I’m always drawn to thinkers who challenge the obvious, and Rory Sutherland has been doing exactly that again in a recent talk at the Retail Media Summit. What I like about his approach is that it’s never about chasing the latest trend. It’s about understanding what really drives people to act, and half the time, it’s not what we assume.
As someone working across property and construction marketing every day, I found myself nodding along. So much of what Rory discusses aligns with what I see on the ground with buyers, sales teams and the way decisions are made. Here are the three ideas that stood out to me and why they matter for anyone trying to market homes in 2025 and beyond.
1. Change the Frame, Change the Outcome
Sutherland argues that behavioural science isn’t about changing what people want—it’s about changing how they think about what they want. Retail Media Age
In the new homes world this means:
- Reframe a house-type viewing as not just “choose your home” but “begin your next chapter.”
- Make the site visit feel less like a sales appointment, more like behaviour change: “Take the first step.”
- Highlight small contextual tweaks: e.g. “See how this space works for your new work-from-home routine” rather than “look at the specs here”.
For your client work: when you write the copy or plan the creative, ask: Which frame are we using? Are we talking “home purchase” or “fresh start, better life”? And is that leading to emotion (which drives decision-making) rather than just logic?
2. Don’t Optimise Only What You Can Measure
One of Rory’s sharpest warnings: “You can’t A/B-test your way to magic.” Retail Media Age
In practice, this means: While you absolutely should track metrics (enquiries, appointments, conversions), don’t let these metrics be the only lens. For example:
- A campaign that drives fewer enquiries but creates higher-quality leads might be better.
- A show-home open event that evokes emotion and builds trust may pay off later, even if immediate numbers look modest.
- Remember: people rarely buy what “makes sense” — they buy what feels right.
3. Small, Silly Tweaks Can Deliver Big Behavioural Levers
In his talk, Rory offered examples like: putting sugar cubes next to tea/coffee, moving baskets further into the store, grouping items differently, all to subtly shift behaviour. Retail Media Age
Translate this into new-homes marketing:
- Maybe shift the default option on a house-type brochure: lead with the lifestyle image (family weekend, garden supper) rather than the floor plan.
- In the show-home launch event, perhaps send a “welcome kit” with a simple behavioural nudge (e.g., a small branded item that reminds the visitor of future life in the home).
- When creating your campaign “Book your appointment” CTA: maybe use context like “Imagine Saturday morning here” rather than “Viewings available”.
Why This Matters for Property & Construction Marketers
Because large-ticket purchases like homes are deeply emotional, long-decision-cycle, high-stakes. Your clients aren’t just selling bricks and mortar, they’re selling a future lifestyle, a new chapter, trust, and quality.
Rory’s insights remind us that:
- The frame you use matters.
- Metrics don’t tell the whole story.
- Small context shifts can unlock big behavioural changes.
Action Steps for You Right Now
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- Audit your current campaign messages: highlight where the frame is functional (e.g., “four-bed house”) vs. emotional (e.g., “room to grow, memories to make”).
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- Pick one behavioural tweak for your next house-type brochure or show-home appointment email (e.g., nudge: “What will Sunday morning look like here?”).
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- In your upcoming landing page and CTA copy, embed both emotion and behavioural context. e.g., “Book your viewing and imagine your new beginning.”
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- Build a mini-reporting dashboard that includes qualitative signals (footfall, time spent, emotional response) alongside standard metrics.
Final thought
Rory’s work is a reminder that great marketing is rarely just the sum of its tactics. It’s the empathy behind them, understanding what really helps someone feel confident, reassured and ready to act.
And in the world of new homes, that human layer makes all the difference.
