The Law of Value: How Ninja Selling Creates More Business

In real estate, success isn’t just about making transactions—it’s about creating undeniable value for your clients. One of the most powerful principles in Larry Kendall’s book, Ninja Selling is the Law of Value. This concept, inspired by The Go-Giver by Bob Burg and John David Mann, states:

“Your true worth is determined by how much more value you give than what you receive in payment.”

In simple terms: If you charge a $20,000 commission for selling a home, your goal should be to deliver more than $20,000 worth of benefits—whether that’s a higher sale price, a faster sale, or reduced stress for your clients.

A Ninja Master’s Approach: Wholesale vs. Retail

Larry Kendall shares a brilliant real-life example of this principle in action through a Ninja Master Realtor named Nate.

Nate was helping a seller in a market flooded with foreclosures and short sales. He presented two options:

Sell at “wholesale” price for $150,000—a quick sale with no extra effort.
Invest $6,800 in key improvements (new paint, minor repairs, updated fixtures) and price the home for $170,000-$175,000 to attract retail buyers.

The seller followed Nate’s advice. The result?

The home sold in three weeks for $173,000—a $23,000 increase from the original “wholesale” price. Nate earned a $10,380 commission—proving that his ability to create value justified his fee.

Understanding What People Value

So, how do you apply this concept to your own business?

People are motivated by two main factors:

✅ Solving problems – Reducing their stress, avoiding pitfalls, making the process easier.
✅ Bringing pleasure – Helping them achieve a dream, making them feel confident and secure.

As a Realtor, your job is not just to sell homes—it’s to ask the right questions, uncover these motivations, and create solutions that make clients feel they are getting far more value than the cost of your service.

The Takeaway: Value Wins Every Time

Real estate isn’t about being the cheapest agent. It’s about showing clients that working with you creates better results—whether that’s through higher sale prices, faster transactions, or a smoother experience.

This is the essence of Ninja Selling—delivering so much value that clients are eager to pay your fee because they see the return on investment.

Want to Learn More?

To dive deeper into the principles of Ninja Selling, check out Larry Kendall’s book and training.

Stay tuned—we’ll continue exploring Ninja Selling strategies to help you grow your repeat and referral business.

Bonus Tip: Stay Top of Mind

Want to keep your name in front of past clients? Providing thoughtful touches—like a well-timed closing gift or custom moving boxes—ensures clients remember you long after the transaction is over.