What should a broker do if a seller expresses a strong willingness to sell their property?

When a seller shows a strong willingness to sell their property, the broker's primary responsibility is to respect the seller's privacy and confidentiality until explicit consent is granted. Remaining silent and not disclosing the seller's motivation ensures that the broker adheres to ethical obligations and legal requirements regarding the handling of sensitive information. The seller’s willingness to sell does not automatically mean that they want that information shared—it is crucial for the broker to obtain written permission before discussing such details with potential buyers. This approach maintains the trust and relationship between the broker and the seller, while also safeguarding the seller’s interests in the transaction.

In contrast, advertising the seller as motivated without permission could harm the seller's position and violate confidentiality agreements. Lowering the listing price to attract buyers could be premature without further discussion with the seller regarding their motivations and intentions. Disclosing the seller's motivation without their permission may not only breach confidentiality but could also lead to conflicts or misunderstandings during negotiations.