PSYCHOLOGY OF PERCEPTION

Imagine this: a group of college guys is asked to rate their blind dates based solely on a photo—all while casually watching TV. Harmless, right?

But here’s the twist.

Some of these students happened to be watching an episode of Charlie’s Angels—full of glamorous, modelesque women. The others were watching a more neutral show. The outcome? The guys watching Charlie’s Angels rated their blind dates as significantly less attractive than those who weren’t. Why? Because after seeing women who looked like supermodels, the average blind date didn’t seem all that impressive.

In a similar experiment, another group of students flipped through glossy, ad-filled magazines before rating someone of average appearance. Same result: lower ratings.

This is the Contrast Principle in action. When two things are presented one after the other, the difference between them feels exaggerated. Something average looks worse if it follows something extraordinary—and vice versa.

So, what does this have to do with real estate?

A lot, actually.

In the U.S., some savvy real estate agents use this psychological principle as a subtle sales tactic. They begin property tours by showing clients less desirable listings—ones they know aren’t serious contenders. These are known in the industry as “setup properties.” They exist not to be sold, but to make the real gems shine brighter by comparison.

By the time clients walk into the property that’s actually a good match, it feels like a breath of fresh air—spacious, clean, perfect. In truth, it’s just well-positioned in the lineup.

So next time you arrange a property showing, don’t just think about location or price. Think about sequence. Lead with the duds. Save the best for last.

Because sometimes, perception closes the deal.