Buyers decide how a home feels long before they decide what it’s worth. Before they begin evaluating square footage, finishes, or floor plans, they’re already forming an emotional impression. Landscaping, scent, colour, and lighting all influence how we experience a space, and research shows these details can shape perceptions of comfort, quality, and value. When preparing a home for sale, understanding buyer psychology can be just as important as understanding the market.
If you are preparing a home for sale and would like to talk about presentation, contact Bayshire Team.
Sources
- Hardy, J., Behe, B. K., Barton, S. S., Page, T. J., Schutzki, R. E., Muzii, K., Fernandez, R. T., Haque, M. T., Brooker, J., Hall, C. R., Hinson, R., Knight, P., McNiel, R., Rowe, D. B., & Safley, C. (2000). Consumer preferences for plant size, type of plant material and design sophistication in residential landscaping. Journal of Environmental Horticulture, 18(4), 224–230. https://doi.org/10.24266/0738-2898-18.4.224 What it means: 158 visitors to a Detroit flower show rated photos of the same house with different landscapes. A conjoint model predicted a 12.7% higher perceived home value for the most-preferred landscape (large plants, a mix of evergreen and deciduous plants with annual colour, a hardscape walkway and a sophisticated design) compared with the least-preferred one (a basic foundation planting of the smallest evergreens). What it doesn’t mean: it is not a sale-price result, and it does not show that design sophistication alone adds 12.7%. In that study, a sophisticated design on its own added 4.5%.
- Behe, B., Hardy, J., Barton, S., Brooker, J., Fernandez, T., Hall, C., Hicks, J., Hinson, R., Knight, P., McNiel, R., Page, T., Rowe, B., Safley, C., & Schutzki, R. (2005). Landscape plant material, size, and design sophistication increase perceived home value. Journal of Environmental Horticulture, 23(3), 127–133. https://doi.org/10.24266/0738-2898-23.3.127 What it means: 1,323 participants in seven U.S. states took part. Across all states, design sophistication averaged 41.7% of relative importance (shown on the slide as 42%; the state results ranged from 40.1% to 44.6%). That put it ahead of plant size at 35.9% and plant material type, or variety, at 22.4%. What it doesn’t mean: it is not a 42% increase in value. In this study, a good landscape added roughly 5–11% to perceived value. Virginia Tech connection: Niemiera, A. X. The Effect of Landscape Plants on Perceived Home Value. Virginia Cooperative Extension Publication 426-087, Virginia Tech. https://pubs.ext.vt.edu/content/dam/pubs_ext_vt_edu/426/426-087/426-087.pdf. This extension summary reports the two studies above.
- Roschk, H., & Hosseinpour, M. (2020). Pleasant ambient scents: A meta-analysis of customer responses and situational contingencies. Journal of Marketing, 84(1), 125–145. https://doi.org/10.1177/0022242919881137 What it means: the paper integrates 671 effects from 64 articles covering 15,447 respondents. Pleasant ambient scent increased the level of customer responses (mood, evaluations, memory, intentions and behaviour) by 3.2% to 15.4%, which the authors summarize as “3%–15%”. What it doesn’t mean: the research covers retail and service environments, not homes or home sales. The effects also depend on conditions; they were larger when the scent was congruent with the setting, familiar and simple.
- Yildirim, K., Hidayetoglu, M. L., & Capanoglu, A. (2011). Effects of interior colors on mood and preference: Comparisons of two living rooms. Perceptual and Motor Skills, 112(2), 509–524. https://doi.org/10.2466/24.27.PMS.112.2.509-524 What it means: participants rated images of the same living rooms with only the colours changed. Warm colours were rated more arousing and stimulating, while cool colours were rated less arousing and more spacious and restful. What it doesn’t mean: the study used digital images of living rooms, not foyers. It shows a perceptual tendency, not a rule.
- Durak, A., Camgöz Olguntürk, N., Yener, C., Güvenç, D., & Gürçınar, Y. (2007). Impact of lighting arrangements and illuminances on different impressions of a room. Building and Environment, 42(10), 3476–3482. https://doi.org/10.1016/j.buildenv.2006.10.048 What it means: 100 participants (40 men and 60 women) judged the same room under general lighting, wall washing and cove lighting, at 500 and 320 lux. Both the lighting arrangement and the lighting level were significantly related to impressions of clarity, spaciousness, relaxation, privacy, pleasantness and order. What it doesn’t mean: the study did not measure “comfort” as such, and the room was not a residential living room.
