{"id":2269,"date":"2022-04-04T05:47:36","date_gmt":"2022-04-04T05:47:36","guid":{"rendered":"https:\/\/royabhishek.in\/urbanbuyer\/understanding-the-psychology-of-buying-a-home\/"},"modified":"2022-04-04T05:47:36","modified_gmt":"2022-04-04T05:47:36","slug":"understanding-the-psychology-of-buying-a-home","status":"publish","type":"post","link":"https:\/\/royabhishek.in\/urbanbuyer\/understanding-the-psychology-of-buying-a-home\/","title":{"rendered":"Understanding The Psychology Of Buying A Home"},"content":{"rendered":"

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Please use the menu below to navigate to any article section:<\/p>\n<\/div>\n

There\u2019s no denying that buying a home is a big decision and yet you may be surprised by the number of people who are influenced by factors other than price, resale value, and location.<\/strong><\/p>\n

From the number of a house to a lick of new paint on the walls, it seems we are influenced by emotion and aesthetics much more than we think.<\/p>\n

This infographic illustrates the seven psychological factors prospective buyers consider when purchasing a new home.<\/p>\n

\"Understanding<\/p>\n

1. Emotion<\/span><\/h2>\n

Whether someone is buying a house or an apartment to live in, they\u2019re buying a home. <\/p>\n

It\u2019s a place where you\u2019ll create memories and for some people, there is a strong sense of emotional attachment.<\/p>\n

It\u2019s no surprise that a decision like this comes with a lot of emotion.<\/p>\n

In 2013,\u00a0Commonwealth Bank conducted a survey<\/a>\u00a0of Australian buyers and found 44 per cent paid more for a property because they \u201creally liked it\u201d.<\/p>\n

How to help keep emotions in check<\/strong><\/p>\n

Before any inspection, have your clients set goals on three non-negotiables the home needs to have i.e. the right price, location, number of rooms\u2026etc.<\/p>\n

Doing so will help keep emotions in check when they\u2019ve fallen in love with a home that comes above the asking price or when it comes with 2 rooms and they were looking for four.<\/p>\n

If they\u2019re leaning towards a house because of its \u2018feel good\u2019 factor try to identify the emotion behind it.<\/p>\n

Can it be replicated or re-created in another home?<\/p>\n

2. Cultural superstitions<\/span><\/h2>\n

Numbers matter and it may not be the ones you think.<\/p>\n

The numbers on a home can determine whether a property is a good fit for the superstitious.<\/p>\n

In some cultures, some numbers are considered \u2018luckier\u2019 than others.<\/p>\n

13 is commonly associated with bad luck but in some Asian cultures, the number 4 is also considered to have negative connotations<\/a>\u00a0as its pronunciation sounds like \u201cshi\u201d which translates to death in Mandarin.<\/p>\n

How to work around cultural superstitions<\/strong><\/p>\n

If clients have cultural superstitions, it\u2019s best to gain an understanding of them from the get-go.<\/p>\n

If you\u2019re an agent working with a client who has cultural superstitions, understand that it may be difficult to sway them away from a \u2018bad number\u2019 or \u2018Feng Shui.<\/p>\n

Learn to work with their cultural beliefs instead.<\/p>\n

\"Time3. Perceived value<\/span><\/h2>\n

That new paint job may have only cost $100 and a few hours of your time but to a prospective buyer, a newly painted wall can be perceived as added value.<\/p>\n

Superficial things like a room painted in an ugly colour can make people less likely to buy a house\u2014even though fixing such a problem is as cheap as a couple of cans of paint.<\/p>\n

How to create the value buyers crave<\/strong><\/p>\n

Psychologically, buyers are motivated by added value and getting the most they can from their sellers.<\/p>\n

According to this article<\/a>\u00a0from Insightsquared.com, \u201cvalue is not a fixed number \u2013 it is totally relative, depending on what the buyer has to gain and what they\u2019re willing to pay.\u201d<\/p>\n

As a seller or an agent, you want to appeal to this psychological need to \u201cwin\u201d by demonstrating as great a value as possible, relative to price.<\/p>\n

Consider offering a gift voucher or covering a gas\/electricity bill for the first month.<\/p>\n

4. First Impressions<\/span><\/h2>\n

Like all introductions, first impressions count.<\/p>\n

A buyer\u2019s first experience with a home will either leave a lasting impression or not.<\/p>\n

Research<\/a>\u00a0that studied 63 un-staged homes found the average selling time of a home decreased to 40 days after going through a \u2018facelift\u2019.<\/p>\n

How to create a good first impression<\/strong><\/p>\n

Appeal to the senses.<\/p>\n

Have fresh flowers arranged in nice vases.<\/p>\n

Light some scented candles to create a welcoming experience for visitors.<\/p>\n

\"Home\"5. A Home That Tells a Story<\/span><\/h2>\n

Storytelling is a powerful medium in sales and marketing.<\/p>\n

While the logical side of a buyer\u2019s brain is apt to examine numbers, technical specs, history, potential resale value\u2026etc, their psychological side responds to romanticised stories of their previous owner.<\/a><\/p>\n

The secret to storytelling<\/h3>\n

Not all stories will resonate with buyers and the chances are, a home is likely to have more than one story.<\/p>\n

Get to know the home\u2019s history, collect a few stories for reference so you can cater your story to the audience.<\/p>\n

6. Social Proof<\/span><\/h2>\n

In a business built on relationships and trust, social proof matters.<\/p>\n

Social proof is key to influencing most buying decisions<\/a>\u00a0and this is no exception when it comes to buying a home.<\/p>\n

How to create social proof<\/strong><\/p>\n

Have customers leave you a review on your social media channels.<\/p>\n

Ask for testimonials to place on your website.<\/p>\n

\"sydney7. The Ideal Lifestyle<\/span><\/h2>\n

It\u2019s not just about the home<\/p>\n

When homebuyers are considering a purchase, they\u2019re buying into a lifestyle<\/a><\/p>\n

If someone is interested in properties in Bondi Beach, they\u2019re likely to be looking for an active lifestyle with good cafes<\/p>\n

For some, living in Bondi Beach means morning walks along the beach before work, an afternoon surf, or Saturday brunch at their favorite local caf\u00e9.<\/p>\n

Editor\u2019s Note: This article was previously published and has been re-published for the benefit of our many new readers\u00a0<\/em><\/span><\/p>\n

ALSO READ: <\/span><\/strong>Where is the property market heading?<\/a><\/p>\n<\/div>\n

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