This discussion highlights how dishonest agents often "buy the listing" by promising unrealistic sales prices while offering cut-rate commissions that lead to poor marketing and service. To counter this, ethical agents are encouraged to focus on the net profit a seller receives rather than the gross cost of the commission.

The guide emphasises that a professional process, including rigorous buyer vetting and expert negotiation, offers far more security than the "post and pray" methods of discount brokers.