By Emmanuel Okogba

As Nigeria’s real estate market grows increasingly competitive, Baay Realty along with industry players have called on industry professionals to embrace stronger sales strategies, continuous learning, and customer-focused innovation.

This call was made at the third edition of the Professional Mastery Symposium (PMS 3.0), hosted by Baay Realty at the University of Lagos, under the theme Sales Acceleration Path. The event brought together realtors, sales professionals, and industry experts to explore practical pathways to higher performance.

At the opening of the symposium, the Managing Director of Baay Realty/Baay Projects, Engr. Segun Babatunde Adegoke, emphasised the critical role of human capital development in the growth of the real estate industry. He explained that the company’s philosophy is anchored on what he described as the “two Ps”, People and Product. According to him, while the product represents the firm’s projects and real estate offerings, the people comprise both the realtors who drive the business and the clients they serve. Adegoke noted that empowering these professionals through continuous training, mentorship, and support remains central to Baay Realty’s mission. He added that investing in the development of realtors not only strengthens professional standards but also ensures that clients receive informed guidance and value-driven service in the evolving real estate market.

Human resource professional, Deborah Olaleye, who introduced participants to the SBAR communication model—Situation, Background, Assessment, and Recommendation. She explained that structured communication is vital in real estate, where negotiations, teamwork, and client interactions are constant. “Leadership is not only about authority; it is about how effectively you communicate expectations and solutions,” she told participants, stressing that clarity reduces misunderstandings and strengthens client relationships.

Sales strategist, Dr. Oniku Ayodele emphasised that growth in real estate depends not only on attracting new clients but also on maintaining strong relationships with existing ones. He highlighted referral marketing, strategic partnerships, networking, and customer service excellence as key strategies.

He also underscored the importance of monitoring customer retention rates and improving sales velocity—the speed at which prospects move from interest to transaction. “Lead generation is important, but the real success lies in how efficiently those leads are converted into clients,” he said.

Managing Director/CEO of Realty Point Limited, Dr Gbadebo Adejana, encouraged participants to rethink their approach to selling by focusing on value rather than price. He introduced the SLAM (Sell Like A Machine) model, a disciplined approach that treats selling as a structured and repeatable process. Central to this is authority positioning, where realtors establish themselves as trusted advisors by educating clients about market trends and guiding investment decisions. “When people trust your expertise, they rely on your guidance,” he noted, adding that credibility drives referrals and long-term loyalty.

Speaking on the mindset required for sustained success, CEO of Landnest, Dr Olusola Areo, urged professionals to see themselves as problem solvers who create value for clients. He distinguished between earning daily income and building systems that generate long-term wealth, stressing that continuous learning and skill development are essential. “The most successful professionals are those who never stop improving themselves,” he said.

Adding a lighter touch, comedian Asiri Comedy entertained the audience while delivering a deeper message about personal growth. Using humor, he encouraged participants to invest in skill development and remain relevant in today’s competitive environment, reinforcing the symposium’s theme that success is the result of deliberate effort and preparation.

A major highlight of the event was the awards and recognition segment, where Baay Realty celebrated outstanding performers for their dedication, productivity, and client service. The company noted that recognising excellence is part of its broader strategy to motivate realtors and reinforce a culture of high performance. Closing the symposium, Baay Realty’s leadership emphasized that PMS 3.0 was not just about inspiration but about translating knowledge into measurable results in Nigeria’s evolving real estate market.