Subliminal Real Estate and What to Look (Out) For
Carla Muss-Jacobs
October 03, 2007
Another definition is: 2) inadequate to produce a sensation or a perception.
When we think about “subliminal” we think of messages placed subliminally in advertising. The “Buy Coke” message flashing for nanoseconds on a movie theatre screen resulting in all of us scurrying off to the concession stands is a common example of how we define (and understand) subliminal.
How about the phenomenal The White Album by The Beatles. Remember when that was, supposedly, filled with all types of subliminal messages? When played backwards, Paul McCartney’s fate was revealed!
These are examples of overt ways subliminal messages are used. Overt in that they’re placed on purpose to produce the “subliminal” affect. These examples do have one thing in common: they were used to increase sales.
Personally, I doubt the “Buy Coke” flashing on a movie theatre screen really had much affect on the subconscious. And playing The White Album backwards did nothing to predict Sir Paul’s fate.
Doctors measure colorblindness in people when a number made of dots of one color cannot be discerned among a group of differently colored dots. Patients will either be able to see the number in the variance of other colored dots . . . or, they can’t!
A number, or letter is placed subliminally. If a person is colorblind, they won’t be able to discern the difference. (By the way, if you aren’t seeing the number 7 in the example, please see a doctor).
Now, let’s look at real estate, and some ways agents use subliminal methods.
Do you remember my previous article “What Buyers Do Wrong?” There was a short tale about Betty Buyer and what happened when she saw an Open House. Because there weren’t any flyers in the signpost, she went in.
In my local area, agents put out 8 ½ x 11 informational flyers for buyers to grab. To get people to enter the Open House they’re hosting, they’ll actually remove the flyers so the person driving by won’t be able to pluck one from the flyer box.
No flyers, but the house is open . . . hey . . . why not go in??
Had the flyer been there, the potential buyer would have been able to see -- very clearly -- the price. If the price were out of their range, they simply wouldn’t go in . . . Open House or not.
If you’re a listing agent and you want people inside your Open House . . . pull the flyers.
Betty Buyer was also informed by the listing agent that the open was going very well . . . quite a few people have been in to tour.
The listing agent was accurate. However, not communicated to Betty was they were all neighbors . . . merely curious about what the current owners had done to the place since they moved in. They weren’t buyers. But the subliminal message to Betty Buyer was “WOW – this place is getting tons of activity, it might not last!” Or, at least that’s what Betty heard.
When touring a property, are you comprehending all the hidden messages? A seasoned Realtor® knows what to look for . . . and . . . look out for.
They aren’t buying emotionally. They aren’t feeling panicked, they know all about the house because they pulled up the listing history, they don’t need to listen to how many people toured the place . . . they are representing YOU in your home purchase, and can distance themselves from the subliminal.
Take the hidden meanings and messages out of the equation and find yourself a good Buyer’s Agent. Better yet, find an EXCLUSIVE BUYERS AGENT
Don’t forget to visit me online for BUYER TIPS: EBA Portland
Next week’s article: “Tips for Fall(erizing) Your Home”
P.S. The Fed is expected to lower interest rates again when they meet at the end of October!