Back to one of the most basic principles of marketing: perceived value. Remember, perception is reality. Agents often want to argue the reality of all the legwork involved in a sale. That doesn’t matter. Think back to the perception we discussed in the paragraphs above. That’s what’s important here.Look at any product out there, be it a car, laundry detergent or running shoes. Arguably, every product does what we need it to do, so why would anyone pay more for a pair of Nikes over a pair of no-name sneakers? Or purchase Tide instead of the generic store brand when both are going to clean your clothes? What are these products doing that makes them worth more? It’s all about how people perceive their value. And the pressure is on you to demonstrate your own value and let your customers know exactly what your services, expertise and knowledge are worth.