How to dig deeper into what home buyers want subconsciously

Real estate columnist Bernice Ross always has some interesting things to say and her recent column on the connection between our reptilian brains and real estate is certainly one of her most intriguing.

You might ask, what do lizards have to do with listings?

In a sense, everything.

Ross writes that if you dig deeper into why Americans buy a home instead of just the fact that they want a 4/2 with a big kitchen and backyard, you can realize some very basic instincts at work.

And you if you use the right technology, for example a real estate map-based lifestyle and neighborhood search tool such as SpatialMatch, you can address those deeper desires that we inherited from our cave-dwelling forefathers.

She notes that when Americans search for properties, they have several criteria in mind such as quality of schools, proximity to jobs, large enough space for future offspring, etc.

You can address all those needs with the SpatialMatch data widget embedded on your site because it shows detailed MLS listings alongside a map filled with more than 100 layers of hyper local information.

That information includes data about schools such as class size, student/teacher ratios, etc. It shows a distance slider to determine proximity to places of work and it shows details about the home itself.

But Ross suggests agents and brokers pay attention to more basic needs such as Safety, the “Top of the Heap” syndrome, “Supersizing” and my “Home is My Castle.”

(Sure, agents know this already but it’s smart to examine these items from a a different perspective).

Safety is an easy one. With SpatialMatch and crime stats, you can point out where the safest neighborhoods are located. But it might be something different, such as high-traffic areas. Again, use the map-based tool to show homes located on streets with low traffic that are safer for kids.

“Top of the Heap.” Ross notes this is the human desire to somehow rise to a higher level, whether it’s living on top of a hill or driving a SUV. Okay, every home for sale can’t be on top of a mountain.

But the SpatialMatch map does feature a terrain version that can point out areas of elevation higher than others (see example below). Doesn’t have to be overlooking other homes. How about overlooking a park or a forest? That has appeal.

Then there is “Supersize.” This factor has a negative connotation when associated with french fries and Big Macs. But, it’s understandable. People want a big bang for their hard-earned bucks.

However, maybe some buyers don’t have the bucks to buy a 5,000 sq. ft. mansion.

With SpatialMatch, there are ways around this. Use the map platform to perhaps show them homes with bigger yards. Or, perhaps you can show them homes that abut a forest or a school or a lake or any large open area.

So what if they don’t own that large expanse of property. If they are located near it, their brains will consider it theirs.

Finally there is the “Home is My Castle” factor. People want to feel comfortable in their homes, a place where they can retreat and relax. They might want a large den or a fenced backyard.

You can point those out on SpatialMatch with MLS listings and aerial photos.

What you can also do is expand that comfort zone.

So the home doesn’t have a 30-seat home theater. Show them on SpatialMatch that there is a nice 8-plex theater right down the street.

Maybe there isn’t room for a 20 x 20 yoga studio overlooking a Zen pond.

Point out on SpatialMatch that there is a very relaxing and popular hot yoga studio just three blocks away.

When it comes to listings, put all of this in reverse and show a seller how you are going to promote their property by appealing to the drawing power of these basic psychological needs.

Sure, these are all the fundamentals of selling real estate. But if an agent or broker keeps these basic, evolutionary desires in the back of their brains, they just might hit the right hot button in a client’s brain.

To read Ross column, click here.