Sell Value Like a Pro in a Tough Market

That’s the mindset of John Busby, one of Bakersfield’s top-producing real estate agents for decades. Through ups and downs, tariff shifts, and market slowdowns, John and his team have not only survived — they’ve thrived. How? By focusing on what truly matters to clients: trust, integrity, and long-term value.

1. Lead With Features, Advantages, and Benefits

When asked how he trains his sales team to handle higher prices, John doesn’t hesitate.

“You always show them the features, the advantages, and the benefits,” he says.

In real estate, that might mean the neighborhood, the schools, or the quiet cul-de-sac. But in any business, it’s the same principle:
Highlight what makes your product or service genuinely better — not just more expensive.

If your clients can clearly see why they’re paying more and what they’re gaining in return, they’re far more likely to buy with confidence.

2. Walk Away From Bad Sales

John teaches something most salespeople are too afraid to practice:
Don’t make a sale just to make a sale.

“Sell with your heart,” he tells his team. “Don’t worry about your pocketbook.”

That simple rule has built a loyal client base that trusts Team Busby to do what’s right, even when it means walking away.
When you put integrity before income, customers can sense it. And that trust becomes your greatest sales advantage in a market obsessed with discounts.

3. Show the Real Value — Not Just the Price Tag

When a client balked at a property that was $15,000 over budget, John didn’t argue. Instead, he showed the buyer the difference in monthly payments — and the benefit of appreciation after closing. Months later, the client called back to say thank you. That home’s value had skyrocketed faster than the cheaper alternative.

This story reveals a crucial lesson: Sometimes value isn’t obvious upfront. It’s your job to help clients see the long-term gain beyond the immediate cost.

4. Build Unshakable Trust

Price objections disappear when trust is high. And trust isn’t built through scripts — it’s built through consistency. John’s team has earned their reputation by showing up, delivering results, and educating clients through every step.

“We’ve built a name people can rely on,” John says. “When the phone rings, they know we’re going to bring value.”

If your clients know you always have their best interest at heart, you’ll win — even in a tough economy.

5. Embrace the Work Ethic That Wins

To sell value takes effort. It’s not for the lazy or easily discouraged. John’s career proves that the grind pays off:

• His first cold call landed a listing.
• The next one didn’t come until 147 calls later.
• It took him five to seven years to see significant income.

But he stayed consistent — and reinvested every dollar back into his business.

“It’s okay if it takes time,” he says. “Be patient. Be positive. And never stop learning.”

That’s the difference between chasing sales and building a brand.

6. How to Stay Motivated When It Gets Hard

When business slows, John suggests connecting with others in your industry — even outside your market. Talk to similar businesses in other cities. Share what’s working. Ask what’s not. You’ll discover new ideas that you can bring home — without worrying about competition.

And above all, he reminds business owners:

“Be positive. Listen. Keep going. You’re closer than you think.”

The Bottom Line: Price Fades. Value Lasts.

Anyone can drop prices.
But to sell value in a tough market takes skill, empathy, and courage.

When you focus on what truly benefits your clients — not just what benefits your wallet — you rise above the noise.
You stop competing on cost and start winning on trust.

Because in business, as in life, cheap fades fast — but real value lasts forever.