When we meet a new Seller lead, our tendency is to immediately begin gathering lots of information. After all, with real estate, there's a lot of information we need, right? Information on the condition of the property, age of mechanical systems, rents, expenses and more. But while information is important, there's another thing that's also equally—if not more—important than information, that we hardly ever speak of: Insights from the Seller. In this episode, Jeff explains what insights are, how they differ from information, and why insights are so critical to our negotiation.

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