Revivification. Now that's a million dollar word and I didn't get it from the Reader's Digest vocabulary page or the latest spelling bee. No, that word came from the latest issue of Broker Agent News on line.
Normally I'd skip over a word like this. It's a bit hoity-toity for me, but the article by Ken Ellsworth talked about emotional selling. Anytime they talk emotions, I've got to skim through to find out the latest scoop on how people buy emotionally. This article however, was one I wish I had skipped. My impression is that the author is encouraging manipulation of the buyer's emotions to get them to buy a house when the house may or may not be right for them.
The basic premise is revivification: remembering past experiences. In the initial client interviews Ken Ellsworth asks what the buyer wants in a house. When a comment like, "I want a fenced back yard so my children can play outside" is made, Mr. Ellsworth inquires more deeply. "Tell me more about the children playing outside." Memories of the buyer's own childhood may be the root of the desire to have the fenced back yard. So far, so good.
Mr. Ellsworth then begins to train the reader in how to manipulate the buyer to buy a home.
"Now when I go to show them a house with a fenced backyard I can say "can you imagine your daughter back here running thru the sprinklers?" "Your daughter is going to have that same fun right here in this backyard as you did as a child" As I get them to imagine that, it will bring up all the positive emotions they had as a child and associate them to this backyard and house. They are going to be FEELING the emotions and associating them to THIS house.
When clients are experiencing these kinds of positive emotions they are thinking emotionally and not logically. (Emphasis mine.) They will want the emotional feeling and will then start to use logic to figure out how to buy this house and get the positive feeling."
Now I don't know about other agents, but one things I try to help my clients do is to not buy based solely on emotion. The house may feel warm and cozy or it reminds them of pleasant memories from Grandma's house, but if it doesn't have enough bedrooms or the dining room they said they had to have, I'm going to remind them of their needs in a house. I don't want my clients to get into the house and in six months realize this was the wrong house. I'm the "disinterested" third party. I'm the one who helps my clients stay focused. I'm certainly not going to manipulate their emotions in order to be top producer in the office or to get a commission! It's not my style!
So, if you want to think about warm fuzzies when you're house shopping, give Ken Ellworth a call. He's really good at revivification. If you want to buy a house that will meet your needs and give you warm fuzzies, give me a call. We'll find something together that will meet both your physical and emotional needs!
I've sold to a couple clients who bought homes completely different than what they had listed criteria for. When asked why, it ended up being the homes reminded them of the grandma's house or Uncle John's where the used to play as kids. I chalk that up to revivification, but I didn't remiind them of the memories!
Posted by: Bonnie Erickson | October 18, 2006 at 07:15 PM
Revivification? Say that word five times fast, I dare you. I think a home has to 'feel' right to you. It should have a layout you like. If you have a dog or young children, a nice yard to frolick in; these things should filter into the decision to buy. But all the non-emotional things have to play a bigger part; if it needs work, can I afford to fix it up regardless of the fact it reminds me of the home I grew up in. I don't really think I know anyone who falls into the revivification category. Thank goodness!
Posted by: Carole Cohen | October 18, 2006 at 07:01 PM
Teresa, Like you I talk with my clients about the impact of emotions on price (I've blogged on that) and we seriously discuss what dollar value the emotional impact of that home is worth to them. We also talk about this not being the ONLY home they will like. During the feeding frenzy when clients often had to make more than one offer, many found my words to be true. The subsequent houses did turn out to be better than their "first love".
Posted by: Bonnie Erickson | October 17, 2006 at 09:30 AM
I have this thing that I do with my clients asking them to leave their emotions behind when we negotiate a price. I don't want them to pay too much. I know I can't take the emotional part out but I at least want buyers to understand that their emotions can cause them to over spend, which is not in their best interests.
Posted by: teresa boardman | October 17, 2006 at 07:55 AM