| There's a very powerful psychological method called | | | | working in real estate and selling multiple properties. |
| perceptual contrast. People around all industries use it. | | | | How do you apply perceptual contrast here? |
| Real estate is no exception. | | | | One example I know of illustrates this well. One guy, |
| First, let's explain what this term means. | | | | when showing properties to customers, first shows a |
| Let's take a simple example. You have 2 balls. The | | | | bunch of properties which nobody would buy. Yes, |
| ones is heavy and the one is light. You lift the light | | | | they are that ugly. After showing 3 or 4 of them, he |
| ball first. And then the heavy one. You'll notice that | | | | literally enjoys seeing the look on people faces when |
| the heavy ball is a lot heavier when you lift if before | | | | he starts showing the ones the decent ones (beware |
| the lighter one than when you lift the heavy ball | | | | I said decent, not anything special, before showing |
| alone. | | | | the decent ones he showed them ugly properties.) |
| The reverse is also true. So, for example, if you see | | | | The result? People perceive the 'decent properties' as |
| a beautiful individual and immediately after that you | | | | lot more beautiful than they would have perceived |
| see an ugly one, the ugly will seem uglier than he or | | | | them if he showed them those properties without |
| she really is. The reverse is also true. | | | | the ugly ones first (I've tried to search by name and |
| The explanation of this is: human psychology. We, as | | | | find who this person whom I took the example |
| people, are very bad in perceiving things in abstract | | | | actually is but didn't succeed. However, I remember |
| matter. Instead, we always compare. | | | | that this example was mentioned in the book |
| Same with real estate. This advice applies if you're | | | | "Influence" by Robert Cialdini. |