The Price of Professionalism—and Why It Pays…

ByChrysti Tovani
heinz ketchup on a table

Before you ask your agent to drop their commission, ask yourself this: What kind of ketchup is in your fridge?

If it’s Heinz, you already know—some things are worth paying for. And when it comes to your home, cutting corners on who represents you can cost way more than you think.

The other day, I heard a fellow REALTOR® share a story that stopped me in my tracks.

He was working with a client who asked him to discount his commission to match a bargain-basement brokerage. Instead of diving into the usual back-and-forth, he asked the guy a question:

“What kind of ketchup do you keep in your fridge?”
The client said, “Heinz.”
“Exactly,” the agent replied. “So you want premium when it comes to your condiments—but for one of the biggest financial decisions of your life, you’re asking for bottom-shelf?”

Mic. Drop.

It’s funny because it’s true.

And it got me thinking about how often this comes up—not just in real estate, but in life. I mean, let’s talk haircuts for a second. I don’t go to Supercuts. I go to the same stylist I’ve trusted for over 15 years. I pay her more because she’s worth it. I walk in knowing I’ll walk out with no regrets—and no awkward “growing it out” phase for the next six months.

Because let’s be honest: a cheap haircut can cost you a whole lot more than a few bucks.

Same thing when it comes to photography. I’ve been a professional photographer for years. And when I see brand photos taken for $50, I can usually tell. Sure, you might feel elated at the bargain in the moment—but what you’re not noticing (yet) are the over-saturated colors, the bubblegum pink skin tones, the harsh lighting, and ignored white balance that make everything look just a little off. And don’t even get me started on the composition. I bet if you look closely, something’s popping out of your head—like a light pole or a tree branch that makes it look like you’re wearing antlers.

And here’s the real kicker: that “off” feeling? It translates.
It becomes part of your brand image. And whether people realize it or not, they pick up on it.

There’s a psychology behind visual presentation—people are wired to make snap judgments. So when your headshot feels unpolished or poorly lit, your audience doesn’t think, “This person got a good deal.” They think, “Something’s not quite right.”
And that can plant seeds of doubt about your professionalism—without a single word being said.

A Personal Lesson (The Hard Way)

For years, I assumed that every nail tech in a salon had a cosmetology license. I mean… they’re using tools, chemicals, they’re working on your hands and feet—surely they’ve gone through proper training, right?

Wrong.

I learned the hard way that a lot of nail salons are staffed by people with only a certificate—minimal training—and even less focus on health and safety. I used to just walk into whichever salon had an opening. Until one tech cut my toenails wrong and I ended up with a painful, infected ingrown nail. That little mistake landed me at a foot specialist’s office, having to get it professionally cut out.

I’ve had my fingernails damaged too—injuries, uneven gel, harsh removals that thinned my nails down to nothing. I realized I was playing roulette with the health of my hands every time I went in.

Finally, I found her. A nail artist who went to beauty college, who knew what she was doing, and who specialized in a gel system that was safer, healthier, and made my nails look flawless for weeks.

Did she cost more?
Oh, absolutely.
And she’s worth every single penny.

Because now I don’t leave the salon holding my breath. I leave feeling confident, cared for, and safe. That’s the difference quality makes.

The Same Is True When You Sell Your Home

When you hire a discount agent, you’re not just saving on commission. You’re potentially missing out on high-quality marketing, strategic pricing, expert negotiation, and the kind of presentation that gets buyers emotionally invested—and bidding.

Let’s just be real…

The barrier to entry in a lot of industries is shockingly low. You can get a real estate license in a matter of weeks. You can buy a fancy camera overnight. But that doesn’t mean someone is qualified to be trusted with your biggest investment—or the face of your brand.

What it does usually mean?
They’re the ones offering rock-bottom prices.

Because when you’re just starting out—or don’t have the experience or results to justify premium rates—you compete on cost. And that’s fine when you’re buying socks. Not so much when you’re selling a home or putting your image out into the world.

The Little Details Make the Biggest Difference

In real estate, most people don’t realize how much those tiny details affect the bottom line. The lighting in the photos. The way your listing is written. The timing of when it hits the market. The pricing strategy. The negotiation tone. The prep and presentation before a buyer ever walks through the door.

Those aren’t just extras—they’re everything.

A discount agent might not catch those details. They might not invest the time. They might not even know what they’re missing. And when that happens, you pay the price—not just in stress, but in the money you leave on the table.

Here’s the Truth No One Tells You

Hiring the cheapest agent can cost you thousands more than you think you’re saving.

Because it’s not just about the commission.
It’s about the outcome.

So, what do you want?
A few dollars saved upfront?
Or thousands more in your pocket when the deal is done?

You deserve an expert. Someone who sees what others miss.
Someone who treats your sale with the care, creativity, and strategy it deserves.

That’s what I do.

Thinking about selling your home? Let’s talk strategy.
I’ll help you bring out the best in your home, avoid costly mistakes, and get results that feel like you got the good ketchup.

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