Investor psychology: 
what to consider when working with clients who are looking for 10% + profitability

Your marketers are trying to hook the client, but returns below 10% don't impress them, beautiful renders and promises without numbers don't convince? So what works now? Let's dive deeper into this question.

Who is a real estate investor

Investors fall into 3 types:

• Conservatives — seek stability (5–7% returns, minimal risks, often Cyprus, UAE).
• Optimizers — willing to take risks for higher profits (8–12%, popular: Georgia, Turkey, Bali).
• Speculators — want to buy off-plan, resell 20–40% higher in 1–2 years.

If you don't understand which type your client belongs to — you won't close the deal.

How investors think

• They calculate numbers: ROI, IRR, cash flow.
• They consider risks and ask questions like: "What if the market crashes?", "What if construction is delayed?"
• They compare regions and projects.

Their filter: "Not about emotions, only about numbers."

Psychology of motivations

Investors have fears and desires

Fears:

• capital loss,
• construction delays,
• inability to rent out,
• market downturn.

Desires:

• stable income above bank rates,
• capital protection from inflation,
• residence permit or citizenship,
• opportunity to resell with profit.

The agent's or marketer's task — remove fears, amplify desires.

The biggest mistake in communicating with investors

You talk about the area's popularity, high demand, proximity to the sea, but don't back it up with facts and figures.

These arguments work for "lifestyle" buyers, but not for investors.

What works in sales

• Financial models.
• Breakdown for 2–5–10 years, showing how much income it will generate.
• ROI (return on investment) calculations.
• Return scenarios (optimistic, conservative, pessimistic).
• Tax amount calculations.
• Depreciation calculations.
• Occupancy rate charts.
• Real cases of your other investors with numbers.
• Emphasis on construction safety, legal purity, insurance. Show completed projects with met deadlines and buyer reviews.