People buy on their emotions and justify having made the purchase with their logic.

Tony Robbins said this years ago and after having studied this proposition extensively I totally agree with it. Even the most logical-thinking, low-key people buy because they get excited about the deal.

As an agent you want to find what will get your clients excited and motivated to buy and then direct your presentations towards them in a manner that is in total alignment with this principle.

There's an old expression about sales that's been around for many years and it definitely applies to real estate sales:

"Sell the sizzle and not the steak!"