May 26th - 2014

Hotsheet: Heart trumps head among buyers - RECO

The heart often overrules the head when it comes to buying a home, according to a new study into the behaviour of Ontario’s home owners released by the Real Estate Council of Ontario (RECO).

Two hands hold a miniature house

Two hands hold a miniature houseThe heart often overrules the head when it comes to buying a home, according to a new study into the behaviour of Ontario’s home owners released by the Real Estate Council of Ontario (RECO). The study paints a sobering snapshot of what is a sometimes contradictory experience in which rational decision-making is valued, but emotion influences more than half of buyers. While those surveyed ranked the most important factors as price (96 per cent) functional fit (95 per cent) structural integrity and neighbourhood quality (91 per cent each), 51 per cent admitted to having been influenced by emotion. To read the full news release, click on Latest News at www.reco.on.ca.

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Ontario Real Estate Association

Jean-Adrien Delicano

Senior Manager, Media Relations

JeanAdrienD@orea.com

416-445-9910 ext. 246