What buyers notice (and what they don’t)
Within seconds of walking into a property, potential buyers are already forming opinions. They’re sizing things up, envisaging living in the home, and assessing a whole host of cues as to whether this is the right place for them.
The interesting thing is, often the things buyers notice aren’t what you would expect. Instead of tapping into pure logic and practicality there’s emotion, memory and the senses involved as well.
So, let’s look at the psychology of property sales, including what buyers notice and what they don’t.
What buyers think they’re looking for
Most people go into the property hunt with a list of items they want a home to tick off.
They’ll be looking for a specific number of bedrooms and bathrooms, along with features like location, storage, parking, and a suitable price point.
And yes, those things matter, but by the time a potential buyer inspects a home there’s a good chance those practicalities have already been ticked off.
They’ve filtered properties for location, price, and size, and now the property hunt moves onto something more intangible – emotion and feel.
What actually sways their decision (emotion and memory)
Often, it’s the almost unquantifiable things about a home that will sway a buyer’s decision.
Things like ‘how it feels’ rather than ‘what it has’. Maybe it’s the way the light comes into the lounge room, the sense of space or the how the property’s layout allows it to flow from one area to another.
Each of these involves a buyer imagining themselves living in the home, which is why forging that emotional connection through a great first impression is critical to selling a home.
Tapping into the senses
When it comes to forging a positive first impression, both logic and emotions come into play. From the outset the home should look neat, tidy and have a great street presence.
But once people arrive, it’s also about creating an emotional connection, with the senses playing a critical role.
Sight: How does the property look? Is it clean, clutter free, light, and bright? What is the colour palette? Is it calming and neutral?
Smell: Aroma plays a major role in selling a property, evoking emotion and memory. But if you’re planning on using aroma, opt for fresh, subtle scents rather than heavy fragrances, which can be overwhelming.
Sound: What can people hear when they inspect the home? Are there traffic noises, flights overhead, noisy neighbours, or maybe there’s an echo in empty rooms?
Touch: Often the sensation of touch is overlooked when it comes to property selling psychology. But it also plays a key role. Do surfaces feel new, cared for, clean or tired, dirty, and neglected?
And there are a host of ways you can tap into these senses during an open home. For example, ensure the home is clean and uncluttered as cleanliness signals how well a home has been maintained, while furniture placement suggests how practical the rooms are.
Neutral colours are calming and soothing, while bold colours can be polarising. Meanwhile plants, art, and soft furnishings soften sterility and create comfort.
Factoring in seller buyer psychology
Considering exactly what buyers want and how your property makes them feel is a critical part of the property selling process, and embracing this psychology is often easier than you think.
Long before your property goes to market, look at things like the property’s colour scheme and consider whether an update to something more neutral might be a good investment.
As you prepare the home for sale take the time to declutter, depersonalise, and create open space, and stage the rooms to show purpose (for example a workspace, kids’ area, dedicated office).
Then, on the day of the open home, consider the little things like fresh flowers near the entry way, fresh fruit or herbs in the kitchen, crisp white towels in the bathrooms and cosy throws and cushions in the living areas.
Use lighting and fresh air strategically, while keeping scents subtle, and maybe play some quiet neutral music to cater to the sense of sound.
Heart over head
Make no mistake, buying a property is emotional. The space needs to feel right, and people need to feel connected to the home.
For sellers looking to create this connection, it’s often about tapping into the little things that make a property feel welcoming, comfortable, neutral, and clean.
And when you do, chances are you will sell your property quickly, at a higher price and without any stress.
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