In order to sell housing with an individual repair, the broker just needs to find a successor with similar fantasies
“Individualized object” is the term inexpensive for the seller who first sells his property, but the professional broker causes nervous tick. Such a term appears when, putting the whole soul, fantasy and, as a result, considerable means, the owner is waiting for not only admiration and recognition, but also the storytelling of his efforts in monetary equivalent. However, the more individually the repair is made, the more unusual the situation is, the already the audience of buyers, and therefore longer and the subsequent period of the exposition. Sellers who have been working in the elite real estate market for decades will hardly argue with this pattern.
Choosing the role: The warm owner or hero-lover
“The whole world is the theater. In it, women, men – All actors, ”Willyam Shakespeare wrote four centuries ago. And by and large the world has not changed. We all behave completely differently depending on the situation: we choose this or that clothes, speak in a special manner, use various props. The scenery largely determines our professional style, whether it is an exquisite cabinet with Francesco Molon furniture and a luxurious secretary in a reception or office loft style with minimalism with low Minotti sofas and Giorgetti magazine tables. This happens with living space and even more so, because the design of an apartment or house is a reflection of the owner’s inner world. New-fashioned trends from glossy magazines are not only transferred to the interiors of their “fortified houses”, they reflect family traditions, and the peculiarities of life and habits of the family, and the entire life emotional belongings. Now imagine for a minute that the interior of your house is theatrical stage where you play a role: “The warm master”, “Sabbath lioness is the mistress of the salon”, “Mother of the family” or “Hero-lover”. You play, having learned by heart, easily and relaxed and for more than one year in a row. In this sense, any subject of the situation is a props that has its own meaning: a unwashed cup and a photograph of a puffy baby on the piano, and even the stopped slippers thrown at the entrance.
But suddenly the script changed, and in the play “How to Sell your Real Estate”, you begin to play a new role for yourself – the seller of the apartment – and your props and scenery acquire a new meaning. Remember how Chekhov’s: “If a gun hangs on the wall in the first act, then in the latter it should shoot.” The buyer who comes with a broker to watch someone else's performance becomes an actor in other people's decorations. We can say that he comes to a new scene with his learned role, his vision of the script, in order to fully fulfill it on it. The role of the buyer and the seller may not coincide, and here you just need a professional broker-a sort of casting director. His task is to build an emotional connection between the main primas on this stage site and make sure that the gun hanging on the wall shows the target, and does not fight to death.
Emotional swing: the devil in detail
If we lower rational purchases (including investment), we admit that people often purchase products and services not because those best, but due to the emotional connection that arose from the fact that the buyer's values were cut with the value of the purchase object. This fundamental concept is true for any level of well -being and often is higher than household requirements for future housing. However, nowhere she plays such a decisive role as when buying apartments or turnkey houses, which, of course, are sold in the secondary majority in the secondary market.
Most brokers prefer to work in a “pure emotional field” just because a neutral style that does not cause an emotional response the interior does not wake up in buyers of passions. The process of purchase, in which numbers, square meters, cost of materials are more likely to sound, is easier to manage, while only professionals of the highest rank can work with apartments, which with the light hand of the former owner have become an object of art. Sometimes we are dealing with the “sale” of the whole world and, in fact, look for a successor for madness.
Once I helped sell an apartment on the Prechistenka, which in general did not betray the oddities of its owner. Only one detail embarrassed me-bulky swing on a forged chain cut out of the road of wood, which hung not in the nursery, as you could have imagined, but in the master spell. When I invited the owner to remove them, he only smiled slyly and insisted that it was these swings that were reflecting the “spirit of the house”, and to remove them to change him and himself. I shrugged and for several shows observed an ambiguous reaction of buyers. Of course, no one said anything out loud, but I saw how their faces changed when they went into the bedroom. The owner followed such a spectrum of emotions with interest, and at some point it began to seem to me that this was not even a game of “selling an apartment”, but some kind of performance of one actor, where the goal is a process, not a result. For the fifth or sixth show, a middle -aged couple came to us – obviously sophisticated people who have seen many apartments for sale in their lifetime. Slowly bypassing the living room, the kitchen, the dining room, the lady opened the door to the bedroom, and such a smile began to play on her face that she literally was younger for ten years before my eyes. The advance was introduced immediately: the invited actor opened in someone else's decoration. The values coincided, the deal took place.
the godfather and a certain hat
In the high price segment, fashion for apartments, ready “up to slippers”, was set by enthusiasts of the elite market for a long time. Probably, the very first case in my practice is an apartment in the Botikovsky LCD, 5 “with an area of 164 square meters. m on the second floor. Back in 2004, it was already sold with the design from Glickman for a record 24 thousand dollars per square meter. m (and this is at a time when “concrete nearby” could be found in five thousand). Today, the name of the buyer that arose on the threshold – the famous governor at that time – will remember, I will only say that the trio was very colorful. He appeared, accompanied by an employee of the Swiss bank and a secretary in a ridiculous hand -knitted hat. I poured the names of branded furniture, juggled up with architectural terms, involving a potential buyer in a new play for him …
But you know what worked as a result? A collection of branded cognacs, exhibited on a bar on wheels, in the neighborhood with the glasses “Christophle”. Already much later, the same secretary in a knitted cap told another secret of the transaction. As it turned out, the interior of one of the rooms recreated a scene from the popular Father popular at that time. The governor remembered her and literally immediately flew into the role proposed to him.
a billiard table as a supporting structure
The situation is more complicated in the suburbs. On the one hand, presented in 80% of cases by the secondary market, the suburban does not cease to surprise sellers with their sometimes amazing interiors that can scare away even the species of millionaires. On the other hand, after 2015, a trend for finished turnkey houses was indicated on the market, which is still explained by high prices for exclusive European materials and the difficulties of their logistics.
In the primary market, professional developers today offer ready -made repairs and design in neutral averaged form, which will like the widest audience as much as possible. By the way, the first project of “American Condo” with light floors and walls and wood fireplaces in each apartment was offered to the market in 1995 by the Crocus group under the leadership of Araz Agalarov. As for the private owners of the suburban market, here you can prepare for diversity. On average, the period of implementation of the private development project is from 3 to 4 years. In my memory, some palaces were “born” for 7 years. For such a period, the fashion may well change that it is taken into account, and the principles of classicism are based on, at least in architecture. But the work is carried out “for centuries”, and, accordingly, they bear the imprint of the period that society lived while the house was built.
The mansions of twenty years ago in one go with a billiard room, where the table is dust under the “American”, and often even a giant table for Russian The billiards, with whom it is easier to put up with than to take it out, breaking into pieces. These houses were built by people who were accustomed to negotiating in home saunas, which are so difficult to block into additional bedrooms that meet the demand of today's buyer. Mandatory and relevant dressing rooms, bathrooms, functional areas on the suburban market today are worth its weight in gold, but luxurious houses of 1000 square meters. m can hang on the exposition for years. In a word, far from all the residences of the elite on Rublevka or New Riga in a hundred years will turn into park suburban estates with the status of the window. I do not want to offend anyone, but I’m not sure that in our century it is possible to create such a level in the private interior “Monument to the Monument to the Monument” that our descendants drive children and grandchildren there, as to the museum.
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