Sellers often misunderstand what agents charge. The assumption is 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 eventually. The reason? They achieve a lower price. The difference in your sale price is often far bigger than the small saving.
Use logic. If an agent cannot negotiate their own money, how can they defend your house price? They don't. They fold instantly. When the heat is on, the discounter says: "Take it." They want volume. The last dollar doesn't matter. A good agent negotiates hard. Because we value our skill.
I witness owners locally miss out on huge sums to save pennies. It breaks my heart. It is a one-time event. You need the maximum price. You pay for performance. If I get you a higher price, and I cost $5,000 more, you win. That is the net result. Look at the net, not the fee.
Price vs. Performance In Real Estate
Know the gap between price and result. McDonalds and fine dining are not the same. Local agents are no different. Some are order takers. They list online and wait. That is easy. That is not service.
A professional creates competition. We chase leads. We manage the look. We write compelling ads. Crucially: we deal. When the offer is "$600,000 is my limit", the order taker writes it up. I know how to squeeze. That extra $20,000 pays the fee 4 times over. That is performance.
Discounters churn and burn. They need to sell 10 houses to make a living. They are too busy to spend time on you. You are just another sale. I focus on quality. So I can dedicate time 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 a science. It is knowing when to speak and when to shut up. It is reading body language. It is creating FOMO. A good negotiator can make a buyer increase their offer against themselves. We use the market to drive the price up.
It takes practice to master. It is worth money. You employ me to do this. Not for the photo. You hire us to handle the money conversation. If your agent is weak, they will cost you. They will suggest you drop your price instead of lifting the buyer. Easier to lower price than to get more. Discounters reduce. Great agents lift buyers.
Ask the agent: "Give me an example of a recent negotiation." Listen to the answer. If the answer is "It sold quick," be careful. Look for "I created a bidding war." Hire that one. I fight for you. That is my promise.
Marketing Budgets: Who Pays For What?
You might hear "advertising included." Attractive? Be careful. Someone pays. If they pay, they spend the minimum. Bottom tier. Cheap snaps. Small sign. The reason? it is coming out of their pocket. They minimize cost.
To get top dollar, you need premium marketing. Highlight ad. Professional photography. Virtual styling. Facebook boost. It is an investment. But it finds more buyers. Volume creates price. Bidding wars = profit. If you save $1,000 on marketing and fail to reach someone, it costs you value. Not smart.
I advise investing in marketing. We do it right. We spend what is needed to find the buyer. It is your asset. Light it up. 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. They do this to flatter you. You sign with them out of greed. Later, it doesn't sell. They blame the market. They reduce it to $600k. You get market value eventually.
But you hired the liar. The good agent who was real was rejected. Don't punish honesty. If the price seems high way more than others, check the data. Prove it. If they can't, it is a lie. I tell the truth. Evidence based. I might be lower, I achieve it. We beat it through negotiation, not empty promises.
Watch out. Real estate is full of sharks. Look for integrity. Pick the agent reality, not what you want to hear. 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. Can you show me your track record?.
3. How do downsizing gawler you 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, sign them. If they discount immediately, do not sign. If they give away their money, they will give away yours.
I welcome these questions. I love the interview. I am ready. I deliver. Let's work together. Not on price, I am the value choice. Quality pays for itself in the end.