Never start with today’s price. Start with the future price.
If the estate will be ₦80M next month, that’s the first price they should hear. Let the expensive part set the anchor in their mind.

Then, draw them back to today’s price. Show them the gap. Let them feel the advantage they gain if they act quickly.

That’s how you create a shift in the mind of your customers and create urgency.

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).