In real estate sales, integrity and transparency are the cornerstones of building long-term customer relationships and maintaining industry reputation. Although salespeople may use some language skills to highlight the advantages of the property, deliberately exaggerating or concealing important information not only violates professional ethics, but may also involve legal risks. We recommend that sales staff display the value of the property legally and in compliance in the following ways： 1. **Emphasize advantages**： -Use specific data and facts (such as transportation convenience, surrounding supporting facilities, building quality, etc.) to show the highlights of the property. -Help customers understand the potential value of properties through comparative analysis (such as regional house price trends and comparison of similar properties). 2. **Neutral expression defect**： -For the shortcomings of the property, it can be explained in an objective way, and solutions can be provided at the same time (such as “although the floor is higher, the view is wide and the lighting is good”). -Avoid deliberately concealing, but turn defects into opportunities for improvement (such as “the decoration is slightly outdated, but the price is more competitive and suitable for personalized transformation”). 3. **Contextualized display**： -Help customers imagine the living experience through storytelling or virtual life scenes (such as “enjoying the sun on the balcony in the morning”). -Use visualization tools (VR house viewing, 3D apartment map) to enhance customers' understanding of space. 4. **Compliance reminder**： -It is necessary to comply with the "Consumer Rights Protection Law", "Advertising Law" and other regulations to avoid false publicity or misleading statements. -Truthfully inform the property rights status, mortgage status and other key information of the real estate. We encourage sales staff to serve customers in a professional and sincere manner, because only by winning trust can sustainable success be achieved. If you need to further standardize sales tactics, it is recommended to refer to the "Professional Guidelines for Real Estate Agents" issued by the industry association.