Why 1% Commission Can Cost You $20,000

Sellers often misunderstand agent fees. People believe that all agents are the same. They select the lowest fee. They believe they are smart. If Agent A charges 1.5% and the pro charges more, they go cheap. They think they saved money in the pocket. This is dangerous math. The cheapest agent is usually the most expensive in the end. The reason? The result is poorer. The difference in your sale price is often far bigger than the commission difference.

Think about it. If they can't defend their own income, how will they negotiate your house price? They don't. They fold instantly. If a low offer comes, the cheap agent says: "You should sell." They want volume. The last dollar doesn't matter. Brad Smith fights for every dollar. We are professionals.

I see sellers locally miss out on huge sums to save pennies. It is sad. You sell your home once. You want the top dollar. You pay for performance. If I get you a higher price, even with a higher rate, you are $15,000 better off. That is what matters. Count the cash in hand, not what you pay.

Price vs. Performance In Real Estate

Know the gap between cheap and good. A Kia and a Ferrari differ greatly. Salespeople are no different. Some are order takers. They list online and hope. That is zero skill. That is not service.

A skilled agent creates competition. We chase leads. We advise on presentation. We market aggressively. Key point: we deal. When a buyer says "$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.

Budget brokers churn and burn. They need bulk sales to pay bills. They rush to maximize your price. You are just another sale. I focus on quality. To work harder on your result. I charge correctly to serve you best. Don't be a number.

The Skill Set That Matters Most

It's not fighting. It is a science. Knowing tactics and when to listen. Understanding signals. Building pressure. A good negotiator can make a buyer increase their offer against themselves. We use scripts to get the max.

It takes practice to perfect. It is valuable. You are hiring an agent for this skill. Not for the photo. We are there to talk cash. If they are scared, they will cost you. They lower expectations rather than negotiating. Easier to lower price than to push a buyer. Lazy agents crunch sellers. Good agents build.

Interview question: "Give me an example a deal you did." Hear what they say. If they just say "It was easy," run away. You need "I rejected the first offer." That is who you want. I fight for you. That is my promise.

Why Free Marketing Is A Myth

Discounters promise "free marketing." Attractive? Wrong. Someone pays. If they pay, they spend the minimum. Basic listing. You get iPhone photos. Small sign. Why? it is their cost. They want to spend less.

For the best result, you need premium marketing. Highlight ad. Professional photography. Virtual styling. Social media ads. It is an investment. But it finds more buyers. More eyes = more offers. Competition = higher price. Cutting ad spend and fail to reach someone, you might lose $10,000 in price. Not smart.

I recommend you pay for ads. No corners cut. We spend what is needed to find the buyer. Your house. Give it the best chance. Don't scrimp for a small saving. It creates the result.

Beware Of Over-Quoting Agents

A dirty tactic of cheap agents promising a high price. They say your home is worth $700k when market value is less. The goal is to win the job. You sign with them because you want $700k. Once listed, it sits there. They make excuses. They reduce it to $600k. And you sell for $600k after wasting time.

You picked the cheat. The one who told the truth who was real lost the job. Don't punish honesty. If the price seems high to be true, check the data. Prove it. No data, they are faking. Brad Smith gives honest appraisals. I base it on facts. I might be lower, but I deliver. I often exceed it through negotiation, not empty promises.

Be aware. There are tricks. Look for integrity. Pick the agent the hard truth, not fluff. That is the expert who gets results for the max.

The Interview Checklist For Sellers

When interviewing, checklist this:
1. How do you negotiate?.
2. Can you this page reference show me your track record?.
3. How do you handle multiple offers?.
4. Why is your fee higher/lower?.
5. What is your marketing strategy?.

What they say shows their skill. If they waffle, next. If they have a process, hire them. If they drop their fee as soon as you ask, reject them. If they fold, they will lose your equity.

Ask me. I love the interview. I am ready. I deliver. Let's work together. I am not the cheapest, I get results. Quality pays for itself ultimately.