You’ve probably heard of it—commission breath.
It’s that all-too-familiar scent that real estate agents unknowingly give off when they’re overly eager to close a deal.
You can feel it in the air. It’s that desperate, frantic energy that says, “I need this sale!”.
And trust me, clients can sense it too. Worse, it pushes them away (particularly high-end clients who are especially sensitive to this phenomenon).
Let’s dive into what commission breath really is, how it creeps into your business, and most importantly, how to get rid of it for good. 👇🏼
What Is Commission Breath?
Picture this: you’re meeting with a potential client, and instead of having a genuine conversation about their needs, the entire focus is on closing the deal.
You’re pushing hard, suggesting options, and throwing in lines that you think will get them to sign on the dotted line.
But instead of getting closer to a sale, you notice your client pulling away.
You’re getting polite but distant responses, and the deal is slipping through your fingers. What’s going on?
☝🏼That’s commission breath in action.
Clients, especially premium ones, have an intuitive sense when someone is selling from a place of desperation. It makes them uncomfortable and skeptical.
The moment a client feels like they’re just a number or a paycheck to you, the trust dissolves, and so does the potential deal.
And here’s what’s even worse…
A lot of agents don’t even realize they’re doing it. Why? Because the industry has conditioned them to believe that aggressive, old-school sales tactics are the way to close more deals.
Post every listing. Go door-knocking. Cold-call a hundred leads a day. Put a call to action on every single post you make.
Sound familiar?
These methods might have worked in the past, but today, they’re part of the problem, not the solution.
The Root of the Problem
Commission breath doesn’t just show up out of nowhere. It’s a product of outdated sales tactics that have been passed down for decades.
Many agents are still trained to use hard-hitting strategies like cold-calling and door-knocking because that’s what their brokerage taught them. The problem is that these techniques are designed to make you chase clients—constantly.
And when you’re always chasing, you’re always desperate for the next sale.
When you’re scrambling to close every single deal, your clients can feel it.
Instead of offering genuine advice and building a relationship, it becomes clear that all you want is their signature. Clients can tell when they’re just a transaction to you, and they don’t like it.
Especially in today’s market, where trust and authenticity are everything.
This desperate need to close every deal often stems from a scarcity mindset – the belief that there aren’t enough clients to go around.
How to Avoid Commission Breath As A Real Estate Agent
The best way to avoid commission breath is by building a pipeline of high-quality leads.
When your pipeline is full, you’re not reliant on closing every single deal.
You can show up to conversations with potential clients relaxed and confident, knowing that you don’t need this one deal to survive.
And when you’re calm, your clients can feel that energy. It creates space for genuine interactions, trust-building, and ultimately, better conversions.
So, how do you fill that pipeline? The answer lies in digital marketing and content creation.
The Power of Content Marketing
Instead of relying on old-school tactics like cold-calling or door-knocking, real estate agents today have the opportunity to leverage content and digital marketing.
Digital marketing allows you to build relationships at scale. By consistently creating valuable, relevant content—whether that’s through social media content, videos, or email campaigns —you position yourself as an expert in your field.
You’re not chasing clients anymore, they’re coming to you. And when they do, they’re already primed and interested in working with you.
This shift to inbound marketing is powerful because it completely changes the dynamic between you and your clients.
When clients come to you after consuming your content, they’re not interviewing a dozen different agents looking for the lowest price. They’ve already bought into your expertise and the value you provide.
They’re interested in you.
And when that happens, commission breath doesn’t even come into play.
Restoring the Power Balance
When you’re constantly chasing clients, the power balance is off.
You’re the one calling, texting, following up, and hoping they’ll choose you.
But when clients come to you after engaging with your content, that dynamic flips.
They’re the ones asking to work with you. They’re invested in your process, your approach, and your expertise.
And here’s the best part: when the clients come to you, your conversion rates significantly increase.
They’re not talking to five other agents. They’re not looking for the best deal.
They’ve already decided they want to work with you.
All you have to do is guide them through the process, and the sale is practically secured.
Say Goodbye to Commission Breath
When you fill your pipeline with high-quality leads through content and digital marketing, commission breath disappears.
You’re no longer in a position of desperation, scrambling to close every deal.
Instead, you’re in control. Clients are coming to you, already excited to work with you, and the conversations you have are based on trust and mutual respect – not pressure.
So, if you want to avoid commission breath, it’s time to stop relying on outdated sales tactics and start leveraging the power of digital marketing.
Build a pipeline of leads who come to you, not because you chased them down, but because they trust you and see the value in what you offer.
That’s how you create a business that thrives—without the desperate energy, without the hustle, and without commission breath.
The Listings Lab can help you fill your pipeline with qualified leads. If you’re ready to stop chasing clients and start attracting them, book a call with our team to see how we can get more appointments on your calendar – without time-consuming or old-school tactics.
