Escaping the fee war: Winning on trust, not price

TUESDAY 16TH JUNE 2026. 10:00 AM – 11:00AM

Fee competition has, in some areas, turned into a race to the bottom. But why do so many agents feel forced to compete on price?

When Rightmove asked vendors what they believed the average agent commission was for selling a property, 60% expected it to be between 1.0% and 1.9%*. That perception sets the baseline for many valuations – and when there’s no clear point of differentiation, sellers naturally focus on fee.

In this webinar, Matt Giggs explores why fee pressure exists – and how the best agents escape it by winning owners’ hearts and minds, not discount battles.

You’ll learn how to move away from generic pitching, stop marketing “property”, and start focusing on what owners really value: certainty, confidence and trust. You’ll also explore what truly makes an agency memorable – not what you say, but how you make sellers feel – and be challenged to ask: “if your agency disappeared tomorrow, what would owners actually miss?”

Matt will cover:

• 🚀How to upskill agents beyond fee‑led thinking: Director-level strategies to build confidence, credibility and conversion.
• ✅The strategies to win instructions in the first few minutes: What sellers decide early – and how to lead valuations from the outset.
• 🤝Why trust beats price every time: How to build emotional trust that secures commitment without discounting.