Perhaps the most common objection of clients centers on an agent's commission. An effective strategy is to be frank about the level of service they're getting. Let them know you're aware there are "discount" agents out there. And, simply put, they'll get what they pay for. If the client wants a discount real estate agent, then he or she will get less service and less professionalism. That's your opportunity to explain that if they want someone to market a home effectively and give them full representation, this is the commission you need to charge. When it comes to such a significant investment of time and money, clients want quality and will realize real estate representation is a professional service for which they'll get their money's worth.

Sample Script

Seller: I can't see paying a 6% commission.

Agent: I understand that. Have you ever had surgery before?

Seller: Well, yes.

Agent: When you went to the doctor for the surgery, did you happen to tell the surgeon that you really wanted to have it done by him, but that the fee was too much for the job he was going to do?

Seller: Of course not.

Agent: I would bet that the surgeon's fee, and the anesthesiologist's fee, the nurse's fee, and the hospital fee, were never brought up relative to the surgical procedure and your good health. Is that correct?

Seller: Yes.

Agent: I will guarantee you that there will be brokers - 'discount brokers' - who will charge you less. But every time someone charges you less, a) they're taking less money out of their pocket, which means how easy it is going to be for them to take money out of your pocket when they try to negotiate – and b) what happens when their marketing efforts are based on the income they derive from their listings? Now, it's two months down the road, they're run out of money, the home hasn't sold, and you want that nice color brochure on your property. Are they going to tell you, 'Well, I don't think I can do it for you. I have no money?' My point is, if you want the best of full service, then you're going to have to pay for it. If you go to a full-service gas station, don't you pay more?