How to Handle Commission Objections: Why Sellers Need an Expert Who Won’t Compromise on Value

When selling their home, one of the most important decisions sellers make is who to trust with the job. Some potential sellers may feel tempted to ask agents to reduce their commission, thinking this will save them money. But here’s a key question agents should discuss with their clients: Why would you want to work with someone who couldn’t even negotiate their own value effectively? If an agent isn't confident in the value they bring to the table, how can they confidently secure the best deal for you?

The Value of Negotiation Skills: Winning the Best Deal

Negotiation is a fundamental skill in real estate. It can make the difference between getting a fair offer and achieving the best possible outcome. By hiring an agent who’s skilled and experienced in negotiation, clients often end up with higher net proceeds. Studies support this: sellers using a real estate agent typically sell their homes for up to 6-10% more than those who go the “for sale by owner” (FSBO) route, even after accounting for commissions. Why? Because experienced agents know how to highlight a home’s value, manage buyer expectations, and negotiate terms that maximize profit.

"Get What You Pay For" - Why Experience Counts in Real Estate

As the saying goes, you get what you pay for. While cutting corners might seem cost-effective upfront, it often leads to missed opportunities or lower offers. Working with a professional agent means sellers have someone dedicated to showcasing the home’s best features, analyzing local market data, and drawing in qualified buyers—all crucial for getting top dollar.

Consider the example of a luxury item, such as a watch or a car. While a cheaper version might serve its basic purpose, a high-quality model offers a far superior experience, reliability, and lasting value. Similarly, an experienced real estate agent offers a deeper level of expertise, access to resources, and a commitment to getting results that a lower-commissioned or discount agent may not be able to match.

The Power of Marketing and Exposure

Effective marketing and exposure are key to attracting serious buyers, and a professional agent has the tools to reach a wider audience. Experienced agents have access to extensive networks, strategic online and offline marketing methods, and knowledge of where and how to present your home for maximum impact. In contrast, when an agent lacks experience or confidence in their value, marketing often takes a back seat. In the end, this means fewer buyers see the home, leading to lower offers and potentially a longer time on the market.

A Conversation with Clients: Explaining the "Get What You Pay For" Philosophy

Here’s how to approach this with clients:

1. Frame the Value of Expertise – “When it comes to selling your home, experience truly matters. A skilled agent doesn’t just list your property; they strategically position it, negotiate top dollar, and represent your best interests at every step.”

2. Compare to Familiar Examples – “Just like you’d want a qualified lawyer for a court case or a skilled surgeon for an operation, selling your home is no different. Cutting corners on commission is like opting for the least expensive option; it can cost you much more in the end.”

3. Point Out the ROI – “Sellers using a professional agent often achieve higher sale prices, which can offset any commission investment. My role is to make sure we secure the strongest return on your investment.”

Choosing an agent should be about getting the highest level of service, not the lowest price. By presenting this perspective to potential clients, agents can help them understand that investing in a skilled professional not only takes the stress out of selling but also provides a valuable return. When your clients understand this, they’ll see the value in partnering with you—an expert who’ll help them get the results they deserve.

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