How to Charge More Than Your Rivals: Understanding the Law of the Main Game
Charging more than your competitors is not only possible but highly achievable if you understand the Law of the Main Game.
This article explains how property owners are primarily focused on the management fee, while other fees like leasing or inspection fees are secondary.
By keeping your management fee within a competitive range, you can confidently charge extra fees without losing clients.
Learn how to implement higher fees and double leasing fees while increasing your revenue by $500 to $1000 per property annually.
Discover the tools and strategies to confidently charge what you’re worth today!
Yes! You can charge more than your rivals—and here’s why.
Now, you might be thinking, “Darren, that’s not possible. My competitors aren’t charging extra fees, so I can’t either.”
But whether it’s higher fees or extra fees, the truth is, I’ve worked with agents surrounded by cheap-fee agencies, and they’ve successfully implemented double leasing fees, higher lease renewal fees, routine inspection fees, and even tenant exit fees—without owners ever questioning them.
Here’s how it works.
The Law of the Main Game
When I was a property manager, I introduced a final inspection fee because final inspections are time-consuming and full of conflict. For three years, not one owner questioned it, and none of my competitors ever charged it either. So why could I do it, and why can all the agents I coach do it?
It’s simple: it comes down to what I call the Law of the Main Game.
- Standard Marketing Fee This fee covers the costs of listing properties on portals. In Australia, you’re likely familiar with the two major portals that charge fees. New Zealand has its own marketing portal costs as well. Make sure you’re covering those costs, and if you haven’t updated your fee recently, ensure you’re adjusting it, as portal charges tend to increase on a regular basis.
Don’t forget to factor in any additional marketing efforts, such as Facebook or LinkedIn campaigns. Always check your local legislation to ensure you can on-charge these costs. - Professional Photos If you’re taking professional photos for listings, you should be charging a fee to cover those costs. It’s a straightforward service, but make sure it’s reflected in your fee structure.
- Video Walkthrough Fee Offering video walkthroughs is becoming increasingly common. If you’re walking through the property with a camera or phone, narrating as you go, that takes time—editing and uploading included. You should be charging for this service, and the suggested fees are detailed in the book.
- Virtual Tour Fee Using high-tech tools like Matterport or 360-degree cameras to create virtual tours can be time-consuming and require expensive equipment. This is another service where you should be charging a fee for the value you provide.
What is the Law of the Main Game?
The Law of the Main Game is one of several fee laws I cover in my book, PM Fee Scripts Secrets. The book gives you responses to every type of fee objection you might face. It’s free—you just pay for shipping. Head to stopdiscountingfees.com to reserve your copy.
Now, here’s the key: the Law of the Main Game states that owners are fixated on the management fee. That’s where they focus all their attention. The mistake we make as property managers is thinking they care equally about every fee we present—management fee, leasing fee, marketing fee, lease renewal fee. But that’s simply not the case.
Proof: What Owners Focus On
When an owner asks you to discount, what are they focusing on?
• When they say, “The other agent is cheaper,” what are they talking about? The management fee.
• When they ask, “Can you match the other agent’s fee?” It’s the management fee.
• Or when they say, “My Sydney property manager charges X,” again, it’s the management fee.
Almost always, it’s the management fee they’re fixated on. That’s why I call it the ‘Law of the Main Game’. Owners are not concerned about the smaller fees—they’re just focused on the main game, the main fee.
Owners Care About One Main Thing: The Management Fee
Let’s put this into perspective. When you apply for a home loan, what are you fixated on? The interest rate and monthly payments. Do you remember the other fees, like the annual or admin fees? Probably not. Or if you’re joining a gym, you’re likely focused on the weekly rate, not the joining or admin fees added on?
This is true across multiple industries, and property management is no different.
Why You Can Charge Extra Fees Without Losing Owners
This is why agencies I’ve worked with can charge routine inspection fees or double leasing fees, even if none of their competitors do. Take Queensland, for example—most agents only charge a one-week leasing fee, but I know agencies that easily charge two weeks without issue. Others are charging a tenant exit fee even though no one else is doing it.
Why? Because the Law of the Main Game is in effect—owners are fixated on the management fee.
Keeping the Management Fee Competitive
Now, the management fee itself varies within a market range. Through our secret shopping across Australia, we’ve seen fees ranging from 5% to 9%. As long as you’re pricing your management fee somewhere within this accepted market range, owners won’t care about the other fees.
This allows you to add extra fees without pushback, while keeping your management fee at a competitive level.
How to Increase Your Fee Revenue by $500 to $1,000 Per Property Each Year
By understanding and applying the Law of the Main Game, you can easily add $500 to $1,000 extra per property per year—whether through new business or existing clients.
This could come from routine inspections, lease renewals, tenant exit fees, or other value-adding services.
Get the Tools You Need to Charge More
I’ve outlined exactly how to do this in my book, Win Your Worth Secrets. It’s packed with strategies for increasing your fees with both new clients and current clients.
The book is free—we’ve paid for the printing. All you need to do is cover shipping. Visit winyourworthsecrets.com to get your copy and start charging what you’re worth.
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