In other words, they look to understand what is offered... they
compare to make sure what they see satisfies their buying criteria...
and thirdly, they contrast what they see against what they presently
have or other homes they may have just seen.
The law of contrast states that when two items are different, a
person will see them as more diverse if they are placed close together.
The use of contrast is based on a person's perception of things that
happens one right after the other. For example, if you've had a rotten
day because you found out the government was auditing your tax return
and you go to the parking lot and find a big scratch on your car, you
will have a different reaction to the scratch, if you were having a
great day because you won the lottery and then found the scratch.
It's the same scratch, but you will have a different reaction to it
depending on what you're personally experiencing at the time.
What I'm talking about is perception. The human mind has to find a
benchmark of comparison to make judgments. This happens when a buyer is
considering different homes, communities and locations.
The law of contrast applies to many situations in the home buying and selling experience. Here are just a few:
- Contrasting homes;
- Contrast communities;
- Contrast locations;
- Contrast financing programs;
- Contrast amenities;
- Contrast available services.
To experience the law of contrast try this experiment: Fill three
buckets with water, one with hot water, another with cold water, and
the third with tepid water. Place one hand in the hot bucket and the
other one in the cold bucket for thirty seconds. Now place both hands
in the tepid bucket and you will feel the law of contrast. The water in
the third bucket is considered warm, but to the hot hand it feels cold
and to the cold hand it feels warm. It is the same water but two
completely different reactions. This is the law of contrast.
Any home, community, location and amenity can be contrasted to
appear different from what a buyer has seen by using the law of
contrast. It's important to be aware of this effect when shopping for
a home.