Weekly Roundup | Psychology of the Deal

👋 Welcome!

Let’s make your week a little easier. The Empire Weekly Roundup newsletter brings you real estate tips, market know-how, and CE updates—all in one quick email.

🗣️ Quote of the Week

“I will forever believe that buying a home is a great investment. Why? Because you can’t live in a stock certificate. You can’t live in a mutual fund."

― Oprah Winfrey (TV Personality)

🚀 Featured Article

The Psychology of the Deal (What Clients Aren’t Saying Out Loud)

Buying or selling a home is a financial transaction and a deeply emotional journey. If you’ve ever felt more like a counselor than a salesperson, you’re not alone. Real estate agents often find themselves navigating unspoken fears, hopes, and anxieties that clients carry with them. In this week's article, we’ll explore the hidden psychological drivers in residential deals (the things buyers and sellers aren’t saying out loud) and how you, as an agent, can pick up on subtle cues to guide clients with empathy and confidence.

→ Read More

🎒 A Backpack Full of Deals For You!

It's back-to-school time! Take 20% off all real estate continuing education courses at Empire Learning this week. Use code BACKPACK at checkout and "pack up" the savings while earning those credit hours.

🍎 Browse CE Courses

Offer valid through August 3. Use promo code BACKPACK at checkout.

🏆 Trending on Empire Learning

🧢 The “Dad Tour”

It’s a familiar surprise: you’ve got a serious buyer, and then they say “Oh, by the way, Dad’s flying in to take a look.” Cue the Dad Tour, where an unofficial inspector/general contractor/financial advisor arrives in one package, and he’s not on the paperwork. Next thing you know, Dad is thumping on walls, asking pointed questions about crawl spaces and “how old is that roof,” even loudly quizzing you on the school district. Any experienced agent will tell you that well-meaning parents can, and will, kill the deal if you’re not careful. It’s definitely a balancing act to keep third-party co-buyers (with first-rate opinions) on your side.

• Why do parents tag along? For one, many parents are helping their kids financially. Nearly 38% of first-time buyers under 30 received family money or inheritance toward their down payment. With that stake, Mom or Dad often feels entitled (or obligated) to be the extra set of eyes. They genuinely want to protect their children from mistakes.
• Frame them as Allies, Not Adversaries. Welcome the parents’ involvement and acknowledge their good intentions. Compliment them on raising such a prepared, thoughtful buyer. This helps defuse any adversarial vibe. If Dad feels respected, he’s more likely to trust your expertise rather than seeing you as “the salesperson.”
• Reiterate the Homework Done. Gently remind everyone of the due diligence that’s already happened. For example, mention the dozens of homes you and the buyer vetted to end up at this one. Emphasize how this home checked the buyer’s boxes (layout, budget, location) after a thorough search.
• Let the Buyer Lead the Tour. Instead of you, have the buyer explain to their parent what they love about the house, like the spacious kitchen that’s perfect for family gatherings, the backyard their dog will love, etc. Hearing their own child confidently list the positives can preempt some parental critiques (and shows Mom/Dad that junior has thought it through).
• Address Concerns Head-On. If Dad is testing water pressure or eyeing a crack in the ceiling, don’t get defensive. Engage with something like: “Good catch. That’s something a home inspector would certainly look at. The seller did XYZ maintenance last year, and we can absolutely get a professional inspection to put everyone’s mind at ease.”
• Pep Talks in Private. Sometimes, it helps to tactfully take your buyer aside mid-tour. Reaffirm their own priorities and initial excitement: “Remember, you wanted natural light and this place has it in every room. And we ruled out those other houses because they lacked [your must-have].” Remind them that they are ultimately the decision-maker – and a well-informed one at that.

🧼 Clean Enough to Sell?

You’ve polished the countertops and staged each room to perfection. The home looks immaculate. But the first buyer through the door wrinkles their nose... “What’s that smell?” Uh oh. It might be last night’s fried fish, the litter box in the laundry, or that mysterious mustiness in the basement. Whatever it is, one whiff can send potential buyers running faster than a bad paint color or dated carpet. In real estate, the “smell test” is very real. In fact, 86% of people in the UK say the smell of a house could make or break their interest in it.

• We humans are surprisingly sensitive (and picky) about odors. A survey of UK buyers pinpoints the top olfactory offenders: pet odors were the #1 turn-off (named by 67% of respondents), followed by cigarette smoke (62%) and overly strong cleaning products (45%). One study found a home that reeks of cigarettes might suffer up to a 29% drop in resale value due to buyer perception.
• On the flip side, pleasing smells can subconsciously boost a home’s appeal. In the same UK study, 35% of people said the smell of freshly baked bread would make a property more enticing, and 32% said the same about brewed coffee.
• Deep Clean EVERYTHING. This means carpets, curtains, upholstery, and rugs. They hold smells. Pet accidents or smoke residue might require professional cleaning or even replacing carpet and padding. Don’t forget to scrub walls and ceilings if smoke or heavy cooking oils have permeated. A coat of fresh paint with primer can seal away stubborn odors. And always empty all trash bins before every showing.
• Air it Out. Open windows and let fresh air circulate well before showings. Stale air out, fresh air in. Do this even in winter for a bit, or use air purifiers, to remove the “closed house” smell.
• Reintroduce Pleasing Aromas (Carefully). Once true odors are eliminated or minimized, you can add back a subtle welcoming scent. Emphasis on subtle. You’re not trying to create a perfume store or, worse, appear like you’re covering something up. The classic approach is still one of the best: bake a fresh batch of cookies or warm a loaf of bread right before an open house. It’s hard to beat the universal appeal of baked goods. If baking’s not practical, vanilla is your friend – a vanilla scented candle or diffuser can cast a cozy, clean aura without being overwhelming. Vanilla tends to be a universally liked scent that says “home."

🧭 The “I’ll Know It When I Feel It” Buyer

Not every buyer comes to you with a spreadsheet and a punch list of requirements. Some show up with little more than a shrug and a dreamy look in their eyes. Meet the “I’ll Know It When I Feel It” buyer. No firm checklist, no clear budget limits, just chasing that perfect vibe. These are the house hunters who walk into a foyer and declare, “I don’t know, it just doesn’t feel right,” but can’t articulate why. Or they’ll fall head-over-heels for a home that’s completely different from what they said they wanted, simply because “it feels like home.” They’re led more by emotion than logic, and they need an agent who can practically read minds (or at least read between the lines).

• Listen to the Heart, but Translate to the Head. Start by drilling down into what “feels right” actually means to them. After each showing, ask pointed questions: “What specifically gave you good vibes in that house? Was it the natural light? The way the living room made you imagine family gatherings? The quiet street?” Maybe they light up at big windows and lots of sun. That’s a clue. Maybe the vibe died as soon as they saw an outdated kitchen. That’s a clue too. They may not say “I need south-facing windows and an open floorplan,” but their emotional reactions say it for them. Your job is to connect the dots.
• Ask “This or That” to Reveal Priorities. When a buyer isn’t articulate about what they want, try framing choices to tease out preferences. Would they feel happier in a one-story ranch, or are they okay with stairs and a two-story home? Some folks haven’t even considered it until you ask. Each either/or question helps narrow the field by converting nebulous feelings into yes/no parameters. It’s a gentle way of imposing some structure without making them fill out a boring “must-have list.” You’re essentially creating a checklist for them, based on emotional responses.
• Set Budget Boundaries Early. The “know it when I feel it” buyer might also be inclined to stretch their budget for the right house (“If it feels perfect, we’ll make it work somehow!”). Before that situation arises, make sure they’ve spoken to a lender and have a clear pre-approval. Then, tactfully keep their search within a realistic range. If they do fall in love with a home above their max, be ready to play the voice of reason: “I know you adore it, but let’s consider what an extra $50k will mean for your monthly payment and stress levels.” Tie it back to their own long-term happiness. A dream home can become a nightmare if it’s financially draining. Helping them find a home that feels right and fits right in the budget is key.
• Be Patient and Creative. These clients might need to see a good number of houses to find “the feeling.” Don’t rush them, but do keep the momentum. If their feedback is all over the map, consider switching up the lineup of homes to show something outside the box. Sometimes a wildcard property can recalibrate a buyer’s compass (“We hadn’t considered a modern townhouse, but wow this feels surprisingly good!”). Also, be prepared for second or third visits to houses they liked. Vibe-based buyers often like to “feel it again” to be sure. If they seem stuck in indecision, gently revisit the favorites and compare. You are part matchmaker, part therapist here. Validating their feelings while nudging them toward a decision.

🎯 Quick CE Tip of the Week

🧙 Every CE Course Has a Hidden Spell. Find It. There’s always one thing buried in a CE lesson that can magically protect your deal, rescue a client, or save your reputation. Your job? Find the one line that turns you into the office wizard. 🔎

→ Start Today! (And Find the Hidden Spell)

📈 Market Highlight: Cruise Control

🔥 Did You Know? The U.S. housing market is settling into a more balanced groove during the week of July 28. Things have calmed. Inventory is rising, prices are steadying, and the pace of sales has eased up. Mortgage rates remain a hurdle. They’re still high, but buyers and sellers alike are gradually adjusting to the “new normal.” Below is an overview of how the residential market is performing nationally this week, covering trends in home prices, inventory, mortgage rates, and buyer/seller behavior. We’ll also touch on what to expect in the coming weeks and key challenges and opportunities for real estate agents.

→ View Full Market Highlight

💡 Feedback Welcome!

We'd love your feedback. The lifeblood of any good business is figuring out what their customers truly care about — the best agents also learn this about their clients.

If you have any thoughts, ranging from what topic should be discussed in next week's newsletter to more in-depth ideas on how the CE experience can be the best it can be, please reach out via the email link below — we're truly all ears.

Happy Learning,

— The Empire Learning Team
www.empirelearning.com