The "What Is Your Commission?" Playbook
A master guide for shifting a seller's mindset from "What is this going to cost me?" to "How much more money is this agent going to make me?"
Strategy 1: The "Menu of Options" Approach
This is the best response for a casual conversation, a networking event, or an early phone call. It shows flexibility, avoids locking you into a rigid number, and makes the seller feel like they are entirely in control of the process.
The Psychology: You are reframing your commission from a "tax" they have to pay into a customizable service they get to choose.
You Say:
"That is a great question, and protecting your bottom line is exactly what we should be focused on! I actually don't have a one-size-fits-all commission rate because every home and every seller's goal is different.
I offer a menu of different marketing strategies—ranging from standard MLS placement all the way up to my full Pinnacle Listing System, which includes staging and aggressive digital marketing. The fee just depends on which level of service you choose to get the highest return on your home.
Do you have 15 minutes this week to sit down? I can walk you through the options, and you can just pick the one that makes the most sense for your goals."
Strategy 2: The "Net in Your Pocket" Pivot
This approach is slightly more assertive and works beautifully when a seller is highly analytical, or if they explicitly tell you they are interviewing multiple agents to find the lowest fee.
The Psychology: It interrupts their pattern of thinking. It forces them to realize that a cheap agent who sells their house for less actually costs them more money than a premium agent who maximizes their sale price.
You Say:
"I'm really glad you asked that. A lot of people ask what I charge, but what I've found is that my sellers don't actually care what my fee is—what they truly care about is how much money they get to keep in their pocket at the closing table.
My fees are standard for the market, but my Pinnacle Listing System is designed to sell your home for significantly more than the neighborhood average. That premium sale price more than pays for my services and actually puts extra profit in your pocket.
I'd love to show you the math on exactly how we do that. Would a quick 15-minute chat on Thursday afternoon or Friday morning work better for you?"
Execution & Delivery Tips
- Never be defensive: When they ask about money, say "I'm so glad you asked!" with genuine warmth and enthusiasm. It shows you are entirely confident in your value and not intimidated by financial conversations.
- Don't bash discount brokers: If they say, "Well, the agent down the street said he would do it for 1%," never attack the other agent. Simply pivot back to your value: "I completely understand! There are definitely agents who discount their services to get business. My focus isn't on being the cheapest agent to hire; my focus is on being the most profitable agent for you at the closing table."
- Hold your ground and pause: Once you deliver your script and ask for that 15-minute sit-down, stop talking. Let silence do the heavy lifting. Give them a moment to process the value you just presented and answer your scheduling question.