Can Agents Influence Property Perceptions Through Their Appearance and Use of Pathos?

This study takes 1594 potential homebuyers on a Web-based audio/visual tour of a typically priced home in their area. Using a voice-altering software as well as before and after extreme makeover photos, we are able to isolate the effect of real estate agent characteristics-attractiveness, gender, and pathos-on their ability to change the opinions of potential homebuyers. We find that attractive female agents who employ pathos are significantly able to alter the impression of the property in the minds of respondents. Furthermore, agents using pathos are not viewed as less trustworthy than agents not using pathos.