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The Full Fee Agent: How to Stack the Odds in Your Favor as a Real Estate Professional
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.
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.
206 pages, Kindle Edition
Published November 15, 2022
165 people are currently reading
743 people want to read
About the author
Chris Voss
41 books2,001 followersA 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.
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Displaying 1 - 28 of 28 reviews
July 26, 2025
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.
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.
January 30, 2026
This was a quick, practical read filled with valuable nuggets. I appreciated how much it affirmed practices I’m already using in my business while also clearly highlighting areas where I still have room to grow.
My biggest takeaway was the importance of practicing conversations before you’re in them — recognizing that new patterns require rehearsed language so you don’t default to old habits in the moment. That insight alone made this book worth the read. I started it as a library copy and quickly realized it was one I wanted in my personal collection so I could reference it again. A straightforward, actionable book with immediate real-world application.
My biggest takeaway was the importance of practicing conversations before you’re in them — recognizing that new patterns require rehearsed language so you don’t default to old habits in the moment. That insight alone made this book worth the read. I started it as a library copy and quickly realized it was one I wanted in my personal collection so I could reference it again. A straightforward, actionable book with immediate real-world application.
April 7, 2025
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.
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.
August 4, 2023
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.
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.
April 29, 2024
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!
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!
March 11, 2024
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.
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.
March 24, 2024
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!
April 8, 2024
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.
August 15, 2024
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.
October 22, 2024
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.
November 20, 2023
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.
August 15, 2024
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!
September 1, 2024
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.
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.
December 9, 2022
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!
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!
December 29, 2022
Very good! Just not a 5-star when compared against Never Split the Difference.
January 5, 2023
Overall, great book. Some parts are hard to swallow but in retrospect it all makes sense.
September 15, 2023
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%
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%
October 5, 2023
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.
January 23, 2024
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.
March 27, 2024
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.
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.
July 5, 2024
Good read. Some interesting topics and ideas regarding real estate. Pondered some and disregarded others.
July 27, 2024
Excellent book! Read it as a team and everyone loved it. Game changer
September 22, 2024
Very practical use case of the never split the difference lessons.
January 7, 2025
This is the most helpful real estate book available today. I plan to reread this book for many years to come.
March 20, 2025
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.
January 2, 2026
If you’re a realtor, this is the best book on the topic. It’s a must read.
February 1, 2026
〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️〰️1/2026
Bracing and accusation audit
Pages 92 -102
👋👋👋👋 is now a bad time to talk? Get people to say no vs. yes.
Your primary job as a real estate agent is to cultivate relationships on a daily basis. 👋🏿☝🏿🙌
Tactical empathy = looking for a that’s right response
👋🏿👋🏿👋🏿👋🏿
Labeling and mirroring
It sounds like
It seems like
It feels like
You’re probably thinking
You’re probably feeling
👋👋👋👋Whenever you sense that your client doesn’t happy, say so. It doesn’t matter whether you know the reason why. It doesn’t even matter if your interpretation of their mood is correct. If you see something, say something. You seem upset, frustrated, disappointed, or whatever emotion fits best. Here’s the truth. It’s impossible to speak them into existence. If your mistaken, they’ll correct you, no harm done. If you’re not, and they’re really are some negative emotions happening, naming them actually reduces them. That science. Studies have shown that when people label their negative emotions, their psychological experience of those emotions diminishes.
🤔 It sounds like you already have a few good agents to choose from. Why don’t you meet with them, and if none of them work out, you can always reach out to me again.
👋👋👋
Page 112: Use for Brandon Taylor.
With the building priced at $819,900, we haven’t received any offers in a year. If you keep that asking price, the building could remain unsold for the next 6 to 12 months. If you reduce the price to X, we’re likely to find a buyer within a month or two, possibly multiple buyers. How would you like to proceed?
🫡🫡🫡😉😉What I share with every seller is that in the end, it comes down to who you want in your corner from start to finish. Who do you want guiding you, helping you navigate through the twist and turns in this process? Who do you want negotiating for you, fighting for every last dollar, making sure not to leave any money on the table? Most of all, who do you believe is going to put your interests first at all times, no matter what? That’s the person you hire, regardless of their fee. Do I think that I am that person? Yes, but I’m a probably a little biased. What what’s important is, do you think I am that person? If you do, let’s work together. If you don’t, let’s shake hands, and which each wish each other the best, and go our separate ways. How would you like to proceed?
☝🏿☝🏿☝🏿☝🏿☝🏿☝🏿
You’ve learned to start with no instead of pushing for yes. People hate to say yes, it makes them feel vulnerable and puts them on guard. Saying no, on the other hand, protection, preserves their autonomy. After they say no, they’re more open to hearing what you have to say. So, to guide your client, you begin with no oriented questions. Then, you use calibrated parentheses (how in what questions) to help them think through issues and share what they truly want and don’t want.
The pain of loss is twice as powerful as a pleasure of an equivalent gain.
90% of buyers and sellers say the woodwork with the same agent again, but 20% ever actually do.
Bracing and accusation audit
Pages 92 -102
👋👋👋👋 is now a bad time to talk? Get people to say no vs. yes.
Your primary job as a real estate agent is to cultivate relationships on a daily basis. 👋🏿☝🏿🙌
Tactical empathy = looking for a that’s right response
👋🏿👋🏿👋🏿👋🏿
Labeling and mirroring
It sounds like
It seems like
It feels like
You’re probably thinking
You’re probably feeling
👋👋👋👋Whenever you sense that your client doesn’t happy, say so. It doesn’t matter whether you know the reason why. It doesn’t even matter if your interpretation of their mood is correct. If you see something, say something. You seem upset, frustrated, disappointed, or whatever emotion fits best. Here’s the truth. It’s impossible to speak them into existence. If your mistaken, they’ll correct you, no harm done. If you’re not, and they’re really are some negative emotions happening, naming them actually reduces them. That science. Studies have shown that when people label their negative emotions, their psychological experience of those emotions diminishes.
🤔 It sounds like you already have a few good agents to choose from. Why don’t you meet with them, and if none of them work out, you can always reach out to me again.
👋👋👋
Page 112: Use for Brandon Taylor.
With the building priced at $819,900, we haven’t received any offers in a year. If you keep that asking price, the building could remain unsold for the next 6 to 12 months. If you reduce the price to X, we’re likely to find a buyer within a month or two, possibly multiple buyers. How would you like to proceed?
🫡🫡🫡😉😉What I share with every seller is that in the end, it comes down to who you want in your corner from start to finish. Who do you want guiding you, helping you navigate through the twist and turns in this process? Who do you want negotiating for you, fighting for every last dollar, making sure not to leave any money on the table? Most of all, who do you believe is going to put your interests first at all times, no matter what? That’s the person you hire, regardless of their fee. Do I think that I am that person? Yes, but I’m a probably a little biased. What what’s important is, do you think I am that person? If you do, let’s work together. If you don’t, let’s shake hands, and which each wish each other the best, and go our separate ways. How would you like to proceed?
☝🏿☝🏿☝🏿☝🏿☝🏿☝🏿
You’ve learned to start with no instead of pushing for yes. People hate to say yes, it makes them feel vulnerable and puts them on guard. Saying no, on the other hand, protection, preserves their autonomy. After they say no, they’re more open to hearing what you have to say. So, to guide your client, you begin with no oriented questions. Then, you use calibrated parentheses (how in what questions) to help them think through issues and share what they truly want and don’t want.
The pain of loss is twice as powerful as a pleasure of an equivalent gain.
90% of buyers and sellers say the woodwork with the same agent again, but 20% ever actually do.
This entire review has been hidden because of spoilers.
January 9, 2023
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.
Displaying 1 - 28 of 28 reviews