Did you know that on average, a buyer spends less than half an hour in a property before deciding to buy it?

How the property is styled influences the price people pay, as much, if not more than valuations and comparable sales data. A good property stylist leaves room for prospective buyers to imagine themselves in the space—making them feel like it could become their place.

When we’re in the business of serving or selling, we are regularly required to demonstrate the value we deliver.

We need to help customers experience what buying from or working with us will feel like, often before a transaction has taken place.

We often do this with reason and logic alone, by competing on price, speed or some other hard metric. But it turns out that people don’t just want to know how much something costs. They want a sense of how their lives will be changed by our product or service.

We can all benefit from learning to show, not just explain the value we create. Marketing and sales appeal to the imagination, they are about showing and telling.

Image by Roberto Nickson