Ok, some whippersnapper agent has just come into town and is offering cheap fee deals .... trust me, cheap fee deals ... they don’t work (remember the story I told 4 months ago of the agent who spent £13,000 over four months advertising ridiculously cheap fees in the newspaper, only to get four landlords .. link here ) Lowering your fee is a one way street to lettings hell. Either it's cheaper or it's not. At first, the process of lowering your fee involves smart efficiencies. It forces hard choices that lead to better outcomes, but as the sands of time pass though, in a competitive market, the quest for the bottom leads to some interesting choices as a business owner, cutting your costs, cutting your staff, cutting your salary.. there will always be another agent willing to go a penny lower than you are, and to compete, your choices get ever more limited. The problem with the race to the bottom is that you might win. Even worse, you might come in second. To ...