Selling Affordability in Today’s Market: A Conversation Every Sales Advisor Needs to Hear

What if the real objection your buyers are struggling with isn’t actually price? What if the fear behind their hesitation has far more to do with monthly comfort zones, confidence, and clarity than the sticker number on the home?

And more importantly… what if you could learn how to tackle that fear head-on, without becoming a mortgage expert or overwhelming your buyers with jargon?

In this power-packed episode of Head-to-Head—now officially available as a full podcast—I sat down with builder-lender strategist Bill Rodriguez of Guild Mortgage to talk about what’s really driving affordability challenges in today’s market. If you’ve been feeling the pressure from buyers who are “waiting for rates to drop,” renters who don’t believe they can buy, or homeowners who are locked into a sub-4% rate, this conversation gives you the language, the confidence, and the strategies to move them forward.

So let me ask you…

• Are you still leading with price instead of payment?

• Do your buyers assume they need a 30-year fixed when something else may be a better fit?

• Do you know how to explain a buy-down without sounding like a lender?

• Are you missing opportunities because you’re afraid to talk monthly budgets?

If these questions hit home, you’re going to want to listen all the way through.

Inside the episode, we break down what’s working right now—not theories, not wishful thinking, but real-world strategies builders and Sales Advisors can use today:

• Permanent vs. Temporary Buy-Downs (in plain English)

Why permanent buy-downs build confidence… and why temporary buy-downs reduce anxiety for buyers who know they’ll move or refinance within a few years.

• Forward Commitments, Incentive Pools & Creative Structuring

You’ll hear how builders are stretching buying power without tanking pricing or damaging comp integrity—and why a well-structured incentive often beats a $100,000 price reduction.

• Exploring Alternative Loan Programs

FHA, VA, 7-year ARMs, USDA 100%, HECMs, non-QM, and down payment assistance programs you may be overlooking—plus how to tee up the lender conversation without stepping into the compliance danger zone.

• Why Payment Conversations Are NOT Off-Limits

Buyers don’t need you to be a lender—they need you to help them connect the dots between their current rent or mortgage and their comfort zone on a new home.

• The Urgency Message Buyers Need Right Now

Because when rates eventually fall, affordability won’t magically improve… demand will surge, prices will climb, and your buyers may get priced out all over again.

If you’ve been looking for practical, confidence-building language to help your buyers take the next step—even in an uncertain market—this episode is your roadmap.

Listen now and subscribe to the brand-new Head-to-Head Podcast wherever you love to listen.
Whether you’re on the road, in the model, or between appointments, you’ll get real conversations with real solutions you can use today to grow your sales and your business. And, please be sure to subscribe so you never miss an episode. You can search our podcast locations by CLICKING HERE