Why do we love things we build ourselves?
In 2011, Harvard researchers discovered something amazing —
when people build something themselves, even badly,
they value it 63% more than something ready-made.
That’s the IKEA Effect.
Think of the painting from Welcome movie 🎨
Or IKEA’s Do-It-Yourself furniture —
when you sweat for it, you own it mentally before physically.
💡 Marketing takeaway:
If you’re in real estate, don’t just show ready flats.
Take clients on construction tours, show the process,
let them “build” the story with you —
give them ownership before delivery.
Because people don’t fall in love with perfect things.
They fall in love with what they helped create. ❤️
👇 Comment “IKEA” if you want my favorite book on Personal Branding.
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