In our recent three-part webinar series with sales expert and master communicator Phil M. Jones, we explored how to guide conversations to create curiosity, uncover true motivation, and convert. One of the most significant challenges agents face is the dreaded "commission conversation." Many agents get defensive and immediately jump to justifying their fee.
The mistake most agents make is trying to prove their worth by listing all the things they do. This giant list approach actually invites negotiation, because a client will inevitably feel they don't need all of those services, so why should they pay for them.
The key is to stop justifying your fee and start positioning your value. Value is not a comprehensive list; it's a specific solution. It's about showing the right facet of your expertise to the right person at the right time.
Here is a framework to help you do just that.
Instead of a generic title like "Full-Service Real Estate Agent," you need a specific value proposition. The clearest way to do this is to identify your "X" and "Y".
When you can say, "I help young families in this neighborhood (X) find their perfect home without the stress of a bidding war (Y)," you've moved from a commodity to a specialist.
Examples of this we’ve seen:
Not all client problems are created equal. There are generally a hierarchy of needs: Immediate, Urgent, Important, Essential, and Aspirational.
Many agents make the mistake of selling to the "Aspirational" need (e.g., "I'll get you the highest price ever!") when the client has an "Immediate" need (e.g., "I have to move for a job in 30 days"). If their problem is speed and certainty, your "highest price" pitch is irrelevant. You must solve their most pressing problem first.
Once you know who you're helping (X and Y) and their most pressing need (their trigger), you can position your value by connecting it to one of four key factors: Money, Time, Risk, or Status.
Your fee is no longer a cost but an investment when you can confidently state:
This framework is powerful, but it requires data. You can't identify a client's X, Y, or Trigger by guessing.
With Fello, you can stop using a generic, one-size-fits-all listing presentation and start having precise conversations about value, tailored to each homeowner's unique situation.
Ready to have smarter, more confident value conversations? Book a demo to see how Fello's data makes it possible.
Already a customer? Try segmenting your database by identifying the X, Y, and buying triggers to uncover more opportunities. Talk to your Success Manager if you run into any snags!