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<\/a><\/p>\nAntonios Tsatsakis\u00a0viewing\u00a0a two-bedroom unit\u00a0in downtown Toronto. Photos: James Bombales\u00a0<\/em><\/span><\/address>\nDuring a viewing appointment in late July, Antonios Tsatsakis cracked open the door of a two-bedroom suite in Toronto, and was greeted by a young man clad in only a towel. Empty beer bottles were strewn on the breakfast bar, emitting a stale scent, and mismatched furniture reminiscent of an off-campus student house occupied one corner of the apartment. Tsatsakis didn\u2019t even bother viewing the bedrooms. In the first two or three seconds, he knew the space wasn\u2019t for him.<\/p>\n
The cluttered unit\u00a0was a direct contrast to the condo tower\u2019s imposing black exterior and double-height lobby with sandy-hued marble walls and pop-art inspired paintings.<\/p>\n
This wasn\u2019t Tsatsakis\u2019 first apartment viewing experience. The 30-something manager at a global technology company has been looking to purchase a condo in the city\u2019s core for the past few months, but has yet to set foot in one that\u2019s left a mark (unless referring to the units with dark scuffs on the walls). His vision: a bright open space that greets him when he enters, with a large breakfast island and spacious\u00a0balcony.<\/p>\n
Ralph Fox, Tsatsakis\u2019 agent, said\u00a0if the two-bedroom suite was staged properly, his client would have naturally given it more thought.<\/p>\n
\u201cThe number one thing I\u2019ve learned in sales is that people buy on emotion and justify with logic afterward,\u201d Fox said. \u201cThat\u2019s why when it comes to making first impressions with sales, it\u2019s very important to have that emotional connection with a space.\u201d<\/p>\n
Fox compares it to dating. If a person fails to make a positive first impression in the first few seconds of meeting someone, chances are the pair won\u2019t develop a strong relationship. The same can be said about apartment hunting.<\/p>\n
\u201cIf someone disconnects with a space right off the bat, they\u2019re going to have a tough time getting their emotions around it after the fact,\u201d he said.<\/p>\n
A BMO study<\/a> published in 2013 backs up Fox\u2019s observation. It found that 80 per cent of potential buyers know if a home is right for them as soon as they step inside. But even though being attracted to someone can be compared to connecting with a space, little has been written about the psychology behind first impressions for objects and places. This begs the question: does the science that supports initial encounters in social settings extend to first impressions in home buying?<\/p>\n Pascal Van Lieshout, an experimental psychology professor at the University of Toronto, has studied emotion in speech, and emphasizes its impact on decision making.<\/p>\n \u201cOften certain stimuli, let\u2019s say verbal content or words that have certain meaning, have emotional context subconsciously,\u201d he said. \u201cThat means that if I hear the word \u2018kill\u2019 in a sentence, that word raises certain emotional responses in my brain\u2026 emotion is a very powerful drive that influences a lot of the things that we do, whether it\u2019s in sports or people\u2019s buying behaviour.\u201d<\/p>\n Van Lieshout, who specializes in speech-language pathology, links the power of emotion to first impressions. While noticing a deficiency in a living space may not be an immediate deal breaker, he says it will often raise emotional suspicions.<\/p>\n \u201cIf I notice a crack and the builder didn\u2019t see it or fix it, what does it tell me about the overall quality of the building and the developer\u2019s attitude in the first place?\u201d he asked. \u201cIt will certainly make me as a buyer more likely to inspect everything more closely afterward.\u201d<\/p>\n\u201cIf someone disconnects with a space right off the bat, they\u2019re going to have a tough time getting their emotions around it after the fact.\u201d<\/span><\/h2>\n
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