Just read an industry post noting that some consumers pay upwards of 11% to sell their home through a web-broker’s iBuyer program. The point made was that Realtors achieve those outcomes for less than half that. And in millions of cases that’s definitely true.
I’d like to suggest an alternate viewpoint: That the amazing human professionals of the industry are undervaluing themselves. That they should resist the belief that the price of fantastic service, human kindness, years of training and dedication to excellence should be less in the face of competition.
I believe that better is worth more.
A night at the Wynn costs ten times a night at Circus Circus.
A Starbucks coffee costs seven times coffee at a diner.
A Maserati costs ten times that of an entry level sedan.
A neurosurgeon’s bill is plenty-times more than a free web article - if you want to be cured.
Over thirty years in this business I’ve encouraged people to defend their value. “Because other brokers offer a discount!” I’ve been told. But you’re not another broker. You’re YOU! It’s okay if the customer doesn’t understand it at first: Do your best to explain and sell it. But when they do understand it - they will pay for it.
They do every day.
If you’re worth it.
If selling a home with an algorithm and a call center is worth 11% to someone, what’s the lesson for us? Maybe it’s that the market can be shown we are worth more than we’ve told ourselves. More than ever. Especially after a year separated from hugs and handholds, what’s the value of the human touch when we are making a difference in people’s lives?
Don’t take my word for it. Follow the money: Consumers already believe it. The best brokers have never led with price. They haven’t chased their value down in the face of alternatives. You’d be surprised at how many outperform the “average” fees of their marketplace and don’t lack for customers because of it. They have raised their performance up, and increased their value.
Consumers are smart.
They don’t want the discount pilot.
They don’t want the lowest paid lawyer.
They don’t want to work at the cheapest firm.
They don’t want a dollar-app to manage their wealth.
Consumers want you.
Success starts by believing you are worth it!
They know that.
And so do you!
#alwaysinpiring