Pricing Inquiry Scripts

Pricing Inquiry Response Scripts for Realtors

Pricing questions are some of the most common calls you’ll get as a Realtor—especially from Zillow/Redfin callers comparing 3–5 agents at once. The hard part is you’re often in a showing, an open house, or in the car, so you need fast, consistent answers that don’t undercut your value or accidentally quote the wrong thing.

1) Standard “How much do you charge?” (buyer agent)

Use when a buyer calls from Zillow/Redfin or a sign and asks your fee upfront.

“Great question—most buyers ask that early. In most cases, as the buyer’s agent, my fee is paid from the seller’s side at closing, so you usually don’t write me a separate check. Typical buyer-side commission is around 2.5%–3% of the purchase price, depending on the home and the agreement. The best next step is a 10-minute call so I can confirm what you’re looking at and how that property is offering compensation. What price range are you shopping in, and are you already working with an agent?”

Tips for this scenario

-Say “usually” and “in most cases” to avoid promising the seller will pay in every situation.
-Ask if they’re already under a buyer-broker agreement—saves you from stepping on another agent.
-Have a one-sentence follow-up ready: “If a home offers less, we’ll talk options before you ever write an offer.”

Common Mistakes to Avoid

!Quoting a single commission percent before you know if it’s a buyer call, seller call, or an investor asking for volume—then getting boxed into the wrong number.

!Saying “buyers don’t pay anything” as a blanket statement; some deals require a buyer-broker agreement or a shortfall conversation if the offer compensation is low.

!Talking about your commission before talking about their timeline, neighborhood, and price range—so you sound like a commodity instead of an advisor.

!Getting defensive when someone says “another agent will do it for 1%,” instead of calmly switching the conversation to net proceeds and what’s included.

!Explaining fees in a long ramble while you’re at an open house—guests can hear you, and you look distracted from the people in front of you.

Frequently Asked Questions

Should you quote 5% or 6% on the first call?

Start with a range (usually 5%–6% total) and explain it’s split between sides. Then earn the right to an exact number after you know the address, price band, condition, and timeline. If they demand a number, offer two options with different service levels instead of guessing.

What do you say when someone asks, “Do you do 1% listings?”

Acknowledge it, then pivot to net and what’s included: pricing strategy, marketing quality, and negotiation. Use a simple example: on $600,000, a 2% higher sale price is $12,000—often more than the commission difference. Ask what the 1% includes so you can compare apples-to-apples.

When is it okay to give an exact price?

Give exacts when the scope is clear and standardized—like your buyer representation terms after confirming they’re not already represented, or a listing plan after a walkthrough/video tour and you’ve agreed on what’s included. If the home is unique (tenant-occupied, major repairs, luxury marketing), stick to ranges until you’ve seen it.

How do you answer pricing calls when you’re in an open house?

Use a 20-second range + next-step line, then move to text: “Text me the address and your timeline and I’ll reply.” You can also use an AI answering service to collect address, buying vs. selling, and urgency so you can call back between groups without missing hot leads.

Do buyers ever pay their agent directly?

Sometimes. Often the seller side offers compensation, but if a property offers less than your agreement or none at all, you’ll need a quick conversation about options (ask seller to cover it, negotiate credits, or the buyer covers a difference). Don’t promise “free” without confirming the specific property and terms.

How do you talk about payment plans if a seller is short on cash for prep?

Separate commission (usually paid at closing) from prep/marketing costs (cleaning, photos, minor repairs). Offer two paths: you cover certain items and get reimbursed at closing, or they pay vendors directly. Put it in writing so they feel safe and clear.