Negotiation Basics for Land (When to Hold, When to Move)

Negotiation is where many land deals are won or lost. Price is only one part of the conversation — how you handle objections, timing, and terms can make thousands of dollars of difference.

I've almost never done a deal without a little bit of give. That's because I always price with room to negotiate. Buyers want to feel like they "won" something when they buy, and by giving them that space, you can protect your profit while making them feel good about the deal.

Your goal isn't just to "win," it's to close the deal at the best possible outcome — where the buyer feels confident and excited, and you walk away with the most money in your pocket.

Below is a step-by-step framework that combines confidence with flexibility so you never give away more than you should, but you also don't lose a good buyer over a small gap.

The Golden Rules of Land Negotiation

Never lower your price first.

Sometimes we do lower the price after a while if a property isn't moving, but that's very different from cutting it just because someone asks. If a buyer says, "Is the price negotiable?" don't jump in with a discount.

Instead, respond with:

"The property is priced fairly based on recent sales, but I'm happy to consider a cash offer. Would you like to come see it first?"

Let them show their cards before you move. You don't know how high they're willing to go until you let them name their number.

Always Counter.

Never dismiss an offer outright — even the ridiculous ones. A lowball offer doesn't mean the buyer won't pay more. In fact, many buyers start low just to see if you'll bite. By countering, you keep the conversation alive and plant the seed in their mind.

If someone throws out a non-acceptable number, respond with confidence:

"I can't do [$LOW OFFER], but I might consider going down to [$YOUR COUNTER]. Have you seen the property already?"

Even if they don't accept right away, you've anchored the value higher. Many times, they circle back closer to your number once they realize you're serious and the land is priced right.

When to Hold Firm (or budge only a little)

There are times you should stand strong and not move much:

When to Be More Flexible

Flexibility doesn't mean weakness — it means you're keeping the deal alive, or selling it quicker. Consider moving on price more if:

How to Handle Objections (Without Losing Ground)

Every objection is really just a buyer looking for reassurance. Your job is to confidently position it as already factored into the price or even a benefit — and then bring the conversation back to seeing the property.

Example 1: Utility / Septic

Buyer: "Since it doesn't have city sewer, I can only offer [$X]."

Response: "Most properties in this area use septic instead of city sewer — it's very common and actually saves you money since there are no monthly sewer bills. Plus, you get to design the system that fits your home or cabin. That's already reflected in the price, which is very fair compared to others nearby. Want to come walk it?"

Example 2: Flood Zone

Buyer: "Because it's in a flood zone, I can't go higher than [$X]."

Response: "I understand, but being in a mapped flood zone doesn't prevent building at all. Lots of homes here are built the same way — you just follow county guidelines. We already priced it with that in mind, so you're actually getting a strong deal. Want to come see the land and where the best build spot would be?"

Example 3: Price in General

Buyer: "That's more than I wanted to spend, so my offer is [$X]."

Response: "I get that. The reason this one is priced here is because it already has road access and power at the street, which lower priced nearby lots don't — those improvements save thousands. That's why we know it's worth what we're asking. If you'd like, make a serious cash offer after walking it and I'll consider it. Want to come take a look this week?"

Finding Middle Ground (Without Killing the Deal)

Sometimes meeting in the middle is the fastest way to close — but you should never give without getting something in return. Middle ground doesn't mean splitting down the middle every time. It means moving strategically so the buyer feels good while you protect your profit.

Anchor High, Move Small

If they offer $20K on a $25K property, don't drop to $22.5K right away. Counter at $24K. Show movement, but keep leverage.

Ask for Give and Take

Whenever you reduce price, ask for something back. Examples:

• "I can do $22.5K if you cover all closing costs."
• "I value a fast closing over squeezing for top dollar, so I'd only be able to consider $23K if you can agree to close as fast as the title company can go, likely around 10 days."
• "If we go down to $22.5K, I'd just need a $5,000 earnest money deposit held with the title company as escrow. With the amount of interest we've had, I need to be confident you will close, otherwise I'd rather wait for a stronger offer."

Use Extras Instead of Price Drops

Sometimes throwing in something small has the same effect as dropping thousands off the price. Buyers often use "work needed" as a negotiation tactic — but if you know the fix only costs a fraction of what they're asking off, you can offer to handle it as part of closing instead of slashing your price.

Examples:

• Offer to include a recent survey at closing
• Pay for a simple improvement like mowing, light clearing, or cutting a walking trail
• Agree to cover a small requirement (like bush hogging or removing debris) that makes the property more accessible

Frame Concessions as Wins

Always position your movement as a reward for the buyer's seriousness:

• "Normally I'd hold firm at $25K, but since you're ready to close quickly, I can work with $22.5K."
• "I wasn't planning to move on price, but if you're covering closing costs, I'll meet you halfway."

The Art of Walking Away

One of the most powerful moves in sales is knowing when to walk away. Sometimes the best negotiation tactic isn't lowering or explaining, it's taking away the deal.

If a buyer is pushing too hard, simply say:

"Thanks for the offer, but I'll need to pass. We're already priced right and I expect it to be sold very soon."

Key Takeaway: Negotiation isn't about fighting, it's about guiding the buyer toward the outcome you already know works. Stand firm when demand is strong, move strategically when timing matters, and always, always make the buyer feel like they won too.