Kevin Ray Ward tells real-estate agents to stop competing on price and position themselves as top-tier professionals instead. Master marketing, pricing, and closing skills to create demonstrable value that gets sellers better offers and higher net proceeds. Premium branding attracts better clients and listings than low-commission competition.
Chapters
Now, here's the game. You're representing people who are selling their most valuable asset, their home, and they're wanting to entrust you with the responsibility of bringing them the best buyer, getting the best offer, getting the best terms and price, negotiating it successfully. Closing. Are they looking for the best or are they looking for the cheapest? Sometimes they're looking for the cheapest because a simple mistake on their part, that is that they have seen a lot of amateur agents that suck. And, and they're like, if that's all they do, they just fill out paperwork and put me in the MLS and stuff, then it doesn't take an expert to do that. So I just want the cheapest. But if they understand what a highly skilled, powerful real estate professional can do for them in terms of your marketing expertise, your pricing expertise, your negotiating expertise, and all of the expertise which gets them the best offers, which then gets them the best terms and price on their home so that they get the most equity in their pocket. People are willing to invest in a professional if they realize that commission that they're going to pay is going to actually give them a great return on their investment. You kind of have to make a decision. You want to be the best or do you want to be the cheapest? They don't want it to buy over and over again. They want one agent to deliver the best result and get the job done. So what are they looking for? Quality. They want the best or they want the cheapest? If you can't convince them there's value in paying more for a professional agent that actually knows how to deliver better results, sell their house faster and for more money, then cheap is probably the direction you're going to go. But if you're going to make a lot of money in real estate, you have to become the best agents. You have to master the skills of marketing, the skills of how to sell a house, the skills of how to negotiate offers to get the seller, the buyers, to pay the highest amount of money with the best terms for your buyer and how to make sure it successfully closes. This is part of the skill set of being a professional real estate agent. If you want to win, you want to make a lot of money and be massively successful. Become the best. It is so much better to have the brand of being the best, because that's going to attract the best quality sellers, the ones who have high expectations. The seller who is cheap probably also treats his house cheap. They defer maintenance because they're trying to be cheap on everything. But the person that's willing to pay for professional service. They probably have professional maintenance done on their home. When there's repairs that need to be done, they're going to have it done right. So guess what you're getting. You're getting a better quality client. You're also getting a better quality house to sell a better product, which you're going to attract a better quality buyer. People that are willing to pay more because they want the best. So decide, do I want to hang out in the world of the best or do I want to hang out in the world of the cheapest?
