When you list at scale, you can’t rely on charm—you need process, proof, and crisp language that moves sellers and buyers to decisions. In this session, Alex Jordan (long-time #1 at McGrath; REA QLD Agent of the Year) shared the exact scripts he uses to defend fees, set price expectations, and turn early interest into premium outcomes. Steal the lines, apply the process, and bank the difference.

Why Alex’s approach works

• Process > postcode. Pricing, marketing, negotiation and cadence don’t change by suburb. 🧭
• Defend value early. If an agent discounts their fee quickly, they’ll discount your price quickly. Your job is to demonstrate net outcome, not the cheapest cost. 💪
• Evidence-led pricing. Quote to engage (range that “dangles the carrot”), then use competition to uplift. 📈
• Front-load momentum. Best prices land in the first 2–3 weeks when urgency and social proof peak. 🔥
• Transparency builds trust. Clear guides (even in EOI), neighbor invites, and zero fluff around “market feedback” keep buyers moving. 🧠

The Objection Handbook (exact lines you can use)

1) “Can you lower your commission?”

Frame: You’re hiring a negotiator. Their fee defense predicts your price defense.

Line:

“Respectfully, no. My fee is 3.3%. If an agent gives up their own money in the first conversation, imagine what happens with your money in week two. Choose the agent who nets you more, not the cheapest input.”

2) “Another agent said they can get us $X.”

Frame: Anchor against the over-quote playbook; reset to process and probability.

Line:

“In our industry, inflating the price at the presentation is common. I’ll always show you the sales evidence and the path to maximize price. If $X is out there, I’ll find it—my process is designed to create the competition that gets us there.”

3) “Let’s start high—we can always come down.”

Frame: Days on market vs perceived value.

Line: