Sales is not about numbers. It’s about imagination.
Before you mention price, let your client picture themselves inside the estate you’re talking about. Paint the experience. Show them how the property benefits their life, their family, their status.

When they can see themselves enjoying it, they are no longer arguing about why they should buy. At that point, the only thing left is how much.

The right time to introduce price is after the vision has already sold.

Dr. Smith Ezenagu is the Chairman of Esso Group, a diversified conglomerate shaping real estate, finance, education, and media. Dr. Smith Ezenagu is recognized as a real estate & investment mogul, life coach, and private equity expert. He leads Esso Group and its subsidiaries: Esso Properties (awarded Nigeria’s Most Innovative Real Estate Company in 2024 and recognized as the best real estate company in Nigeria), Esso School of Enterprise (the leading institution equipping entrepreneurs), and Esso Capital (delivering smart, trusted financial solutions across Nigeria).