Most people are wrong about what agents charge. The assumption is all agents are equal. They select the lowest fee. They believe they are smart. If one charges less and Agent B charges 2.2%, they pick Agent A. The math says money in the pocket. This is dangerous math. The discount broker is usually the most expensive in the end. The reason? 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, will they fight for your money? They won't. They give in straight away. When a buyer offers low, the discounter says: "Take it." They want volume. The last dollar doesn't matter. A good agent pushes for more. Because we value our skill.
I see sellers in this market drop tens of thousands to save $4,000 in fees. It is tragic. You sell your home once. You want the top dollar. The fee is an investment. If the agent gets $20,000 more, and the fee is slightly higher, you are $15,000 better off. That is what matters. Count the cash in hand, not the expense.
The Difference Between Cost And Value
Understand the distinction between cheap and good. A Kia and a Ferrari are worlds apart. Real estate agents gawler follow the same rule. Some are basic. They put it on the internet and hope. That is zero skill. You could do that.
A negotiator markets proactively. We call buyers. We advise on presentation. We market aggressively. And most importantly: we close. When the offer is "$600,000 is my limit", the order taker writes it up. The skilled agent knows they have more. The gap is your money. That is value.
Discounters 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. To work harder on your sale. My fee allows me to do the job properly. Avoid the churner.
The Skill Set That Matters Most
It's not fighting. It is a science. It is knowing when to speak and when to shut up. It is reading body language. It is creating FOMO. An expert gets more money willingly. We use scripts to drive the price up.
This skill takes years to master. It is valuable. You are hiring an agent for this skill. Not for the sticker. You pay us to talk cash. If they are untrained, money evaporates. They lower expectations rather than negotiating. It is easier to crunch a seller than to lift a buyer. Lazy agents crunch sellers. Great agents lift buyers.
Ask the agent: "Tell me a story a deal you did." Hear what they say. If the answer is "It sold quick," run away. You need "I created a bidding war." Hire that one. I love the deal. That is my promise.
Marketing Budgets: Who Pays For What?
You might hear "advertising included." Great deal? No. Someone pays. If they pay, they go cheap. You get the small ad. Cheap snaps. Small sign. Why? it is their cost. They minimize cost.
To sell for a premium price, you need the best. Top spot online. Professional photography. Virtual styling. Targeted marketing. This costs money. It casts a wide net. More eyes = more offers. Demand equals value. Cutting ad spend and miss one buyer, it costs you value. That is bad math.
I advise vendor paid marketing. No corners cut. We spend what is needed to sell well. It is your asset. Showcase it. Don't hide it in the dark to save a grand. It creates the result.
Beware Of Over-Quoting Agents
A common scam of desperation promising a high price. They say your home is worth $700k when market value is less. Why? to flatter you. They get the listing because you want $700k. Once listed, it sits there. They blame the market. They ask for price drops to where it should be. And you sell for $600k after wasting time.
You chose the fake. The one who told the truth who said $600k missed out. Be smart. If an agent promises to be true, be suspicious. Show me the sales. If they can't, it is a lie. I value correctly. Evidence based. I might be lower, I achieve it. We beat it through negotiation, not empty promises.
Watch out. Real estate is full of sharks. Look for integrity. Find the one the hard truth, not fairytales. That is the partner who gets results for the best price.
How To Spot A great Agent
Before you sign, checklist this:
1. Explain negotiation.
2. Prove your results.
3. How do you handle helpful information details multiple offers?.
4. Justify your commission.
5. How will you find buyers?.
What they say reveals the truth. If they are unsure, walk away. If they are sharp, they are the one. If they cut commission as soon as you ask, don't hire them. If they give away their money, they will give away yours.
I welcome these questions. I love the interview. I am ready. I am confident. Choose Brad Smith. Not because I am cheap, but because I am the best. And the best is always free in the end.