Why Spending Money on Fancy Bath Salts Can Help Sell Your House
You’re not just selling a home, you’re selling a lifestyle.
We get it. You’re pragmatic. You’ll buy that deep cleaning and decluttering your house are important steps in a comprehensive home staging process that could help your home receive higher offers and sell faster. But what’s up with those staging recommendations like making your bathroom feel like a spa and your kitchen smell like Rachael Ray just stopped by? Is that froufrou stuff really worth your time?
It is. Actually, the fact that you’re a pragmatist is the reason you’re going to want to shell out for some luxury staging items. The science is in: You’re not just selling your home, you’re selling a lifestyle, and those fancy final touches make a powerful sales pitch.
That’s right. Although the $11,000 you spent on a sturdy new roof might help seal the deal after the inspection, a gorgeous $30 jar of bath salts could be what prompts the offer in the first place.
The Psychology of Emotional Selling
There are plenty of rational reasons for a buyer to want to purchase your house — that new roof is just one of the many. But according to Peter Noel Murray, Ph.D., in “Psychology Today,” decision making and emotions are inescapably intertwined. So much so that people with brain damage affecting the connection between emotions and rational thought are unable to make decisions, even with a clear set of pros and cons before them.
What’s more, functional magnetic resonance imaging, or fMRI, results have confirmed the active role emotions play in consumer decisions about brands. How else can the overwhelming success of brand names over generic products be explained when generics are often the exact same thing?
People want to be associated with the brand that feels more upscale, or as Terrylynn Fisher, a REALTOR® with Dudum Real Estate in Walnut Creek, Calif., says, “Everyone aspires to have more than they 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.
Think of your home as the luxury, brand-name product, and all of the other houses on a buyer’s list as the generic version. Those homes might have a new roof as well, but when it comes to falling in love with a house, it’s that fancy label — aka, the chic bath salts or fancy wine decanter on display — that could make all the difference.