Why You Can Charge More Than Your Rivals – And How to Do It (8 minutes)
The Law of the Main Game reveals a powerful truth: property owners are primarily focused on the management fee and not on all the additional fees.
This article explains how you can charge more than your competitors—even add extra fees—without losing clients.
By understanding that owners fixate on the management fee, you can introduce routine inspection fees, leasing fees, and more, all while maintaining a competitive edge.
Learn how agents in even the most fee-conscious markets succeed in charging higher fees, and use these insights to grow your revenue.
Discover how to maximize your fees and win more business today!
If you've ever thought, "I can't charge more than my rivals because they're discounting," you're not alone. I've spoken with thousands of agents who have told me the same thing. But here’s the truth:
You absolutely can charge more – and get it every time!
Let me share a story to illustrate this.
The Sydney Agency That Didn't Believe
A while back, an agency owner from Northwest Sydney called me, excited because his business partner, who had always resisted raising fees, had just retired. He was eager to boost his profits and asked, "Darren, how can I get better fees?"
I reviewed his fee structure and made some suggestions for increasing existing fees and adding a few extras.
We agreed to reconnect at the end of the week. But when we spoke again, he wasn’t as enthusiastic. He seemed a bit ‘spooked’.
He had called 10 of his competitors and realised they weren’t charging some of the fees I had suggested, or those fees simply didn’t exist in his market.
So he told me, “Darren, if they’re not doing it, I won’t be able to. Owners will not pay!” And just like that, the door shut.
He had the chance to add $300,000 to $400,000 extra to his bottom line annually, but he didn’t believe it was possible because his competitors weren’t doing it.
- 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.
The Big Mistake: The Law of the Main Game
This agency fell into the common trap of assuming owners evaluate every fee with the same level of scrutiny. Many agents think owners are equally critical of the management fee, leasing fee, marketing fee, lease renewal fee, and every other fee.
But that’s not true. The Law of the Main Game tells us that owners are fixated on one thing: the Management Fee.
Imagine two property owners at a barbecue. One says, “I’m with ABC Real Estate,” and the other responds, “Oh, I’m with XYZ Realty, just down the road. What are you getting charged?” The first one replies, “I’m paying 7%,” and the second says, “I’m paying 6%.”
Notice they didn’t mention any other fees. They didn’t discuss leasing, marketing, or inspection fees—just the management fee.
This is the ‘Law of the Main Game’.
Owners Are Fixated on the Management Fee
Think about the fee objections you hear from prospective clients.
When they ask for a discount, what fee are they usually referring to? Nine times out of 10, it's the management fee.
They’ll say things like, “But the other agent is cheaper,” or “Can you match your management fee with the other agent down the road?”
They’re not asking about your leasing or marketing fees—they’re zeroed in on the management fee.
The Law of the Main Game Exists Everywhere
This phenomenon isn’t unique to property management. Take getting a home loan, for example. What are you focused on? The interest rate and your monthly payment.
You probably don’t even remember the annual fee or other minor charges. It’s the same when you go to a restaurant—you look at the price of the main meal, not the dessert or drinks menu.
The law of the main game is at work across various industries. While there may be multiple fees, customers tend to fixate on just one primary fee.
How to Use the Law of the Main Game to Your Advantage
I once worked with a team of BDMs (Business Development Managers) in Sydney. We increased their fees and added a routine inspection fee.
They were convinced it wouldn’t work because no one in their area charged for inspections. But after some mindset training—everything I teach in my book Win Your Worth Secrets—they gave it a shot.
Two out of the three BDMs immediately started signing up new clients with the full fees, including the inspection fee, without any pushback from owners.
The third BDM struggled a bit longer because they still believed the management fee should cover inspections. But after more training, even they began signing up clients at the new fee structure.
Yes, You Can Charge More!
I’ve seen agents in Sydney charging a little higher management fee—say 7%—but also getting two weeks leasing fee, a full lease renewal fee of 1 weeks’ rent, a $997 tribunal attendance fee, and $110 for routine inspections.
These agents are among the most expensive in their area, yet owners don’t question it.
Why? Because owners are focused on the management fee.
As long as your management fee is within the market’s accepted range, you can charge more for other services without facing resistance.
How to Negotiate and Maximise Your Fees
It’s your job to get good at justifying your fees and negotiating effectively.
If you understand the Law of the Main Game and position yourself correctly, you can charge better and higher fees than your rivals—without losing business.
For more strategies and scripts on how to handle fee objections and get the most out of your fees, check out my book Win Your Worth Secrets. It’s packed with 20 years of experience helping agents get better fees, and the book is free—you just pay for shipping.
Visit winyourworthsecrets.com to get your copy.
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