Sellers often misunderstand what agents charge. The assumption is that all agents are the same. So they choose the cheapest one. They think they are saving money. If the fee is low and the pro charges more, they choose the discounter. The math says a few thousand. This is dangerous math. The discount broker costs you the most at settlement. Why? They achieve a lower price. The gap in the final figure is much more than the commission difference.
Use logic. If an agent cannot negotiate their own full fee, will they fight for your equity? They won't. They roll over instantly. When a buyer offers low, the cheap agent says: "Take it." They want the quick sale. They don't care about your extra $10k. Brad Smith pushes for more. We are professionals.
I watch vendors in this market lose $20,000 or $30,000 to save $4,000 in fees. It is sad. You have one shot. You want the top dollar. Commission is a cost of sale. By achieving a premium, even with a higher rate, you win. That is what matters. Focus on what you keep, not the fee.
You Get What You Pay For
Understand the distinction between cost and value. A cheap suit and a tailored one differ greatly. Local agents follow the same rule. Some are order takers. They put it on the internet and wait. That is easy. You could do that.
A skilled agent markets proactively. We chase leads. We style the home. We use psychology. 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. The gap pays the fee 4 times over. That is performance.
Budget brokers rely on volume. They need bulk sales to survive. They are too busy to maximize your price. You are a transaction. I take fewer clients. So I can dedicate time for you. My fee allows me to give 100%. Avoid the churner.
The Skill Set That Matters Most
It isn't shouting. It is influence. It is knowing when to speak and when to listen. Reading people. Using leverage. A good negotiator gets more money willingly. We use scripts to get the max.
This skill takes years to master. It is worth money. You engage us for this skill. Not for the sticker. We are there to handle the money conversation. If your agent is weak, you lose. They ask for reductions rather than negotiating. It is easier to crunch a seller than to push a buyer. Discounters reduce. Good agents build.
Ask the agent: "Tell me a story a deal you did." Watch them. Should they say "It was easy," worry. Look for "I rejected the first offer." Hire that one. I love the deal. That is my job.
Understanding Advertising Costs
Discounters promise "free marketing." Sounds good? Be careful. There is no free lunch. If they pay, they spend the minimum. You get the small ad. You get iPhone photos. Small sign. Because it is their cost. They minimize cost.
To get top dollar, you need premium marketing. Highlight ad. Drone shots. Floorplans. Facebook boost. It is an investment. It casts a wide net. More eyes = more offers. Competition = higher price. Being cheap on ads and lose a bidder, the result drops. Not smart.
I recommend investing in marketing. Because then we control it. We go big to get the result. Your house. Showcase it. Don't hide it in the dark to save a grand. 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 believing the lie. Then, it sits there. They blame buyers. They crunch you down 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. Don't reward lies. If it sounds too good way more than others, check the data. Prove it. No data, they are buying the listing. I tell the truth. Data leads me. I might be conservative, but I deliver. I often exceed it 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 gets results at the top.
How To Spot A great Agent
In the appraisal, ask these questions:
1. What is your tactic?.
2. Prove your results.
3. How do you handle multiple offers?.
4. Why is helpful guide reference your fee higher/lower?.
5. What is your marketing strategy?.
Their answers will tell you everything. If they stumble, don't hire them. If they are sharp, they are the one. If they cut commission without a fight, reject them. If they fold, they will lose your equity.
Ask me. Test me. I am ready. I am confident. Choose Brad Smith. Not on price, I get results. Excellence pays for itself ultimately.