Updated: Feb 3, 2020

Our brain is always working subconsciously to make decisions that we aren't even aware of. When you put your home on the market, of course, items like fresh paint and carpeting or a new roof will definitely attract buyers, but there are subtle things that most people aren't even aware of.

Studies have shown through MRI results that emotions play a big part in consumer decisions about brands. That's why so many people pick brand names over generic products even when generics are often the exact same thing. People want to be associated with the brand that feels more upscale.

We all want better than we already have.

In a 2007 study, researchers found that people's enjoyment of wine increased in tune with the wine's perceived price -- even when it wasn't actually expensive. How many times where you tricked with a bottle of wine from Trader Joe's and thought it was the good brand? I know at times I have. I have also seen Jeff Rossen fool an entire room by pouring cheap wine into expensive bottles and vice versa and almost the entire room picked the cheap wine as tasting better. There goes your subconscious again.

That means that you have to start thinking about the home that you are trying to sell in the same manner. It's the little differences like a fancier fluffy throw, or thick, new bath towels, or a really nice coffee maker (like mine that I talked about in a recent Instagram post) that might push your home to the head of the list.

In an article in "Psychology Today", Brent McFerran, Ph.D., explains that consumers' desire to make luxury purchases is tied to their desire to showcase their accomplishments. What could be a better representation of someone's accomplishments than their home? When a home appears luxurious, it promises aspirational home buyers the lifestyle they have worked so hard to earn. They deserve to live in a house with fancy wine decanters and an orchid in the bathroom.

They've earned it!

Source: excerpts from House Logic

Laura Flynn, Real Estate Broker

Coldwell Banker

Downers Grove, IL

5114 Main Street

Real estate agents affiliated with Coldwell Banker are independent contractor sales associates and are not employees of the company.

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