Are You Selling Value - or Chasing Commission?
Every property agent eventually faces this decision.
Do you recommend the project with the highest commission, even if it offers limited value to the prospect? Or do you introduce a property with lower commission, but genuinely fits the prospect's needs?
This choice quietly determines an agent's closing rate, reputation, and long-term income.
1. The Short-Term Temptation
High-commission projects are tempting. They promise faster payouts, bigger single-deal income, and less volume required. On paper, it feels efficient.
But when recommendations are driven by commission first, trust weakens - even if the prospect never sees the numbers.
Prospects can sense misalignment. When doubt appears, hesitation follows. And hesitation kills deals.
2. Prospects Buy Fit, Not Projects
Prospects do not buy properties because agents push them. They buy when a property:
- Solves their real needs.
- Fits their budget and lifestyle.
- Feels safe long-term.
When value is clear, resistance drops naturally. Conversations shift from persuasion to evaluation. Decisions become calmer and faster.
3. The Paradox Most Agents Miss
Here is the paradox: Recommending high-value, lower-commission properties often results in:
- Higher closing rates.
- Shorter decision cycles.
- Stronger referrals and repeat business.
Low commission x high trust x high closing rate beats High commission x low trust x low conversion
Every time.
4. Trust Is the Ultimate Conversion Tool
When an agent is transparent - "We're here to help you make the right decision, and yes, we earn a commission when a deal closes" - the relationship changes.
The agent stops sounding like a salesperson. They start acting like a guide. And guides are trusted.
Once trust exists:
- Price becomes less intimidating.
- Objections soften.
- Time pressure disappears.
Prospects stop asking: "Are you selling me something?" And start asking: "What would you recommend if you were in my position?"
That question is earned - not forced.
5. The Long Game Always Wins
Agents who consistently choose value over commission build compounding advantages: Reputation, Referrals, and Confidence.
They do not need aggressive scripts or pressure tactics.
Their closing rate stays high - not because they sell harder, but because they align better.
Final Thought
Every deal asks the same silent question: Are you selling value - or chasing commission?
Choose value, and commission becomes a by-product, not the objective. And that is when sustainable success begins.
