When most Americans shop, the first question we ask is, how much and then we look at the price tag. Is this right or wrong?

The answer: it could be either, but more often than not it is the wrong approach.

Those fortunate Americans who are financially secure tend to seek quality with little regard for the price tag. Is this right or wrong?

The answer: again it could be either, but more often than not it, too, is the wrong approach.

What every educated consumer should hunger for is VALUE. Value is that delicate balance point between price and quality, that relative worth, that fair return on investment! And, folks, the higher the ticket item the more important value becomes.

If you pay too much for a pair of poor quality shoes, your world doesnt come crashing down. But, if you are purchasing a high priced product or service and your exposure is thousands of dollar$, your decision making process must be more educated, more thorough, and, above all else, logical.

So, if we are selling or buying a home, how do we choose the correct real estate company and the correct real estate agent for our needs? How do we determine what we need and get the best value. After all, this is probably the biggest sale or the biggest purchase we are ever going to make. The size of the dollar$ involved makes it imperative that we get the very best value we can out there in the real estate jungle.

Here are points to consider and questions to ask yourself BEFORE you make your final decision.

Point: There are three main categories of real estate companies.

The first is the deep discount, limited service operation that offers do-it-yourself pricing on various levels. If you possess the skills to make your own appointments, show your own home, financially qualify potential buyers, handle the negotiations and do the contracts and paperwork throughout the process, this might be the type of company you need and you can save money.

The second is the full service, full commission broker. This company handles everything in return for 6% commission. Very easy, very expensive.

The third is the full service, discounted commission company that handles everything and typically charges 4%-5% for their professional services. Very easy with substantial savings over the expensive 6% broker.

Question: What are my needs and which of these companies would best serve my needs?

Point: All real estate agents are licensed and are equal in the eyes of their licensing commission.

But, that does not translate into equality in the real real estate world. Few real estate agents have acquired the necessary skills to work with people correctly on a major sale or purchase like a house. Experience or time in grade does not insure competence. An acquired skill set does.

Fewer agents have relevant business expertise. Lets be perfectly clear. This is a major business transaction involving thousands of your dollars.

Heres a fact. A complete understanding of the business aspects of the process will have a very positive impact on your profit if you are selling or on your savings if you are buying.

Question: Do I select a friend of mine in real estate, the first person I contact, or an agent with business expertise and a skill set that insures competence?

Now its time to talk about value again. The best value for most people would be a full service company that discounts its services and is staffed with agents who have business expertise and the requisite skills to maximize your profits or savings. All I have done was outline a logical thought process, in effect showing you that it is really not a jungle out there.

Which shoes fits you best? First decide, then buy, but make sure youre getting the value you need.