With the NAR settlement behind us and new rules on professional fees in place, conversations with clients have shifted. MLSs no longer display offers of compensation, and most buyers are signing Buyer Agency Agreements that spell out how their real estate professional will be paid.
That means savvy buyers and sellers are asking tougher questions to keep tabs on how their money is being spent: “Why are fees going up?” or “Why do I have to pay this?”
Your role as a professional isn’t to defend a number; it’s to communicate the value behind it.
Shift the language from commission to professional fee
When you’re explaining this to clients, change the frame. Instead of sounding like a salesperson, position yourself as the fiduciary you are.
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.
Using analogies to communicate with clients
Metaphors and analogies are not just a literary technique for writers, but a powerful psychological tool. 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.
In real estate, here’s how metaphors and analogies work: You are taking a belief that they already have about life and their personal experiences and turning that into as an example of what you are communicating. You aren’t trying to change their belief system; you are using their belief system to make your point.
Using an analogy with their own belief helps them think about what you are saying in a new and fresh way, thereby helping them change the way they think about your fee.
Break down the numbers for buyers and sellers
Sticker shock happens when consumers see a percentage without any context. That’s where a simple analogy makes the math relatable.
Example: “Think of it like a wedding cake. You see the price tag and think, ‘Wow, that’s expensive for a cake!’ But when you break it down — the ingredients, the time it takes to bake, the artistry to decorate, the delivery, and the setup — you realize it’s not just a cake. It’s a masterpiece. That’s what my professional fee represents: the expertise, time, and effort that go into creating a successful transaction for you.”
Or show them the actual math. Let’s use the following numbers as an example:
- $500,000 sale x 5% = $25,000 total fee.
- Split between listing and buyer’s brokerages = $12,500 each.
- With an in-house 70/30 split (the average broker-agent split), the agent nets $8,750.
- After marketing, insurance, dues, and taxes, real net is closer to $4,000–$6,000.
That’s months of work, risk, and responsibility—not a quick payday.
Explaining what they’re paying for
Clients often don’t realize what’s included when they hire an agent. Analogies help make it real.
For Sellers:
“Selling your home is like launching a rocket. You need the right calculations, the right fuel, and the right team to make sure it doesn’t crash and burn. My job is to be Mission Control, which means handling the pricing strategy, marketing, staging, and negotiations to ensure your home takes off and lands safely at the closing table.”
For Buyers:
“Buying a home is like climbing Mount Everest. It’s exciting, but it’s also full of challenges. You wouldn’t attempt it without a guide who knows the terrain, the weather, and how to avoid the pitfalls. That’s what I do—I’m your guide, making sure you reach the summit without falling into a crevasse.”
When clients see you as Mission Control or their Everest guide, your value becomes undeniable.
Why Fees Are Rising
This has always been one of the most common objections, and its only becoming more of a point of contention in 2025. Handle it head-on with honesty and confidence.
Try this dialogue: “Mr. and Mrs. Hunna Hunna, I understand that fees might seem higher than what you’ve seen in the past. But here’s the reality: the cost of doing business has gone up — marketing, compliance, insurance, technology — it’s all more expensive. And with the new legal reality that we are in, the liability and risk for agents have increased too. But here’s the thing: my job is to save you money, time, and stress. A skilled agent can negotiate tens of thousands of dollars in your favor and prevent costly mistakes. That’s the value you’re investing in.”
And it’s true. U.S. Bureau of Labor Statistics data shows that the median annual wage for real estate brokers and sales agents in 2023 was $58,980/ After expenses, many professionals net less than other licensed service providers—yet take on more risk and responsibility.
How to have the conversation
The biggest mistake agents make? Getting defensive and apologizing for their fees. Instead, bring them up with conviction.
“My professional fee is X% because I provide a comprehensive marketing plan, expert negotiation, and a seamless transaction process that nets my clients more money in the end.”
If you confidently believe in your value, clients will too.
Additional Analogies to Drive It Home
When you need a powerful visual, keep these in your toolbox:
- The Surgeon Analogy:
“You wouldn’t choose the cheapest surgeon for a critical life-saving operation. You’d choose the one with the best track record. That’s how you should think about hiring a real estate professional.” - The Pilot Analogy:
“Imagine you’re on a plane, and the pilot announces they’re going to use less fuel to save money. You’d be terrified. Cutting corners in real estate representation can cost you far more in the long run.” - The Insurance Analogy:
“Think of my professional fee like an insurance policy. You’re paying for peace of mind, knowing I’m here to protect your interests, navigate the complexities, and ensure you come out ahead.”
Analogies create a parallel between something your client already believes to be true and what you are saying and can help you shift the conversation from price to value.
The Bottom Line
At the end of the day, your professional fee isn’t just a number. It’s a reflection of the expertise, strategy, and advocacy you bring to the table. To drive your point home, you can say: “My goal isn’t just to get the deal done — it’s to get it done right, with your best interests at heart. That’s what you’re paying for, and that’s what I deliver.” When you explain it this way, you don’t just justify your fee. You elevate the whole profession.
Darryl Davis, CSP, has spoken to, trained, and coached more than 600,000 real estate professionals around the globe. He is a bestselling author for McGraw-Hill Publishing, and his book, How to Become a Power Agent in Real Estate, tops Amazon’s charts for most sold book to real estate agents.
This column does not necessarily reflect the opinion of HousingWire’s editorial department and its owners.
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