Property sales is a psychological game. People are not robots. They make decisions based on feelings and justify them with logic. Andrew McKiggan uses this understanding to market your home. Leveraging into their emotions, we achieve a higher sale price.
For example, a buyer walking into a cold, dark home feels sadness or worry. A viewer walking into a bright, warm home feels hope. Selling hope, lifestyle, and future memories. The bricks are secondary to the feeling. Using this feeling is how record prices are achieved.
Purchasing is stressful. Buyers want for reasons to say no. Our goal is to remove the friction. We make the home feels safe, solid, and inviting creates a path of least resistance. Once the emotional brain says "yes," the logical brain starts looking for the money.
Curb Appeal Psychology Sets the Tone
Those first 10 seconds determine the sale. Buyers form a snap judgment before they even open the front door. When the garden is messy or the paint is peeling, they subconsciously deduct value. We call this "confirmation bias." Going in the home looking for more faults to confirm their bad first impression.
Conversely, if the lawn is manicured and the front door is fresh, they enter with a positive bias. Looking for reasons to love the home. Helping you on small, low-cost tweaks to the front of your home to win this psychological battle immediately. This is the cheapest way to add value.
FOMO and Fear Balancing Act
Buyers face two fears: paying too much and missing out. In a busy market, the fear of missing out (FOMO) wins. In a cool market, the fear of overpaying takes over. Our strategy is to trigger FOMO by creating social proof at open inspections.
If people see other people interested, their validation loop is triggered. Believing "if others want it, it must be good." This removes the fear of making a mistake. Then, the focus shifts from "is this worth it?" to "how do I beat that other guy?" Pressure is what drives the price above market value.
Hesitation Risks Slows Sales
Confusion leads to inaction. When a buyer doesn't understand the price or the process, they pause. Waiting kills the deal. We cut uncertainty through transparent pricing and clear communication. Giving them the confidence to write an offer.
Some agents play games with price or hide information. Causing distrust. A distrustful buyer negotiates aggressively to protect themselves. A trusting buyer negotiates fairly because they feel safe. Aiming to build that trust bridge instantly.
Trust and Confidence In Negotiation
A confident buyer pays more. Needing to feel that the agent and the seller are professional. Poor photos signals risk. Premium marketing signals quality. We instill confidence so they feel safe offering their top dollar.
Look at luxury brands. They don't use cheap packaging. The house is a luxury product. Showing it with high-end photography and brochures tells the buyer "this is a quality asset." It supports the price tag in their mind.
Home Presentation Attracts Buyers
Looks matter. A styled home feels bigger and newer. Reducing the perceived risk of maintenance issues. Property presentation is the highest ROI activity you can do. It talks directly to the buyer's subconscious desire for a better life.
Styling is not about decoration; it is about spatial awareness. Bare spaces look smaller than furnished ones. People can't visualize where their couch goes. Fixing this problem for them so they can focus on falling in love with the room. Love equals money.
Honesty Sell Secures Sales
People now value transparency. Avoiding games. Clarity about the price guide and the process builds trust. If they trust the agent, they negotiate openly. Leading to a faster and smoother property settlement.
Covering issues always backfires. Reports will find them anyway. We recommend disclosing minor issues upfront. It shows integrity. When a buyer sees you are honest about the small things, they trust you on the big things (like the price).
Psychology in Negotiation To Win Deals
Negotiation is about control. The person who cares least wins. We keep a calm, professional posture that signals strength. Avoiding buyers from trying lowball offers. Applying negotiation leverage to extract every last dollar for you.
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