"Try saying: Mr. and Mrs. Hunna Hunna, I don't work on commission like a salesperson. I charge a professional fee, just like an attorney or a doctor. You're not paying me to sell you something like a dishwasher or a lawn mower. You're paying me to represent you, protect your interests, and guide you through one of the biggest financial decisions of your life. That's a huge difference. This language quickly elevates you from a transactional middleman to a trusted advisor."
"Thanks to a study in 2011 conducted by Paul H. Thibodeau and Lera Boroditsky, we know that metaphors and analogies work on a psychological level to actually change the way a person thinks. Their study used crime statistics (the same in each scenario) but presented them paired with two different metaphors. Those who read the first metaphor leaned towards one opinion to the solution to the crime presented, and those with the second metaphor offered a totally different solution."
MLS platforms no longer display offers of compensation and most buyers sign Buyer Agency Agreements that specify payment to agents. Clients now ask tougher questions about rising fees and payment obligations. Agents should stop defending numbers and instead communicate the value behind professional fees. Positioning as a fiduciary and comparing a fee to those charged by attorneys or doctors reframes the relationship from transactional to advisory. Using metaphors and analogies taps psychological mechanisms to change client thinking and align new explanations with clients' existing beliefs and experiences. Clear, value-focused explanations help justify fees and build trust.
Read at www.housingwire.com
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