Sellers often misunderstand agent fees. People believe agents do the same job. They pick the lowest fee. They think they are saving money. If Agent A charges 1.5% and Agent B charges 2.2%, they choose the discounter. The math says a few thousand. But this is false economy. The cheapest agent loses you money at settlement. Why? Because they sell your home for less. The lost value is much more than the saving in fees.
Think about it. If they give up their own income, how will they negotiate your equity? They can't. They give in straight away. When a buyer offers low, they advise: "You should sell." They want the quick sale. They don't fight. A good agent 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 want the top dollar. You pay for performance. If I get you a premium, and I cost $5,000 more, you make more profit. That is the net result. Look at the net, 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. Local agents 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 manage the look. We write compelling ads. Crucially: we deal. When a buyer says "$600,000 is my limit", the order taker writes it up. I know how to squeeze. That increase is pure profit. That is skill.
Budget brokers rely on volume. They must sell many to survive. They are too busy to maximize your price. They treat you like a number. I limit my listings. So I can dedicate time for you. My commission enables me to give 100%. Don't be a number.
The Skill Set That Matters Most
Negotiation is not arguing. It is psychology. It is knowing when to speak and when to shut up. It is reading body language. Building pressure. An expert gets more money without them knowing. We use the market to elevate value.
It takes practice to perfect. It is worth money. You are hiring an agent for this skill. Not to put a sign up. You hire us to handle the money conversation. If your agent is weak, 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. Brad Smith negotiates. That is my promise.
Why Free Marketing Is A Myth
Discounters promise "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? it is coming out of their pocket. They save money.
To get top dollar, you need premium marketing. Highlight ad. Drone shots. Floorplans. Facebook boost. This costs money. It casts a wide net. More eyes = more offers. Competition = higher price. Being cheap on ads and miss one buyer, the result drops. Poor return.
My strategy is you pay for ads. No corners cut. We do it properly to sell well. Your investment. Light it up. Don't hide it in the dark for a small saving. It creates the result.
The False Promise Of A High Price
Another trick of bad agents lying about value. They promise it is worth millions when it is worth $600k. The goal is to win the job. You sign with them out of greed. Later, it doesn't sell. They make excuses. They crunch you down to where it should be. And you sell for $600k after wasting time.
You chose the fake. The honest agent who was accurate missed out. Be smart. If an agent promises to be true, check the data. Prove it. If they can't, they are buying the listing. I tell the truth. Evidence based. I might be lower, but I deliver. I get more with hard work, not false hope.
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
In the appraisal, ask these questions:
1. How do you negotiate?.
2. Can you show me your track record?.
3. How do you visit this page overview handle multiple offers?.
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, hire them. If they drop their fee as soon as you ask, don't hire them. If they give away their money, they will give away yours.
Grill me. Challenge me. I have the answers. I know my value. Pick me. I am not the cheapest, but because I am the best. And the best is always free with the final price.