Appealing to Buyers' Emotions (vs. Pocketbooks)

Playing Down the Price

Patriotism is the last refuge of a scoundrel.

--Samuel Johnson

The real estate equivalent of Johnson's line is, "when you've got nothing else (left?) to sell, sell price."

That's not to say value is irrelevant.

In today's Buyer's market, it's more important than ever.

However, financial considerations -- price -- come after a prospective Buyer already likes (or loves) the home.

Then, the price becomes more of an after thought, assuming that it's within their budget.

Price speaks to the Buyer's rational side.

But they decide to buy based on emotion.