The Words You Use Matter: How Realtors Can Reduce Risk While Providing Better Service

One of the biggest misconceptions in real estate is that contracts are what get agents into trouble. While poorly written agreements can certainly create problems, the truth is that many complaints, lawsuits, and ethics violations begin with something much simpler, the words we use every day.

That was the focus of a recent continuing education class taught by Mike Ferrante of the Mike Team at LPT Realty, where Realtors from across Greater Cleveland, Northeast Ohio, and Central Ohio learned how seemingly harmless conversations can create unintended liability.

Whether you are a new agent or a seasoned professional, understanding how to communicate with clients is just as important as understanding contracts.

Good Intentions Can Still Lead to Problems

Most Realtors genuinely want to help their clients. We answer questions, explain the buying and selling process, and try to reduce stress during what is often an emotional transaction.

The challenge is that well-intended comments can sometimes be interpreted as guarantees, expert opinions, or promises.

Phrases like:

• "Do not worry about it."
• "That is common in this neighborhood."
• "It is just cosmetic."
• "This should appraise."
• "You will not have any issues."

may sound reassuring, but they can become problematic if circumstances change after closing.

As Mike explained during class, buyers and sellers often remember conversations differently than agents do. Months, or even years later, a client may recall a statement that influenced their decision, even if that was never the agent's intention.

Your Written Communication Lasts Forever

Text messages, emails, direct messages, and even social media conversations have become a permanent part of modern real estate transactions.

Deleting a text message does not necessarily make it disappear. Clients can save screenshots, forward emails, or produce conversations long after a transaction has closed.

For that reason, every written communication should be viewed as something that could eventually be reviewed by a broker, attorney, ethics panel, or even a judge.

That does not mean agents should avoid communicating. It simply means we should communicate thoughtfully.

Be a Knowledge Broker, Not a Know-It-All

One of the biggest takeaways from the class was that Realtors still have tremendous value.

Consumers have access to online home valuations, property searches, AI tools, and neighborhood information. Simply telling clients to "look it up online" is not providing the level of professional service they expect.

Instead, successful Realtors become knowledgeable guides.

Rather than making broad statements, present facts, provide reliable resources, explain available options, and encourage clients to consult specialists when appropriate.

For example, if a buyer asks about a crack in a foundation, avoid diagnosing the problem. Instead, point it out, explain that it should be evaluated during the home inspection, and recommend that a qualified professional provide an opinion.

That approach protects both the client and the Realtor.

Avoid Guarantees

Another common source of liability is making predictions that no one can actually guarantee.

Examples include:

• Future property values
• Appraisal outcomes
• Financing approval
• Inspection results
• Neighborhood changes

Instead of offering certainty, present data.

Review comparable sales, discuss current market trends, and explain possible outcomes. Buyers appreciate honest guidance far more than unrealistic promises.

Offer Options Instead of Directing Decisions

One of the themes repeated throughout the class was the importance of presenting options rather than telling clients what they should do.

For example, instead of saying: "You should waive your inspection."

A better approach is to explain:

• The benefits of an inspection
• The risks of waiving one
• Alternative strategies that may strengthen the offer while protecting the buyer

The same principle applies to pricing, multiple offers, financing, appraisal gaps, and negotiations.

Professional Realtors educate clients so they can make informed decisions, not pressured ones.

Fair Housing Requires Careful Communication

Questions about neighborhoods, crime, schools, or demographics require particular care.

Rather than expressing personal opinions, agents should rely on objective information and reputable resources.

Helping buyers locate public data while avoiding subjective characterizations protects both the client and the Realtor and supports compliance with Fair Housing laws.

Documentation Protects Everyone

One practical recommendation from the class was to follow important phone conversations with a brief email summarizing what was discussed.

This creates clarity, confirms expectations, and helps avoid misunderstandings later in the transaction.

Good documentation is not about assuming the worst. It is about providing excellent customer service while maintaining a clear record of important conversations.

The Best Realtors Combine Knowledge With Professionalism

Successful real estate agents do much more than unlock doors and complete paperwork.

They educate clients, communicate clearly, understand risk, know when to recommend outside professionals, and guide buyers and sellers through complex decisions with confidence.

As technology and artificial intelligence continue to change the real estate industry, the human element becomes even more important. Clients still need trusted advisors who can interpret information, explain options, and advocate for their best interests.

Continuing Education That Makes a Difference

The Mike Team at LPT Realty is committed to helping both consumers and Realtors succeed through ongoing education. Classes like this provide practical, real-world advice based on thousands of transactions and years of experience serving buyers and sellers throughout Greater Cleveland, Northeast Ohio, and Central Ohio.

Whether you are a seasoned Realtor or just beginning your career, continually improving your communication skills may be one of the best ways to protect your business while providing exceptional service.

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To learn more about upcoming continuing education classes, buyer and seller resources, or the Northeast Ohio real estate market, visit www.21Mike.com or contact Mike Ferrante and the Mike Team at LPT Realty at 216/373-7727.