Killing It with Regular Homes But Struggling to Sell Luxury?

From Mass Market Success to Luxury Home Sales: Why Can't I Close Deals? Revealing Divine Secrets of Elite Sales - 10 Words to Avoid in Luxury Real Estate

1. #Expensive

In the luxury home market, when we look at the actual costs and listing prices, they might not seem worthwhile to those who know the background.

Even though clients have high purchasing power, the word "expensive" might make them feel the house is overpriced compared to its true value.

Instead, use "valuable" to highlight the value clients should receive, such as:

• Design features

• Interior decoration

• Quality materials

• Premium location

Use "premium" to demonstrate that the house was built with quality materials and has a compelling story to tell at every point. Try to detail how everything the client sees in this house has gone through meticulous planning to create functions that match their lifestyle.

Remember: When something feels right, price is never an issue.

2. #Cheap

Many salespeople think that presenting prices lower than market rates will make it easier for clients to decide.

However, luxury buyers think differently. These people want something above average standards.

Using the word "cheap" reduces the client's perception to feeling like the house being offered is no different from regular market houses.

Or they might think:

• Is there something hidden about this house?

• Are there supernatural forces involved?

Instead, use words like:

• "Worth it"

• "Good value"

• "Easy decision"

Most high-purchasing power clients don't like feeling impulsive or making hasty decisions.

Using phrases like "great value" or "price makes it an easy decision" suggests more thoughtful processing and analysis, making clients feel their decision is well-reasoned.

3. #Negotiable

This word is commonly heard in lower-priced housing markets to expedite client decisions.

However, mentioning this before the client asks makes them think the house is overpriced. Clients will start questioning the true value of the house and may begin aggressive price negotiations.

Therefore, don't use this word from the start if they haven't reached the point of showing interest and asking about price.

Opening with price negotiation shouldn't be the first approach because any potential discount will immediately seem meaningless.

During the presentation:

• Focus on value and worth

• Present quality and unique features

• Align these with the listing price

• Only discuss price flexibility when clients inquire

4. #Hurry #OtherClientInterested

We often hear these phrases when closing deals for high-demand properties, such as:

• Purchase range of 1-3 million

• Rental range of 8,000-15,000 baht

While fear of loss techniques might work with general customers, they shouldn't be used with high-end clients because:

• They know they have sufficient funds to buy at any price

• Luxury homes don't have the same market liquidity as lower-priced homes

• They dislike feeling rushed or pressured

They might like the house, but if their mood turns negative, they'll lose interest regardless.

These phrases aren't completely forbidden but must be used with perfect timing.

Better communication methods include:

• Providing information based on client interest

• Being polite and patient

• Emphasizing availability for additional information

• Being ready to assist with any questions or details

Only after clients are satisfied with all information should you use pricing incentives to encourage decision-making.

5. #Small #Narrow

These words suggest limitations and make the house seem:

• Unattractive

• Devalued

• Psychologically uncomfortable

• Contradictory to luxury home expectations where everything should meet client needs

Instead, use words that suggest the sizing is efficiently planned:

• "Cozy"

• "Compact"

• "Efficiently designed"

• "Functionally optimized"

Add feelings of privacy and balanced design, communicating efficient space utilization.

For example, if a bedroom balcony is small, say: "The balcony size was specifically designed for practical use. Data shows clients rarely utilize bedroom balconies extensively, so we optimized the space by reducing the balcony size to increase bedroom space." This adds more value to the feature.

6. #Basic #Standard #Normal

Many salespeople tell clients "the house was built to standard specifications," but these words reduce the house's value and uniqueness.

Clients at this level don't want ordinary - they expect something different from the general public, something others can't have.

"Standard" suggests nothing beyond expectations, making the house seem no different from others.

Instead, emphasize confidence that clients won't have issues after receiving the house by highlighting:

• After-sales service

• House warranties

One day of client income versus one day spent fixing house problems has vastly different values.

If any issues arise, homeowners shouldn't waste time coordinating repairs or finding technicians to restore the house to its original condition.

7. #NotSure #Maybe #Probably

Luxury home salespeople must do more homework than those selling regular houses. Beyond knowing house details, they must study:

• Surrounding area

• Key locations (schools, hospitals, expressways, good restaurants)

• Have comprehensive knowledge like a local resident

• Provide accurate and clear information

Using uncertain answers makes clients think:

• The salesperson can't provide complete information

• This uncertainty extends to the house being sold

• They need more time to decide

• They might lose interest entirely

8. #Deep #Far #Creepy

Some houses are good with good prices but might have location challenges:

• Being in a small street

• Complex Google Maps routing

• First impressions of difficult access

When clients arrive and salespeople emphasize these negative aspects, it creates:

• Travel safety concerns

• Particularly problematic for families with small children

• Near-zero chance of closing the sale

Instead, use:

• "Peaceful"

• "Private"

• Emphasize positive aspects

• Focus on improved quality of life

• Contrast with city chaos

9. #Free

While everyone likes "free," high-end clients feel differently:

• They see "free" items as valueless

• Often don't want these items

For luxury home purchases, small additions like:

• Two air conditioners

• Water tank

• Water pump Don't create the same fulfillment as with regular home buyers.

Instead of rushing to offer free items:

• Ask about client needs

• Identify what the house might lack

• Determine what would make the house complete

• Create a true "home sweet home" feeling

Then offer additions:

• Based on client requests

• Within budget

• Emphasize "no additional cost" rather than "free"

10. #TrustMe

After providing comprehensive information while clients are processing, many salespeople say:

• "Trust me, it's really good"

• "Trust me, this is special for you"

While trying to show sincerity and build confidence, remember:

• You're a salesperson

• Clients are skeptical of salespeople

• Salespeople have sales incentives

• Clients typically discount everything salespeople say

Instead of asking for trust:

• Reference other clients with similar family sizes/characteristics

• Mention well-known people living in the area

• Let clients compare themselves to others

This carries more weight than asking clients to trust the salesperson directly.