Sellers often misunderstand what agents charge. The assumption is all agents are equal. They select the lowest fee. They believe they are smart. If Agent A charges 1.5% and Agent B charges 2.2%, they pick Agent A. The math says a few thousand. This is dangerous math. The cheapest agent loses you money eventually. How? Because they sell your home for less. The difference in your sale price dwarfs than the commission difference.
Think about it. If they give up their own income, how will they negotiate your equity? They can't. They roll over immediately. If a low offer comes, the cheap agent says: "You should sell." They want the quick sale. They don't fight. A pro pushes for more. We know our worth.
I see sellers locally lose $20,000 or $30,000 for a small discount. It breaks my heart. You have one shot. You need the maximum price. You pay for performance. If the agent gets a premium, and I cost $5,000 more, you make more profit. That is the net result. Count the cash in hand, not what you pay.
Price vs. Performance In Real Estate
There is a difference between price and result. McDonalds and fine dining are not the same. Salespeople are the same. Some just open doors. They upload photos and wait for the phone to ring. That is easy. That is not service.
A skilled agent builds value. We work the database. We style the home. We use psychology. Crucially: we deal. When a buyer says "$600,000 is my limit", the cheap agent believes them. I know how to squeeze. That extra $20,000 is pure profit. That is value.
Cheap agents need quantity. They need bulk sales to make a living. They don't have time 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. We are there to negotiate. If they are untrained, money evaporates. They lower expectations instead of lifting the buyer. Easier to lower price than to push a buyer. Bad agents lower price. Great agents lift buyers.
Ask the agent: "Show me a deal you did." Hear what they say. If the answer is "I got an offer and they accepted," worry. You need "I rejected the first offer." That is the winner. Brad Smith negotiates. That is my job.
Why Free Marketing Is A Myth
Discounters promise "free marketing." Attractive? Wrong. Nothing is free. If marketing is "free", they cut corners. Basic listing. You get iPhone photos. Basic board. The reason? it is coming out of their pocket. They save money.
To get top dollar, you need premium marketing. Top spot online. Professional photography. Virtual styling. Targeted marketing. This costs money. It casts a wide net. More buyers = more competition. Demand equals value. Cutting ad spend and miss one buyer, it costs you value. That is bad math.
I advise vendor paid marketing. We do it right. We spend what is needed to find the buyer. It is your asset. Showcase it. Don't hide it in the dark to save a grand. Marketing works.
Beware Of Over-Quoting Agents
A dirty tactic of cheap agents lying about value. They tell you you will get a huge price when reality is lower. They do this to win the job. You sign with them out of greed. Later, it doesn't sell. They make excuses. They reduce it to where it should be. And you sell for $600k after wasting time.
You chose the fake. The one who told the truth who said $600k missed out. Be smart. If an agent promises way more than others, check the data. Prove it. If they can't, they are buying the listing. I tell the truth. Evidence based. I might be conservative, but I deliver. I often exceed it with hard work, not empty promises.
Watch out. It is a game. Find the ethical agent. Find the one the hard truth, not fluff. That is the expert who succeeds at the top.
How To Spot A great Agent
Before you sign, ask these questions:
1. How do you negotiate?.
2. Can you show me your track record?.
3. What if we get related page resource two bids?.
4. Justify your commission.
5. How will you find buyers?.
How they respond reveals the truth. If they are unsure, next. If they have a process, sign them. If they discount as soon as you ask, don't hire them. If they give away their money, they will give away yours.
I welcome these questions. Challenge me. I have the answers. I deliver. Pick me. I am not the cheapest, I am the value choice. And the best is always free with the final price.