Most people are wrong about agent fees. People believe all agents are equal. They pick the lowest fee. They believe they are smart. If one charges less and the other is higher, they go cheap. They calculate saving $5,000. But this is false economy. The cheapest agent is usually the most expensive eventually. How? They achieve a lower price. The gap in the final figure is often far bigger than the small saving.
Consider this. If they can't defend their own full fee, how will they negotiate your equity? They can't. They roll over instantly. When the heat is on, they advise: "You should sell." They need the turnover. The last dollar doesn't matter. A pro fights for every dollar. We are professionals.
I watch vendors locally drop tens of thousands to save $4,000 in fees. It is sad. You have one shot. You want the top dollar. The fee is an investment. If I get you a premium, and the fee is slightly higher, you win. That is the net result. Focus on what you keep, not what you pay.
You Get What You Pay For
Know the gap between price and result. A Kia and a Ferrari are worlds apart. Local agents are no different. Some just open doors. They upload photos and hope. That is zero skill. You could do that.
A professional creates competition. We chase leads. We manage the look. We use psychology. Crucially: we deal. If someone says "$600,000 is my limit", the order taker writes it up. The pro knows how to get them to $620,000. The gap pays the fee 4 times over. That is performance.
Budget brokers rely on volume. They must sell many to make a living. They are too busy to maximize your price. You are a transaction. I take fewer clients. To work harder 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 listen. Understanding signals. Building pressure. A master can make a buyer increase their offer against themselves. We use competition to drive the price up.
This skill takes years to master. It is valuable. You employ me for this reason. Not for the sticker. You hire us to handle the money conversation. If your agent is weak, they will cost you. They will suggest you drop your price because they can't get the buyer up. Easier to lower price than to push a buyer. Bad agents lower price. Great agents lift buyers.
Ask the agent: "Give me an example how you negotiated." Hear what they say. If the answer is "It sold quick," run away. You want to hear "The offer was $500k, I worked them to $530k." Hire that one. I fight for you. I guarantee it.
Understanding Advertising Costs
Discounters promise "free marketing." Sounds good? No. Nothing is free. If marketing is "free", they cut corners. Bottom tier. Bad pictures. Small sign. The reason? they are paying. They want to spend less.
For the best result, you need exposure. Premiere listing on RealEstate.com.au. Video. 3D tours. Social media ads. It isn't cheap. It reaches more people. More buyers = more competition. Bidding wars = profit. If you save $1,000 on marketing and fail to reach someone, it costs you value. That is bad math.
I advise vendor paid marketing. No corners cut. We do it properly to sell well. Your investment. Give it the best chance. Don't scrimp to save a few dollars. It drives the sale.
The "Buying The Listing" Trick
A dirty tactic of cheap agents promising a high price. They tell you you will get a huge price when it is worth $600k. The goal is to win the job. You hire them believing the lie. Then, no offers. They blame the market. They reduce it to $600k. It sells low after months of stress.
You picked the cheat. The one who told the truth who said $600k was rejected. Be smart. If an agent promises to be true, be suspicious. Where is the evidence?. Without proof, they are buying the listing. I value correctly. Data leads me. My price might be less, but I deliver. I get more through negotiation, not false hope.
Protect yourself. There are tricks. Choose honesty. Find the one the hard truth, not fairytales. That is the partner who gets results for the best price.
Questions You Must Ask Before Signing
Before you sign, checklist this:
1. Explain negotiation.
2. Can you show me your track record?.
3. What if we get two bids?.
4. Explain your this page cost.
5. What is your marketing strategy?.
How they respond shows their skill. If they waffle, don't hire them. If they are confident, sign them. If they cut commission without a fight, reject them. If they give away their money, they will lose your equity.
Ask me. I love the interview. I am prepared. I know my value. Let's work together. Not on price, but because I am the best. And the best pays for itself ultimately.