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Logic and emotion: key concepts to selling a property

There are decisions that come with a high price. Buying a property is one of them. At the end of the day, not only does it require parting with savings, but it is also necessary to be sure that the property meets the optimal conditions to live in it, to set up a business or, even, to rent it out. We must always look for the balance between logic and emotion. 

A real estate agent must know how to manage and implement both aspects so that the buyer is fully satisfied with their purchase. But how can this be done? Here we are going to explain it to you. 

Spain - Lógica y emoción: conceptos clave para vender una propiedad

Move from emotion to logic and back again   

Surely, on more than one occasion, you have heard that the right side of our brain is the one that regulates emotions and the left side is responsible for logic. Many people are convinced that they make their decisions based on reason, when what they actually do is get carried away by emotion. 
As an estate agent, we must start from the basis that buyers will first let themselves get carried away by emotion as a result of the property they have just seen. Then they use logic to rationalise their decision. Finally, in order to feel good about the decision they make, they once again resort to the framework of emotions to endorse themselves.  


Take advantage of the buyer's first impulse   

Knowing this type of buyer behaviour will help you adjust your levels of empathy with them and, in addition, provide you with the information you need in each phase of the buying process. 
For example, what you should do is use the initial emotion to attract the buyer's interest. Surely you have at some point shown an apartment to a viewer and they have said that they can imagine themselves living in it. This emotional reaction emitted by the subconscious mind is an excellent starting point to break with the traditional reluctance that people have regarding sellers.  


Provide detailed information during the research stage   

After the first viewing, if the buyer liked the property, he will become emotionally attached to it. This is when you need to use the logical part of your brain to help support the purchase decision. Obviously, this is the time a good agent should take advantage of in order to provide the buyer with all the information about the property. 
It does not matter what the doubts of the interested party are. You have to answer them all and even go further. This is the ideal time to provide accurate information about the size of the property, the facilities of the building, the services they can enjoy in the surroundings, etc. All this, in a way that makes them understand that buying the house or premises will be a great overall benefit for them. 


Endorse the buyer's decision
 
Once the buyer has decided to buy a property he can react in various ways. On the one hand, they may feel relieved to have concluded the process and excited about the new stage of their life. But, in the same way, they can also have doubts. Your job will be to endorse this decision based on emotional responses that allow them to understand that they have done the right thing. 
Knowing this action plan will help you design a strategy from which to offer the best service to your customers. If they are comfortable with you, the possibilities of achieving a sale will increase exponentially.



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