Never quote your real estate commission by text

A homeowner recently sent a brief text to several agents asking, “What is your commission?” One agent responded that he does not discuss commission over text, and when the homeowner pressed further, the exchange deteriorated, leaving both parties feeling disrespected and no listing appointment secured. The agent’s refusal to answer the question directly, despite following two widely accepted principles—never quoting commission via text and never discussing fees before establishing value—ultimately cost him the lead. The column argues that while the principles are sound, treating them as reasons to dodge the homeowner’s query turns a legitimate inquiry into an argument, prompting the seller to assume the agent is hiding something and eroding trust before any substantive conversation can occur.

The core issue lies in how agents handle the price question: homeowners, faced with the prospect of selling their most valuable asset, instinctively seek a concrete figure to compare agents, and a non‑answer is interpreted as secrecy. To avoid this perception, the article advises agents to acknowledge the question promptly and shift the discussion to a phone call where context can be provided. By replying with a courteous invitation—such as, “Great question, I’d like to give you a real answer rather than a number without context; can we jump on a quick call?”—the agent demonstrates transparency while positioning the conversation for a value‑based framing. Once on the phone, the agent should first explain the relationship between price and service quality, using analogies like healthcare to illustrate that higher fees typically correlate with more comprehensive marketing and better outcomes, before presenting a fee range tied to the specific marketing plan and the seller’s timeline and net‑proceed goals.

After establishing this framework, the agent can disclose a realistic commission range—starting as low as 2% and adjusting based on the marketing intensity required—emphasizing that the exact percentage will emerge from a detailed discussion of the seller’s needs. This approach not only answers the homeowner’s question but also reframes it, shifting focus from “who is cheapest?” to “what does the fee buy?” By coaching sellers on better interview questions and linking fees to tangible marketing efforts, agents can preserve the lead, secure a listing appointment, and ultimately build a relationship grounded in clarity and value rather than a terse text exchange that risks losing business.

⚡ Effects Interpreter