Most people are wrong about agent fees. People believe agents do the same job. They pick the lowest fee. They believe they are smart. If one charges less and Agent B charges 2.2%, they pick Agent A. They think they saved $5,000. But this is false economy. The cheapest agent is usually the most expensive eventually. The reason? The result is poorer. The gap in the final figure is often far bigger than the saving in fees.
Consider this. If they give up their own money, how can they defend your money? They won't. They roll over instantly. When the heat is on, the discounter says: "You should sell." They want the quick sale. They don't fight. Brad Smith negotiates hard. Because we value our skill.
I see sellers in this market drop tens of thousands to save pennies. It breaks my heart. It is a one-time event. You want the top dollar. You pay for performance. If the agent gets $20,000 more, even with a higher rate, you win. That is the net result. Count the cash in hand, not the expense.
Price vs. Performance In Real Estate
Understand the distinction between cheap and good. A cheap suit and a tailored one are not the same. Salespeople are the same. Some are basic. They list online and wait for the phone to ring. That is easy. That is not service.
A negotiator markets proactively. We chase leads. We style the home. We market aggressively. And most importantly: we deal. If someone says "$600,000 is my limit", the cheap agent believes them. The pro knows they have more. The gap pays the fee 4 times over. That is value.
Discounters rely on volume. They must sell many to pay bills. They don't have time to spend time on you. They treat you like a number. I take fewer clients. To work harder on your sale. My commission enables me to serve you best. Don't hire the busy fool.
Why The Best Negotiators Charge More
Negotiation is not arguing. It is influence. It is knowing when to speak and when to listen. It is reading body language. Building pressure. A good negotiator gets more money willingly. We use competition to elevate value.
It is learned to master. It is valuable. You are hiring an agent for this reason. Not for the sticker. You pay us to negotiate. If your agent is weak, money evaporates. They ask for reductions because they can't get the buyer up. It is easier to crunch a seller than to get more. Lazy agents crunch sellers. Great agents lift buyers.
Ask the agent: "Tell me a story how you negotiated." Hear what they say. If they just say "I got an offer and they accepted," run away. You want to hear "The offer was $500k, I worked them to $530k." That is who you want. I love the deal. That is my promise.
Marketing Budgets: Who Pays For What?
Cheap agents often offer "advertising included." Attractive? Be careful. Someone pays. If they pay, they go cheap. You get the small ad. You get iPhone photos. Basic board. The reason? they are paying. They minimize cost.
To sell for a premium price, you need the best. Top spot online. Drone shots. Floorplans. Facebook boost. It isn't cheap. It casts a wide net. More eyes = more offers. Competition = higher price. Being cheap on ads and fail to reach someone, it costs you value. That is bad math.
My strategy is you pay for ads. Because then we control it. We go big to find the buyer. It is your asset. Showcase it. Don't hide it in the dark for a small saving. 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 market value is less. They do this to win the job. You sign with them believing the lie. Then, it doesn't sell. They make excuses. They reduce it to the real value. It sells low after months of stress.
You picked the cheat. The one who told the truth who said $600k missed out. Be smart. If an agent promises to be true, be suspicious. Prove it. If they can't, they are buying the listing. I value correctly. Evidence based. I might be lower, but I deliver. I get more via strategy, not by lying at the start.
Protect yourself. There are tricks. Look for integrity. Select the person reality, not fairytales. That is the partner who gets results for the max.
How To Spot A great Agent
In the appraisal, quiz them:
1. Explain negotiation.
2. see the full guide content Prove your results.
3. How do you auction?.
4. Explain your cost.
5. What is the plan?.
What they say shows their skill. If they stumble, don't hire them. If they are sharp, hire them. If they discount immediately, don't hire them. If they give away their money, they will lose your equity.
Ask me. I love the interview. I am ready. I am confident. Let's work together. Not on price, I get results. Quality pays for itself ultimately.