{"id":21460,"date":"2018-06-10T01:00:14","date_gmt":"2018-06-09T15:00:14","guid":{"rendered":"https:\/\/realestatetalk.com.au\/?p=21460"},"modified":"2018-06-10T01:00:14","modified_gmt":"2018-06-09T15:00:14","slug":"emotions-and-property-investment-do-they-mix-veronica-morgan","status":"publish","type":"post","link":"https:\/\/channels.realty.com.au\/realtytalk\/emotions-and-property-investment-do-they-mix-veronica-morgan\/","title":{"rendered":"Emotions and property investment \u2013 do they mix? \u2013 Veronica Morgan"},"content":{"rendered":"

Veronica Morgan<\/strong> from Lifestyle\u2019s Location, Location, Location Australia<\/em> speaks to us about emotions, property investing, and how some people say they probably don\u2019t go together.<\/p>\n

Transcript:<\/strong><\/p>\n

Kevin:\u00a0\u00a0<\/strong>My next guest on the show is Veronica Morgan. Veronica, of course, worked with Bryce Holdaway. You\u2019ll still see them both, in fact, on\u00a0Location, Location, Location<\/em>, a great show featuring buyer\u2019s agents helping people find properties in different parts of Australia. Veronica joins me.<\/p>\n

Good day, Veronica. Long time no speak, but lovely to talk to you again.<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Nice to be back. Hello.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>Veronica has her own buyer\u2019s agency based in Sydney called Good Deeds Buyer\u2019s Agency, and I want to talk to you in this conversation \u2013 if I may \u2013 about emotions, property investing, and how some people say they probably don\u2019t go together. Do you agree with that?<\/p>\n

Veronica:\u00a0\u00a0<\/strong>No.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>Okay, a one-word answer. Is it something we should avoid, though, getting too emotional about a property if it\u2019s going to be an investment?<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Look, I think that emotion plays a part, and I think the problem with people and how they address emotion in property investment is that we\u2019re all taught or were told you have to buy with the numbers, buy with your head, don\u2019t buy with your heart.<\/p>\n

But the problem is who and what drives up prices in property? It\u2019s not the head buyer; it\u2019s the heart buyer. So, if you\u2019re not buying a property with the idea in mind that this is a property that people are going to live in \u2013 and I\u2019m talking residential here, of course \u2013 then if you\u2019re forgetting or trying to forget the emotional part of that, then you are forgetting and omitting to consider a massive part of what drives capital growth.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>Okay. I\u2019ll play devil\u2019s advocate for a moment, if I may. The emotional part of this, though \u2013 if you\u2019re not careful \u2013 can drive you to buy at any cost.<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Absolutely.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>And that is where the real danger lies, isn\u2019t it?<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Yes, absolutely. And so what I\u2019m coming at there is if you don\u2019t acknowledge that there are emotions at play\u2026 And also even investors \u2013 even the coldest, hardest investors \u2013 sometimes their emotions cause them not to buy a property that they should buy, or they refuse to pay $10,000 extra when, really, that would be a good investment.<\/p>\n

So, emotions go both ways. It\u2019s still emotion even if you\u2019re being hard and calculating. So, by acknowledging how emotions come into play \u2013 whether it be yourself or whether it be in future buyers or other buyers \u2013 then you\u2019re aware that they do play a part, and then you can be more conscious of whether they are impacting you in a negative way or not.<\/p>\n

Kevin:\u00a0<\/strong>\u00a0How do you work out if you\u2019re becoming too emotional about a property? And if so, how do you avoid it?<\/p>\n

Veronica:\u00a0\u00a0<\/strong>This is a really good question. Just last week, we launched a new podcast called\u00a0The Elephant in the Room<\/em>, and it is all about this. In the first episode, we actually interviewed a behavioral scientist who went along to his first-ever auction in Melbourne and observed all these subconscious biases that are being appealed to by not just the auctioneer but the whole auction process.<\/p>\n

What is really interesting\u2026 And I\u2019d encourage the listeners to go and check out the first episode of the podcast, because we outline a lot of the biases that are being appealed to. This is behavioral science. And so by acknowledging and recognizing how you can be impacted, that\u2019s the first step. Awareness is the first step in being able to do something about it. And I\u2019ll give you one example.<\/p>\n

If you go to an auction, for instance, the auctioneer will often use a technique called anchoring, and that\u2019s where they\u2019ll enter into their preamble, for instance, or throughout the auction process, they\u2019ll put in a number that is meant to draw your expectations up to it.<\/p>\n

So, it might be that the agent, for argument\u2019s sake, is quoted $500,000 for a property, and the auctioneer might be saying \u201cLook, properties around this area are going for $600,000.\u201d So, he or she is actually using an anchor to get buyers thinking a certain level.<\/p>\n

Now, this isn\u2019t conscious. The reactions that we have to these sort of anchors are not conscious; they\u2019re actually deeply in our subconscious, but they can often encourage us to actually go over what we initially thought we would at an auction.<\/p>\n

If you ever go and ask people and talk to people, many people\u2026 Because I ask people after auctions, \u201cDid you bid higher than you thought you would?\u201d And quite often, they\u2019ll say yes. It\u2019s that sort of thing. They\u2019re open to the power of suggestion.<\/p>\n

And by being aware of that and being aware that that can happen very easily, you can counteract that by actually making a very conscious decision to do your research before you go to auction, be very clear on the value of that property and very clear on your walk-away price, and have the discipline to remind yourself throughout the auction of that.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>Is there an opportunity at any time to use emotions to your advantage?<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Yes. I think if you are aware that other people are emotional, in an auction for instance, you can actually scare people off as well. So, yes, absolutely.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>And that is with the king bid? Is that what you\u2019re talking about?<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Yes. There are a number of different ways that you can use it. That\u2019s one. Another way, because of social proof \u2013 that\u2019s another one of these biases, for instance \u2013 people look to other people for reassurance.<\/p>\n

If you\u2019re at an auction, the whole process of an auction is very much along those lines of social proof. So, you look to other people. \u201cWell, they\u2019re bidding, so therefore it\u2019s a good idea to buy this property.\u201d<\/p>\n

Whereas in the current market, if things slow down, you might go to an auction and nobody else is bidding. And the lack of social proof is what other people are looking at, and they\u2019re taking a negative cue from that.<\/p>\n

But if you know it\u2019s actually a good property and you\u2019ve done your research and you know what it\u2019s worth, you can still act reticent \u2013 because you don\u2019t want to encourage anybody else \u2013 but you can be aware that others are being affected and impacted by that lack of social proof, and you can make a clearer decision yourself.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>Yes, because that social proof is alive and well in things like open houses. When you go to an open house and you can see a queue of people going in, you know straightaway that this is a popular property, and it reinforces your decision to buy it.<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Exactly, yes. And you start that mental game in your own head of going up in price.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>Yes, justifying why you may have to pay a higher price?<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Yes.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>It\u2019s amazing how at the end of an auction if someone has paid a premium price for a property, how quickly they can justify that to themselves. I\u2019ve seen it happen, and it constantly amazes me.<\/p>\n

Veronica:\u00a0\u00a0<\/strong>There is actually a word for that \u2013 probably bias or auspices bias or something like that.<\/p>\n

And it is about that thing. It\u2019s such a big decision that you will then look for positive reinforcement because the concept of admitting that you made a bad decision is just too painful to bear, so I\u2019m going to do everything I can to find reasons to reinforce why I made a good choice, why I acted well.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>Yes. language is a funny thing, and I have seen on many occasions where someone sold a property, they may have wanted, say, $700,000 for it and they might have gotten $650,000. To their mind, they\u2019ve actually lost $50,000, but in the conversation with the neighbors, they\u2019ll say \u201cOh, yes, we got our price.\u201d They won\u2019t talk about the price, but once again, that\u2019s a case of justifying it, really.<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Yes. We don\u2019t want to look stupid, do we?<\/p>\n

Kevin:\u00a0\u00a0<\/strong>No. Language is a funny thing, how we justify these things. I also recall if I were having a conversation with a seller, as an example, and we were talking about figures, like a price range, if I said \u201c$600,000 to $700,000,\u201d I\u2019d guarantee you they\u2019d anchor themselves to the $700,000.<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Absolutely. In fact, this anchoring goes way back. It goes back to that appraisal process as well. There have been studies done with real estate agents where they\u2019ve blind tested. Some have gone in with no idea of what the vendor\u2019s expectations are and others have gone in with the understanding of what the vendor expected, and it absolutely impacts the appraisal the agent will give to those vendors as well.<\/p>\n

And, of course, that then starts that whole snowballing of the entire campaign. It goes back to the impact or drawing up of people\u2019s expectations or drawing down of them.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>Yes, it\u2019s one of the reasons why in their training, agents are trained to try and get a price by saying \u201cCan you give me an idea of the price range you\u2019d be looking at?\u201d before they go to do the appraisal.<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Yes.<\/p>\n

Kevin:\u00a0\u00a0<\/strong>Fascinating. It\u2019s a great subject.<\/p>\n

My guest has been Veronica Morgan. Veronica is a buyer\u2019s agent out of Sydney from Good Deeds Buyer\u2019s Agents. You may have seen her on\u00a0Location, Location, Location<\/em>\u00a0with Bryce Holdaway.<\/p>\n

Always great talking to you, Veronica. We\u2019ll get you back on the show more often, because I love talking to you. You just make a lot of sense.<\/p>\n

Veronica:\u00a0\u00a0<\/strong>Thanks, Kevin.<\/p>\n","protected":false},"excerpt":{"rendered":"

Veronica Morgan from Lifestyle\u2019s Location, Location, Location Australia speaks to us about emotions, property investing, and how some people say they probably don\u2019t go together. Transcript: Kevin:\u00a0\u00a0My next guest on the show is Veronica Morgan. Veronica, of course, worked with Bryce Holdaway. 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