Sellers often misunderstand agent fees. People believe agents do the same job. They pick 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 money in the pocket. This is wrong. The discount broker costs you the most in the end. The reason? The result is poorer. The gap in the final figure is often far bigger 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 roll over immediately. When the heat is on, the discounter says: "Take it." They want the quick sale. They don't fight. Brad Smith negotiates hard. Because we value our skill.
I witness owners locally drop tens of thousands to save pennies. It breaks my heart. You sell your home once. You want the top dollar. The fee is an investment. By achieving a higher price, and the fee is slightly higher, you are $15,000 better off. Look at the bottom line. Look at the net, not what you pay.
The Difference Between Cost And Value
Understand the distinction 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. Why pay for that?.
A skilled agent markets proactively. We call buyers. We advise on presentation. We write compelling ads. Key point: we negotiate. When the offer is "$600,000 is my limit", the cheap agent believes them. The pro knows how to get them to $620,000. That increase is your money. That is value.
Discounters churn and burn. They need to sell 10 houses to survive. They rush to negotiate properly. You are a transaction. I take fewer clients. To work harder 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 psychology. Knowing silence and when to listen. Reading people. It is creating FOMO. An expert gets more money willingly. We use scripts to get the max.
This skill takes years to perfect. It is worth money. You engage us for this reason. Not for the photo. We are there to handle the money conversation. If they are scared, you lose. They lower expectations because they can't get the buyer up. Easier to lower price than to get more. Discounters reduce. Great agents lift buyers.
Ask them: "Give me an example of a recent negotiation." Hear what they say. If the answer is "It sold quick," be careful. Look for "I rejected the first offer." That is the winner. I fight for you. That is my job.
Marketing Budgets: Who Pays For What?
Cheap agents often offer "free marketing." Sounds good? No. Someone pays. When it is included, they go cheap. Basic listing. You get iPhone photos. Basic board. 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. This costs money. It casts a wide net. More eyes = more offers. Demand equals value. Cutting ad spend and miss one buyer, it costs you value. That is bad math.
My strategy is vendor paid marketing. No corners cut. We spend what is needed to sell well. It is your asset. Light it up. Don't hide it in the dark for a small saving. It creates the result.
Beware Of Over-Quoting Agents
Another trick of bad agents lying about value. They tell you it is worth millions when it is worth $600k. The goal is to win the job. You hire them because you want $700k. Later, it doesn't sell. They make excuses. They reduce it to $600k. It sells low after months of stress.
But you hired the liar. The one who told the truth who was accurate was rejected. Don't punish honesty. If an agent promises to be true, be suspicious. Show me the sales. No data, it is a lie. I value correctly. Evidence based. I might be lower, but I deliver. I get more with hard work, not false hope.
Watch out. Real estate is full of sharks. 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. How do you handle multiple offers?.
4. Why find out more information is your fee higher/lower?.
5. How will you find buyers?.
How they respond reveals the truth. If they stumble, don't hire them. If they are confident, hire them. If they drop their fee as soon as you ask, don't hire them. If they fold, they will cost you.
Grill me. Challenge me. I am prepared. I know my value. Choose Brad Smith. Not because I am cheap, but because I am the best. Excellence costs nothing ultimately.