Letting & Estate Agent Podcast Cheap fee Estate Agents - Ep. 2437
Jan 3, 2026
In this conversation, Tom Panos, a seasoned real estate coach known for his insights on pricing and negotiation, shares his expertise on confidently setting fees. He discusses the common practice of fee cutting and its link to higher sales volume, emphasizing that agents shouldn't compromise their worth. Tom advises putting fees in writing to project authority and reminds agents that they earn nothing until a sale is made, allowing for effective negotiation. His insights aim to empower agents to maintain their value in the competitive UK property market.
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Fee Cutting Is Normal In Markets
- Fee-cutting is pervasive across industries and even top agents sometimes reduce fees.
- Recognising that fee discounts are normal helps agents prepare strategies rather than deny the reality.
Volume Drives Price Pressure
- There is a clear link between volume of business and tendency to cut fees.
- High-volume contexts normalise discounts, so strategy must address scale-driven pressure.
Make Quality Justify A Higher Fee
- Be 5% better in service so a 1% higher fee still leaves the client 4% better off.
- Demonstrate superiority with evidence and formalise your fee in the agreement to appear authoritative.