How Leaders Can Help Agents Stop Undervaluing Themselves

March 11, 2025

Why Agents Must Stop Undervaluing Themselves – And How Leaders Can Help

In real estate, there’s a fundamental truth that too many agents overlook: If they don’t recognize their own value, how can they expect buyers and sellers to?

Yet, time and again, we see agents arguing harder for their limitations than for their opportunities. They push back on growth, on pricing, on positioning, and on their own worth. They lean too fast into why they can’t succeed rather than why they must. They hesitate to set professional fees, to stand firm in negotiations, to lead with confidence.

That hesitation isn’t just an agent problem—it’s a leadership problem.

Shifting the Conversation from Salesperson to Professional

Just this week, we heard it from our own coaching members. One agent pushed back, saying, “In my state, we’re transactional agents, not fiduciary agents.” A technicality, perhaps. But does that mean the role should be diminished? Or that professionalism should take a backseat?

Here’s what many agents misunderstand: Regardless of whether they operate as a transaction broker or a fiduciary agent, they have professional responsibilities that set them apart from a typical salesperson.

In some states, transaction brokers aren’t held to the same fiduciary duties as single agents. They don’t have the full legal obligation of loyalty and obedience, but they do have statutory responsibilities—often called “limited confidentiality” or “limited representation.”

These include:
✔ Dealing honestly and fairly
✔ Disclosing all known material facts that aren’t easily noticeable to the buyer
✔ Accounting for all funds
✔ Using skill, care, and diligence in the transaction
✔ Presenting all offers and counteroffers in a timely manner

That “limited confidentiality” requirement means transaction brokers can’t share certain things about their clients (like how low a seller will go on price), but they also don’t have the full loyalty obligations of a fiduciary.

So yes, the legal obligations differ. But does that mean a transaction broker should approach their role with less professionalism? Absolutely not.

The real question isn’t what the law requires—it’s what the profession deserves.

Fiduciary or Not, Elevation is a Choice

Too often, agents get stuck in the semantics of their titles—agent, salesperson, consultant. But if you, as a leader, don’t help them move past those labels and into a position of true value, you fail them.

In our recent article, Elevating Professionalism: Why Real Estate Agents Must Own Their Value, we challenged agents to take ownership of their role—not just as facilitators of transactions, but as professionals who guide, protect, and advocate for their clients.

The Three Mindset Roadblocks That Sabotage Agents

When it comes to mindset, three big roadblocks keep agents from truly understanding their value. These are the mental traps that can sabotage even the most talented professionals. Let’s break them down:

1. Comparing Themselves to Others

This is a killer. Agents look around at their colleagues, the top producers in their office, or even what they see on social media, and they start thinking, “I’m not as good as them,” or “I’ll never be that successful.” That comparison game? It’s poison.

What they don’t realize is that every agent has their own unique strengths and style. The key is to stop measuring themselves against others and start focusing on what they bring to the table. Their authenticity, their care, their commitment to serving—that’s the superpower of every agent on your team. No one else can replicate that.

2. Focusing on Price Instead of Value

Too many agents get hung up on the idea that their worth is tied to their commission or fee. They think, “If I charge less, I’ll get more business,” or “I can’t justify my fee because I’m new.”

But here’s the truth: It’s not about price—it’s about value.

Agents need to understand that what they do—guiding clients through one of the biggest financial decisions of their lives—is priceless. When they focus on the results they deliver, the problems they solve, and the peace of mind they provide, their value becomes undeniable.

3. Fear of Rejection

This one’s huge. Agents hold back because they’re afraid of hearing “no.” They don’t want to push too hard, they don’t want to come across as salesy, and they don’t want to risk losing a client.

But here’s the thing: Rejection isn’t personal. It’s just part of the process.

And when an agent truly believes in their value, they stop fearing rejection because they know they’re offering something incredible. They’re not just selling a service—they’re changing lives. That confidence is magnetic, and it’s what sets successful agents apart.

The Leadership Challenge: Are You Setting the Bar High Enough?

As real estate leaders, it’s our job to challenge these mental blocks and show agents how to elevate their professional identity beyond just “helping people buy and sell houses.”

How? It starts with these leadership pillars:

Teach the Value of Advocacy Over Sales
Clients don’t need salespeople. They need advocates who guide, protect, and negotiate in their best interests. If agents can’t explain why they are more than just a middleman in the transaction, how can they expect a seller to understand it?

Shift from “Can’t” to “How Can I?”
Every excuse an agent gives is an opportunity for a mindset shift. Instead of “I can’t compete on commission,” ask, “How can I demonstrate enough value that my commission is never questioned?” Instead of “My market is different,” ask, “What top agents in my market are proving otherwise?”

Commit to Communication Mastery
An agent’s confidence comes from their ability to communicate effectively. Whether in listing presentations, negotiation, or everyday client interactions, their words shape their success. If they struggle to articulate their value, leadership must step in with training, scripts, and role-playing exercises to sharpen their skills.

Push for Professionalism—Not Just Production
Leaders often focus on numbers—how many transactions, how many closings, how much volume. But production without professionalism is empty growth. An agent who closes 50 deals but lacks the confidence to stand behind their worth is still leaving money (and respect) on the table. The goal isn’t just more sales—it’s a stronger, more skilled industry.

Time to Lead the Change

We produced a commercial recently to drive home this point. Watch it here. It’s a powerful reminder that the profession is only as strong as the professionals within it.

If agents don’t fight for their worth, they will be seen as expendable. If they don’t own their expertise, their role will be diminished.

Leadership isn’t about micromanaging production—it’s about inspiring agents to step fully into their power. To see their own value. To stop arguing for their limitations and start advocating for their profession.

Because when agents own their worth, clients will too.

Darryl Davis is an award-winning international speaker, real estate and business coach, and best-selling author of three books, all published by McGraw Hill Publishers.   

For more than 35 years, Darryl has spoken to and trained more than 600,000 sales professionals around the globe to more than double their production year after year. His book,  How to Become a Power Agent in Real Estate, tops Amazon’s charts for one of the most sold books to real estate agents.   

He was awarded the Certified Speaking Professional (CSP) designation by the National Speaker’s Association, which is given to less than 2% of all speakers worldwide.   

Whether from a stage or Zooming into a virtual room, Darryl’s extraordinary humor, relatability, and natural gift for teaching real-world, results-producing skills and mindsets to audiences have made him a client favorite throughout his career.   

Audiences will laugh, learn, and ultimately walk away better prepared for a changing world, with the tools, skills, and training they need to build their businesses with more ease and less stress and to design lives and careers worth smiling about.   

Bring One of Darryl’s W.O.R.K. Topics to Your Organization!  

By providing your agents with the knowledge and insights they need to stay ahead of the game, you can ensure that they are equipped to handle any situation that comes their way!

 Contact us here to learn more! 