A yacht salesman once said:
“I always show them an outrageously pricey one first, a very expensive but slightly smaller and less luxuriously equipped one second, and a stripped-down bargain model third. They buy the middle one and are able to feel good about not spending as much as they could have. They feel like they acted responsibly.”
This, my friends, is pricing psychology at its finest.
It’s called price anchoring — and it works especially well with affluent buyers. When presented with a sky-high luxury option first, the second-tier product (still premium!) suddenly feels like a reasonable, responsible choice. Even if it’s $50K. Even if it’s $400K.
The takeaway?
If you only show one product or package, you’re missing a massive opportunity. Give your buyers a high-end anchor, a strong middle choice, and a “budget” option. Spoiler: they’re probably going to pick the middle — and they’ll feel great about it.
It’s not trickery. It’s strategy. And it helps you sell smarter without ever lowering your price.
When it comes to designing outdoor spaces that feel like five-star resorts, Rossen Landscape is leading the charge. Based in northern Virginia, their work is more than beautiful — it’s deeply personal, with a clear focus on how their clients want to live outside.
The Rossen team understands the value of intentional design, not just in landscapes — but in how they show up to potential buyers. It’s a brand that knows its worth, and we love being part of its story.
Check out some of their work – and some of our work on their behalf!
The “Luxe Lead Warmer”
This one’s for the cooler spring nights and the hot leads you’re trying to nurture until summer: A cocktail that’s strong, smooth, and makes you look way cooler than you actually are.
The Luxe Lead Warmer
- 1.5 oz bourbon (we prefer John Emerald Double Oak Bourbon)
- 0.75 oz blood orange liqueur
- 0.5 oz lemon juice
- Dash of simple syrup
- Optional: smoked cinnamon stick
Shake over ice, strain into a rocks glass with one large cube, and garnish with a blood orange slice or cinnamon stick. Sip while reviewing your Q3 ad strategy.
In this episode, we break down why storytelling isn’t just a “nice to have” — it’s the secret sauce that makes your brand memorable to affluent buyers.
People are 22 times more likely to remember a fact when it’s told through story rather than just listed as data. So if you’re selling $50K pergolas or custom stonework inspired by Italian villas, you need more than features — you need feels.
- Don’t Skip the Strategy – Why going straight to tactics is a bad idea
- Your Sales Call Tune up for closing sales faster
- The Free Marketing Tool You’re Probably Ignoring
