As downward pressure is exerted on real estate commissions, the so-called smart real estate agents are spending enormous amounts of time reading about and learning techniques that will convince sellers and buyers that they are worth the inflated traditional fees. They are in effect saying, the market be damned, I know what Im worth, heres why, so pay me.

Well, the market does determine prices. The market determines what a service is worth. I accept this truism. The downward price pressure in the real estate industry is not going away. Period.

Walmart taught the world that to deliver goods and services at lower prices you had better become more efficient. They demonstrated repeatedly that to reduce costs you must improve your systems. Streamline. Work smarter. In addition to systems advances, to save money you have to improve your time management because time is money...big money.

I'll give you some examples from my own real estate practice. We dont spend time trying to figure out what to say to our prospective clients to get them to agree to pay us more money than someone else will charge them. We spend time developing ways to cut our costs.

Technology is one answer. It changes and improves daily. We make improvements constantly in how much more cost efficiently we can deliver our message to the seller/buyer market. And we still maintain the exceptional quality of our service and our professionalism.

Our goal has been to save time as well. Our time is very valuable, but so is yours. If we can reduce our mutual investments in the time it takes to sell or buy a home, we are both winners. It allows us to discount our services without compromising on quality and you save by receiving the same level of expertise, service, and professionalism for less money.

How is this accomplished? Actually, quite easily. Here are two methods that have given us a one-up on the competition.

Youve heard the expression that God gave you two ears and one mouth so you could listen twice as much as you talk. We have refined our listening skills. We listen, but, more importantly, we process what you say correctly. Then, when we talk, we ask pertinent questions designed to glean information that is crucial to the real estate transaction.

In each of those cases, the information we receive and retain is a powerful tool making us more efficient. Both of the above serve a single purpose, to provide a common, time saving cost efficiency necessary to give our clients the best value.

If you are selling, our approach makes your house more appealing to buyers. If you are buying, we eliminate looking at houses you are most likely to reject.

Efficiency. Thats why Realtors can still deliver a superior level of service and expertise at a substantial savings to you -- but not all do.

And by the way, this process never stops. Every day those of us in the real estate profession should look for new ways to improve, become more efficient, and save you even more money.