Bobby MoestaInnovator, Entrepreneur, Professor and Advisor

PUSH, PULL, ANXIETY, HABIT #sales #demandsidesales #bobmoesta

28 Jan 2024 · 1 min

Watch on YouTube

1:00

In this short video Bobby Moesta explains a demand‑side sales framework for understanding why older parents decide to downsize from the family home to a condo. He breaks the decision into four forces: (1) Push – negative aspects of the current house such as size, high taxes, and desire to travel; (2) Pull – attractive features of a condo like lower maintenance, proximity to children, first‑floor laundry, and upgraded kitchens; (3) Anxiety – friction points that create fear, including distance to grocery stores, the need to sell and repair the current home, and the logistics of moving after decades in one place; and (4) Habit – the comfort and attachment to the existing home’s routines. Moesta argues that a move occurs only when the combined push and pull outweigh the combined anxiety and habit, providing a simple decision‑balance model for salespeople to apply when positioning downsizing solutions.

Chapters

What causes your parents to downsize from the house you grew up in to move into a condo? It's not random. So what are the things that push your parents to say today's the day they need to move? You know, the house is too big, we pay a lot in taxes, we want to travel more. All these things kind of create that push, and then at some point they start to look and see solutions, and it's like, what's the pull of like this condo or that condo or even going to a condo? It's like, well, we can travel more. We can move closer to the kids. The first floor laundry, the gourmet kitchen. There's all these things of what they can do. But the other part of these other 2, the anxiety of the new creates these very large frictional points. So for example, how far is the grocery store? I've got to sell my house. Boy, we got to fix up the house. How are we going to move? We haven't moved in 40 years. The other part is the habit of the present, which is the things where they're comfortable with the things they love about the old house. Part of it is to realize like the push and the pull have to be greater than the anxiety and habit.