Psychology of Real Estate

Written by Jim the Realtor

July 28, 2010

Hat tip to dwip for sending this over, from Yahoo. Full article here, and some excerpts:

For a seller, advertising that you’ve recently painted your house seems like a no-brainer. But in a study that looked at nearly 60,000 residential real estate transactions in Texas, listings that mentioned new paint, new carpet and/or roof work sold, on average, for slightly less than those that did not.

Thomas A. Thomson, the study’s coauthor and the director of the Real Estate Finance and Development Program at the University of Texas at San Antonio, says that buyers aren’t going to be fooled by a problem house simply because it has a fresh coat of paint. “It’s kind of like putting lipstick on a pig,” he says. But even if there’s nothing wrong with the house, an advertisement that touts new features could set off alarm bells. If a seller says everything is new, a buyer might wonder why everything needed to be replaced-and whether there are other defects lurking.

Thomson recommends sellers take the simpler route: Let potential buyers be surprised by the quality of the home, instead of disappointed by how average it is compared with its description.

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Do buyers pay more when sellers’ real estate agents are attractive?

Apparently so: Preliminary results of a study from Old Dominion University suggest that, put bluntly, the more attractive a male finds his female agent, the higher the price he’ll probably be willing to pay. Women also seem to be susceptible to attractive female agents, although not to the degree that men are. (Neither women nor men seem to respond much to attractive males.) “I’d like to think I wouldn’t fall prey to it,” says Seiler. “But I think that the people who were in our study would have said the exact same thing.”

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A big part of any decision to sell a house is where a homeowner thinks prices are heading. So how do owners feel after the brutal market of the past few years? Surprisingly-perhaps naively-optimistic. A recent survey of 479 homeowners in 20 U.S. metropolitan areas found that people were about five times more likely to say their own homes would see their prices increase in the next 12 months than they were to say their neighbors’ homes would do better.

Robert Shiller, a professor at Yale University, and Karl Case, a professor at Wellesley College, survey homeowners every year to gauge how confident they are that their homes will increase in value. Only once, when the housing market was at its worst in the recent crash, did the poll results slide into the negative. In general, the average respondent figured his home was bound to jump in value in the near future. “People don’t change their opinions that quickly,” says Shiller.

Whether they’ll regret those opinions later, only time will tell. If his expectations are out of whack with reality, an overoptimistic seller could wind up waiting for a higher price that will never arrive. But pessimists should tread just as carefully: An overly downbeat seller could wind up dumping a house at a price far below what it could fetch a year or two later.

5 Comments

  1. osidebuyer

    “Thomson recommends sellers take the simpler route: Let potential buyers be surprised by the quality of the home, instead of disappointed by how average it is compared with its description.”

    How do you think this carries over to photos / videos? I would think you’d still want to present the property in it’s best light.

    However I remember in one of your old videos you mentioned people who use wide angle fish eye photos of tiny back yards, leading to disappointment when seen in person.

    Also I find it hard to believe attractive male agents have no effect.

  2. cara

    I think you want the photos/video to be accurate, such that in person the buyers will be pleasantly surprised. Dissapointed is never a good thing.

    New paint does always make me worry, what are they hiding. New appliances likewise the soon to be former owner has no incentive to spend for value as I would if I were to replace the old ones as they broke. Roof in 08 or whatever is a good thing though. Replaced in a timely fashion and has 20 years of life left in it.

    Handsome men brings the conotation of slimy-ness and getting cheated. Good looking women has no such negative association, doesn’t put people’s guard up. We want our men to look trust-worthy.

    Of course I never met the listing agent on the home we bought until closing.

  3. Former RB Resident

    So, Jim, this means you can deduct your gym membership or plastic surgery as a business expense. If better looking agents make more money for themselves and their clients then its a legit expense!

    (Disclaimer: This should not be construed as serious legal advice.)

  4. dan

    i would bet that they didn’t control for market in the attractiveness measure. it seems likely that young attractive females are more prevalent in certain markets, and those same markets are more likely to have higher prices.

    i wonder how they measured “attractive” anyway?

  5. Eli

    Don’t fret Jim. More REOs listings are on the way! meh

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