What's In It For Me?

Real Estate Agent with Keller Williams Realty NWLA

by Mari Demint, REALTOR

Keller Willliams Realty NWLA

July 9, 2013


There are many reasons sellers decide to start the process of marketing their own home for sell. Finances, save the commission, a "friend" Realtor helps them out(that one I do not understand), or just pride in believing they can do it without any one's help. So when approaching a For Sale By Owner, as a Realtor, there are many ways we can share with them how we can help. Let's face it, the sign in their yard is screaming "HELP ME!".


can I get the commission cheaper

Why should I pay that Commission?

So, the day I ran into the seller that asked me, "What's in it for me?" was an interesting day. My lead generation morning started out as other days, until I came upon this seller. I was asked about my commission, a very common question, and after responding, the seller replied, "Would you do it for less?". This also is a common question asked by sellers so that was an easy reply. Then she said, "if you do not reduce your commission, why would I work with you? What's in it for me?".


Hmmm. I try not to get stumped, but this took me back for a moment. "What's in it for her? Well, I'm a great Realtor, I'm giving you the best marketing tools and advertising available, I'm going to help you sell your home, and I'm relieving you of the stress and hassle of doing it yourself." Of course, I didn't say any of those things, but all those phrases were going through my mind.....


I replied, "If I understand your question, you want to know what I will do for you that's different than others?" I explained that I have an aggressive marketing plan and why that's important for buyers. She replied "I would hope all Realtors would do that even if they charge me less commission." I said, "You would HOPE so.", emphasis on the HOPE!


It made her stop and think. When most sellers are looking out for their bottom dollar and what they are going to be receiving on their home at the closing table, they usually do not take in consideration what all affects that amount. While they see the commission as a red mark against them, they should see it as a black mark for them.


We do not all work the same, that is true. As anyone in a business knows though, the more we are paid, the better service the customer should receive. In our line of work, as the Listing Realtor, we are out their to help the homeowner sell their property. We do this in many ways; Advising, Advertising, Promoting, Negotiating, etc. If we can help the Seller to understand that our service is worth our commission, and it's not worth it to them to try to get the cheapest service, I believe it will help our industry and the perception that the public has about our industry. I do not believe most homeowners understand nor believe that concept and I, for one, am out to help them change their mind.


Mari Demint, a Leading Edge Realtor | Louisiana Residential Homes | Keller Williams Realty NWLA

708 N Ashley Ridge Loop #200, Shreveport, LA 71106 http://www.sellingbossierhomes.com


Specializing in Bossier City, Haughton and Benton.


Comments (3)

Tammy Lankford,
Lane Realty Eatonton, GA Lake Sinclair, Milledgeville, 706-485-9668 - Eatonton, GA
Broker GA Lake Sinclair/Eatonton/Milledgeville

I do believe we should all be working to educate the public about what we do for sellers.  But I have to disagree with the notion I give better service to someone for more money.  I do the same marketing for the $129,000. house that I do for the $499,000  house.  I might be running ads in different locations trying to reach a different target market, but the lower price doesn't get any less than my full service and I'm certainly making less money.

Jul 09, 2013 02:08 AM
Emcee M. Arah
Remax Excellence - Silver Spring, MD - Silver Spring, MD
Realtor w/Architectural Dimension, AHWD CRS B-Arch

You're absolutely right, Mari. I attended a workshop once where we were told that, in order to effectively market your services to potential clients, you must promote everything in the "WIIFM" mode from the client's point of view. They don't care about the letters behind your name, the classes you've taken, or the certifications you've received. All the client cares about is how you will use those classes and certifications to sell their home for the most money in the least amount of time. Great post!


Jul 09, 2013 02:24 AM
Mari Demint
Keller Williams Realty NWLA - Shreveport, LA
Mari Demint
Tammy, maybe I didnt word that correctly. I wasn't speaking of the price of the home. Every homeowner deserves our best, I agree. I was speaking of our commission. And certainly not every Realtor fits into the category of "not doing the same as you would for more commission". But I think its time as Realtors we stand up for ourselves and help the homeowner understand we take pride in our job, because it is a job, and our time and expertise is worth what we ask. And its a valuable asset to them. Sometimes we lose sight of that when trying to compete for listings.
Jul 09, 2013 05:35 AM