Opinions expressed by Digital Journal contributors are their own.
John Cerasani is a well-known author and business expert who has made a significant impact in the world of real estate with his unique perspective on sales tactics. In his first book “Paid Training,” John discussed the importance of maintaining the value of a real estate agent’s services by avoiding the temptation to lower commission percentages.
In an interview, John shared his thoughts on the issue, saying, “It’s like if you owned a restaurant and all your friends got to eat for free, you ain’t gonna be in business very long. Your friends should support your business, not rape and pillage it.” He believes that cutting commission percentages might seem like a good idea in the short term, but it ultimately devalues what real estate agents do for a living.
John also emphasized the importance of being aware of the impact that discussing fees and pricing can have on a prospective client. He said, “If that is your value proposition, there is nothing to stop that person from shopping elsewhere and finding someone else to do it for even cheaper.” He believes that the value proposition and distinction for a real estate agent should center around their attentiveness, availability, desire to go the extra mile, and approach and negotiating skills.
In his upcoming book “2000 Percent Raise,” John expands on these ideas and provides valuable insights and strategies for all sales people to increase their value and success in their respective industry. The book, available for pre-order at 2000PercentRaise.com, is set to be released in early 2023.
