Cap rate. Rent roll. NOI. They forget about the most important thing on the deal. The seller. The motivation of the person on the other side of the table is the variable that decides everything about your deal — the price you'll pay, the terms you'll get, and whether there's even a deal there at all. Two sellers can own identical properties at the same price. One is going through a divorce and needs to close in 60 days. One is a passive investor happy holding for another decade unless someone offers a premium. 👉 Same property. Two completely different deals. You can't see that from a listing sheet. You can only see it by understanding why they're selling. And there are really only a handful of reasons sellers sell. Tired of managing the property. A life event forcing the sale. Financial pressure they can't ignore. Each one of those gives you a completely different door to walk through in the negotiation. This week's resource for the community walks through the motivations sellers actually have — and how to identify them quickly on a first call. It's called Why Sellers Sell. And I built it just for YOU. 💬 Drop WHY below and I'll send it over.