Polish sales and real estate face communication, trust issues

Polish businesses often attribute lengthy sales cycles to cautious customers, but many experts argue the real obstacle is a mismatch between how offers are presented and how clients process information. Using the FRIS® methodology, it is highlighted that each buyer has a dominant thinking style that influences which details they prioritize, and sales messages that are not tailored to these styles tend to stall or be ignored.

In the Polish real‑estate market, agencies frequently employ subtle tactics that exploit information asymmetry, such as advertising attractive properties that are no longer available, rushing clients into signing contracts, and using ambiguous agreements to extract higher fees. The deregulation of the brokerage profession in 2014 removed the requirement for a state licence, lowering entry barriers and allowing less‑scrutinized actors to operate alongside reputable firms, which can increase the risk of client losses.

Both sectors underscore the importance of transparent, client‑centred communication to build trust and reduce unnecessary delays or financial harm.