The Washington times., 1926-09-04
VlDNEN's IDEAS
Of VALUE GIVEN

IN appraising real estate women
make decisions on basis differing
markedly from the judgment OF
men. according to the Harmon Ma
eional Real Estate Corporation.
What women want IN q home To-
cation q summa rized rs follows. In
order OF Importance: 1. View or out
look: 2. Proximity to stores: 3. Play.
space for children: 4. Nice neigh
bors: 5. Nearby school and church
facilities.
Comparative land valuations ques.
lions pertaining to communication
rates. transportation facilities and
potential population growth. are all
matters of secondary interest TO the
average woman, while they are OF
primary Importance to the man.
Our tabulated observations over
period OF years, said w. Burke
Harmon. SHOW that In the great
majority OF cases women are influ-
enced IN the purchase OF real estate
BY considerati lions other than those
% financial profit.
When q woman appraises 9
piece uf property, she does It
through the eye Of the potential
lome-malxer. Hers Is an emotional
Judgment. She usually goes to Sc
leck piece OF property with pre-
conceived idea. She has in her
mind rather definite picture %
what her ideal home should be.
This, Of course, differs greatly
from the buying psychology Of the
average male. The man seldom
carries picture IN his head he
Is primarily interested in purchase
ing good financial Investment.
The woman, on the other hands
usually Views the home investment
IN terms other than those Of finance.
FOR her q home Il an investment
n happiness in well being both
Tor herself ana her children. and In
social prestige. The prestige motive
= very important. Men are seldom
inclined 20 worry whether q resi-
DENTAL site IS exclusive. With
the woman It Is an important
considerati ton almost every time.
sWhen she finds what she wants,
!. she Is not inclined TO consider
eodauarafive valuations. or to shop
around Tor better price. Provided
the purchase price Of the parcel is
within her means. she WIN judge =
almost entirely BY what might De
called subjective rather than OBJ.
5ectivs standards.
s.she wants, first, pleasant out
look or view. because this gives
fho home q sense Of freedom ana
repOse. The property must be
near ) shopping district. because
Il Is the woman who must 90 reg.
uiarIy to market. There must be
nlay space for the children. because
only the woman can appreciate
what e means TO have children
confined 20 the house and under
her feet al day long or else
forced to romp ln the crowded
street
.:aEost important, the Woman de-
mands ! neighb0rhOOd which prom. |
ises TO have desirable residents.
The man seldom worries greatly |
about neighbors unless he considers
the important part that neighbors
can play IN creating property val
ues The woman. on the other /
hand. llBea with her nefghbOrg al /
day long, and their chhdren exer-
seisa = strong influence over her
ouin growing family. IL they hare
social prestige. if their children are
wen frained. e they make desirable |
friends. the woman feels that she |
has much to gain. The man makes
His friends among his business con.
facts. His wife and children usual
~ do not have this wide contact
and freedom-thef contacts are
largely limited BY the neighborhood
81 which the home Is placed.
Naturally, too, the woman - Tar
more Interested in the availability
% school and church facilities than
b the man. In our present social
system the man is still the pro-
WIDER, while the woman still plays
the role oe family mentor and
guide. That ID why her family's
welfare plays such an important
part In her buying judgment.
Rather cririously. these factors
influence her decision even when
she IS buying land merely for In
restnent and not for a home site.
IN appraising an investment parcel,
she VIII almost always ask herself,
Would I like to live there, II the
answer Is favorable. she will be In
eIIned TO think that other buyers
6ould also like the property. And
she makes the purchase.
a knowledge Of these psyche
logical factors Is OF inestimable i'm.
portance to the real estate sales
man. In selling Nassau Shores
property, for instance, we always
try TO have the wife accompany the
husband who intends to purchase.
For although he win carefully weigh
Investment values. only the woman
WIN consider those Intangible fac
tors which are equally as important
In creating honey