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Rory Sutherland

๐Ÿ‘ค Speaker
2264 total appearances

Appearances Over Time

Podcast Appearances

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

Female vicar.

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

And it's a tidy, clean house.

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

At that point, you probably upweighed what you're prepared to pay by 20% or so.

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

In a parallel universe, the door is answered by a guy in his underpants.

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

In other words, someone with no shame.

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

In that instance, you devalue the car, I suspect, by about $1,000 or more.

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

In fact, you may not even buy it at all.

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

And what we're doing here is we're effectively saying, what I'm going to do is a stand-in for the question, do I buy the car, which I don't have the technical knowledge to answer.

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

I'm going to ask a supplementary heuristic question, which is, do I trust the person who's selling the car to me?

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

And it's an interesting question.

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.