Property psychology: Why do people really buy?

Gut decisions, emotional images and the new fear of refurbishment

For a long time, property purchases were seen as purely rational decisions - square metres, location, condition, price. In practice, however, it is becoming increasingly clear that the actual impulse to buy is emotional. And this emotional approach has changed significantly in recent years - with sometimes drastic consequences for the property market.

The psychology behind the purchase decision

Scientific studies prove it: When buying a property, it is often not the head that decides, but the gut feeling. An emotional impression is formed as soon as you enter a house for the first time or scroll through exposé images. If the feeling is right, rational reasoning often follows - not the other way round.

People today are not just looking for "a property", but a lifestyle. A place that matches their self-image, their ideas of security, lifestyle and future. As estate agents, we feel this particularly strongly in our communication with private prospective buyers.

Change to today: Why properties in need of renovation are harder to sell

Just 10-15 years ago, properties in need of renovation were a "secret treasure" for many people: a favourable purchase price, plenty of scope for design, a bit of individuality. Today, things are different - and there are several reasons for this:

1. Uncertainty & lack of imagination

Many buyers can no longer imagine the "state after the renovation". Younger target groups in particular are visually orientated: they expect stylish rooms like on Instagram - and not the "construction site project". The ability to recognise potential has become rarer.

2. Rising refurbishment costs & shortage of skilled labour

Refurbishment costs have risen massively. What's more, tradespeople are hard to come by, deadlines are often months in the future and prices are difficult to calculate. This puts many buyers off - especially those who are not involved in the construction industry themselves.

3. Energy requirements & uncertainty due to legislative changes

With the introduction of new energy laws, subsidy programmes, heat pump obligations etc., there is a great deal of uncertainty: What really needs to be done? What does it cost? Will I get a subsidy? Many people fear high additional costs and a lack of predictability.

4. Changing buyer behaviour: Comfort instead of adventure

The new generation of buyers attaches more importance to convenience, saving time and clear structures. The idea of "We'll renovate it nicely" is becoming less common - instead, they say: "If we're going to spend so much money, we want it to fit right away."

What does this mean for salespeople?

If you want to sell an older property in need of renovation, you need more than just facts - you need a good story and clever staging. Because buyers don't want to buy the condition now - they want to feel the condition afterwards.

Conclusion: Emotion beats substance - but only at first glance

Today, a property sells not (only) because it is "in good condition" or has potential - but because it appeals to the emotions. As a real estate agent or salesperson, it is therefore more important than ever not only to show the facts, but also to serve the emotional cinema of the buyer.

Because in the end, people don't buy four walls - they buy an idea of how to live in them.