Do telephone directories still exist?
Correct me if I’m wrong, but I don’t think so.

The next least entertaining thing I can think of to read are medical prospectuses.

Not only are they boring. You don’t want to take it if you read (with glasses in my case) the tiny text of the leaflet.

Between the contraindications and possible side effects, you don’t want to take the risk, even if a Nobel prize winner has prescribed it.

How motivating it would be if, instead, they would tell us about the benefits after swallowing them.

That’s just the way it is.

It’s the same with real estate marketing.

No matter how proud you are of the expensive materials you have used on the façade or the square metres of the unusable balcony or the fact that it is 10 km from the beach, don’t talk about data.

Tell your client about the benefits.

That they will not need maintenance, that from the balcony they will see the beautiful fountain in the square at night or that they will be able to take a dip at sunset in less than 5 minutes.

Take him to that aspirational future he dreams of and for which he is going to be impounded for life.

With data you can get to his brain but that’s not where he decides anything.

Get to his heart and you will close the sale. Only there will he make the decision.

In short, be a good doctor and tell your client about the benefits of your treatment.
You can scare them with what it would mean not to buy from you, but don’t abuse it.

Doing so will change their face and they will sign much sooner.

And you, which of the two techniques do you use to sell?