Saichi Nagase is a habitual liar, and is also Tosaka Real Estate’s number one salesman. Sakura Tsukishita, the newest employee, firmly believes in the mantra, “customer first.” One day, Nagase is cursed with the inability to tell a lie. He's angering all of his clients by blurting out the cold, hard truth. Meanwhile, Tsukishita is charged with finding a rental property for her first client.

Nagase can no longer tell a lie, and he is no longer top dog in sales. Now, Kiriyama's in first place. As the two fight internally over clients, Tsukishita struggles to generate any business at all with her mantra, “customer first.” One day, Kiriyama kindly offers up one of his clients to Nagase. Nagase jumps at the chance, only to discover that there is a problem with the property.

Nagase sold a property to a couple under a pair loan agreement, but now they're back with divorce papers in hand, complaining about the loan repayments. Tsukishita is charged with finding her first commercial tenant, and finds an elderly couple who cannot afford the rent. She decides to go directly to the property’s owner to ask for a rent reduction. However, this is no regular landlord.

Tosaka Real Estate and Minerva Real Estate, two rival agencies, compete to see who can sell a property first. Nagase is eager to come out on top and earn some extra money, while Ryoko Hanasawa, a realtor at Minerva, declares an all-out war. Meanwhile, an eccentric older lady is in the market for a haunted house, so Tsukishita decides to help her find a so-called, “stigmatized property.”

Tosaka Real Estate is losing business, and Nagase suspects a spy is in their ranks. Meanwhile, Tsukishita’s father suddenly appears after disappearing for eight years following her parents’ divorce. When Tsukishita learns that her father is moving to Tokyo for work, she offers to find him a new place. However, he ends up being coerced into a suspicious deal by Minerva.

Tosaka is suspected of being a spy, but Nagase is in disbelief. The two are asked to handle a large business deal together. Tasked with selling house and land packages en masse, the two discover that all of the decisions have been left up to a cheap contractor. Judging from the amount being spent, it is clear that the properties will be defective.

The spy within Tosaka Real Estate was all Minerva’s doing. With the company down a manager, Nagase is promoted to acting manager. Not only is he swamped in paperwork, but many of his former clients are now raising complaints about his past conduct. Minami Enomoto has a client looking to sell a property, so she comes to Nagase seeking his assistance.

Nagase and Tsukishita are entrusted with a huge land sale worth 500 million yen. With so few sales as of late, the two are desperate to ensure this deal is a success. However, the landowners seem to be acting strangely, and Nagase cannot shake the feeling that something is amiss. In his desperation, Nagase reaches out to a former coworker.

Tosaka Real Estate’s performance is going down, while Minerva Real Estate’s is only going up. The two presidents, Mr. Tosaka and Mr. Ikaruga appear to have a hostile relationship that goes back decades. Nagase finds himself caught in the middle of the resulting maelstrom, while Tsukishita competes against Hanasawa to find the perfect property that has a view of Mt. Fuji.

Minerva Real Estate is plotting to snatch all of Tosaka Real Estate’s properties from under their noses, in an attempt to crush the company entirely. A high-value property is about to change hands, and Minerva offers the owner a lucrative sub-leasing contract. With his company staring down the barrel, Nagase desperately prays to the gods to grant him the power to lie again.

Saichi Nagase is honest to a fault, Sakura Tsukishita goes by the motto of “customer first,” and Kento Tokage is Tosaka Real Estate’s newest Gen Z employee. One day, at a high-rise viewing, Tosaka Real Estate’s former top realtor Ryoma Kamiki appears, and he’s out to steal Nagase’s clients.

Nagase and Tsukishita head to a client’s unoccupied house to carry out a pre-sale property inspection only to find that the house isn't empty at all. A big family dispute ensues before the client decides to take his business elsewhere. “Customer first” Tsukishita is determined to get to the bottom of this family feud.

The Okadas want to sell their tiny home to move into a bigger place for their daughter. Tsukishita, desperate to stick to her "customer first" mantra, struggles to find the right buyer for a house with so many flaws. When Hanasawa also gets wind of the sale, it's a race to see who can sell the tiny home first.

Tokage is about to win his first contract, but a shady history rears its head as the client fails the rental guarantor company's screening process. With the client's relationship now on the rocks, Tokage watches on from the sidelines as Nagase and Tsukishita do everything they can to help the client out.

Nagase is over the moon when an old classmate comes to him for advice on buying a house, but her husband isn't too happy with how chummy the two seem to be. Meanwhile, Kamiki and Hanasawa have their own little plots waiting to unfold.

One of Tsukishita's clients is behind on her rent as she struggles to balance part-time work with rehearsing for an upcoming stage performance. Tsukishita wants to help out, but all efforts to negotiate with the landlord fall on deaf ears. Meanwhile, Tokage's past sheds some light on his current personality.

Enomoto has promised to introduce her grandmother to her fiancé, so she asks Nagase to pretend to be her boyfriend. As the big day draws near, an elderly woman approaches Tosaka Real Estate to purchase a high-rise for her granddaughter's upcoming wedding.

Kamiki sends two clients Nagase's way in an attempt to ensnare him. One wants to turn his failing property investment portfolio around so he can afford his daughter's high school tuition fees. The other gets snatched up by Kurosu, who is increasingly stressed about not coming in first place.

A number of property owners have subleasing contracts through Minerva Real Estate. Desperate to milk them for all he can, Kamiki teeters on the brink of bending the law. Hanasawa, sensing danger, wants to stop him. Tosaka shares Kamiki's heartbreaking past, and why he is so obsessed with being number one.