I've said it before, and I'll said it again: buying real estate is a huge emotional investment. Therefore, an owner wishing to sell or rent an apartment must realize that he or she is not only selling space, brick, and mortar, but also (and most importantly!) emotions. A buyer will choose a smaller space because it "feels right" or an unrenovated kitchen because "I can make it my home." When you're selling real estate, you're selling emotions.
Once you, the owner, realize this crucial component to real estate sales, you will be able to use it to your advantage in many ways. One of those ways is to stimulate the buyer's five senses, the gateways into the emotional core. Here are some examples of how one might do this during the holiday season:
SIGHT: clearly the most obvious sense to stimulate. Not only should the seller do everything possible to make the space look BIG and BRIGHT, but he or she should also give clues to make it feel like home. During the holidays, scatter a few more reds and greens throughout the apartment with pillow covers or candles. Buy a few novelty holiday items with which to stage the apartment. However, don't go overboard, and stay away from strong religious overtones.
SOUND: Some quiet holiday music during the open house is likely to put a few smiles on the buyers' faces.
TOUCH: Be sure to keep the apartment at a comfortable temperature, so the buyers will feel a sense of relief when they step in from the cold. If you have a fireplace, light a fire to give not only heat, but a walcoming and warm glow. If your bathroom floors are heated, ask buyers to please remove their shoes when they enter the apartment. Throw a soft rug down in the living room.
TASTE: Providing buyers with a cookie and some cider or hot chocolate will not only make them feel more at home, but it will always result in longer visits, and a longer visit means an increased chance that the buyer will feel at home and comfortable.
SMELL: Potpourri and candles have significant aesthetic and olfactory benefits. Again, think holiday.
Massaging the buyers' five senses will give you the edge over the competition. Think about it. If you went to five houses, and only one was staged, smelled nice, had a warm fire, and offered your cider and holiday tunes, which one would you remember? Which one would you return to? Which one would you send your friends to? With smart pricing, excellent marketing, and a capable broker, you can get the buyers to come, and with a little attention to the softer side of selling, you can get them to stay.
Jake Nicholson | Vice PresidentCharles Rutenberg Realty
127 East 56th Street, 4th Floor
New York, NY 10022
M: 917.280.4546 | F: 917.522.9687
www.jakenicholson.com
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