You may have heard of the "puppy dog close"; it's a classic sales technique based on a simple and emotional idea.
Imagine a pet store lets someone who's thinking about buying a puppy take it home just for a couple of days, no strings attached. The idea is to "try it out" and see how it fits with the family.
Well, you can probably guess what happens next.
The kids fall in love with it. The parents get attached. The puppy becomes part of the daily routine: snuggles on the couch, games in the backyard, maybe even a name. They might introduce it to friends and neighbors.
And at that point? The idea of returning the puppy feels unthinkable. It's already part of the family.
That's the power of emotional attachment—and it's exactly what the puppy dog close is about: let someone experience ownership, and their heart takes over.
In real estate, we can use a similar approach. Let buyers visualize themselves living in the home. Let sellers imagine the relief of being moved on to the next chapter. The more we can make it real, the easier the decision becomes—because people rarely let go of something they already feel is theirs.
Here's a list of real estate scenarios where you can use the "puppy dog close" principle, helping buyers or sellers emotionally step into the experience of ownership, so the decision becomes less logical and more emotional.
These ideas help them feel like the home (or sale) is already theirs, which makes backing out far less likely:
For Buyers: Creating Emotional Ownership
- Invite parents or close friends to tour the home
→ "Why don't we schedule a second showing so your parents can see it too?"
They'll imagine hosting family and sharing the space...emotional connection deepens.
- Let them take a video walkthrough to share with others
→ "Feel free to take some video and photos...it helps to get second opinions."
They start showing it off like it's already theirs.
- Encourage them to measure for furniture or decor
→ "Want to bring a tape measure and check the fit for your sectional or dining table?"
This creates a mental move-in...they're picturing themselves living there.
- Point out where they could host events or holidays
→ "Can you see Thanksgiving dinner here?"
Emotionally anchors them to the space through life events.
- Schedule a twilight or weekend showing
→ "Want to see it in the evening, when you'd actually be coming home from work?"
The more they can envision their routine in the home, the stronger the bond.
- Suggest driving by at different times
→ "You might want to swing by at night or on a Saturday to see what the neighborhood feels like."
They start building a relationship with the area, not just the house.
- Send them a photo of "their future backyard" or "kitchen"
→ Follow-up message: "Couldn't help but picture this as your new grilling spot this summer!"
It reinforces personal ownership.
For Sellers: Helping Them Emotionally Detach and Imagine Moving On
- Show them photos of homes in their next chapter
→ "Here are a few listings like what you're looking for...just to start the dream."
Gets them thinking forward, not just about what they're leaving behind.
- Have them pre-pack or declutter as if moving
→ "Let's start staging—think of it like pre-moving. It'll make the transition smoother."
Physically shifting their mindset toward 'letting go' of the house.
- Invite them to envision handing over the keys
→ "Imagine closing day, walking out knowing someone new is about to make memories here."
Creates emotional closure.
- Introduce the idea of what they'll do with proceeds
→ "What are you most looking forward to doing once this home is sold?"
Connects the sale to something exciting and personal.
- Set up a visit to their future destination
→ "Let's explore your next neighborhood while your home is listed."
Shifts emotional investment toward the next phase.
Pro Tip for Agents: The key to the puppy dog close isn't pressure, it's experience. The more people can see, feel, and live in the outcome, the more likely they are to move forward confidently.