Use the Problem-Agitate-Solve Formula for Killer Sales Presentations

Pain and problems dominate us. Everyday and every hour we are constantly looking for solutions for our pain and problems.

This holds true for home buyers and sellers. That’s why it’s a great idea to use the PAS formula in your sales presentations.

Whether you’re persuading a buyer to bite the bullet and buy a home or convincing a seller to stake YOUR for sale sign in their yard, you can use the PAS formula to get the job done.

What Is the Problem-Agitate-Solve Formula?

The PAS formula is Dan Kennedy’s darling. Or at least he gets credit for it. Nonetheless, it’s pretty basic.

Identify a problem. Agitate the problem. Solve the problem.

Identify a Problem

Imagine you just met a man at the tennis club. Imagine he told you he lives in a two-bedroom, one bath home with his wife and two kids. Imagine the children as one girl, one boy. Next, imagine the girl 7 and the boy 5. And they share a bedroom.

See a potential problem?

If you do, point out the problem.

You: Hey Stan, are you concerned about your daughter wanting her own privacy?

Agitate the Problem

Once you’ve identified the problem, now aggravate it.

You: Man, that’s probably pretty uncomfortable. You guys are probably looking for a house soon, right?

Stan: You bet. But it’s tough. With the market and all.

You: Yeah, but if you don’t get her own space soon–especially as she gets older–could be a nightmare for all of you. Don’t you think?

Stan: Oh man, yeah.

You: Often one thing can really drive a wedge between a brother and sister–even a family.

Stan: Yeah, my wife and I are really concerned about that.

You: Could be a real problem when she realizes she’s the only 8 year old who shares a room with her brother.

Stan: I don’t even want to think about it.

You: But how can you think about moving when the market stinks and you really don’t know how well your house will sell.

Stan: You can say that again.

Solve the Problem

This is when you trot out your solution.

You: Stan, if you got some time this week, any chance we could get together and I could maybe show you how we could solve your problem? I’ve got some great ideas to share with you.

Stan: Even though I’m not in the market, I think I might be able to swing that.

See how easy and casual that was to set an appointment? Works just as well in any situation.


Use the Pain-Agitate-Solve formula to stop people in their tracks, draw them closer, yearn for your answer and beg for your solution.

Use it during casual conversations or planned-out sales presentation. It doesn’t really matter. Just remember, PAS.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

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Click Here to Leave a Comment Below 3 comments
Diane Nunez

Hi, I’ve just started a new job where I am learning sales. Problem, agitate and solution is one thing my boss is helping me with. I googled some information and came up with your site and it was very helpful.

Thank You
Diane Nunez

Gary Elwood

Hey Diane! Thanks for the kind words. PAS is probably my favorite formula for sales and copywriting.


thanks for the formula..:D


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