Hi [name] and welcome to my Weekly Insight for Monday 10th June 2013
Quote for the week:
"If your fee is discountable to win business, all your business is discountable, including its value to your clients."
Recent weeks have seen lots of fierce competition in some markets for good listings. In some places it's as though there is actually a "Listing War!
When it gets this fierce we often see whether Principles actually count for anything. The pressure to win listings makes marketing and the agents fee all negotiable and discountable.
One question to ask ourselves is: How should we really feel when we are happy to collect our full fee when we know there is no competition for the listing, yet we will charge less if we have to compete?
Consider too that the listing you don't have to compete for may be a referral, a preferrral or a past client. And they pay the most!
Then the one you really need to compete for, where you discount, is for a stranger, someone you are meeting for the first time.
If you are happy to charge one client the full fee, then charge them all the same. If you use discounting to win the battle, then be open and discount all the time. It's a matter of principle!
Have a truly awesome week being the best you can!
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Posted: Sunday 22 April 2018