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Emotional Engagement with Virtual Reality

People are funny. They buy on emotion and justify the decision with logic. Well actually, it’s a bit more nuanced than that.

According to a Harvard Business Review article by Michael D. Harris, the decision to buy is made subconsciously, and these subconscious decisions are based on a deeply empirical mental processing system that follows a logic of its own. This subconscious/intuitive decision to buy is then communicated to the conscious mind via an emotion. The conscious mind then searches for rational reasons, and that’s how we complete the circle: We justify our emotional signals to buy with logical reasoning. 95% of our purchase decisions, according to Harvard Business School professor Gerald Zaltman, take place unconsciously.

This understanding is critical when it comes to real estate.

For most people, buying a real estate property - a condo or a house - can be one of the biggest investments; one of the most significant decisions made. After all, in addition to the significant financial commitment, it also represents achievements, a statement that you’ve arrived.

So it’s only natural that you want to feel completely confident in your decision. That you want to feel good about it and not second guess yourself.

Now, if the property is already built, you could walk through it and be thorough in your observations, explore the details of the construction, the furnishings, fixtures, and appliances. You can stand in the middle of the living room and experience how it makes you feel.

But what if you are looking to buy property that is still being built? A property that is still under construction or even in the planning stage?

Enter Virtual Reality (VR). VR is perfect for real estate because as a prospective buyer, you not only see what the property is finally going to look like but also get to feel the property at a deeper, subconscious level. You can experience how it will feel to actually occupy the property, to wake up in it, to walk around in it.

This is the promise of room scale, immersive VR experiences for unbuilt properties - speaking to subconscious desires and needs, and making real estate buyers feel good and confident in making those significant purchases.

To get a feel for what a room scale, immersive VR experience for unbuilt properties could look like, visit

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