Selling without Selling

How you can win the instruction without being pushy.

Estate agents are supposed to be natural-born salespeople. After all, we have the gift of the gab, and an answer to everything, right?

But not every agent is comfortable with selling. Some find it challenging and unnatural. When it comes to the ‘pitch’, they trip over their words, and struggle to get their message across to the client.

Most of us don’t like being sold to, either. It conjures up images of the sleazy salesperson, being coerced and persuaded to do something we don’t want to do.

If we don’t really like selling, and our clients don’t like being sold to, what can we do to ensure every sales appointment is a commercial success, whilst avoiding the ‘hard sell’?

This is where my approach, ‘selling without selling’ comes in.

Here’s my guide to winning the business in a market appraisal without being pushy:

Make it about them:

  • Stay out of first person –‘I’ or ‘we’ –and get into second person – ‘you’
  • Try to see the world through their eyes
  • They have a story to tell about their move, so listen, and make notes

Make them feel safe and guided:

  • Take the lead from the very start of the meeting
  • Make sure you sit somewhere that makes them feel comfortable; not necessarily the living room
  • Tell them what’s going to happen, and what to expect from this appointment

Ask the right questions:

  • What inspired them to ask you for a market appraisal? (Don’t assume)
  • What do they really want to get out of your visit?
  • Tell them about you and your story, so they know who you are and they feel more comfortable sharing information about themselves

Show them what’s possible:

  • Talk to them about their big dreams, not just the move
  • Encourage and support their dream – this is their most important goal
  • Let them know that you will help and support their dream in any way you can

Test their commitment to move:

  • How important is it for them to move right now?
  • What will happen if they don’t move?
  • How would that affect them?

Ask for permission to explain how you could help:

  • “I’d like to tell you a little bit about how we could work together, is that ok?”
  • Keep the information short and centred on the client and their goals
  • Use the words they have used, to describe your services

Be confident about your fee:

  • Build the value of your service before you tell the client your fee
  • Wait until they ask how much you charge. Prompt the question by saying “is there anything else you’d like to know about our service?”
  • Be bold, keep your voice soft but your words strong.
  • Practice sticking to your fee politely, and without embarrassment

Ask for the decision:

  • Ask “have you made a decision yet?” If the answer is no…
  • “Is three days long enough to make a decision? Decide on date and time you will call them. Confirm this with…
  • “So, Elaine, I’ll call you on Thursday at 4pm for your decision.” Now she knows that when you call you’re expecting a decision, and she’s far more likely to give you a ‘yes’ or a ‘no’, and not waste your time by sitting on the fence.

Selling without selling is all about making sure you’re a good fit for the client, and they are a good fit for you and your services. It’s about helping them to achieve their goals, and demonstrating that you’re the best person (not company) to help them along their journey. If you can help, guide, inform and advise, there’s no actual ‘selling’ component.

Let me know how you get on, I’d love to hear from you.


I’d love to know your thoughts on this topic – please, leave a comment, or if you’re shy, email me at

Selling without Selling


What to read next: The Perfect Valuation Visit – Sam’s Blueprint

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