The Psychology of Buyer Behavior
Buying a home is an emotional journey—as a matter of fact it’s quite scientific. It’s evident when the buyer looks at online photos and is lured by the visual design, walks through the home and feels the flow and fit, and ultimately decides to call the place home.
Home is not a place – it’s a feeling. The buyer’s limbic system, the central core of the brain, is responsible for memory and the emotional response to a home based on their five senses. The cerebral cortex kicks in and this provides the logic buyers need to make sense of the senses driving their emotions.
Home stagers understand this connection and strive to appeal to the buyer’s sixth sense—when it just feels right, like THE one. We strategically play up the wow factors and downplay the challenges of the home with furniture placement, finishings selections, focal points, and functionality. We strive to stage so buyers will have an emotional connection and remain committed throughout the process—all the way to the closing table, even through setbacks and maybe second thoughts. Statistics show that about 25% of buyers are willing to overlook property faults when they are emotionally invested.
Some tips to subliminally appeal to the buyer’s senses so they linger in the home longer are:
Sight—Complement the light of the open blinds or drapes by layering lighting with ambient, task, accent, and decorative lighting depending on the space.
Sound—Reduce the outside traffic with a water fountain on the patio, soft music in the living room, or nature sounds in the primary bedroom and bath.
Touch—Adding rugs and plush throw pillows balances hard surfaces like flooring and fireplaces with softness.
Smell—Lightly scented diffusers, lemons in the garbage disposal, and just baked cookies help to neutralize odors from pets and pungent dishes.
Taste—Stimulate the buyer’s palette and show off the entertainment potential of the home as well with a welcoming snack and beverage presentation in the kitchen.
Mar
Photo by: @viniciusamano