Last year we tackled how fear and risk perception can freeze homeowners in place. This year, we’re picking up the story and following the path forward: how clients move from hesitation to confident decisions when building science meets behavioral science. This session shines a light on the turning points in the homeowner journey — the moments where trust is built (or lost), and where clear evidence makes the difference between a stalled project and a fully satisfied client. Attendees will leave with practical, field-tested strategies to smooth friction, support decision-making, and guide clients toward confidence in their choices. Come ready to rethink the client journey — and walk away with tools you can use the very next day to turn uncertainty into momentum.
Learning Objectives:
By attending this session, attendees will:
Understand how fear and risk perception influence different stages of the homeowner journey
Gain practical strategies to reduce friction and build trust at key decision points
Learn how each step in the client's journey builds either perceived risk or perceived confidence in the mind of the home owner
