Knowing the Selling Points Is Not Enough to Close a Deal
Many agents believe that closing a deal is about memorising selling points.
Facilities.
MRT access.
Developer reputation.
Rental yield.
Future appreciation.
They deliver these points fluently—and still lose the deal. Why? Because prospects often know the selling points already.
Your Prospect Is Not Ignorant
Today's buyer is informed. They Google the project, compare prices across portals, read Lowyat forums, and watch YouTube walkthroughs before they even text you.
By the time they meet you, they likely know:
- The floor plans.
- The price range.
- The pros and cons.
If your pitch is just repeating what is on the brochure, you are not an advisor. You are a background noise. Repeating what they already know does not add value. It creates friction.
Selling Points Are Not Buying Reasons
This is the fundamental mistake most agents make. A Selling Point is a feature (what the product has). A Buying Reason is a personal trigger (what the product does for them).
They are not the same.
Example:
- Selling Point: "This condo is next to the MRT."
- Buying Reason: "I hate being stuck in traffic for 90 minutes every morning."
If your prospect drives a Mercedes and values privacy, the MRT is not a feature—it might even be a negative (noise/crowds). If you keep pushing the MRT, you aren't selling; you are annoying them.
Observation Beats Presentation
Great agents spend less time talking and more time observing. They watch:
- How the prospect reacts to the living room vs. the kitchen.
- What questions they ask.
- What they ignore.
- What makes them pause.
Silence is data. A prospect who keeps asking about school zones, neighbours, and noise is telling you they value Security and Community. A prospect asking about rental rates and ROI is telling you they value Math and Cashflow.
If you sell "cozy family living" to the "math buyer," you lose.
Ask Less "What Do You Think?" — Ask More "How Do You Live?"
Instead of pitching features, ask diagnostic questions to find the Buying Reason.
Don't ask: "Do you like this layout?"
Ask: "How does your family usually spend Sunday mornings?"
Don't ask: "Do you want to see the gym?"
Ask: "Is a gym important to your daily routine, or do you prefer outdoor jogging?"
Don't ask: "Is the price okay?"
Ask: "What is the biggest concern preventing you from making a decision today?"
These answers tell you how to frame the property.
The Real Job of an Agent
Your job is not to explain the property. The brochure does that. Your job is to translate the property into the prospect's life.
Filter the noise.
Highlight what actually matches their lifestyle.
Ignore the features they don't care about.
When prospects feel understood, resistance drops. They stop evaluating. They start imagining. That is when decisions happen.
Final Thought
Selling points close no deals by themselves. Understanding people does.
If your prospect doesn't take the MRT, stop selling the MRT. Observe first. Listen deeper. Then speak.
That is the difference between an agent who presents—and an agent who closes.
