Why Agents Should Stop Focusing on 'Value' and Start Building Trust ft. Steve Shull

Real estate agents are often coached to "articulate their value" to justify their commission. But Steve Shull, a veteran realtor and real estate coach, has a radically different view: it's not about convincing clients you're worth it, it's about earning their trust. 

Shull, author of The Full Fee Agent and a former NFL player turned coach, shared his unfiltered insights with Coldwell Banker Premier Realty agents in a recent meeting. Drawing from decades of experience in the real estate world, Shull explained why the traditional focus on 'value' is flawed, and how agents can pivot their approach to thrive in today’s market. His message was clear: agents who focus on relationships—on trust—will survive and thrive. 

The Flawed Idea of "Articulating Value" 

According to Shull, one of the biggest misconceptions agents have been taught is that they must constantly articulate why they’re worth their fee. “Every training I've ever heard says, 'Articulate your value.' That’s bu****," Shull said bluntly. "It’s not about telling people what you're going to do for them. It’s about showing who you are—someone they can trust.” 

This is a powerful shift in thinking. Instead of getting caught up in justifying commissions or selling themselves, agents should focus on building genuine relationships with clients, based on trust and transparency. In Shull's words, “If your client doesn’t trust you, no amount of value you articulate will matter.” 

The Shift in Commissions: What You Need to Know 

A significant point Shull raised in the meeting was the changing nature of commissions, especially for buyer agents. “There’s no more 5 to 6% commission. It doesn’t exist anymore,” Shull said. “You can charge whatever you want—you just have to be able to back it up.” 

Shull explained that the traditional commission structure is evolving. As a listing agent, you’re negotiating your fee directly with the seller, but as a buyer’s agent, it’s now becoming standard practice to negotiate your fee with the buyer. Shull highlighted that this shift is an opportunity for agents to distinguish themselves in the marketplace. "This is a blessing for all of you. Now buyers have to reveal themselves." 

The takeaway? Agents need to be clear and upfront about their fees, and they need to set expectations from the beginning of the transaction. “The confusion around who pays who is gone,” Shull said. "You pay me. That’s it." When agents handle these conversations with confidence and clarity, they can eliminate misunderstandings and create a smoother, more transparent process for everyone involved. 

How to Handle Buyer Objections Without Losing Control 

Shull didn’t shy away from addressing the inevitable pushback agents receive from clients when discussing commissions. In fact, he embraced it. “50% of buyers say, ‘No problem, send it over.’ The other 50%? They have questions," Shull said. "But those objections are just part of the process.” 

Instead of seeing objections as a roadblock, Shull encouraged agents to lean into these discussions and view them as an opportunity to demonstrate their expertise. "When a client questions your fee, it’s not a reflection of your value—it’s just a question that needs answering. Stay calm, be direct, and explain your position." Shull emphasized the importance of taking control of the conversation without appearing defensive or insecure. The agents who can do this will come out on top. 

The Real Work of Agents: Building Trust 

Beyond commissions and fees, Shull kept returning to one core principle: trust. “You don’t have to 'wow' people with fancy presentations or long-winded explanations about your value. People can see through that,” Shull said. “What people want is to work with someone they can trust to guide them through what’s likely the biggest financial decision of their lives.” 

This approach—building trust over 'articulating value'—requires a mindset shift for many agents. But Shull insists it’s necessary in today’s real estate environment. “This business is all about relationships. If people trust you, they’ll work with you. If they don’t, they’ll walk.” 

Can You Prove Your Worth? 

One of the more provocative questions Shull asked during the meeting was, "Are you doing the work necessary to prove your worth?" Shull believes too many agents are stuck in an old mindset, relying on industry scripts and outdated approaches. He challenged agents to be honest with themselves and their clients, saying, “You just have to back it up.” 

Backing it up, according to Shull, means being transparent, competent, and delivering results. Agents who are clear about their process and confident in their ability to deliver will naturally earn trust. And that, he argues, is more valuable than any commission discussion. 

Are You Ready for the Future of Real Estate? 

Steve Shull’s insights go beyond quick fixes. They challenge agents to rethink how they approach their business—from how they discuss commissions to how they build relationships with clients. He warned that agents stuck in the traditional mindset of "articulating value" might find themselves left behind as the market continues to evolve. 

Shull’s parting advice? Stop worrying about proving your value and start proving your trustworthiness. “Your clients don’t care about how much you know until they know how much they can trust you.” 

For more insights and practical tips from industry leaders like Steve Shull, be sure to watch the recording of the full sales meeting, attend one of our upcoming events, or visit cbprcareers.com to schedule a VIP call about joining our brokerage.