Most people are wrong about agent fees. People believe all agents are equal. They select the lowest fee. They believe they are smart. If one charges less and Agent B charges 2.2%, they pick Agent A. The math says money in the pocket. This is dangerous math. The discount broker is usually the most expensive in the end. The reason? The result is poorer. The gap in the final figure is much more than the commission difference.
Think about it. If they give up their own income, how can they defend your house price? They don't. They give in straight away. If a low offer comes, the discounter says: "It is a good offer." They want volume. The last dollar doesn't matter. A pro fights for every dollar. We are professionals.
I watch vendors locally drop tens of thousands for a small discount. It is tragic. It is a one-time event. The goal is the peak. Commission is a cost of sale. If I get you a higher price, and I cost $5,000 more, you make more profit. That is what matters. Focus on what you keep, not the expense.
The Difference Between Cost And Value
Understand the distinction between cost and value. A cheap suit and a tailored one are not the same. Local agents are the same. Some just open doors. They put it on the internet and hope. That is zero skill. You could do that.
A negotiator markets proactively. We chase leads. We manage the look. We use psychology. Crucially: we deal. When a buyer says "$600,000 is my limit", the amateur accepts. The skilled agent knows they have more. The gap pays the fee 4 times over. That is performance.
Budget brokers rely on volume. They must sell many to pay bills. They don't have time to maximize your price. You are a transaction. I focus on quality. So I can dedicate time on your sale. My commission enables me to do the job properly. Avoid the churner.
The Skill Set That Matters Most
Negotiation is not arguing. It is influence. Knowing silence and staying calm. 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 handle the money conversation. If they are scared, you lose. They ask for reductions instead of lifting the buyer. Easier to lower price than to lift a buyer. Lazy agents crunch sellers. Great agents lift buyers.
Ask the agent: "Show me a deal you did." Hear what they say. If the answer is "It sold quick," run away. You want to hear "I created a bidding war." Hire that one. Brad Smith negotiates. That is my promise.
Marketing Budgets: Who Pays For What?
You might hear "advertising included." Great deal? Wrong. Nothing is free. If marketing is "free", they cut corners. Bottom tier. Cheap snaps. You get no signboard. Why? it is coming out of their pocket. They want to spend less.
To sell for a premium price, you need the best. Top spot online. Professional photography. Floorplans. Facebook boost. It is an investment. It reaches more people. More buyers = more competition. Competition = higher price. Being cheap on ads and lose a bidder, it costs you value. Not smart.
I advise you pay for ads. We do it right. We spend what is needed to find the buyer. Your investment. Give it the best chance. Don't hide it in the dark for a small saving. It drives the sale.
The False Promise Of A High Price
A dirty tactic of bad agents promising a high price. They promise you will get a huge price when market value is less. They do this to flatter you. They get the listing because you want $700k. Later, it doesn't sell. They make excuses. They crunch you down to where it should be. And you sell for $600k eventually.
You picked the cheat. The honest agent who was accurate lost the job. Don't reward lies. If it sounds too good way more than others, check the data. Prove it. If they can't, it is a lie. I value correctly. Evidence based. I might be lower, I achieve it. We beat it via strategy, not by lying at the start.
Be aware. It is a game. Choose honesty. Find the one who tells you what you need to hear, not fluff. That is the guide who will actually sell your home for the max.
The Interview Checklist For Sellers
In the appraisal, quiz them:
1. How do you negotiate?.
2. Can you show me full details overview your track record?.
3. How do you auction?.
4. Why is your fee higher/lower?.
5. What is the plan?.
What they say will tell you everything. If they are unsure, walk away. If they are confident, hire them. If they drop their fee immediately, do not sign. If they can't defend their income, they will lose your equity.
I welcome these questions. I love the interview. I am ready. I am confident. Let's work together. Not on price, I get results. Excellence pays for itself ultimately.