Breaking: Attractive brokers sell more resi real estate

A study did reveal some surprises, however

New York /
Oct.October 25, 2017 05:20 PM

A study just confirmed what everybody already knew: that attractive residential brokers make more sales.

In an industry known for blowouts and stilettos, a study published in the current edition of the Journal of Housing Research found that the attractiveness of the broker and their use of “pathos” — defined as subjective words used to describe the property – affected how a potential buyer responded. That may seem obvious but there were some surprises.

The study asked 1,594 potential home buyers from across the U.S. to rate the appeal of a property after taking an online tour with an agent. A separate group of subjects rated the attractiveness of the agents prior to the tour, according to the Wall Street Journal.

It found that attractive women using pathos were most successful, but surprisingly they were more effective with homosexual men than heterosexual men. Married buyers seemed to prefer attractive male brokers, the study found.

But the most interesting aspect of the research is that it flies in the face of “homophily,” the theory that buyers prefer agents most like themselves. For instance, Caucasian and non-Caucasian buyers responded similarly to Caucasian agents.

“Similarity for the sake of similarity we did not find to be significant,” Michael Seiler, professor of real estate and finance at the College of William and Mary and a co-author of the study, told the Journal. [WSJ]Christopher Cameron 


Related Articles

arrow_forward_ios
(Illustration by The Real Deal with Getty Images)
Home prices cooled at historic rate in July
Home prices cooled at historic rate in July
(Photo Illustration by The Real Deal with Getty Images)
Cooling Sun Belt markets lead canceled home contracts
Cooling Sun Belt markets lead canceled home contracts
30 Front Street & 294 Park Place (Streeteasy, Getty)
Brooklyn luxury market can’t shake slump
Brooklyn luxury market can’t shake slump
From left: 182 East 64th Street and 520 West 28th Street (Getty Images, Brown Harris Stevens, Godsfriendchuck, CC BY-SA 4.0 - via Wikimedia Commons)
Manhattan luxury contracts hold steady in September
Manhattan luxury contracts hold steady in September
Ryan Serhant
Ryan Serhant talks Compass, reality TV and more on TRD podcast
Ryan Serhant talks Compass, reality TV and more on TRD podcast
Frank Lloyd Wright with 1425 Valley View Drive (Getty, Re/Max)
Unique Frank Lloyd Wright home available … for now
Unique Frank Lloyd Wright home available … for now
A photo illustration of the Arizona Ghost Town Museum in Pearce, Arizona (Getty Images, Facebook/oldpearcepottery)
Night at the museum: Ghost town general store turned-home lists at $1M
Night at the museum: Ghost town general store turned-home lists at $1M
Ben Simmons and Olympia Dumbo (Photo Illustration by Steven Dilakian for The Real Deal with Getty Images and Olympia Dumbo)
Fortis’ Olympia Dumbo lures Brooklyn Nets star
Fortis’ Olympia Dumbo lures Brooklyn Nets star
arrow_forward_ios

The Deal's newsletters give you the latest scoops, fresh headlines, marketing data, and things to know within the industry.

Loading...