There’s more psychology in selling homes in our Northeast PA real estate than you think………

When you’re ready to choose the local real estate agent, you are choosing someone who must fill a variety of roles: marketer, stager, tour guide, negotiator.  And don’t leave out another role — psychology major!

To build – and maintain – our kind of successful track record, a great real estate agent needs to understand the way prospective buyers think about their search for a home, how they may react to presentation forms, and what builds – or detracts – from the value they assign to your property. It’s psychology, all right — and it’s usually a vital part of any sales or marketing success.

There was a very revealing study conducted at the University of Texas that looked at how psychology can affect a real estate transaction. A couple of years ago, they began conducting psychological studies, with one of them using statistical tools and a huge sample of real estate transactions.  What was interesting is what they discovered about using the word “new”. Agents who marketed homes with phrases like “new paint,” new carpets,” wound up selling them for slightly less than those who did not?!

Their explanation for this was that with homes that aren’t brand new, highlighting “all new” features seems to call attention to the fact that the items mentioned needed to be replaced. It unnecessarily opened the door to suspicions about what went wrong that made replacement necessary.

I favor the tactic that under-promises and over-delivers. So, rather than trying to convince buyers how “new” an older home is, do the renewal work, but don’t brag about it.  Then when potential buyers walk into the home, they will be impressed by the new carpets and fresh paint.  It’s the approach that uber-successful Zappos company founder Tony Hsieh calls “surprise and delight.” What is effective for leading a company and retaining customers can also be psychologically effective for selling a local home.

I am constantly reminded of how important it is to never stop learning. If you are considering selling your home and are looking for marketing success with a psychological-edge, I hope you’ll contact me for a complimentary consultation!

Warm Regards, Lauren Bianco, Realtor

Helping you Find your way Home! 


To Buy a Home or Rent: That is the Question…….

I’ve become aware in my few years working as a realtor with Weichert Realtors/Paupack Group that many people in our Northeast PA area decide not to buy a home at all but aim, instead to save some cash and rent their home.  This can certainly be logical for any number of reasons – they may feel that it makes more sense to work on rebuilding their finances or to put some extra cash into a rainy day fund, save for retirement, or for college.

These are definitely laudable strategies, but the new long term – big picture reality – seems to be taking shape where renting may not be as much of a cost saver as most people think!

Yes, I know, it is my job as a realtor to help people buy homes, but, it is also very important for me to help my customers make the best financial decision that is right for them and their family.  So, as Spring is upon us, I am especially delighted to be able to report on a piece of information I found that may surprise you!

The latest published Trulia Spring 2012 Rent versus Buy index basically takes data from 100 major city markets and found that 98% of those 100 areas currently offer a cheaper environment in which to buy a home than to rent it! To come to this conclusion, Trulia checked out the asking prices of national rentals and homes for sale. The total numbers included insurance, taxes and maintenance costs in the calculation. With low interest rates making the monthly mortgage cost lower, and high rental rates bringing the rental rate higher, many would-be renters might now find themselves looking at a surprising new reality — affordable homeownership!

So, just sayin’, if you’re considering renting or buying a home in our beautiful Northeast Pa area, why not sit down with me in our Weichert Realtors/Paupack Group office to run your numbers first?  I am happy to schedule time to discuss your needs before you sign that lease.

Today it is entirely possible that for you, owning a home will just be cheaper than you think!

Helping you find your way home

Lauren Bianco, Weichert Realtors/Paupack Group

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