There is a huge myth regarding real estate commissions. They think 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. They calculate saving a few thousand. But this is false economy. The cheapest agent loses you money eventually. The reason? They achieve a lower price. The gap in the final figure is often far bigger than the small saving.
Use logic. If an agent cannot negotiate their own money, will they fight for 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 in gawler real estate miss out on huge sums to save pennies. It breaks my heart. It is a one-time event. You need the maximum price. Commission is a cost of sale. 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
There is a difference between price and result. McDonalds and fine dining are not the same. Salespeople are the same. Some just open doors. They upload photos and wait for the phone to ring. That is easy. That is not service.
A skilled agent markets proactively. We work the database. We style the home. We use psychology. Key point: we negotiate. If someone says "$600,000 is my limit", the amateur accepts. The skilled agent knows how to get them to $620,000. That increase is your money. That is value.
Cheap agents need quantity. They need bulk sales to make a living. They don't have time to spend time on you. You are a transaction. 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
Negotiation is not arguing. It is psychology. It is knowing when to speak and when to shut up. It is reading body language. Building pressure. An expert gets more money without them knowing. We use the market to elevate value.
It takes practice to perfect. It is worth money. You engage us to do this. Not for the photo. We are there to negotiate. If they are untrained, money evaporates. They lower expectations because they can't get the buyer up. It is easier to crunch a seller than to lift a buyer. Lazy agents crunch sellers. Pros increase offers.
Interview question: "Show me of a recent negotiation." Hear what they say. Should they say "It was easy," be careful. Look for "I rejected the first offer." That is who you want. Brad Smith negotiates. That is my promise.
Marketing Budgets: Who Pays For What?
Cheap agents often offer "free marketing." Sounds good? Be careful. Someone pays. If they pay, they go cheap. Basic listing. You get iPhone photos. You get no signboard. Because it is their cost. They save money.
To get top dollar, you need exposure. Top spot online. Professional photography. Floorplans. Facebook boost. It is an investment. But it finds more buyers. More buyers = more competition. Demand equals value. Cutting ad spend and miss one buyer, the result drops. Poor return.
I recommend investing in marketing. We do it right. We go big to find the buyer. It is your asset. Light it up. Don't scrimp to save a few dollars. It creates the result.
Beware Of Over-Quoting Agents
A dirty tactic of bad agents lying about value. They promise you will get a huge price when market value is less. The goal is to win the job. You hire them because you want $700k. Once listed, no offers. They make excuses. They reduce it to where it should be. You get market value after months of stress.
You chose the fake. The good agent who said $600k was rejected. Don't reward lies. If the price seems high way more than others, be suspicious. Show me the sales. No data, it is a lie. Brad Smith gives honest appraisals. Evidence based. My price might be less, but I deliver. I get more via strategy, not empty promises.
Watch out. Real estate is full of sharks. Look for integrity. Pick the agent who tells you what you need to hear, not fluff. That is the guide who gets results at the top.
The Interview Checklist For Sellers
In the appraisal, ask these questions:
1. What is your tactic?.
2. Can recommended page reference you show me your track record?.
3. What if we get two bids?.
4. Explain your cost.
5. How will you find buyers?.
What they say will tell you everything. If they are unsure, walk away. If they are confident, hire them. If they discount without a fight, don't hire them. If they can't defend their income, they will give away yours.
Ask me. I love the interview. I am ready. I deliver. Let's work together. Not on price, but because I am the best. Quality pays for itself with the final price.