How to beat the cheaper agents (part 2)
A few weeks back we published a guide titled 'how to beat the discount agents - part 1'.
This came about because I was hearing from a number of coaching clients that they were finding it hard to protect their fee at listing time.
In a market where owners feel like they are selling at a discount, they want to protect their equity as much as possible, so they understandably lean towards the cheapest option. In a down market, owners don't chase the potential of a premium price (which might help them see the value in a premium agent). Instead, they try to protect their bottom line. In other words, they are more cost-focused than skills-focused.
This happens because they don't understand the value you bring to the table.
It's your job to demonstrate that value during your appraisal and listing presentation.
Here's the key point to remember from part 1:
Discount agents are only a problem when owners see us as a commodity.
If owners think we are all a 'much of a much-ness', they will go with the cheapest option.
If you want to charge more for your services, you need to establish value early and often, and clearly demonstrate what you bring to the table.
