In 2024, Toyota sold more cars in the United States than any other manufacturer.
To sell the most units, you’d think Toyota would be offering some low-cost models.
And yet Toyota doesn’t even manufacture a low-cost model.
It discontinued its last low-cost offering (Yaris /$16K) in 2020.
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.
Toyota’s most popular vehicle (Rav4) costs about $30,000 and sells at 10X the rate of low-cost competitive models.
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 to 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.
P.S. If you haven’t done so already, take some time this weekend to listen to our podcast with Anthony Spitalieri. Getting better at setting appointments is THE most helpful thing you can do to improve your recruiting performance.
This is your chance to learn from the pro.
