In 2020, Toyota sold more cars than any other manufacturer.
And yet Toyota only manufactures one “low cost” model (Yaris), and it will soon be discontinued.
Why? Because not very many people buy cheap cars.
The same is true for luxury cars. There’s a small percentage of people who are willing to pay for the extra performance and status a luxury car provides.
Toyota’s most popular car (Corolla) sells for $21,000. Not too cheap, not too expensive, it’s just a good value.
Most agents choose their brokerages on the same basis.
There are a few individuals who will seek out the lowest cost option, but most will try to find the best value.
Craft your recruiting message to highlight the unique value you provide your most successful agents, and then charge a reasonable price for it.
In the long run, backing down on price will not help you sell more. It just puts you in the group of cheap options that few people use.