When it comes to buying things for our homes, whether it’s a new couch, a fresh coat of paint, or a full kitchen remodel, logic often takes a back seat. We like to think our purchases are practical or budget-driven, but more often than not, they’re emotional decisions in disguise.
Studies show that people make purchasing decisions emotionally first, and then justify them with logic later. That’s why someone might splurge on a high-end sofa and then say, “It’s an investment,” or choose a bold wallpaper because “it brings energy into the room.”
We will always buy emotionally first, then justify with logic. Ever said, “It was on sale!” when really… you just fell in love with it?
Most of us don’t buy things for our homes purely based on need or price. We buy them because they feel right.
For businesses in home goods, renovation, or design, this is a powerful insight. Features and pricing are important, but emotion sells. Your customer isn’t just buying a paint color, they’re buying peace, confidence, or the feeling of finally making the space their own.
That’s why before-and-after photos work. That’s why testimonials resonate. And that’s why showing lifestyle and transformation is key to connecting with buyers.
We’re not robots. We want our homes to reflect who we are, who we’ve been, and who we’re becoming.
And when a product helps bridge that emotional gap, costomers will reach farther in their wallet.
At the end of the day, buying for your home is rarely just about filling space, it’s about creating a feeling. While logic plays its part, it's emotion that turns a house into a home no matter the price tag.
Chris Coltran is the author of multiple books including Selling to your Grandmother and the Grandmother Philosophy — the philosophy of “treating people like you would treat your own grandmother.” He has conducted workshops and seminars for over 20,000 participants. Chris’ latest book, Exspeaktations – What you Say is what you Get and the accompanying 21-step I AM Intention Tracker focuses on mindset and the power that your words and thoughts have over your outcomes. Thoughts become your words, words produce your actions and actions determine your future. The I AM Intention Tracker is already being used in coaching and training sessions for professionals. Learn more about Chris by visiting www.c2unlimited.com
