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As Agents, the service model we use individually is
not a commodity, either. There are differences between
Agents in sales skills, marketing skills, demonstrating
the property skills, negotiation skills, value and pricing
skills, and communication skills. There are differences
in market knowledge, transaction process knowledge,
and inventory knowledge. There are differences in
strategy, philosophy, and track record of results. All of
these differences create greater value for some Agents’
services than others. The way a Champion Agent
combats the erosion of fees is not to lower their fees to
compete. It’s to raise their own personal conviction of
the value of their services in the marketplace.
Whenever price is the question, value is the answer.
When consumers question your price or fee for service,
what they are really questioning is the value. They are
essentially saying, “I don’t see the value for the fee
you charge.” You don’t win by then lowering your fee
to compete. Most Agents provide more value to the
consumers than we give ourselves credit for. We have
never really attached or defined the value for each of
the services we provide to our clients. The barrier that
exists before one can become a Champion Agent who
can charge an upper level fee for their service is belief.
It is believing that your service far exceeds the cost.
It’s your mindset of belief in your value. One way to
enhance your mindset is through regular affirmations of
your value. Being able to say and believe in your value
is one of the initial steps to higher fees and less price
competition.
Dirk Zeller is a sought out speaker, celebrated author
and CEO of Real Estate Champions. His company
trains more than 350,000 Agents worldwide each
year through live events, online training, self-study
programs, and newsletters. The Real Estate community
has embraced and praised his six best-selling books;
Your First Year in Real Estate, Success as a Real
Estate Agent for Dummies®, The Champion Real Estate
Agent, The Champion Real Estate Team, Telephone
Sales for Dummies®, Successful Time Management for
Dummies®, and over 300 articles in print. To learn
more, please visit: http://www.realestatechampions.
com/.
ExecutiveAgent Magazine
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