Most people are wrong about agent fees. People believe all agents are equal. They select the discount agent. They believe they are smart. If one charges less and the other is higher, they pick Agent A. They think they saved money in the pocket. This is wrong. The discount broker is usually the most expensive in the end. The reason? They achieve a lower price. The gap in the final figure is often far bigger than the small saving.
Use logic. If an agent cannot negotiate their own money, will they fight for your money? They won't. They give in instantly. When a buyer offers low, they advise: "You should sell." They want the quick sale. They don't fight. A pro fights for every dollar. Because we value our skill.
I witness owners locally lose $20,000 or $30,000 for a small discount. It breaks my heart. You have one shot. You want the top dollar. The fee is an investment. If the agent gets $20,000 more, even with a higher rate, you win. Look at the bottom line. Look at the net, not the fee.
The Difference Between Cost And Value
Know the gap between cost and value. McDonalds and fine dining are not the same. Salespeople follow the same rule. Some are order takers. They upload photos and hope. That is zero skill. That is not service.
A negotiator creates competition. We chase leads. We style the home. We use psychology. Key point: we negotiate. When the offer is "$600,000 is my limit", the order taker writes it up. The pro knows how to get them to $620,000. That increase is pure profit. That is skill.
Cheap agents rely on volume. They must sell many to survive. They rush to negotiate properly. You are a transaction. I take fewer clients. To work harder on your result. My fee allows me to do the job properly. Don't hire the busy fool.
Why The Best Negotiators Charge More
It isn't shouting. It is a science. Knowing tactics and staying calm. It is reading body language. It is creating FOMO. A master pushes the price against themselves. We use competition to drive the price up.
It takes practice 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. Good agents build.
Ask the agent: "Give me an example a deal you did." Watch them. If the answer is "It sold quick," run away. You want to hear "I created a bidding war." Hire that one. I fight for you. I guarantee it.
Understanding Advertising Costs
Cheap agents often offer "free marketing." Attractive? Wrong. Nothing is free. When it is included, they go cheap. You get the small ad. Cheap snaps. Small sign. Why? it is their cost. They minimize cost.
To sell for a premium price, you need the best. Top spot online. Professional photography. Virtual styling. Targeted marketing. It is an investment. But it finds more buyers. More buyers = more competition. Demand equals value. Cutting ad spend and lose a bidder, it costs you value. That is bad math.
My strategy is you pay for ads. We do it right. We spend what is needed to sell well. Your investment. Light it up. Don't scrimp to save a few dollars. It creates the result.
The False Promise Of A High Price
Another trick of bad agents is over-quoting. They promise it is worth millions when market value is less. Why? to get you to sign. You hire them because you want $700k. Then, it sits there. They blame the market. They reduce it to $600k. It sells low eventually.
But you hired the liar. The one who told the truth 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?. Without proof, they are faking. Brad Smith gives honest appraisals. Data leads me. My price might be less, I hit the target. I often exceed it through negotiation, not empty promises.
Watch out. Real estate is full of sharks. Find the ethical agent. Pick the agent reality, not what you want to hear. That is the partner who gets results for the best price.
How To Spot A great Agent
Before you sign, checklist this:
1. How do you negotiate?.
2. Show me recent sales.
3. How do you auction?.
4. Why view details is your fee higher/lower?.
5. How will you find buyers?.
What they say shows their skill. If they stumble, next. If they are sharp, they are the one. If they drop their fee as soon as you ask, don't hire them. If they can't defend their income, they will cost you.
Grill me. I love the interview. I am ready. I am confident. Choose Brad Smith. Not because I am cheap, but because I am the best. Excellence costs nothing with the final price.