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Psychology is everywhere

Property buying comes with far more emotional weight than any other investment we make. But while you can find “technical” advice, considerations about what is going on in both the buyer’s and the seller’s head are routinely ignored.


People make purchase decisions rooted as much in emotional impulses as logical facts. The brain has two sides, and we often describe ourselves as left-brained (logical and analytical) or right-brained (intuitive, subjective). The truth isn’t so black and white: even if you might lean one way or the other, both sides of your brain matter in your thought processes, and certainly in your buying decisions. We’re not robots, so we will never make purchase decisions based solely on logical factors, such as economics (cost-benefit ROI analysis) or politics. So you need to be ready to embrace this side of yourself!

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