Competing on price is a race to the bottom. Here’s how the pros win without discounting.

If your biggest selling point is “I’ll do it for less,” you’ve already lost.

Because competing on price doesn’t position you as the best choice.
It positions you as the cheapest option.
And when you’re the cheapest, you’re never respected—you’re just tolerated.

That may work for selling toilet paper.
But it’s a terrible strategy for selling homes.

In this business, low fees attract low-quality clients who want high-maintenance service—and still resent paying you.

You already know that.
You’ve probably lived it.
So why do so many agents keep discounting?

Because they don’t know what else to do.

They don’t know how to create value.
They don’t know how to differentiate.
And worst of all—they don’t believe they’re worth more.

Your Fee Reflects Your Confidence (and Your Value)

Let me ask you something:

If a doctor said, “The surgeon down the street charges $20,000… but I’ll do the operation for $1,500,” would you feel good about going under the knife?

Of course not.

Because when something really matters—you want the best, not the cheapest.

Real estate is no different.
Sellers are handing you their biggest financial asset.
They want results, not rebates.

The only people who care about shaving a few bucks off the commission are the same ones who’ll micromanage you, ignore your advice, waste your time, and then question your value at the closing table.

They don’t want a pro—they want a bargain.
And if you keep saying yes to that… you’ll always be broke, stressed, and stuck working with people who don’t respect your time.

Price Is What You Pay. Value Is What You Get.

Here’s the shift:

Stop trying to be cheaper.
Start being better.

Better at:

• Marketing listings
• Writing copy that sells
• Creating urgency
• Framing value
• Getting homes sold fast and for top dollar

When you know how to do that, your commission stops being a negotiation—it becomes a non-issue.

Top producers don’t apologize for their fee.
They justify it—with results.

They show up with systems, not guesswork.
They show up with confidence, not desperation.
They show up as professionals who solve problems and get paid accordingly.

And guess what?

The right clients are happy to pay for that.
Because deep down, they know—you get what you pay for.

Want Better Clients? Start Charging Like a Pro

When you raise your standards, you raise the quality of people who show up.

You get sellers who value expertise.
You get buyers who follow your lead.
You get to say no to the time-wasters and “commission choppers.”
And you get to finally build a business that doesn’t feel like a grind every day.

But none of that happens if you keep cutting your fee to win the deal.

That’s not a strategy. That’s a slow bleed.

Click here to get on Greg’s Priority List.

You’ll learn how top agents win listings without discounting a single dime—and how you can, too.

It’s not about charging more.
It’s about being worth more—and knowing exactly how to prove it.

Because when you know how to deliver real value…
You’ll never have to compete on price again.

To your unstoppable success,

Greg Luther