# Fee Protection & Appointment Agenda

## Fee Protection Framework

**Never lead with fee.** If asked early:
> "Our fees reflect the marketing investment and negotiation expertise we bring. I'd rather show you what we do first — then you can decide if it's worth it."

**The value equation:**
- It's not what you pay the agent — it's what you NET after the sale
- A cheaper agent who gets you £10k less is the most expensive agent you ever hired
- Frame fee as investment in outcome, not cost of service

**If pressed to reduce:**
1. Show what's included at full fee
2. Show what would be removed at reduced fee
3. Let them choose — don't just discount

## Valuation Appointment Agenda

1. **Welcome & rapport** (5 min) — settle in, compliment the home genuinely
2. **Property tour** (15-20 min) — let them show you around, ask questions, take notes
3. **Sit down** (5 min) — transition to the business conversation
4. **Their situation** (10 min) — motivation, timeline, buying position
5. **Market context** (10 min) — comparable evidence, local market conditions
6. **Your approach** (10 min) — marketing plan, photography, portals, database, social media
7. **Pricing recommendation** (5 min) — backed by evidence, range if appropriate
8. **Fee & terms** (5 min) — clear, confident, no apology
9. **Next steps** (5 min) — what happens if they instruct today