I agree with the others that the solution is in how we respond to 'making it look easy'. It looks easy because of our experience and knowledge about what we're doing.
Some of the things I mention when people start asking me about doing this business:
* As with everything else in life, there's more to it than meets the eye
* People are leaving this field in droves because of increasing liability
* Fees are dropping
* Overall business volume has dropped and continues to decline
* The area is saturated with people trying to break into this business, causing further downward pressure on fees
Then I often refer them to this website to read 'horror stories about experiences with crazy signers and trying to get paid'... [I bet most of them don't bother at that point...  ]
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