Every agent eventually hears it in a listing appointment:
“Another agent said they can do this for less.”
In some cases, the other agent is actually offering to do the work for half.
In that moment, the seller is focused on cost. But too many agents suddenly get defensive. They start rattling off marketing tasks as if the number of items on the list is what creates value.
There’s a smarter way to respond. When sellers compare you only on price, your job is to shift the conversation to results.
The agent who protects the seller’s equity is the agent who wins the listing.
Flip the Script with Radical Honesty
The fastest path to trust is transparency. When a seller brings up a cheaper option, most agents panic. Top performers lean into the objection with confidence.
“If the other agent is doing everything I do, and they can deliver the same level of negotiation and the same end result at a lower cost, then you should go with that agent.”
That one line:
- Shows you are not chasing the listing
- Forces the seller to evaluate skill and outcomes
- Turns price into one small part of the comparison
You’ve also just led them to question in their own mind, “Would that other agent actually get me the results I want?”
- Are they as knowledgeable about local market dynamics and pricing strategy?
- Will they keep me in the loop every step of the way?
- Do they actually know how to market my property effectively?
- Can they negotiate the best terms on my behalf?
Follow-up question: “Or are they charging less because they do….less?”
Lead with this script, and you become the confident negotiator they want on their side.
(And for access to my full Script Black Book for 2026, download it from BAMx with your 7-day free trial.)
Call Out the Bare Minimum For What It Really Is
When sellers talk about what the cheaper agent promised, it is almost always the basics (like putting the home on the MLS and Zillow).
Before you respond, set the stage. Make sure they understand the difference between necessary tasks and actual value drivers.
Then bring the facts:
“Okay, if that’s the plan you’re going to go with, then you can go on Zillow for $0 to $500 yourself right now…
“Getting your home professionally photographed and being posted on Zillow is not a valuable service. It’s a $500 service in most markets.”
From here, point out what you are doing differently. For some agents, it’s utilizing Zillow Showcase for their listings. For others, it’s providing staging services. Continuously come back to the value you provide that most sellers can’t do on their own.
This repositioning makes two points crystal clear:
- The plan matters more than the platform
- Not every listing strategy deserves the same fee
By using this script, you’re educating the seller, not arguing with them.
Direct Entry-Level Sellers to Entry-Level Service
Some sellers truly want the lowest-cost option. When that’s the case, help them go find it. Your willingness to guide them removes pressure, earns respect, and keeps the relationship intact.
“If that is the level of service and marketing and expertise that you’re looking for, let me direct you to how you can get that done with entry entry-only listing. That service is provided.”
What this signals:
- You understand every tier of the market
- You are confident in what you offer
- You are not afraid to walk away
Surprisingly, this is often the point where the seller realizes that discounting has a cost.
Always Bring It Back to Equity
Sellers do not hire you to upload photos. They hire you to maximize their money at closing. That is the outcome worth paying for.
“If you’re looking for the maximum push, the maximum results, and the maximum walk away money, and for your agent to maximize your equity in the process, then that’s what we do. That’s what I do.”
With this approach, you stop defending your commission. You start defending their equity.
Confidence Creates Clarity
How you deliver these lines matters. When you speak like the agent who consistently drives better results, sellers feel it.
If the cheaper option truly delivers the same outcome, they should take it. But the truth is, maximizing equity takes skill, strategy, and leadership.
That’s what you bring to the table.That’s what they are paying for.And, more often than not, that’s the value that wins the listing.
If you want to sharpen those skills, join us for live role play masterminds every Tuesday with Tom Toole, Lisa Chinatti, and me. BAMx members get the weekly sessions, downloadable scripts, and the new 2026 Script Black Book with my top 10 frameworks.
Not a member yet? Start a 7-day free trial, grab the Script Black Book, and jump into Tuesday’s session for real-time practice and feedback.
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