The Full Fee Agent: How to Stack the Odds in Your Favor as a Real Estate Professional

by Chris Voss, Steve Shull

You got into real estate because you wanted flexibility, freedom, and a big upside. Instead, you’re working 24/7, freedom is the last thing you feel, and every dollar is a struggle. The you rarely (if ever) charge your full fee. Most days, you feel like a pushy salesperson who has to give discounts to get business. Not anymore. The Full Fee Agent is a proven blueprint for getting more business and, more importantly, doing business in a better way. Every deal comes easier, with less stress and more profit. The tough conversations that used to haunt you become effortless. Your pipeline fills with repeat and referral clients—and you feel more authentic and balanced than ever before. It’s all thanks to one crucial skill, and this is the one book you need to master it. Stop giving away your value. Join the growing ranks of full-fee agents who are charging their worth and reclaiming their lives.

Genres: Business, Personal Development, Nonfiction

204 pages, Paperback

Published February 1, 2023

About the author

A 24 year veteran of the FBI, Chris Voss is one of the preeminent practitioners and professors of negotiating skills in the world. He is the founder and principal of The Black Swan Group, a consulting firm that provides training and advises Fortune 500 companies through complex negotiations. Voss has taught for many business schools, including the University of Southern California's Marshall School of Business, Georgetown University's McDonough School of Business, Harvard University, MIT's Sloan School of Management, and Northwestern University's Kellogg School of Management, among others.

Reviews

[Rolando Gill · Rating 5 out of 5]

Powerful information

Every time I went to a class, a seminar or a conference this is the information I was looking for. How to be better with people,. How to build a business that I could love. How to love my clients and stop working with people that are difficult. I am so grateful that I found this book.

[Kelly · Rating 5 out of 5]

I just finished reading The Full Fee Agent by Chris Voss and Steve Shull. I first heard about the book at an office meeting, when one of our most successful Realtors mentioned it during a panel. I know this agent personally—his business is thriving—but I had no idea he was coaching with Steve Shull. The concepts he shared intrigued me, so I bought the book immediately.

I read it in just a few days and thoroughly enjoyed it. I've been selling real estate for over 20 years, and early in my career, I actually coached with Steve Shull. He’s the real deal—he knows more about coaching agents than anyone I’ve encountered. I’d heard he had evolved his coaching approach and was collaborating with Chris Voss, but I didn’t realize just how groundbreaking and applicable this new direction was.

I especially loved learning about Tactical Empathy and the concept of being “the Favorite or the Fool.” It makes perfect sense, and I can’t wait to implement it in my own business. I now have a business partner, and she’s going to read the book too.

The idea of approaching your clients as a human being—not just a commodity—is one of the smartest and most refreshing perspectives I’ve come across in a long time. The Full Fee Agent is a must-read for real estate professionals—or anyone who earns a commission.

[Chris · Rating 5 out of 5]

Key book for estate agents. However, I found that these principles apply to anyone who's in a sales/advisory role facing customer interactions as part of his daily work.
Takes the teachings from Never Split the Difference, and focuses on how they're applicable in a business and customer-facing scenario. To help you close more sales, charge your full fee, and as a result of doing better business, living a more fulfilling and free life.

[Ken · Rating 4 out of 5]

Get your life back!

Working as a real estate agent has at times been closer to working in a coal mine! Now I can see who is the “fool” or the “favorite”! New habits are hard but practicing “tactical empathy” sounds like a much better option then grinding away thinking I know all of the answers for my clients and can control the outcome of my transactions. Looking forward to working smarter today!

[Mike Weis · Rating 5 out of 5]

Game changer

Whether you’re a real estate agent or in any other service business, this book is must read. I was on the fence about whether or not to read this book thinking it would just be more of Never Split the Difference, which I also loved. But I’m so glad I made the time and took the effort to read it and.I can’t wait to start practicing tactical empathy immediately.

[Steve Nash · Rating 4 out of 5]

I found this book to be an easy read that helps you shape your perspective and your daily practices if you're in this industry. Can't say I absolutely agree with all statements, especially if you need to apply them to another market, another geography. Still, I think it inspires, it boosts your creative thinking and it strengthens your can do attitude, hence it's worth the invested time!

[Mia · Rating 4 out of 5]

Easy read, good concepts. As a psychology major and somebody who loves human behavior, loved the idea this book presents. May be difficult to implement for some people as it deviates from a typical sales model from previous decades. In theory, it makes sense, would be interested to see how it plays out in practice.

[Gil · Rating 2 out of 5]

It started really well with some clear ideas. But then it goes into some contradicting themes and "solutions" that really are not universal. It also suggests ome interactions that only the most gullible of clients would fail the take them for what they really are: glaring manipulation. That was very disappointing.

[Jerry Reyes · Rating 5 out of 5]

One of the best books on being a great negotiator. Although the setting is one of a real estate agent, the mindset and tactical empathy tools provided will help you master any type of negotiation. Read it and implement it and you will see immediate results in your personal and professional life.

[Luke Wright · Rating 4 out of 5]

The book is pretty much only applicable to real estate agents, but there was a lot of great advice and tips when it comes to negotiating, work/life balance, and time management skills. This book has and will continue to make me better in my field.

[Alli Dubberly · Rating 5 out of 5]

I listened to this book on audible while on my day to day being an agent. I will be purchasing a hard copy and will break out my highlighter as this book was such a helpful resource given the latest change in the industry. 10/10 helpful!

[John Tramble · Rating 5 out of 5]

Every Real Estate professional needs to read this!

This book is counterintuitive to what agents are taught, and that’s a good thing. Agents die on their sword over deals all the time, this book will change that.

[Tonjah Westerfield · Rating 5 out of 5]

Wow!

Just what I needed to hear. This is definitely the best business book in my library. I'll be implementing what I've learned immediately!

[John Jennings · Rating 4 out of 5]

Very good! Just not a 5-star when compared against Never Split the Difference.

[Hugo Leiva · Rating 4 out of 5]

Overall, great book. Some parts are hard to swallow but in retrospect it all makes sense.

[Bobbi Boldon · Rating 5 out of 5]

amazing transformative book

Agents really need to read this book! This teaches the best technique and attitude you will ever need. As a real estate trainer, I bak these ideas 100%

[Tim Murphy · Rating 4 out of 5]

A good set of concepts and ideas on the business of Real Estate, with some broader applicability for broader business applications to prolific business leaders.

[Erin Middleton · Rating 5 out of 5]

If you’re a real estate agent who has a hard time defining their value, this books gives “the listing presentation” a whole new spin: just be your authentic self! Sounds good to me.

[Maria · Rating 5 out of 5]

A book to be read again

A book that has to be read again. It opened my eyes in more than one way and I am ready for the new chapter in my life following his advice.

[Micah · Rating 2 out of 5]

Good read. Some interesting topics and ideas regarding real estate. Pondered some and disregarded others.

[Amber Lehman · Rating 5 out of 5]

Excellent book! Read it as a team and everyone loved it. Game changer

[John Walker · Rating 5 out of 5]

Very practical use case of the never split the difference lessons.

[Jake · Rating 5 out of 5]

This is the most helpful real estate book available today. I plan to reread this book for many years to come.

[Jennifer Adler · Rating 4 out of 5]

3.5 rounding up. Felt like it could have been condensed a bit more. Not sure how I feel about all the concepts yet. Need to sit with them.

[Rachel · Rating 4 out of 5]

Lots of great takeaways in this book It’s changed my perspective on the emotional parts of communicating with clients, especially when building trust and charging your worth. Gave it 4 stars instead of 5 because I bought the book thinking it was co-written by Chris Voss, and his idea were mentioned several times, but clearly didn’t write it.