The moment something becomes limited, its value increases. That’s not economics alone — it’s human nature.

If you tell a client you have 2,000 plots available, they will relax. They’ll say, “I’ll get back to you.”
But if you tell them, “At this discounted price, only 5 plots are available — and they’ve been divided among the sales team,” you’ve created urgency.

Scarcity forces decision. People don’t want to miss out. That’s why even a strong offer without scarcity often delays action.

So in sales, don’t just sell the property. Sell the fact that the chance to buy is slipping away. That’s what gets the signature.

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).