Modern Decision Process for Home Buyers
From search to offer, understand the psychology and the steps that buyers experience while looking for and deciding on a propert.
Prospect Stage
The process starts when
- A prospect is either
- on their phone
- in the car
- at a restaurant
- at home with a PC
- An agent is working for a prospect on their desktop
Search Online (prospect or prospect's agent)
They enter initial criteria
- Cities
- # Bedrooms
- # Squarefeet
- $ Price Range (low to high)
Search Results
- Prospects or their agents are presented with several rows and pages of results
- Each row contains a single photo along with top-line property information
1st Click
If the prospect or agent is interested in the initial photo they click on the property of interest to view more detail
2nd Click
- Additional photos are displayed
- The prospect/agent is looking for anything that could disqualify
- If there is still interest they may read the details of the description
3rd Click
Prospect/Agent may do any of the following:
- Save the desirable property to take action later
- Contact listing agent to make a showing appointment
- Mark off the property as undesirable
- Move on to view the details of the next property
Candidate Stage
If the prospect is still interested they can now be considered a "viable candidate".
The Showing
Candidate visits the property and determines
- If the home is being well cared for and maintained
- Is the home consistent with its online appearance
- How this home compares with the statistical 12 or more alternative homes they are also considering
The Decision
The prospect is at their final step and will either:
- Revisit
- Discard or
- Make an offer
