Darryl Davis writes that when potential buyers ask about dual agency, agents need to be honest about the potential drawbacks.
Since the rules changed, more buyers are approaching listing agents directly and saying things like, “I’ll deal with you directly so you don’t have to pay the commission twice.”
One of our agents brought this up during a recent Monday coaching call, and it’s worth discussing. Because the way most agents answer actually weakens their position.
We are not the ones taking orders or opening the door. We are advisors. Don’t sell, give. Coach, please don’t close. The goal here is not to get buyers. The goal is to help buyers understand what they can’t see on their own.
All transactions are executed in two separate tracks
This is a reframe I came up with on the fly on the phone. I like its simplicity.
All real estate transactions are executed on two separate tracks. There are seller trucks and buyer trucks. These are different sets of tasks, and someone needs to perform each one.
The truck is on the seller’s side. All the promotion, marketing, attracting buyers, open houses, online exposure, and finding people who will say yes. Once a home goes under contract, the burden is actually lighter on the seller’s side.
The buyer’s truck is where the weight is. It’s the pre-qualification, the mortgage application done correctly and on time, the FICO score, the inspections, the engineering reports, and the many moving parts that take place between contract and closing. Just because a buyer opts out of having their own agent doesn’t mean the work goes away. Someone still has to carry it.
Even if a buyer goes directly to a listing agent to save on fees, the buyer’s tracking will not disappear. It just falls on those whose job it is to protect sellers.
How to respond to buyers without pressure or defensiveness
Once you understand the two tracks, you can be honest with the buyer.
“Buyers, there are two things you need to understand here. One, you don’t save any fees by coming directly to me as your listing agent. If I take over your side, the buyer truck, that’s work, and I charge you for that work. You’re not saving anything. You’re just paying one person for both trucks instead of two.”
The second point is something that really needs to make buyers stop.
“In some cases, the listing agent doesn’t actually track the buyer at all, so they don’t charge the buyer a fee. Think about what that means. Now you don’t have anyone watching your side. The agent you’re relying on has only one job: to get as much money as possible from the seller.”
Where buyers think they are saving money is often exactly where they have the most exposure.
Buyers Can’t Ignore Courtroom Analogies
Here are the photos I gave the buyer over the phone.
Going directly to the listing agent to protect your interests is like being sued, going to court without your own attorney, and asking the litigating attorney to assist you. They aren’t going to hurt their own clients to help you. They’re going to do their job and their job is on the other side. It’s not personal. It’s simply a question of whose benefits they are paying to serve.
There are also experience gaps that buyers consistently underestimate. You may only buy a house once every 10 years. The agent across the table may have sold 10 days ago. They handle more transactions than you will in your lifetime, and they negotiate for a living. Agreeing to it without representation is not a discount. That’s a drawback.
Give buyers a clear choice, not a corner
Another member added her insight and I really liked it. Instead of arguing or persuading, just present two honest options:
“You can have another agent handle your side of the track and I handle the seller’s track, and we work together. Or you can work directly with me, and I’ll handle both tracks for you. Either way, you’ll have a smooth experience. The choice is yours.”
No pressure. There are no corners. There are only two clear options offered by the people the buyer is already talking to.
The strongest close is never close. It’s an obvious choice and is suggested by someone the other person already trusts.
This conversation is not meant to argue, solicit, or threaten the buyer. Briefly explain how the job will actually be done so the buyer can make an eye-opening decision.
This week, we share 5 practical tips for using this framework
Practice the two track descriptions out loud before you need them. Buyers respond to confidence, but this framing only works if it sounds natural and not rehearsed. Never lead a conversation about pricing. Lead the work. Once the buyer understands that both tracks exist and both need to be completed, questions about pricing can usually be answered on their own. Use courtroom analogies selectively. It’s powerful, but it can feel confrontational if the buyer isn’t ready for it. Introduce it after they have already heard the description of two tracks and are still resisting. Suggest your choice out loud every time. Giving buyers two clear choices: bring their own agent or work with you on both tracks removes the adversarial dynamic and positions you as an advisor rather than a salesperson. Follow up in writing. After this conversation, we’ll send you a short email or text summarizing the two tracks in plain language. Buyers make big decisions slowly. If you put it in writing, that framework will remain long after the conversation is over.
In this industry, the ability to communicate effectively and hone your skills is more important than ever. This week we’ll lay out two tracks, present you with options, and observe how often buyers who come to save on fees decide they want to keep you in their corner.
Daryl Davis, CSP, is a nationally recognized real estate speaker, bestselling author, and coach with over 40 years of experience in the industry. For more information, visit darrylspeaks.com.
