Real estate is a unique brand of sales. Most salespeople practice a word-for-word pitch thousands of times. They memorize talking points and anticipate objections. This is how they become great. Real estate agents have to be more adaptive because the only thing they sell that stays the same is themselves.

Agents must present their product or service in a way that makes prospects aspire to something greater. When an agent is showing a house, they need to make the viewer see it as a home. Are buyers excited about the future—having an improved life in a new house—because of the decision the agent helped them make? If not, then tactics need to change.

This is how great companies sell, and every agent can integrate it into their process. Great companies create campaigns that encourage people to buy into a future. Apple makes you dream about all the beautiful creations you can produce if you buy a MacBook. Jeep makes you fantasize about all the exotic places you can get to if you drive a Jeep. Nike fuels fantasies about the athlete you can become if you’d simply buy the right gear.

All these brands do a masterful job of causing potential customers to aspire to something greater, and they position their products as the only way to get there.

So often clients focus on the person they’ll be if they spend money on a product, which is the most painful part of the whole process. Giving up the money for a product or service, no matter how valuable it might be, is hard. We all work hard for our income, and it can be painful to see it go, even for a worthy cause. Home buying is often the most nerve-wracking purchase of a person’s life. It is always complicated with second-guessing and indecision, and rightfully so. It is a huge milestone—and a financial endeavor that can make or break a new family.0.

It’s your job as a real estate agent to draw their focus to the person they’ll be as they’re reaping the benefits, the improved version of themselves that will exist down the line when they turn a house into their home. If you believe in yourself and the service you provide, then you can make this happen. Good products improve the lives of buyers. It’s up to you to paint the perfect picture and help them dream the right dream.