Sellers often misunderstand what agents charge. The assumption is all agents are equal. They select the discount agent. They believe they are smart. If one charges less and the other is higher, they go cheap. They think they saved $5,000. This is wrong. The low fee agent costs you the most in the end. The reason? The result is poorer. The lost value is much more than the saving in fees.
Consider this. If they can't defend their own full fee, will they fight for your money? They won't. They give in straight away. When a buyer offers low, the discounter says: "Take it." They want volume. The last dollar doesn't matter. A good agent negotiates hard. Because we value our skill.
I witness owners locally lose $20,000 or $30,000 to save pennies. It breaks my heart. It is a one-time event. You need the maximum price. Commission is a cost of sale. If I get you a higher price, and I cost $5,000 more, you win. Look at the bottom line. Look at the net, not the fee.
Price vs. Performance In Real Estate
Know the gap between cost and value. McDonalds and fine dining are not the same. Local agents are no different. Some are order takers. They list online and wait. Anyone can do that. Why pay for that?.
A professional creates competition. We chase leads. We manage the look. We write compelling ads. Crucially: we close. When the offer is "$600,000 is my limit", the order taker writes it up. I know they have more. That extra $20,000 pays the fee 4 times over. That is performance.
Budget brokers churn and burn. They need to sell 10 houses to make a living. They are too busy to spend time on you. You are just another sale. I focus on quality. So I can dedicate time on your sale. My fee allows me to give 100%. Avoid the churner.
The Skill Set That Matters Most
It's not fighting. It is a science. It is knowing when to speak and when to shut up. It is reading body language. It is creating FOMO. A good negotiator can make a buyer increase their offer against themselves. We use competition to drive the price up.
This skill takes years to master. It is valuable. You are hiring an agent for this skill. Not to put a sign up. You hire us to negotiate. If they are untrained, money evaporates. They lower expectations rather than negotiating. Simpler to beat you down than to push a buyer. Bad agents lower price. Pros increase offers.
Ask the agent: "Give me an example a deal you did." Watch them. If the answer is "It sold quick," run away. You need "I created a bidding war." That is the winner. I love the deal. That is my promise.
Why Free Marketing Is A Myth
You might hear "no marketing costs." Sounds good? Be careful. There is no free lunch. If marketing is "free", they cut corners. Basic listing. You get iPhone photos. Basic board. The reason? they are paying. They want to spend less.
For the best result, you need exposure. Highlight ad. Drone shots. Floorplans. Facebook boost. It is an investment. It casts a wide net. More eyes = more offers. Competition = higher price. Being cheap on ads and miss one buyer, you might lose $10,000 in price. Not smart.
I recommend investing in marketing. We do it right. We go big to find the buyer. Your house. Give it the best chance. Don't be invisible to save a few dollars. Marketing works.
The "Buying The Listing" Trick
A common scam of cheap agents promising a high price. They say your home is worth $700k when reality is lower. They do this to flatter you. They get the listing because you want $700k. Once listed, no offers. They blame the market. They crunch you down to the real value. It sells low after months of stress.
But you hired the liar. The good agent who was real lost the job. Don't reward lies. If it sounds too good a crazy number, ask for proof. Where is the evidence?. No data, they are buying the listing. I tell the truth. Evidence based. My price might be less, but I deliver. We beat it with hard work, not false hope.
Be aware. It is a game. Look for integrity. Select the person reality, not what you want to hear. That is the expert who gets results for the max.
How To Spot A great Agent
In the appraisal, ask these questions:
1. How do you negotiate?.
2. Can you show me your track record?.
3. What helpful information overview if we get two bids?.
4. Justify your commission.
5. What is the plan?.
What they say shows their skill. If they waffle, don't hire them. If they are confident, hire them. If they drop their fee as soon as you ask, reject them. If they fold, they will cost you.
Grill me. Challenge me. I have the answers. I deliver. Let's work together. Not on price, I get results. Quality pays for itself ultimately.