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It’s difficult to keep your emotions out of property buying. However, the key to investing well is to understand the key role emotion plays and to use it to your advantage.

If one of your primary investing goals is capital growth, then emotion actually plays a very important part in selecting an investment property. The key to capital growth in real estate is resale value. It stands to reason then, that if a property only appeals to unemotional investor buyers, then it is unlikely to generate competition when it comes time to sell it. And competition is what drives up prices. So if you are having an emotional response to a property, there is a fair chance that the property possesses the characteristics that will appeal to many buyers, not just one.

Don’t get carried away and do your research

  • Of course, you need to be very careful that you don’t get carried away with this emotion! You have to know when to walk away. As an investor it is important that you do your price research and understand what your cut-off price will be. If the property is going to auction, this could be one to try to buy prior – make your offer strong enough to entice the vendor to sell before their big day, but less than the price you suspect it could reach under competition. If another buyer pays more, then so be it. Move onto another prospect.

Buyer blind spots

  • One thing to be wary of is that pretty much all of us have blind spots when it comes to real estate. I have one and my colleagues love to rib me about it – I have this thing with trying to buy in streets or buildings where I have lived before. It must have something to do with all my fond memories! But each time I seem completely blind to the drawbacks of each property and I get a bit carried away until I consciously open my eyes to the negatives.

Cautionary tale 1: the apartment

  • Back in 2012 this happened to me three times. The first time was a ninth floor apartment in a well regarded building in Sydney’s Darlinghurst. I misspent some of my 20s renting the apartment directly above. It did end up selling for what I felt was a very reasonable price, which even to this day bothers me a little. But the reason I decided not to go for it was the fact that there were some unresolved water issues with the roof and the worst case scenario was that it could have ended up costing hundreds of thousands of dollars to rectify. And this would have meant ongoing special levies, which have a dampening effect on capital growth (not to mention cash flow!)

Cautionary tale 2: the cottage

  • The second time was another property in Darlinghurst - a tiny cottage on a tiny block of land in a tiny little lane. When I lived a few doors up in my late teens it felt like an oasis in the middle of a busy, noisy city. I loved it then and it still has the same feel. The house in question needed renovating, which I am not scared of, having done a few before.

    The deal breaker for me, once I took my rose coloured glasses off, was that one of the things that makes a build expensive is access costs. With such a narrow lane, how would building materials be delivered? Can trucks get in easily? Where would a skip bin go? So reluctantly I passed on this one.

Cautionary tale 3: the shop front

  • The third time was a terraced shop front located a few doors up from my Sydney office. Part of me still wishes I had bought this one. But I am also certain that the limitations of the property would bug me now if I had. I could see potential to relocate my office there as well as create an upstairs apartment to rent out.

    One of my team members helped open my eyes to the issues with this property. It was heritage listed, so any improvements or alterations may not be straightforward. But she also reminded me that its location almost adjacent to one pub and opposite another would have a negative impact on capital growth. Despite my somewhat "romantic" desire to own an old shop (which I have often felt would be cool), this property would not necessarily make a great investment.

The successful investment

  • I did end up buying an investment property that year. And it’s not in a street or suburb in which I have ever lived. Nor is it an old shop. It is a semi-detached cottage in the inner west suburb Alexandria that was dated but very lovingly maintained with lovely original features that were overpowered by the blue shag pile carpet and matching striped wallpaper.

    Due to the circumstances of the sale I was able to pick it up for a very reasonable price (comparable sales at the time showed me that) and spent a minimal amount of money and time sprucing it up before renting it out. By polishing the floorboards, changing light fittings and repainting it a contemporary colour I created more of a "feel" that will no doubt attract an emotional buyer when I come to sell it.

And that really sums up the ideal investment. One with the potential to create an emotional response in buyers in the future. I think emotion is something that must be taken into consideration when buying a property. Because people prefer to live in properties that they like, whether they are renters or owner occupiers. You just need to make sure you’re thinking with your head as much as your heart.

Guest Blog: Veronica Morgan


Veronica Morgan is a Sydney-based property expert, buyer's agent and principal of Good Deeds Property Buyers. She writes on a wide variety of property topics, is the co-host of The Lifestyle Channel’s Location Location Location, and features in State Custodians’ latest video series.

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