Here’s a scenario you’ve probably faced as an agent: competing with lower-fee agents. Imagine this—your competitor is at 2% fee, while you’re offering a higher fee of 3%. The client is already sold on the lower fee, thinking they’re saving money. How do you show them your 3% fee is actually the better deal? Here’s how to turn the conversation around and showcase the value you bring. 💪

Step 1: Translate the Percentage into a Dollar Figure 💵

When clients hear 1%, it might not sound like much. But translating the percentage into actual dollars can make a world of difference. For example, explain that 1% on their property might represent an extra $10,000. Having a visual aid like a chart can help make this point clear and impactful.

Step 2: Share Real Case Studies 📊

Nothing speaks louder than real-life success stories. Share case studies where your expertise and negotiation skills have earned clients significantly more than they would have with a lower-fee agent.

Example Conversation:

Client: “Why should I pay you 3% when another agent is offering 2%?”

You: “Great question! Let me show you how that 1% can make a huge difference. For instance, we recently had a client who initially received an offer that was $50,000 lower than what we eventually sold their property for. It took us about a week to educate and negotiate with the buyer, moving them from the first offer to the final, much higher price. That extra $50,000 meant a lot more in their pocket—significantly more than the 1% fee difference.”

Step 3: Explain the Bigger Picture 🌟

Help your clients see beyond the fee and understand the bigger picture—your dedication, strategy, and ability to secure a premium price for their property. Emphasise the additional value you bring far outweighs the fee difference.

Step 4: Sell the Difference, Not Just the Percentage 📈

You don’t need to sell the 3%—you need to sell the 1% difference. Explain the energy, effort, and expertise you bring to the table can drive up the sale price significantly.

Example Conversation Continued:

You: “That 1% translates into a significant amount for your property. Imagine getting an extra $10,000 or more. That’s what we aim to achieve with our proactive approach. It’s not just about listing your property; it’s about strategically marketing it, negotiating effectively, and ensuring you get the best possible price.”

Step 5: Demonstrate Your Commitment to Achieving Premium Prices 🔝

Show your clients you are committed to putting in the effort to drive up the price of their property. Whether it’s through staging, marketing, open houses, or negotiations, make it clear your goal is to achieve a premium price that justifies your fee.

Example Conversation Wrap-Up:

You: “We’re not just aiming to sell your property; we’re aiming to sell it for the highest possible price. The extra 1% in our fee is an investment in getting you a significantly better return. Are you ready to put us to work and see the results?”

Key Takeaways: Showcase Your Value and Earn Their Trust

1. Translate Percentages into Dollars: Help clients understand the real monetary difference.
2. Share Success Stories: Use real case studies to demonstrate your value.
3. Highlight the Bigger Picture: Emphasise your dedication and strategic approach.
4. Sell the Difference: Focus on the value you bring, not just the fee percentage.
5. Demonstrate Commitment: Show your clients you’re dedicated to achieving the best possible price for their property.

By following these steps, you can effectively handle fee objections, showcase your value, and secure your clients’ trust and business. 💪🏡