Hi! A quick note before you start reading…
This article is specifically for real estate professionals, but ANYONE with a personal brand, in ANY industry, can learn from it.
Pay close attention to the exact language Phil uses to overcome common objections.
The Phil I’m talking about here, by the way, is my good friend Phil M. Jones, a master of sales language and the bestselling author of Exactly What to Say.
I caught up with him at the Mega Agent Camp where 5,000 real estate professionals gathered to learn about the recent changes to commission structures.
If you’re struggling to justify your value to clients, keep reading because Phil dishes out timely insights on the specific language you should use to prove your worth.
Even if you’re not in real estate, you’ll still benefit from what Phil has to say.
Timing is Everything: When to Have the Conversation
Before you even begin to justify your fees, you need to think about when you’re having the conversation with your client.
Phil pointed out a critical distinction: there’s a big difference between having this discussion when a client is just asking to see a specific property versus when you’ve been in conversation with them for months, helping them navigate the complexities of buying a home.
If you’ve built a relationship early on and established yourself as a trusted advisor, it’s much easier to justify your value.
This is where personal branding comes into play.
When clients see you as a knowledge broker—someone who’s not just there to open doors but to guide them through the entire process—they’ll be more receptive when it comes time to discuss your compensation.
The Power of Words: Reframing the Conversation
Buyers are becoming increasingly aware of the costs associated with using a real estate agent, so the words you choose are more important than ever.
Phil emphasized the power of positioning yourself as a professional.
Here’s a simple but powerful question you can ask people: “What is your experience of working with a professional real estate evaluator?”
The word “professional” does a lot of heavy lifting here.
It subtly distinguishes you from other agents who may not offer the same level of service, and it often prompts clients to realize they haven’t had a truly professional experience before.
This opens the door for you to explain what sets you apart.
From there, you can walk your client through their options:
- They can work with a licensed agent who might just open doors and send emails.
- They can choose someone who’s available and convenient but may not offer much more.
- Or they can partner with an experienced professional who will go above and beyond to ensure their best interests are protected.
When framed this way, most clients will naturally gravitate toward the third option—the one that clearly offers the most value.
Articulating the Hidden Value: What Real Professionals Do
Let’s talk about the less obvious aspects of your role that add significant value. Phil and I discussed the importance of emotional intelligence—understanding the unique needs of each family and how those needs intersect with the local market.
For example, a great agent will think ahead about factors like school districts or potential neighborhood developments that could impact the client’s long-term satisfaction with their home.
And don’t forget about your vendor network, that’s a massive asset.
The trusted relationships you’ve built with inspectors, contractors, and other professionals can save your clients time, money, and stress.
These are things a client might not even realize they need, but they will certainly appreciate when the time comes.
Real-World Examples: The Difference a Great Agent Makes
To illustrate the impact of a great agent, let me share a recent personal experience.
We were selling our home and the buyers had some specific concerns.
First, they were nervous about having strangers in their home for cleaning before they moved in.
Thanks to our agent’s vendor network, we were able to recommend a trusted cleaner, which immediately put their minds at ease.
The second issue was more significant.
The buyer’s agent recommended an additional inspection for the pool, which revealed that it would likely need resurfacing soon.
This led to a concession on the price, saving the deal and preventing what could have been a costly mistake for the buyer.
If the buyers hadn’t been represented by a professional agent who was looking out for their best interests, the whole deal could have easily fallen apart.
Instead, everyone walked away satisfied, and the buyers likely avoided a significant future expense.
This is the kind of value that goes far beyond simply opening doors or sending listings.
Conclusion: Crafting Your Narrative
The recent commission changes push transparency and negotiation to the forefront, which means you must articulate your value so you can help clients understand everything you bring to the table.
Phil has the perfect words for what to say during these critical moments.
So if you want to learn more about how to craft a compelling narrative that resonates with your clients, I highly recommend following Phil’s work.
And if you’re looking for professional guidance to grow your personal brand and stand out in a crowded market, schedule a free Brand Strategy Call with Brand Builders Group.
We’re here to help you build a brand that not only attracts clients but also makes them see you as an indispensable partner in their real estate journey.
