Author: Kim Martin-Fisher
Selecting the right real estate agent is one of the most important decisions you’ll make when selling your property. It goes far beyond just listing a home. A great agent should be highly skilled in marketing, advertising, staging, and presentation. They should have the budget and experience to bring in professional photographers, videographers, or stagers. This ensures your home captures the attention of serious buyers and their agents.
But perhaps the most underrated — yet critical — skill in real estate is negotiation.
You’ve probably heard the saying, “A property is only worth what a buyer is willing to pay.” While that’s true to an extent, a buyer can only make an informed decision if they have all the facts. Without a skilled agent providing those details, buyers may undervalue your home. Consequently, you could never come to terms or leave money on the table.
That’s why your agent’s ability to negotiate is essential. From the initial offer to repair requests and contract terms, nearly every part of a transaction involves negotiation. You need someone who understands how to present facts, respond with confidence, and guide both parties to a successful close.
As a listing agent, my role is to do much more than just show the property. I meet directly with buyers and their agents. I provide full transparency about the home and explain exactly why it’s worth the asking price. With over $1 billion in closed real estate transactions during my career, I bring deep market knowledge, sales data, seller insights, and buyer needs into every negotiation.
I never submit a counteroffer without context. I back every decision with clear, factual information — because information is power in any negotiation. When an offer is just a number with no rationale, it’s unlikely to bring the parties together.
Too often, I see sellers choose an agent because they’re a family friend, part of a social circle, or offer a lower commission. While these may seem like good reasons on the surface, the person you hire will be your voice, advocate, and guide through one of the most important financial transactions of your life. Personality conflicts, tough conversations, and high-pressure moments are inevitable. Your agent needs the experience and emotional intelligence to navigate them.
So before you choose your Realtor, ask the hard questions. Know their track record, understand their strengths and their limitations. Look for a market maker — someone who can communicate with confidence, negotiate with strategy, and ultimately, deliver results.
Luxury real estate experts Kim Martin-Fisher and Jennifer Martin Faulkner, Executive Directors of Luxury Sales, REALTORS at Douglas Elliman have their fingers on the pulse of this evolving market. As top-producing agents with decades of experience in Ponte Vedra Beach, they know how to position properties. This helps take full advantage of your return on investment. Whether you’re considering a move, investment, or simply want to understand how these changes may impact your property’s value, Kim and Jennifer are trusted advisors in one of Florida’s most desired coastal markets.
Kim Martin-Fisher and Jennifer Martin Faulkner, Realtors, lead Northeast Florida’s luxury real estate market as Douglas Elliman’s premier team. With four decades of experience and over $1 billion in career sales, they specialize in creating extraordinary outcomes for discerning clients. Their expertise covers Ponte Vedra Beach, Jacksonville, and St Augustine.
