"He ended up paying the price. Some times these people that have millions and millions of dollars invested, just don't gt it."
They are akin to bridezillas who will pay thousands for the gown, the flowers, the venue then want the cheapest photographer they can find. When they would tell my ex-bosses their price was a little steep, they would counter with "do you really want to trust the most important day of your life to amateurs?"
If your friend wanted to boost his reputation and keep selling million dollar homes, he has to invest in showing them off. But yea, people just don't get it.