The Seven Stages of a Sale: The Emotional Reality Behind Every Deal

Understanding the Human Side of Real Estate and the Patterns That Define It

Ryan Serhant may have brought the "Seven Stages of a Sale" into the spotlight, but anyone who’s been in the business for a while knows—they're not a theory. They're real. They show up in every transaction, in some form or another. I've lived them, over and over again, in deals that went beautifully and in ones that fought us every inch of the way.

The idea of mapping emotional stages in sales isn’t new. Sales psychology has long embraced models like AIDA (Attention, Interest, Desire, Action) and the classic seven-step selling process taught in business schools. What Serhant did was simplify and reframe it for today’s high-emotion, high-stakes real estate world. And he nailed it.

Because the truth is, selling or buying a home isn’t a linear path—it’s a ride. It’s driven by emotion, uncertainty, timing, life events, and sometimes forces we can’t even see coming.

I’ve had transactions so smooth, I found myself asking, “Is this real?” Recently, I represented a seller whose property sold—sight unseen—in a first showing via video. The buyer came in at full price, all cash. No negotiations. Inspection: clean. Closing happened exactly on the date selected. Everything clicked. And yet, even with all that ease, my mind stayed spinning plates in the background, ensuring nothing got missed.

Then there are the other ones. Deals that stall for reasons that have nothing to do with comps, pricing, or condition. Emotional roadblocks rise up out of thin air. Clients lose momentum. Divorce, death, job changes, fear of moving on—they all find their way into the deal. I’ve seen negotiations derailed because someone was grieving. Or because a seller just wasn’t ready to let go.

Understanding these moments is key. Not to fix them, necessarily—but to guide people through them with empathy and steady hands.

Let’s break down the Seven Stages, not as a training guide, but as a reality check for anyone stepping into this process:

1. Excitement - The high. A fresh listing. A dream home spotted online. Everyone’s energized, hopeful, and ready to move.

2. Frustration - Weeks pass. The market response isn’t what was expected. Or a buyer starts second-guessing. “It’s just timing,” someone says. Maybe. Maybe not.

3. Fear - This is when it gets loud. Emotions rise. Doubt creeps in. Pressure mounts. This is also when many transactions begin to wobble.

4. Disappointment - Whether it’s price, terms, inspection issues, or personal dynamics, this is the friction point. It can be productive or toxic. Everything depends on how it’s handled.

5. Acceptance - Once both sides get real, the fog lifts. Adjustments are made. People shift from defending to deciding.

6. Happiness- The loan is clear. Documents are in motion. It feels like things are going to work out. (Spoiler: they usually do.)

7. Relief - Closing day. Keys. Smiles. Social media posts. The work fades, and the emotion settles into pride and peace.

Why does this matter? Because knowing what to expect helps everyone breathe easier.

Clients—especially in luxury real estate—aren’t just buying or selling a house. They’re navigating change. And often, it’s a big change: kids leaving home, marriages ending, new beginnings starting, legacies being built. Every one of those changes can crank the volume on these stages.

If you're a broker, your job isn’t just to "sell." It’s to guide. Spot the emotion before it spins. Translate panic into action. Calm the chaos. Keep the end in sight. If you're a buyer or seller, the best thing you can do is align with someone who knows this path inside and out. Someone who doesn’t just ride the wave—they steer through it.

After decades in this industry, I’ve learned the patterns. But I’ve also learned that no two deals are ever the same. What matters is how we show up for them—and how we help others do the same.

Understanding the process and the emotions is critical. As advisors at this level, it is our job. If you can't guide the process, you will find yourself at odds with the inevitable. The Seven Stages of a Sale aren’t just a framework. They’re the emotional heartbeat of every real estate journey. And navigating them well? That’s where the magic—and the mastery—live.

— Craig Hogan & Rudy Zavala
Hogan Zavala Group | Engel & Völkers Chicago

MEET THE TEAM

FOLLOW OUR YOUTUBE CHANNEL HERE

Details on the top 10 markets in Chicago are just a click away!