How to Make Any Home Feel Like a Steal (Even in a Tough Market)

Lesson: The Art of Framing – How to Control Buyer Perception

The Problem: Buyers Do Not See Value—They See Price

Ever show a client a perfect home, only to hear:

• "It is overpriced."
• "I do not think it is worth it."
• "We will wait for a price drop."

The real issue? Buyers do not evaluate homes objectively—they compare them based on how they are presented.

Perception drives decisions. That is why luxury brands charge ten times more for products that cost the same to manufacture as cheaper alternatives.

The Solution: Framing

Framing is the psychological art of presenting information in a way that makes a property feel like the best possible choice. It is not about changing facts—it is about changing context.

This lesson will show you how to position any home as a great deal, reduce price objections, and make buyers feel confident in their decision.