In 2022, Ford sold more cars than any other manufacturer (slightly more than Toyota).

And yet Ford only manufactures one “low cost” model (Fiesta), and it was recently discontinued.

Why? Because not very many people buy cheap cars.

The same is true for luxury cars. There’s a small percentage of people who are willing to pay for the extra performance and status a luxury car provides.

Ford’s most popular vehicle (F-150) sells for $35,000. Not too cheap, not too expensive, and it’s built for a person who has specific needs.

Most agents choose their brokerages on the same basis.

There are a few individuals who will seek out the lowest cost option, but most will try to find the best value that helps them reach their financial and personal goals.

Craft your recruiting message to highlight the unique value you provide your most successful agents, and then charge a reasonable price for it.

In the long run, backing down on price will not help you sell more. It just puts you in the group of cheap options that few people use.