How can you sell when you don’t know the Product?

How can you sell when you don’t know the Product?

I was having a conversation with a friend the other day, and they asked me “How can my agent sell my house, when they don’t know anything about it?”  On further questioning she informed me that the agent never asked any questions about her home and when questioned replied, ‘I’ve sold similar properties to this before and actually a couple on this road so I know the houses’.  Now my friend found this arrogant but also insulting – was he saying that her home was the same as everyone else?  Needless to say she didn’t instruct the agent, but this got me thinking about product knowledge.

I know my story is a common one, as how many of your team when asked would say they honestly knew the product they were selling?

Show your Product Passion

Ask a furniture maker about a piece they have created, they will be able to tell you everything with such passion that you know he loves wood. Loving property is surely why you are in this business, isn’t it?

We sell houses; they are our product, our income, our business.  So why do we take so little time getting to know them?

The best sales people get results because of their knowledge, because they listen and take time to build relationships.  They consistently prepare and plan for every meeting and always strive to do better.  As a result they make more sales.

We talked about tips in my last post, Vendors are not your Sales People, how to prepare for viewings.  Just as you prepare for a viewing you need to prepare, research and learn about what you are selling.

The market appraisal is the best time to start building the valuable client/agent relationship and is the best way to discover their home.  What does the client think are the best parts of their home?  Do they have a best spot for the summer?  Is the view better from a particular window?  Remember the time of day and weather conditions may not give you the best impression.

Tell the Story

Every home has a story to tell and it’s your job to sell that story to potential buyers.  A staged home is selling a lifestyle, now the lifestyle needs a narrative.

“The owner loves this spot in the garden as it has the sun in the early evenings.  She told me that when she comes home from work she grabs a glass of wine and sits here to watch the sun come down.  I’m not surprised with that view it’s a perfect spot.  Did you know that you get the same view from the master bedroom?  How wonderful it must be to wake up to that every morning.”

You want to be the best? Prove you are the best.  Know your product, tell it’s story, build relationships and you will reap the rewards.

Stephen Brown

Consultant to Estate Agents with the focus of generating more revenue. Over 20 years of industry experience having been a Director of an award winning London Agency.

You May Also Enjoy

Breaking News

UK monthly property transactions for May 2025

Headline statistics from the latest transactions data include: the provisional seasonally adjusted estimate of the number of UK residential transactions in May 2025 is 81,470, 12% lower than May 2024 and 25% higher than April 2025 the provisional non-seasonally adjusted estimate of the number of UK residential transactions in May 2025 is 80,530, 13% lower than May 2024 and…
Read More
Breaking News

Construction Skills Mission Board (CSMB) shows the Government has a plan

The Construction Skills Mission Board (CSMB) held its first board meeting today (26 June 2025), where it set out a roadmap for recruiting 100,000 more construction workers a year by the end of Parliament. Richard Beresford, Chief Executive of the National Federation of Builders (NFB), said: “The Construction Skills Mission Board (CSMB) is a recognition…
Read More
Paint Stripper Tools
Estate Agent Talk

5 Strategies to Optimise Your Warehouse for Real Estate

The term fixer-upper can mean many things, from ‘slap some paint on the walls and it looks brand new’ to ‘will this building collapse if we open the front door?’ Indeed, in the dicey world of commercial property acquisition, each warehouse you buy will probably fall into both camps. Thinking about the viability of warehouses…
Read More
Breaking News

HMOs sell for up to 50% above market average

New research from Excellion Capital, the boutique debt advisory and investment firm, reveals that HMOs sell for as much as 50% above the average house price, further increasing their investment potential after it was revealed that HMOs also create rental yields of up to 12.5%. After previous research from Excellion Capital recently showed that the…
Read More
Breaking News

UK buyers struggle while 50,000 homes sit empty

As the UK housing crisis deepens, new analysis by Open Property Group exposes a worrying surge in so-called “zombie homes”- properties that sit unoccupied and deteriorating while millions struggle to access affordable housing. Key insights: 50,000+ long-term vacant homes in England alone 23,000+ of these have been empty for more than two years Estimated £13.6…
Read More
Breaking News

Breaking Property News 26/06/25

Daily bite-sized proptech and property news in partnership with Proptech-X.   The UK is Europe’s second most distressed market despite headline GDP growth Retail and Consumers Goods has emerged as the most distressed sector in Europe, with distress levels now the highest since the global financial crisis, according to the latest Weil European Distress Index (WEDI). The…
Read More