Friday, April 2, 2021

Using Psychology to Help Make New Home Sales

An article by Valerie Jurik-Henry, The Ageless Home


As a new home builder, one of the biggest challenges to overcome is the buyer’s resistance to actually saying “Yes” when you ask for the sale.

Have you ever thought about using psychology to help make the sale? I didn’t either until I studied various reasons why people respond a certain way to stimulation, and they don’t realize they are. So, if people can do that, how can we have our customers feel better by just walking into our sales office? How can we pre-sell by using visuals?

Let’s start with colors! Here is a shortlist of what certain colors can do to one's ‘feeling’ both good and not so good. We need to be careful about what we put on our walls.

What is Color Psychology?  (from arttherapyblog.com)
The psychology of color is based on the mental and emotional effects colors have on sighted people in all facets of life. There are some very subjective pieces to color psychology as well as some more accepted and proven elements. Keep in mind, that there will also be variations in interpretation, meaning, and perception between different cultures.

There are also commonly noted psychological effects of color as it relates to two main categories: warm and cool. Warm colors – such as red, yellow, and orange – can spark a variety of emotions ranging from comfort and warmth to hostility and anger. Cool colors – such as green, blue, and purple – often spark feelings of calmness as well as sadness.

The concepts of color psychology can also be applied in everyday life. For example, maybe you’re planning on re-painting your sales office with a new color scheme. Well, you might want to consider some of these suggestions about colors and how they might affect your emotions and mood.

Need to be creative? Want help getting those brain synapses firing? Try utilizing the color purple. Purple utilizes both red and blue to provide a nice balance between stimulation and serenity that is supposed to encourage creativity. Light purple is said to result in a peaceful surrounding, thus relieving tension. These could be great colors for your sales office.

Are you looking for a peaceful and calming environment? You might consider using green and/or blue. These cool colors are typically considered restful. There is actually a bit of scientific logic applied to this – because the eye focuses the color green directly on the retina, it is said to be less strainful on your eye muscles.

Event Boundary

OK, here is another psychological twister that I feel we can all relate to! Did you ever walk into a room and forget why you went there? The first thing we do is question our age…”am I really starting to lose it?” 

Well, let me put your mind at ease and give you a bit of information that you can talk about with your friends. 

That act/action was taken seriously and studied by Notre Dame scientist, Gabriel Radvansky. This is what she came up with and opened my eyes as to why people like a certain feature in their house. Ladies and gentlemen, welcome to Event Boundary.

Why is it that the one organ of our body that can keep us breathing while we are sleeping seems to be unable to remind us of why we stepped into the kitchen?
This is the question that drives Notre Dame scientist Gabriel Radvansky, who has spent close to 20 years trying to find the answer.

Published in The Quarterly Journal of Experimental Psychology, Radvansky used a combination of computer-based and real-world experiments to assess how people’s memories responded to changing environments. The tasks were simple: pick up an object, such as a red cube or a purple disc, from a table and carry it over to another table. The second table would either be in the same room or in another room. In the computer-simulated experiment, the fifty-or-so student participants had to traverse a 55-room environment picking up and putting down variously colored and shaped objects, and every so often they were asked what they had just put down.

In a similar experiment, Radvansky used the three rooms of his lab to test the participants’ level of recall as they passed from room to room. In both types of experiments, passing through a door and into a new room resulted in an increased error rate in responding. That is, passing through a door seemed to make people forget what object they had just carried through it.

The underlying brain phenomenon responsible for this is what is known as an “event boundary”. Our brains compartmentalize events and tie them to the environment, or room, in which they occurred. By moving from one room to the next, the brain effectively creates a file containing all the information about the first room, and what you did there, and tucks it away. It then starts to focus on the second room. Thus, remembering what you intended to do upon leaving the first room is a lot harder than if you had simply crossed from one side of the room to the other.
Is there a way to stop this from happening? Not really. You could try mumbling the task to yourself as you move from room to room or write yourself a note on the back of your hand. 

Or, as Radvansky once joked, “Doorways are bad. Avoid them at all costs.”

Ever wonder why houses with open floor plans just feel better? I think this has something to do with it!

Valerie Jurik-Henry uses her speaking platform to inform industry professional and the consumer about The Ageless Home®

One home design thought for ALL generations of home buyers. 
As an adjunct professor, Valerie has educated at Wake Tech College in North Carolina on Ageless Living by Design. She has also spoken at The International Builders Show as well as at the National Association of Home Builders (NAHB)  about creating home design for all ages. 

Additionally, she has an Ageless educational class with AIA (American Institute of Architects) and, as of 2021, has a class “Ageless Living by Design” with NC Licensing Board for General Contractors to provide CE (continuing education) credits to industry professionals. 


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