Yeah, that’s right! “Always Cut Your Commission!” And, why not? If the only value you can offer your clients is your price, then you probably will have to cut your commissions to stay in business!
Actually, let’s clarify what is often referred to as “Commission Cutting.” It simply means that one broker is willing to sell his or her services at a lower rate than he or she would for other projects, or perhaps in comparison to his or her competitors. So what? Does that mean every one in the local market must sell their services at the same price? If you buy shoes from one store at a low price, does that mean that all of the other shoe stores will lose all of their customers and go out of business, just because you got a good deal?
Just like in other industries, there exist many common practices in commercial real estate, including those surrounding broker compensation. But, no “standard” compensation or commission structure exists. In fact, in most states, setting commission standards is considered price-fixing, and is illegal!
So, what’s all this noise about brokers who cut their commissions and how that supposedly affects the compensation of other brokers? The response I often hear is that if one broker offers low-priced services then every landlord, tenant, buyer, and seller in that market will make the same demands. Really? Well, guess what? They already want your services at the lowest possible price. Shouldn’t they? Don’t you want to buy those shoes as inexpensively as possible? Don’t you negotiate for a lower price when you buy or lease a car? Didn’t you negotiate when you bought your home? Did everyone else get their home for the same price you did? Of course not! Seeking a lower price is the American way, and there isn’t a darned thing wrong with it.
Ask yourself these questions:
- Are you a low-cost service provider?
- Is low-cost always the winner?
NO! If that were true, there would not exist high-priced hotels, restaurants, resorts, clothes, homes, cars, etc., etc., etc., or anything of better quality. If low price always won, consumers and businesses would never buy the best quality or engage the best of any service provider. Instead, they would only hire the cheapest. And, in those instances, they’d get what they paid for.
Forget what other brokers do. There is plenty of room in every industry for low-cost service providers, because some clients do make purchasing and hiring decisions purely on cost. Low cost, almost always means low quality, and those who hire only on a low-cost basis typically receive services commensurate with what they pay. And, if that’s their preference, so be it!
The answer here is very simple: If you are a low-cost service provider, be the best one in your market. If, on the other hand, you wish to be something other than low-cost, make sure that like Mercedes, BMW, Nobu, Gucci, and other fine products and service providers, you provide your clients with such incredibly valuable services, experiences, and outcomes, that your other-than-low-price will be warranted and you will be in demand!
About Real Estate Strategies Corporation
Real Estate Strategies Corporation is a respected corporate advisory and transaction services firm that provides thought-leadership, decision-making, planning, project management, and transaction execution services to financial and senior executives at management team-led public, private, and portfolio companies, and not-for-profit organizations. Under the leadership of its award-winning CEO, Andrew B. Zezas, RealStrat’s clients engage the firm when acquiring, disposing, renegotiating, or enhancing occupied leased or owned real estate in New Jersey, Pennsylvania, New York, Connecticut, and throughout North America. By creating and executing Business DRIVEN Real Estate Solutions and identifying hidden Opportunities, RealStrat drives greater operational and financial performance in support of its clients’ stakeholder objectives, M&A requirements, and exit strategies.
In the current economic environment, RealStrat’s efforts are focused on uncovering, capturing, and re-purposing hidden liquidity and minimizing risk in its clients’ leased and owned real estate. The firm provides counsel as to competitive advantage strategies in preparation for the eventual economic recovery. Visit www.RealStrat.com.
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