01 Jan THE PSYCHOLOGY OF PROPERTY PRESENTATION: PART 1
The purpose of a property presentation is to turn the buyer’s logic into an emotional connection. They need to fall in love with the property, then they will compete for it. Potential buyers will go to a property with logic and where presentation is done well, they will become emotionally attached. The fear of missing out is much greater than the gain! After they fall in love with your home, the competition follows. If a buyer finds your house attractive, they linger around to dwell on its appeal, then process the suitability for purchase.
What do you need to know about this psychological process?
Personal items are are reminders that the house belongs to someone else.
You don’t really want to be reminded of your current partner’s ex, would you? The same thing applies to personal belongings left in the house for display during inspection. In an interesting survey conducted by Andrea Angott, Ph.D. at Duke University, she discovered that most home stagers cited personal belongings as a major turn-off for prospective buyers. The rationale? Potential homebuyers don’t like to feel that the home is lived-in.
So keep toothbrushes, razors, used soaps and other personal items away. It is critical for the potential purchasers to imagine themselves and their family living there instead of being reminded that the house is someone else’s. Packing away personal items stimulate a potential buyer’s visual and intuitive intelligences.
Rooms should be presented with purpose and utility in mind
Case in point: a living room cannot double as a home office – at least for now. The psychology behind Classical Conditioning involves training the mind to respond according to specific stimuli. If that stimuli is replaced with something else, the intended response will not manifest. So if a living room doubles as a home office, the homebuyer will not see it as a living room. Rather, it will be seen as an ambiguous area of the home. As a consequence, the potential buyer will find it challenging to visualise himself in that room.
Hence, a thorough walk-through of a property by a property makeover specialist will cover how all rooms should be laid out and other space management that needs to occur. The rooms will be freed up and laid out in the optimal manner, focusing on what the potential purchasers are looking for.
Retain important rooms and make room for other purposes
Pre-sale property presentation also includes makeover work. The makeover job is done to both spruce up a home and to include value-add features that potential buyers will need – or want to have. In this regard, not only should a dining room stay and look as a dining room; it should also be as contemporary and low maintenance in appearance as possible, for example.
The concept of Word Association in Psychology says that people respond to certain queues, and more often, these cues are based on prevalent needs. If the home seller’s next visitor always aspired for the perfect master bedroom, and that bedroom is right before him, he might be that buyer.