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If he or she receives the kind of information from which you are working, then he or

she might be more likely to share your point of view. This is why you generate a CMA.
Step one is to generate a CMA.

Step 2: Go over the CMA with the client. Instead of just handing the client the CMA,
go over each part with him or her, outlining the important details and the extent of

your research. Here's where the bulk of your persuasion will come into play. While

going over the CMA, find legitimate ways to utilize both ethos and pathos. This will
give weight to the "conclusions" in the CMA and to your expertise.

Step 3: Advise your client. Ultimately it is your client's call, of course. But you do want
to make sure that your clients fully understand the various issues relating to

marketing real estate before they make any decisions.

So, utilize transitions and colorful, catered language to recommend a course of

action—in this case, pricing the home near the appraised market value. If the client

seems set against it, is it because he or she does not trust the appraisal price? If so,
then perhaps the client has a good reason. In that case, you could order another one.

Lesson Summary

This lesson focused on logos, which refers to presenting logic to persuade, and how

to keep logos as a means of persuasion open to you in your negotiations sessions
and correspondence. Initially, this lesson outlined ways that you can check your ideas

for logical connections. We then examined ways to ensure that people can easily
follow your arguments.

Logic involves examining your ideas for coherency and legitimacy. While it can be
difficult to know if any given information is "true," we can examine given information

to see if it is at least coherent with itself.

TX Marketing II: Negotiation Techniques 150