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Rory Sutherland

๐Ÿ‘ค Speaker
2934 total appearances

Appearances Over Time

Podcast Appearances

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

My mother didn't know anything about cars, knew a lot about people.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

I think she would very reliably go around buying cars just through her assessment of the seller.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And similarly, I think she might do better than someone with an engineering qualification who ignored who the seller was and their personality and character.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

Now, as a bit of evidence of this, I discovered because I've been investigating this.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

Various real estate agents have said to me that every estate agent does their utmost to make sure that until things are signed and sealed, the vendor never meets the buyer and vice versa.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And the reason for that is if one of them doesn't like the other, they won't buy or sell.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

Now, when you think about it, that's completely, unless the person's moving next door.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

Obviously, if you're buying a house from someone who's planning to move next door and they turn out to be a psycho, that's relevant information.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

But it seems to be the case that if you meet the vendor and you basically don't trust them or think they're a bit shifty, it doesn't matter what the price is, it doesn't matter the condition of the house, suddenly you revise your valuation of the house downwards if you don't like the person selling it to you.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

And so that's one of the reasons why apparently real estate agents will leave any kind of contact between the two until after at least a survey has been done and enough commitments taken place.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

I once, by the way, I once didn't buy a house basically because the guy was being an asshole about the fridge.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

Now, the fridge was only worth, I think, 0.2% of the value of the house, or 0.02% of the value of the house.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

I can't quite remember.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

But because he was being a dick about the fridge, I no longer trusted him about the house.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

Weirdly, it turned out my instinct was right because then a friend of ours went to buy the same house.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

They got some separate land registry search done and found out that a chunk of the garden actually belonged to Network Rail, not to the house.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

It effectively filched a large part of the garden.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

pretty or attractive real estate agents would be more successful than... It's a really interesting question, which is I think, you know, I think we ought to study these things much more because the assumption of an economist is that you need to disintermediate.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

You don't need estate agents.

The Knowledge Project
How to Think Like a World-Class Marketer | Rory Sutherland

We just go on...