The top three sales tactics used in the real estate industry — and why they work

Buying a home is likely to be the biggest financial transaction you will ever make, and you’re at a distinct disadvantage. You’re an amateur up against professionals – real estate agents – versed in psychological tricks to get you excited about owning a property and paying more than you planned.

These tricks start with comparatively simple things such as making rooms look bigger in adverts by using wide-angle photography. They extend all the way to the point of sale.

None of these tactics necessarily involve outright lying — there are laws against false and misleading conduct. But they are manipulative, exploiting the fact that humans are emotional beings with many “cognitive biases” — a perception of reality that is more emotional rather than rational.