We Are Selling with Lee Woodward

Believing in Your Fees with Mark McGill

• Lee Woodward • Episode 6

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In this episode of We Are Selling, Lee Woodward speaks with Mark McGill, one of the most respected agents in the industry, about one of real estate’s toughest conversations – believing in your worth and confidently charging the fees you deserve. 💪

As the market evolves, many agents feel pressured to lower their fees just to win business. But as Mark explains, the best agents don’t compete on price, they compete on value, process, and results.


💡 In this episode, you’ll learn:

  • How to back your fees with confidence (and evidence)
  • The power of process-driven campaigns that deliver record results
  • A simple but powerful line to secure commitment before negotiating fees
  • Why case studies and transparency help clients see your true worth
  • How Mark uses real data from his campaigns to demonstrate superior outcomes

Mark also shares how focusing on long-term client relationships, doing things properly, and letting campaigns breathe can produce results that exceed expectations, sometimes by hundreds of thousands of dollars.



Hosted by Lee Woodward Training Systems

Brought to you by The Complete Salesperson Course & Super Coaching Program

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Lee Woodward:

In the pursuit of continuous success in the real estate industry, it makes sense to study the greatest and latest people who are achieving that continuous success within the field of selling. Selling is a transference of feelings. Everything we do leads to that sale. You are selling your ability to do the job, you are selling your skills on marketing, the reason why you're worth that value, and how you can improve the life of the customers and clients that you serve. Becoming a sales master is a journey, and this podcast is dedicated to the tech and technique of the real estate industry. Brought to you by RealTare, we'll be sharing each week great short, sharp stories that are actions and wins from the highest performing agents we've ever seen succeed in our industry. We tackle one major challenge, provide you with the solution and the steps that allow you to repeat the performance. The RealTare community has the highest performing agents in the industry, and as they share that story, we want you to profit from their knowledge. Let's get started with this week's episode. Today's topic is believing in you and your fees and getting the value you deserve for your incredible efforts, skills, and energy you have in the marketplace. It's easy to believe that everyone's going to cut their fees and no one pays that anymore. But what if you're wrong and what if the chances out there you've just got to take it? Joining us now is one of our top members of the Academy, Mr. Mark McGill. He joins us now from the airport as he's traveling. Mr. Mark McGill, welcome back to the airwaves.

Mark McGill:

Thanks very much, Lee. It's good to be back on the airwaves. It's uh been a while.

Lee Woodward:

And we're discussing this way above difference of fees you're achieving in the marketplace. I know we've seen as high as four percent, but definitely three percent. Mark, what are you doing out there and what's working?

Mark McGill:

Yeah, certainly. So probably one of the biggest things that is working for us is that we are securing a lot of business from long-term repeat and established clients. My client nights are generating very, very hot, warm, high trust and high quality leave, which obviously makes the job a little bit easier. You're not in a dog fight uh for the business on fees.

Lee Woodward:

I agree with that. And then there's that commercial moment where they say, Well, the other agent thinks he's gonna get this and he's gonna charge that. Will you match it? What are you doing there?

Mark McGill:

Yeah, so first of all, whenever a client mentions another agent and another agent's fee, first of all, before I do anything, I establish whether I'm likely to get the business or not. Uh one of the great lines that I've learned from many hot topics courses is look, if we were all the same, would you go with us right now? And try and get that yes from them. And then basically I would put my money where my mouth is and say, Look, the other agents said this was the price you could achieve and this is the fee that they are offering. In this market, I will back myself to beat their price, and if I beat their price, are we entitled to our full fee? Most people do not even question that. They go, Well, yeah, as long as we get more in our pocket, but they can actually physically see that they're getting more in their pocket.

Lee Woodward:

That's brilliant, because you're not competing on fee, then you say, I'll beat their price, and if I do, can I be paid appropriately? You only get one chance to sort of get this across. It's a beautiful, compelling argument. What's the attention to detail, the marketing? How are you beating price?

Mark McGill:

Probably I think the main thing in this market is that there are too many people shortcutting too many of the processes to get a quick sale. Even in the marketing and the advertising from other agents, we're seeing sold for record price in 24 hours or sold to the first buyer at the first open home. Even that signal, that signal says that there could be potentially some shortcuts taken. I'm also seeing many an instance where buyers have missed out. And I've heard plenty of stories where buyers have said we would have paid that if we even had a chance to look at it, but it sold before we got to look at it. So probably one of the key things that I focus on, no different to whether the market's tanking or whether it's a steady market, we focus on process and we do things properly. And by by doing things properly, that gives the campaign a chance to breathe, it gives us a chance to show more buyers, gives us a chance to generate more competition, and we have had 15 instances where we've been anywhere between 200 and 300 grand above our nearest competition.

Lee Woodward:

Yeah, that's something I noticed from your work. You've got great case studies. Uh we're very proud. You're using pitch and sign to get these things across the line. The case study sold story, how how important's that been to being the presentation now, like Australian's lover story?

Mark McGill:

Oh, absolutely. And the other thing is the case study story, we are using that in our lead generation marketing as well. So, for example, we're using one of the many programs out there that are doing um multiple negotiations and online negotiations, that are bidding run sheet of all the offers that were made on that property. When we're getting prices significantly higher, we're actually printing off that run sheet, and what we are doing is we are putting that on the just sold flyer. So not only can the neighbour see that we smashed the price by a hundred grand, but we didn't just fluke it with a one-off buyer. We had seven buyers there, and the nearest buyer was a thousand dollars below them, and then the second nearest buyer was another thousand dollars below them.

Lee Woodward:

Mark, this is a brilliant example of attract, engage, commit. I did mention some of the highest fees there have been four, but just the fact you've got a process of collaborating with the vendor, I won't say negotiating, but you're actually saying if I'm the same, I'm the same, but I'll back myself, I'm gonna go on price. Absolutely incredible results. Thank you for joining us, and congratulations on the team growing.

Mark McGill:

No worries. Thanks very much for all your help as always, Lee.

Lee Woodward:

Thank you, Mark McGill.

Mark McGill:

Thanks, mate.