“You get what you pay for” is a popular refrain among real estate agents who try to defend their commissions. But according to a new report, when buying or selling a house, you can get all the service conventional agents offer without having to pay the going rate.
The report, from the Consumer Policy Center, says that fears about low-fee agents offering a lower quality of service are “unfounded.”
“This is not to argue that (consumers) stop using real estate agents, whose knowledge and expertise can be very valuable,” writes CPC Senior Fellow Mark Nadel, “just that they’ve been grossly overpaying for those agents' services due to a lack of effective price competition among agents.”
Like many stockbroker and travel agent fees prior to the 1980s, the report maintains, traditional realty agent fees are “ridiculously excessive.” If there were more price competition among agents, it says, as much as $30 billion annually would be put back into the pockets of consumers.
In urging buyers and sellers to consider low-fee agents, the report exposes the misconceptions that lead consumers to accept current commission rates as reasonable and justified. To be sure, consumers should continue to choose their agents based on experience, skills and track record, as well as their fees. But “a lower fee should be a plus, not a minus,” writes Nadel.
It’s natural to assume there must be something lacking with agents who charge as little as half the going commission rate. After all, buying a house is one of the largest financial transactions people will ever undertake, so many choose to play it safe.
Nadel argues that realty agents are not like other commissioned salespeople, for whom a commission based on the percentage of the sales price is warranted. He calls it “a flawed analogy” to think that they are.
For most salespeople, the price of the goods or services they sell is set to recover their employer’s costs -- including a commission -- plus a specific profit. So, if a salesperson doubles their sales, they also double their commission. In these cases, commissions incentivize people to sell more.
But in real estate, the price is not set to recover the seller’s cost plus a profit. Rather, the seller aims to secure the highest price possible. “Selling a $900,000 home does not generate triple the 'profit' of selling a $300,000 home,” Nadel writes.
The time and costs incurred by agents are “generally unrelated” to the home’s price, he says. Agents perform the same tasks whether they sell a $300,000 house or one priced at $900,000. Yet at a 3% commission, they earn $9,000 on the first house and $27,000 on the second.
At the same time, many agents think nothing of paying electricians or painters the same hourly rates to prepare a $900,000 house for sale as they pay them to work on a $300,000 property.
If a traditional listing agent tells you that a low-fee agent will skimp on the quality of the services they offer, Nadel suggests sellers turn the tables: “Ask the listing agent why they charge double for the same level of work they would do for selling a home priced at half as much,” he says.
The CPC expert has additional recommendations:
-- Sellers should stipulate in the listing agreement that the seller retains any funds offered to pay the buyer’s agent if that agent has already offered to accept a lower fee.
Normally, if the selling agent charges 6%, it's split with the buyer’s agent, 50-50 -- they each get 3%. But if the buyer’s agent charges their client just 1%, under standard agreements, the seller’s agent would stand to rake in 5%. Rather, the savvy seller should make sure the other 2% reverts back to them.
By demanding that the extra commission returns to the seller, the seller can bargain with the buyer about how the extra funds will be allocated -- perhaps back to the buyer -- rather than allowing them to passively flow as a bonus to the listing agent.
-- Sometimes, buyers are offered the choice to skip viewing any houses in which the seller has declined to pay the buyer-agent’s fee. “Refuse that option,” says Nadel. Do not allow agents to screen out houses that do not expressly offer buyer-agent co-op fees.
You may be offered such a choice as a way to avoid having to pay the negotiated fee to the buyer’s agent, as well as the entire commission. But your concern should be your total cost, including commissions, rather than whether the commissions are included in the price of the house.
-- Sellers would do well to consider their net yield rather than their gross. “The dollar figure that should matter to the seller is the amount they net after both agents are paid,” the report advises. It's possible, after all, that a lower offer made through a low-fee agent can result in a higher yield than a higher bid from a full-cost agent.
-- To protect against agents who intentionally overlook houses represented by low-fee agents, continue to use online search engines and broker websites to look for houses that meet your criteria. In other words, do as much of the legwork as possible on your own; don’t rely on the agent to do it for you.
This, says Nadel, will keep your agent honest.