Making consistent sales as a realtor in Lagos requires more than just having properties to sell; it demands a smart blend of strategy, relationship-building, and deep market understanding. Lagos, with its vibrant and competitive real estate landscape, offers immense opportunities but also presents unique challenges. To succeed, realtors must adopt proven sales techniques, understand buyer psychology, leverage digital tools, and position themselves as trusted professionals in a crowded market. In this article, we shall explore practical and effective sales strategies that realtors in Lagos can use to close deals consistently and build a sustainable, thriving real estate business.

Understanding the Lagos Real Estate Market

Lagos, Nigeria’s commercial nerve centre, boasts a dynamic real estate landscape that mirrors its rapid urbanisation and economic growth. As the city’s population surges, so does the demand for diverse housing solutions, presenting both challenges and opportunities for stakeholders.

Lagos’s real estate market is characterised by a dichotomy between the affluent Island and the more affordable Mainland. Areas like Ikoyi, Victoria Island, and Lekki Phase I on the Island are synonymous with luxury, attracting high-net-worth individuals and expatriates. Properties in these areas often feature modern amenities, waterfront views, and smart home technologies. For instance, a four-bedroom luxury apartment in Ikoyi can range between ₦250 million and ₦400 million, while waterfront mansions in Banana Island command prices from ₦800 million to ₦1.5 billion.

Conversely, the Mainland areas such as Ikeja, Yaba, and Surulere are gaining traction among middle-income earners and first-time buyers. These regions offer more affordable housing options, with prices for two to three-bedroom apartments ranging from ₦10 million to ₦30 million . The rise in demand is further fueled by infrastructural developments like the expansion of the Lagos-Ibadan Expressway, enhancing connectivity and boosting property values.

Buyer behaviour in Lagos reflects a blend of traditional preferences and modern aspirations. While some buyers seek properties for personal residence, others view real estate as a viable investment avenue, capitalising on rental income and property appreciation. The burgeoning short-let market, especially in areas like Lekki and Victoria Island, underscores this trend, with investors tapping into the lucrative returns from short-term rentals.

Challenges: Navigating Trust Issues and Market Saturation

Despite its vibrancy, the Lagos real estate sector grapples with several challenges. Trust remains a significant concern, with instances of fraudulent property transactions eroding buyer confidence. The prevalence of informal agents and lack of stringent regulatory oversight exacerbate this issue, making due diligence paramount for prospective buyers.

Market saturation, particularly in the luxury segment, poses another challenge. While high-end properties abound, the pool of buyers with the requisite purchasing power is limited. This oversupply can lead to prolonged vacancy periods and downward pressure on rental yields. Additionally, the high cost of construction materials and inflationary pressures inflate property prices, potentially alienating a significant portion of the market.

Infrastructure deficits further compound these challenges. Inadequate road networks, inconsistent power supply, and limited access to essential services in certain areas deter potential investors and homeowners. Moreover, legal and taxation complexities, including issues with land documentation and inconsistent tax policies, can hinder seamless property transactions. However, with these challenges come opportunities.

Opportunities: Capitalising on Emerging Trends and Niches

Amidst these challenges, numerous opportunities beckon. The short-let market in Lagos is experiencing exponential growth, driven by demand from business travellers, tourists, and expatriates. In 2024, the market was valued at ₦264.3 billion, with projections indicating a rise to ₦300 billion in 2025 . Investors can capitalise on this trend by converting properties into furnished short-let apartments, especially in highbrow areas.

The diaspora community represents another lucrative segment. Nigerians abroad are increasingly investing in real estate back home, seeking properties that offer modern amenities and potential for appreciation. Developers can tap into this market by offering flexible payment plans and ensuring transparency in transactions.

Furthermore, infrastructural projects like the Lagos-Calabar Coastal Highway and the 4th Mainland Bridge are set to open up new corridors for real estate development. Areas like Ibeju-Lekki, Epe, and Badagry are poised for growth, presenting opportunities for early investors to reap significant returns .([ramosrealestateng.com][8])

The rise of PropTech solutions, including virtual tours, online property listings, and blockchain for land verification, is revolutionising the sector. These technologies enhance transparency, streamline transactions, and expand market reach, benefiting both buyers and sellers.

Proven Sales Strategies for Realtors: From Lead Generation to Closing Deals

Selling real estate in a city like Lagos can be tough, but with the right strategies, realtors can close deals consistently.

The key lies in understanding how to attract leads, nurture those leads, and move them smoothly through the sales process. From effective prospecting to leveraging technology, every step counts in making real estate sales work. Let’s explore some proven strategies.

1. Effective Prospecting Techniques

The first step to closing any sale as a realtor in Lagos is finding the right prospects. Social media is, today, one of the most powerful tools for realtors. Platforms like Instagram, Facebook, and TikTok are filled with potential buyers and renters, especially among young professionals and the diaspora. Posting clear, engaging property content- photos, videos, and testimonials – can attract attention and generate enquiries. According to a 2023 Statista report, over 38 million Nigerians actively use social media, with Lagos having the largest share.

Referrals are another strong source of leads. Happy clients often refer friends and family, but you have to ask for it. A simple follow-up message like, “If you know anyone looking for a home, I’d be happy to help,” can go a long way.

Open houses, though less common in Nigeria than in other countries, are becoming more popular for high-end and new developments. They allow serious buyers to view multiple features and get a feel for the space. Realtors who partner with developers, lawyers, or mortgage brokers also get access to client pools they may not reach on their own.

2. Building and Nurturing a Client Pipeline

Having a strong client pipeline means always having potential buyers or renters in different stages of the buying process. Don’t rely on just one or two leads – aim to have dozens. To do this, maintain regular contact with past clients, social media followers, and new enquiries.

Client nurturing involves timely communication. A simple call or WhatsApp message to check in on a client’s preferences shows professionalism and builds trust. It also keeps you top-of-mind when they’re ready to buy. Personalising messages, remembering birthdays, or sending property updates based on earlier conversations builds a long-term relationship.

3. Optimising the Sales Funnel

Once you have leads, you need to guide them through the sales process-from first contact to closing. This is where sales funnel optimisation comes in.

Initial Contact: Respond quickly and professionally. A 2022 study by HubSpot shows that businesses that respond to enquiries within five minutes are 21 times more likely to close the sale.

Follow-up: Many leads won’t convert immediately. Sending property updates, market insights, or client testimonials can help maintain interest.

Property Showing: Be prepared. Know every detail about the property and the neighbourhood. Be punctual and professional.

Negotiation: Understand both buyer and seller needs. Offer flexible options and be transparent about fees and expectations.

Closing: Assist with paperwork, inspection, and final payments. Make the client feel supported throughout the process.

Using Technology to Boost Sales

Technology can make sales faster and easier. Customer Relationship Management (CRM) tools like Zoho or HubSpot help you track leads, schedule follow-ups, and manage contacts. Virtual tours and video walkthroughs save time and help buyers abroad or outside Lagos view properties remotely.

WhatsApp marketing is especially effective in Nigeria. Sending catalogues, price lists, or even automated responses through WhatsApp Business can streamline communication.

Content marketing is another strategy. Writing blogs, recording short videos, or hosting webinars on topics like “How to Buy Property in Lagos” positions you as a knowledgeable and trustworthy realtor.

Personal Branding, Networking, and Client Retention in a Competitive Market

In Lagos, the real estate market is crowded. Thousands of realtors are competing for attention from buyers, sellers, and renters. To succeed, it is not enough to just list properties – you must stand out, build trust, and keep your clients coming back. That’s where personal branding, networking, and client retention come in. These three strategies help realtors build long-term success, even in a competitive market.

1. Positioning Yourself as a Trustworthy and Expert Realtor

Lagos is a city where trust is a major issue in real estate. Many clients have heard stories of fake listings, scam agents, or hidden costs. To stand out, you need to be seen as reliable, honest, and knowledgeable. This starts with how you present yourself – your language, appearance, and behaviour should all reflect professionalism. Always give accurate information, be clear about fees, and deliver on your promises.

To be seen as an expert, you should know your market inside and out. For example, know the current prices in Lekki, the rental yields in Yaba, or the popular short-let areas in Victoria Island. Clients will trust you more when they see that you truly understand the market and can guide them well.

2. The Power of Personal Branding

Personal branding is how people see and remember you. In Lagos real estate, your brand should say, “I am the agent you can trust.” A strong brand helps you attract better clients and build a loyal following.

Start with your online presence. According to DataReportal (2023), Nigeria has over 122 million internet users, with Lagos having the largest share. Being active on platforms like Instagram, Facebook, and LinkedIn allows you to share your listings, client success stories, market tips, and even behind-the-scenes content. Your profile should have a professional photo, a clear bio, and your contact details.

Testimonials and reviews are powerful social proof. After each successful transaction, ask clients to write a short review or share their experience. Display these testimonials on your social media and website. When people see others trusting and praising you, they are more likely to do business with you too.

3. Smart Networking with Key Players

No realtor succeeds alone. Networking with other agents, developers, lawyers, and mortgage firms is essential. These relationships open doors to new listings, faster transactions, and more referrals.

Attend industry events, join real estate groups, and participate in webinars or training sessions. Even a coffee meeting or quick phone call to check in with a lawyer or developer can help maintain valuable connections. The more people in the industry who know and trust you, the more likely they are to send opportunities your way.

4. Keeping Clients for Life: Retention Strategies

Many realtors focus only on closing the sale, then move on to the next deal. But the real value is in keeping clients for life. A happy client can give you repeat business and referrals – often more valuable than new leads.

Post-sale care is important. A simple thank-you call or message, a small “housewarming” gift, or a check-in a few weeks later goes a long way. Some agents send monthly newsletters with property tips or market updates. These remind past clients that you’re still active and reliable. You can also use birthdays, anniversaries, or festive seasons to reconnect. Tools like WhatsApp Broadcast lists or email marketing platforms help you stay in touch without too much effort.

In conclusion, personal branding, smart networking, and client retention are not extras- they are essentials for long-term success in Lagos real estate. By building a strong reputation, connecting with industry partners, and keeping your clients happy even after the sale, you position yourself as a top realtor in a very competitive market. By the way, have you bought any of our products at Pwan Stars, if not, then  you are missing out. Ask your realtor for any of our products located at Sangotedo – The Edifice,  Tne Statement Residences and the Vantage Point, amongst others.