How to use emotions to help you sell your beautiful home

Buying a home is usually one of the biggest financial decisions that a family will make in their lifetime — and to add further levels of complication, it’s not just about the significant sum of money involved. Selling a home is therefore also more than just a transaction. A seller needs to use their home to evoke emotions and dreams and there are an array of psychological factors that go into encouraging a would-be buyer to make your home their own. Join Lew Geffen Sotheby’s International Realty as we take a deep dive into how to use emotions to sell your beautiful home.

The power of emotional appeal

When harnessed correctly, emotional appeal has the power to captivate attention and strongly influence decision-making processes. You see examples of this every day, whether or not it is intentionally done. Consider your reaction when you see an image of a child in a war-torn region or a puppy looking for an adoptive home. By staging your home correctly and encouraging viewers to have an emotional response to your home, you can help your home’s next owner to anticipate the beautiful moments they will share with their family in this space.

Simply put, emotional appeal leads to connections being built, motivation being established and choices being impacted. People tend to act instinctively and emotional appeal leads to heightened instincts.

How do emotions factor into buyer decisions?

Emotions are at the heart of every family’s decision to buy a particular home. They are likely to be feeling sadness or nostalgia at the thought of leaving their present home, excitement about the prospect of a new home, nervousness about choosing the right property and trepidation about the journey ahead. Owning a home represents security, stability and achievement and all of these aspirations are close to our hearts. Our emotional state plays a critical role in the way we look at potential homes and the decisions that we make about them. 

As the old saying goes, first impressions count and if a prospective buyer sees your home looking its best, it becomes a canvas upon which they can readily imagine painting the next chapter of their lives.

Tips for creating an emotional connection during the sales process

Armed with an understanding of the psychology at play and the importance of creating an emotional connection with buyers when it’s time to sell your beautiful home, you can put a number of practical steps into place.

1. Stage your home effectively: By getting your home market-ready, you can create an atmosphere that a would-be buyer will resonate with and it doesn’t need to involve renovating your home before you put it on the market. Well-placed furniture, strategic lighting and an absence of personal memorabilia and objet d’art will help a prospective buyer visualise their lives — rather than yours — in your home. 
   
   
2. Highlight aspects you love most: This could be a cosy fireplace, a stunning view of your garden or a well-placed kitchen island, to provide just a few examples. 
   
   
3. Create a multisensory experience: When someone comes to view your home, you should consider this not as a “viewing”, but as a multisensory experience in which your home can begin to share its story with its next owner. By having your home thoroughly decluttered and smelling heavenly (think baking biscuits in the oven or fresh floral scents from vases on countertops), you can create an environment that your buyer will be reluctant to leave. 
   
   
4. Don’t forget your entertainment area and garden: When staging, make sure the braai area is looking its best and arrange your patio furniture to make it easy for anyone viewing your home to imagine lighting the fire and entertaining their friends. 
   
   
5. Understand your audience: Knowing the type of people who will be interested in buying your property will empower you to customise the emotional experience of your property to meet their preferences.
   
   
6. Use colour psychology to meet specific moods in different rooms: For example, use soft neutral colours in living rooms and bedrooms to promote relaxation. 
   
   
7. Incorporate storytelling into the sales process: If there are any notable stories from the history of your property (think celebrity visits, major remodels and memorable moments), share them with your property practitioner.
   
   
8. Design each room with a focal point: Every room needs to leave a lasting impression on prospective buyers during property viewings.
   

   Your home should inspire you (and everyone else)

   The prospective buyer isn’t the only person who feels an emotional response during a real estate transaction. As the seller, you’re likely saying goodbye to years worth of memories, having to find out what your home is worth in monetary terms and facing the uncertainty that comes with buying a new property yourself. By choosing a multiple award-winning brand like Lew Geffen Sotheby’s International Realty to sell your beautiful home, you enjoy peace of mind, knowing that your home is in the best possible hands. 

   Get in touch and let us help you navigate the next stage of your real estate journey by helping prospective owners feel the same depth of emotion towards your current home that you do.