There is a huge myth regarding what agents charge. People believe agents do the same job. So they choose 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 $5,000. This is wrong. The discount broker costs you the most in the end. How? They achieve a lower price. The gap in the final figure dwarfs than the small saving.
Consider this. If they give up their own income, how will they negotiate your equity? They can't. They roll over immediately. If a low offer comes, the discounter says: "It is a good offer." They need the turnover. They don't fight. Brad Smith fights for every dollar. We are professionals.
I watch vendors in this market lose $20,000 or $30,000 for a small discount. It breaks my heart. It is a one-time event. The goal is the peak. The fee is an investment. If the agent gets a premium, and I cost $5,000 more, you win. Look at the bottom line. Focus on what you keep, not the expense.
The Difference Between Cost And Value
Know the gap between cheap and good. A Kia and a Ferrari differ greatly. Local agents are no different. Some are order takers. They put it on the internet and hope. That is easy. That is not service.
A professional creates competition. We call buyers. We advise on presentation. We market aggressively. Key point: we deal. When the offer is "$600,000 is my limit", the order taker writes it up. The skilled agent knows they have more. That increase is pure profit. That is performance.
Discounters need quantity. They must sell many to survive. They are too busy to spend time on you. You are just another sale. I focus on quality. To work harder for you. My commission enables me to give 100%. Avoid the churner.
Why The Best Negotiators Charge More
It isn't shouting. It is influence. Knowing silence and when to shut up. It is reading body language. It is creating FOMO. A master pushes the price willingly. We use the market to elevate value.
This skill takes years to master. It is gold. You employ me for this reason. Not to put a sign up. You hire us to negotiate. If they are scared, you lose. They will suggest you drop your price because they can't get the buyer up. Simpler to beat you down than to push a buyer. Bad agents lower price. Great agents lift buyers.
Ask them: "Tell me a story of a recent negotiation." Watch them. If the answer is "It was easy," be careful. You want to hear "The offer was $500k, I worked them to $530k." Hire that one. I love the deal. I guarantee it.
Marketing Budgets: Who Pays For What?
You might hear "advertising included." Great deal? No. Someone pays. If they pay, they spend the minimum. Bottom tier. Bad pictures. You get no signboard. Because they are paying. They want to spend less.
For the best result, you need exposure. Premiere listing on RealEstate.com.au. Video. Floorplans. Facebook boost. It is an investment. But it finds more buyers. Volume creates price. Competition = higher price. Being cheap on ads and lose a bidder, the result drops. Poor return.
My strategy is you pay for ads. Because then we control it. We go big to find the buyer. Your house. Showcase it. Don't be invisible to save a grand. Marketing works.
Beware Of Over-Quoting Agents
A dirty tactic of cheap agents lying about value. They say your home is worth $700k when market value is less. Why? to get you to sign. They get the listing because you want $700k. Once listed, no offers. They blame the market. They ask for price drops to where it should be. It sells low after months of stress.
You picked the cheat. The one who told the truth who said $600k missed out. Be smart. 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, I hit the target. I often exceed it through negotiation, not empty promises.
Be aware. It is a game. Choose honesty. Select the person who tells you what you need to hear, 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. Prove find out how guide your results.
3. How do you auction?.
4. Why is 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 confident, they are the one. If they cut commission without a fight, reject them. If they fold, they will cost you.
Ask me. Test me. I am prepared. I am confident. Choose Brad Smith. Not because I am cheap, I get results. Excellence pays for itself ultimately.