You’re in the business of sales. You hear “no” all the time. When was the last time you said “no” to a client? A few weeks ago a dear friend who is a broker/owner of a large realty franchise was lamenting the number of sellers who insist on having their homes advertised in traditional print mediums, even though she can show them that nearly 90% of buyers find their homes online. We had a lengthy chat about this and about what options agents have with clients like this.

Yesterday she told me since we’d last spoken she had not only raised her prices, but also walked away from 3 listing appointments, refusing to work with the sellers.  In this economy, that’s about as ballsy as it gets. Here are the options she now offers sellers:

1. No print advertising under the standard commission rate
2. Print advertising will be done only for an additional percentage commission (i.e.: you want it, you pay for it)
3. If you insist on both print ads and a standard commission rate, find another agent to sell your house

You may think you can’t afford to walk away from any business during this time. But what my friend realized is that she can’t afford not to do so. Print housing ads are a complete waste of money for her and what’s she’s actually doing is eliminating the 20% of clients that will consume 85 – 90% of her time (and expenses)! Oh and by the way, she also eliminated all open houses (unless the seller wants to pay more for them).

Yes she walked away from 3 listings, and in so doing she gave herself the gift of time and efficiency. She can replace those 3 with another 12 willing to work by her terms. And she will. People have great respect for those who know their limits and are unwilling to compromise.

Dare to walk a hard line.  Be an agent of change. You know the facts – stop letting sellers tell you how to run your business. Demonstrate your expertise, explain your position and then eliminate the clients who feel they should tell you how to do your job.