good to be true to even keep it up. It’s one thing to get a deal every couple of months, but to actually keep it up and start turning it into a business, I do see that mental shift you’re talking about. It’s hard to see.” (12:46) (Sam)“It is a low response rate for most types of marketing. I think the biggest thing is testing stuff and testing everything.” (21:29) (Sam)“I used to be very, very shy. You would have never, ever had me doing any networking events. It would be unheard of for me to do anything like that. Once I realized that you’re just talking to people who have a house issue, it’s just made it more streamlined. I’m not asking question after question. I’m just having a conversation with them, understanding what they need and what they want with their house.” (23:15) (Sam)“You are paid in proportion to the problems that you solve. Solving a housing issue that is some people’s biggest purchase is incredible. We get paid very well for solving that issue.” (24:58) (Sam)“I will never stop having leads come in. That’s the death of your business really.” (30:04) (Sam)“I want to turn this into an actual business and get into long term, tax benefit type real estate.” (38:05) (Sam)Guest ResourcesTom’s LinkedInTom’s Training Website Tom’s TOTAL TRACTION program DealMachine Special Bonus Offer
play-circle icon
45 MIN