Avoid the Pitfall of Commission Breath in Real Estate
Learn how focusing on client needs over commissions can boost your real estate success and build lasting relationships.
The Subtle Scent of Desperation
Have you ever walked into a room and instantly sensed something was off? Maybe it was a strange vibe or a feeling that someone wasn’t being entirely genuine.
In real estate, this gut feeling often stems from what industry insiders call “commission breath.”
It’s that almost imperceptible whiff of desperation that prospects can pick up when an agent is more focused on closing a sale than on truly helping them.
When I first began my real estate journey, I was full of enthusiasm, eager to close deals and build my reputation. However, I quickly learned that clients could sense when an agent’s focus shifted from genuinely helping them to just making a sale.
This valuable lesson was reinforced by my mentor, Andre Swart, one of South Africa’s top estate agents. He taught me that in real estate, as in life, people can always tell when you’re being authentic—and when you’re not.
So, what exactly is commission breath, and how can you avoid it? Let’s dive in.
What is Commission Breath, and Why Should You Care?
Defining Commission Breath
Commission breath is more than just a catchy term—it’s a real issue that can cripple your real estate success. It describes the desperation that seeps into your interactions when you’re laser-focused on closing a deal for your own gain.
When you prioritize your commission over the client’s needs, they can sense it, whether through your tone, body language, or even the words you choose.
The Historical Roots of Commission Breath
This phenomenon isn’t new. Commission-based sales have been around since the late 19th and early 20th centuries.
Back then, the pressure to meet sales quotas led many agents to adopt unethical tactics, giving rise to the stereotype of the pushy salesperson. Unfortunately, this negative perception still lingers in the minds of many consumers today.
Real-Life Examples of Commission Breath
Imagine you’re a homeowner considering selling your property. You meet with an agent who seems overly eager, pushing you to list your home immediately without taking the time to understand your situation.
They don’t ask about your goals, your timeline, or your concerns—they just want your signature on the dotted line. This is commission breath in action. It’s a surefire way to lose trust and, ultimately, the client.
How to Avoid Commission Breath and Build Trust
Shift Your Focus from Yourself to the Client
One of the most effective ways to combat commission breath is to stop talking about yourself and start focusing on your clients. Ask yourself, “Am I genuinely interested in helping this person, or am I just trying to make a sale?”
When you shift your focus to understanding and addressing your client’s needs, you naturally start building what I like to call “relationship breath.”
Relationship breath is the opposite of commission breath. It’s when your clients can sense that you truly care about them and their situation.
This is where the magic happens. When clients feel valued and understood, they’re more likely to trust you, and that trust can lead to long-term relationships and repeat business.
Consistent Engagement Builds Confidence
Andre Swart always emphasized the importance of consistency in our daily activities. Whether it’s making cold calls, sending follow-up emails, or attending networking events, these activities lay the groundwork for a steady flow of business.
When you consistently engage in these activities, you’re less likely to feel desperate for a sale because you’re building a robust pipeline of potential clients.
With a strong pipeline, you can afford to be honest with your clients. If buying or selling isn’t in their best interest at the moment, you can confidently advise them to wait or consider alternative options.
This approach not only builds trust but also enhances your reputation as a genuine and reliable agent.
Practical Strategies to Combat Commission Breath
Self-Assessment: Reflect on Your Motives
Before you engage with a prospect, take a moment to assess your motives. Are you focused on meeting your quotas, or are you genuinely interested in providing value?
This self-awareness is the first step in avoiding commission breath. When you prioritize your client’s needs, your conversations will naturally become more consultative and less transactional.
Embrace Feedback: Learn from Your Peers
Another effective strategy is to invite feedback from your peers. Ask a colleague to listen in on your calls and provide constructive criticism. This can help you identify any signs of commission breath you might be unaware of.
Embracing feedback not only improves your sales technique but also fosters a culture of continuous learning within your team.
Value-Based Selling: Prioritize the Client’s Needs
Value-based selling is all about putting the client’s needs first. Instead of rushing to pitch your services, take the time to understand their challenges, goals, and concerns. Then, present your solution as a way to help them achieve their objectives.
This approach not only avoids commission breath but also positions you as a trusted advisor rather than just another salesperson.
The Role of Principals, Mentors, and Coaching in Preventing Commission Breath
Creating a Healthy Sales Culture
Principals and mentors play a crucial role in fostering an environment where commission breath is less likely to develop.
By cultivating a healthy sales culture—where failure is seen as a learning opportunity rather than a setback—mentors can help reduce the pressure on agents to close deals at all costs.
Coaching for an Abundance Mindset
Encouraging an abundance mindset is another powerful tool in real estate coaching. When agents are coached to believe that there are plenty of opportunities out there, they’re less likely to cling desperately to each potential deal.
This mindset helps them navigate rejection with resilience and focus on building genuine relationships with clients.
Practical Planning for Sales Success
Finally, principals and coaches can help agents avoid commission breath by assisting them in developing practical strategies to achieve their goals. This might include setting realistic targets, providing ongoing training, and offering support during challenging times.
By focusing on long-term success rather than short-term gains, they can help agents stay grounded and client-focused.
Building Long-Term Success through Genuine Relationships
At the end of the day, real estate is about more than just closing deals—it’s about building relationships. By shifting your focus from your own commission to your client’s needs, you’ll not only avoid commission breath but also position yourself as a trusted advisor in the industry.
This approach leads to long-term success, repeat business, and a reputation that will set you apart from the competition.
So, the next time you find yourself eager to close a deal, take a step back and ask yourself: “Am I doing what’s best for my client?” If the answer is yes, then you’re on the right track. If not, it might be time to reevaluate your approach.
Remember, in the words of Andre Swart, “When you care about your clients, the commissions will take care of themselves.”