The Truth About 1% Commission

The most common reaction to my 1% commission listing is some version of "what’s the catch?" It’s a reasonable question. The traditional listing-side commission in California is 2.5–3%. So when someone offers 1%, the default assumption is that something’s being stripped out. Let me address the assumptions head-on.

Is it a discount service?

No. You get the same marketing engine my full-service clients get — professional photography, drone aerials when the property calls for it, video walkthroughs, MLS syndication, paid Meta and Google promotion, open houses, broker tours, and personal negotiation through close. The fee is lower; the service isn’t.

Is it a bait-and-switch where you get the 1% number on paper but a junior agent in person?

No. Every 1% listing gets the same Anthony Granados in the meeting, on the phone, and at the negotiation table. There’s no team handoff, no shadowing junior agent, no "intake specialist" managing your relationship. The number on the listing agreement is the number, and the person on the listing is me.

Is it a loss leader to upsell you to other services?

No. The 1% is the offer. There’s no upsell at signing, no premium marketing tier, no "platinum service" we’re trying to convert you to. The marketing budget is in writing in the listing agreement. The fee is in writing. The deliverables are in writing.

So how does the math work?

Two reasons.

First, my brokerage (LPT Realty) is cloud-based — there’s no flagship office whose overhead I’m subsidizing. The cut LPT takes is fundamentally lower than a traditional brokerage, which means I keep more of every commission dollar. That margin is real, and I’d rather pass most of it on to the seller than absorb it.

Second, the 1% offer attracts more listings. More listings means I close more deals at a lower margin per deal. The economics work for both sides — sellers save tens of thousands, I work with sellers who appreciate the math. It’s a volume play, but with the kind of attention per listing that volume usually kills. The cloud model is what makes that possible.

What about the buyer’s side?

The buyer’s agent commission is separate and negotiable. You and I decide together what to offer the buyer’s side based on your market, your timeline, and your sale price. Some sellers offer 2%. Some offer 2.5%. Some structure buyer-side concessions instead. We’ll walk through the trade-offs before listing, in plain English, so you know exactly what your total commission cost will be at close.

Where doesn’t this work?

Two scenarios where the 1% offer might not be the right fit:

1. Properties that need major repositioning — significant pre-list construction, ground-up rebranding, or specialty marketing for unique luxury. We can talk about it, but the standard 1% structure assumes the property is largely market-ready and the buyer pool reachable through standard channels.

2. Markets outside my service area — the offer works across the SGV, Greater LA, Orange County, Palm Springs, and San Diego. If your home is outside those markets, I can refer you to LPT agents who serve your area, but the specific 1% structure is mine.

The TL;DR

It’s not a discount. It’s not a trick. It’s the same service at a fee that reflects what 21st-century real estate actually costs to deliver. If you’d like to see the math for your specific property, request a free valuation and I’ll send you a custom 1% listing plan within 24 hours.