How to Increase Your Estate Agency Fees Without Losing Business

Let’s be real. Most agents aren’t charging enough — not because the market can’t take it, but because they don’t believe they can.

At Bootcamp, I asked a room full of agents what they charge. “1%”, “0.75%”, some even less. When I asked why, they said,

“Vendors won’t pay more.”
That’s not true. Vendors will pay whatever fee reflects the value they see.

The issue isn’t the fee.

It’s the story you tell around it.

Here’s how to raise your fees without losing instructions — and build a healthier, more profitable agency.

1. Start With Your Own Belief

You can’t sell something you don’t believe in.

If you think 1.75% is “too much”, it’ll come across in your tone, your body language, your hesitation when you say it.

Start with this question:

“If your team negotiated with the same energy they use to discount their fee… would you already be at 2%?”

Your team needs to feel their value. That starts with training, confidence, and evidence of results.

2. List Everything You Do For Your Fee

This is what we do at Bootcamp: we get every agent to list every single action they take during the sales process.

It’s usually 30+ items. But most only present 5–6 on valuations.

You’re not just putting it on Rightmove.
You’re staging it, professionally photographing it, qualifying buyers, managing viewings, handling objections, negotiating offers, and progressing the chain.

Yet many agents say:

“We do all that — but we don’t talk about it.”

Start talking about it.

3. Introduce Tiered Pricing

This one change has added hundreds of thousands in fees for agents I’ve coached.

Example:

• Bronze – 1.25%
  Basic Rightmove listing, vendor manages viewings.

• Gold – 1.75%
  Full marketing package, chain management, team negotiation.

• Platinum – 2.25%
  Bespoke marketing, video, drone, 1-to-1 vendor manager, negotiation on onward move.

Most vendors choose Gold.
You’re not selling — you’re giving them control.

It also changes the mindset of your team. Suddenly, 1.75% isn’t “the big ask” — it’s the average.

4. Train Your Team to Position It With Confidence

Never say:

• “Our fee is 1.75%, but we can match if needed.”

• “We’re negotiable.”

Instead, say:

“We’re not the cheapest — and we don’t try to be.
We’re here to maximise your outcome. That means getting you the best result, not just the lowest fee.”

If your fee is £4,000 more than the other agent but you get £10,000 more on the sale and negotiate £7,000 off their onward move — your net gain is £13,000.

That’s what you’re selling.

5. Sell on Savings, Not Cost

The fee conversation shouldn’t focus on what the vendor is paying.
It should focus on:

• What they’re getting

• What they’re avoiding

• And what they’re saving

Try this line:

“We’ve helped 7 vendors this year secure their dream home before listing, negotiated on their onward move, and managed both chains through to completion — that’s what our 1.75% fee covers.”

Now it doesn’t sound like a fee. It sounds like value.

6. Use Social Proof

Vendors don’t want to hear you say you’re worth more.
They want to hear it from someone like them.

Use:

• Case studies where your higher-fee service sold faster or higher

• Testimonials where vendors say, “I nearly didn’t choose them because of the fee — and I’m SO glad I did.”

• Screenshots of thank-you messages after tough chains

That’s what sells your fee.

7. Practice Fee Objection Handling

Teach your team to reframe objections like this:

❌ “That’s expensive.”
✅ “Absolutely — and we’re proud of it. Our fee reflects the work we do to protect our vendors’ peace of mind, speed, and net profit.”

❌ “Another agent is cheaper.”
✅ “I can’t speak for how they operate, but I can show you how we justify every penny of our fee — and why our clients say we’re worth it.”

The Result?

• You attract better vendors.

• You stop racing to the bottom.

• Your team feels proud, not pressured.

• And most importantly — you make more profit per instruction.

All by having the confidence to charge your worth, and the strategy to back it up.

Want Help Repositioning Your Fee Structure?

Schedule a call with our team to get started!