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Who Makes the Decisions – Him or Her?

Wednesday, 19th October 2011

Categories: Sales Selling Tips

Author: Peter Barry

A property is the single biggest purchase that the majority of people will make in their lives. That also means that choosing the right property is a huge task that carries a certain weight of responsibility, as well as equal measures of excitement and terror. Some (lucky) people walk into a house and decide it’s the place for them within 5 seconds. But many others spend sleepless nights weighing up the pros and cons of different properties, as they wrangle with the dilemma of going with their heart or their head.

If you’re selling a property, it’s always good to get an idea about who the ultimate decision maker is, so you and your estate agent can market your flat or house accordingly. There is nothing you can do to change the location or the number of bedrooms, but if it becomes obvious that one person has the final say then it pays to play on their particular requirements. When it comes to a second viewing, you can make a point of mentioning anything that might help to convince them, and ensure they’re aware of all the plus points of your property against the others they are viewing.

A Woman’s Instinct:

If you watch property programmes, you may have noticed that many couples and families leave the final decision to the woman. Although it is by no means always the case, there does tend to be something of a gender bias when it comes to signing on the dotted line. Whether it’s because women take more of an interest in certain aspects of property searches, or because people often move when they have young children (or are planning to start a family) and the woman intends to be at home more, it’s often a safe bet to tailor your ‘sell’ to the woman. But, if it’s not obvious from your first meeting just who is holding the keys to the cash, here’s a few things to look out for that might help to give you an indication of who will have the final say.

One of your potential buyers:

  • Works at home
  • Is a stay-at-home parent
  • Has close personal ties to the area
  • Has family living close by
  • Has a strong initial attachment to the house

Any of these scenarios could mean that one person has more influence and interest in specific properties. If you can work out who has more sway when it comes to choosing the property, you know who you – and your house – have to impress.



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