Know Your Value and Stand Firm
Home sellers often want to pay the least for marketing while getting the highest price for their home. But what about you? As a real estate expert, you bring valuable market knowledge, strategic marketing, and countless hours of effort to get their home sold. Entering your listing presentation with a clear understanding of common objections—and how to address them—will help you confidently stand by your worth.
Objection: “We need every penny for our next home. Can you lower your commission?”
This is a common concern, but reducing your commission isn’t the right solution. Instead, educate sellers on why your full service is worth the investment.
How to Overcome:
“If I lower my commission, I won’t be able to invest as much into marketing your home. With longer days on market compared to previous years, less marketing can mean a longer time to sell—costing you more in upkeep and possibly resulting in a lower sale price.”
No seller wants to hear that their home will sit longer or sell for less. When they realize that a lower commission doesn’t actually save them money, they’ll reconsider.
Objection: “Another agent will do it for less.”
There will always be someone willing to cut their fees, but that often comes at a cost. Just like in any industry, cheaper doesn’t always mean better.
How to Overcome:
“When agents reduce their commission, it’s usually because they don’t have enough business and are desperate to get listings. Would you rather work with someone who has to discount their services, or an agent who delivers results?”
Position yourself as the expert who brings value, strategy, and experience, not just a lower price.
Objection: “Real estate isn’t that difficult. Is it really worth that much?”
Many sellers misunderstand what goes into a successful home sale. To them, “commission” can sound like easy money, but in reality, it’s a marketing service fee that ensures their home gets the best exposure and highest offers.
How to Overcome:
“To help you understand everything involved, I’ve prepared a detailed breakdown of the marketing and services I provide.”
Then, show them:
- How their listing will appear on multiple high-traffic sites
- The impact of high-quality professional photography
- The benefits of virtual tours
- Statistics proving the effectiveness of strong marketing (e.g., listings with six or more professional photos get nearly 300% more views)
- Any additional services like staging, direct mail campaigns, or social media ads that make a difference
Sellers need to see that what you provide isn’t just a price—it’s a strategy that gets results.
When to Walk Away
If a seller insists on cutting your commission, it may be time to step back. Politely explain that you understand their concerns but cannot compromise on the quality of service you provide. Often, they will come back when they realize the value you bring.
Your expertise is worth it—stand by it!