Rory Sutherland

Do we need slow Tinder? Do we need slow right move? Let me explain just what I mean by this, which is that in most processes of search, if you look at consumers, what they do is they refine their preferences according to what they find out there. So they go into the property market, the dating market, the holiday market, and they They have a set list of preferences to begin with.

If you talk to any real estate agent, most people who deal with a human real estate agent end up buying or renting a property which meets remarkably few, if any, of their initial criteria. That's probably true of the people people marry as well, I would guess. If you ask someone, effectively...

If you talk to any real estate agent, most people who deal with a human real estate agent end up buying or renting a property which meets remarkably few, if any, of their initial criteria. That's probably true of the people people marry as well, I would guess. If you ask someone, effectively...

If you talk to any real estate agent, most people who deal with a human real estate agent end up buying or renting a property which meets remarkably few, if any, of their initial criteria. That's probably true of the people people marry as well, I would guess. If you ask someone, effectively...

to write down put it put it very simply we think we know what we want but we don't is probably the simplest way in which and the way we discover what we want is by a kind of exploratory process of discovery where we explore the market and what's available and what they cost and what we experience when having a look at a particular house or person then refines our preferences and

to write down put it put it very simply we think we know what we want but we don't is probably the simplest way in which and the way we discover what we want is by a kind of exploratory process of discovery where we explore the market and what's available and what they cost and what we experience when having a look at a particular house or person then refines our preferences and

to write down put it put it very simply we think we know what we want but we don't is probably the simplest way in which and the way we discover what we want is by a kind of exploratory process of discovery where we explore the market and what's available and what they cost and what we experience when having a look at a particular house or person then refines our preferences and

And so this, what you might call the right move approach to decision-making, which is define what you like, we give it to you, you buy one of those, okay, looks to us as if it's a perfectly sensible and efficient way of choosing a house. But actually, we don't see what we don't see.

And so this, what you might call the right move approach to decision-making, which is define what you like, we give it to you, you buy one of those, okay, looks to us as if it's a perfectly sensible and efficient way of choosing a house. But actually, we don't see what we don't see.

And so this, what you might call the right move approach to decision-making, which is define what you like, we give it to you, you buy one of those, okay, looks to us as if it's a perfectly sensible and efficient way of choosing a house. But actually, we don't see what we don't see.

Talking to someone this morning, I better not give away who they are, who discovered that Rightmove, there are areas of London which are holes. In other words, they don't fall into any predefined area on Rightmove. And property prices in those areas are disproportionately low. Because you can't search for any property that's in that area. Now, it might be if you're looking for a much bigger area.

Talking to someone this morning, I better not give away who they are, who discovered that Rightmove, there are areas of London which are holes. In other words, they don't fall into any predefined area on Rightmove. And property prices in those areas are disproportionately low. Because you can't search for any property that's in that area. Now, it might be if you're looking for a much bigger area.

Talking to someone this morning, I better not give away who they are, who discovered that Rightmove, there are areas of London which are holes. In other words, they don't fall into any predefined area on Rightmove. And property prices in those areas are disproportionately low. Because you can't search for any property that's in that area. Now, it might be if you're looking for a much bigger area.

But in other words, they're not in Kensington.

But in other words, they're not in Kensington.

But in other words, they're not in Kensington.

In other words, they're these weird little islands of undefined location where you can actually find disproportionately cheap property because Rightmove is kind of blind to their existence. Wow. You also have the problem, which is you can't sell a property, apparently, now for £850,000. Right. Your estate agent or anybody else will tell you, no, no, you've got to make it, say, 810 or 890.

In other words, they're these weird little islands of undefined location where you can actually find disproportionately cheap property because Rightmove is kind of blind to their existence. Wow. You also have the problem, which is you can't sell a property, apparently, now for £850,000. Right. Your estate agent or anybody else will tell you, no, no, you've got to make it, say, 810 or 890.

In other words, they're these weird little islands of undefined location where you can actually find disproportionately cheap property because Rightmove is kind of blind to their existence. Wow. You also have the problem, which is you can't sell a property, apparently, now for £850,000. Right. Your estate agent or anybody else will tell you, no, no, you've got to make it, say, 810 or 890.

Okay, that's fine. And the reason is that people search for property either 900,000 and down or 800,000 and up. And two things happen. One, they're less likely to find you at all because you're further away from their searching point. Secondly, if they do find you, the people who are searching 900 and down are a bit disquieted because they think you're too cheap.