I just read a very interesting study conducted by the Institute for Behavioral and Experimental Real Estate (IBERE).
The institute wanted to find out if the physical attractiveness of a Realtor and the type of language they used could truly influence how a buyer feels about a potential home.
According to the study, attractive female Realtors using hyperbolic rhetoric (pretty descriptions) can significantly influence buyer perceptions. More so than male Realtors or less/unattractive female Realtors.
I found the study fascinating as my husband and I continually debate the role the looks of a Realtor can play in a real estate transaction.
His theory is that people want smart Realtors. Period. For him, looks will not trump smarts.
My theory is that people hire aspirational Realtors. That is, they want a Realtor who was most likely at the “cool kids table” in high school. By hiring an aspirational Realtor, buyers and sellers feel like one of “the cool kids” too.
We both are probably over-simplifying our viewpoints, but for purposes of this post, you get what we mean.
This study was designed to show something a bit different, but I say it proves my point, more so than my husband’s
Here is the summary of the study:
Can Real Estate Agents Influence Homebuyer Property Perceptions Through Their Appearance and Hyperbolic Rhetoric?
This study takes 1,594 potential homebuyers on a Web-based audio/visual tour of a typically priced home in their area. Using voice altering software as well as before and after extreme make-over photos, we are able to isolate the effect of real estate agent characteristics (attractiveness, gender, and hyperbolic rhetoric) on their ability to change the opinions of potential homebuyers. We find that attractive female agents who employ hyperbolic rhetoric are significantly able to alter the impression of the property in the minds of respondents primarily through establishing source credibility (trust). The rooms most influenced by the effective agent are the first (curb appeal) and last (back yard/view) impressions of the home.
To read the full results and statistics, you can find the study here.
Perhaps it’s time for a diet and a new hair style