Homes, especially production homes, are usually sold as commodities. This is understandable because in an up market all homes go up in price together and in a down market prices fall together — at these times features and benefits seem less relevant. As a result, traditional home selling often relies on marketing to create “perceived” value, rather than selling the real value of a home. In a commodity market, marketers sell the “sizzle,” rather than the “steak,” focusing on superficial qualities or square footage rather than true value to the buyer. However, buyers’ behavior makes it clear that they do not view a home purchase the same as buying a commodity, such as a bottle of milk. For buyers, a home purchase is a very complex, personal process involving weeks or months of searching, inspecting, comparing features, and falling in love with homes. When sellers treat homes as commodities, and convince buyers to do the same, they don’t connect to the true values and risks that...
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