Private Equity List blog

Problems of PE workers with real estate

It was 2022. My husband and I were looking for a new place, and the choice turned out tougher than any of us could have imagined. But this story is about one particular place. 

I almost didn’t choose that apartment.

Don’t get me wrong, there was nothing obviously wrong with it. No clear video editing in the preview either. It was all there. The rooms were bright. The layout made sense somehow, although not in an obvious way. The windows faced the right direction, the building wasn’t falling apart, and the price, for once, didn’t feel like an insult. On paper, it was a solid yes. And somehow there was something holding me back. 

My husband is a man of logic. If the price makes sense and the area is good, he’s not going to be swayed by some ill-adviced feng shui-type nonsense. But I couldn’t put my finger on what’s stopping me from committing. 

Standing there in the doorway, though, I felt nothing. It wasn’t disappointment. But there was no excitement, either. My sister would call it ‘polite indifference,’ the same feeling you get when someone introduces you to a perfectly nice person whose name you immediately forget. Just blah…

I remember thinking, I should like this. That sentence alone should have been a warning. Girls, if you ever think that about a guy, he’s probably not YOUR guy after all. 

The apartment was empty, which is normal, of course. Empty is expected. But emptiness has a personality, and this one felt oddly demanding. Something like asking too many questions at once. Where would the couch go? Would the light still feel good in the evening? Would mornings be quiet or echoey? Would I end up hating that corner for no clear reason?

I walked from room to room, trying to answer all of that in my head. That didn’t help. Just frustration. Frustration and nagging feeling, like I was growing tired in a way that had nothing to do with square meters or ceiling height.

Some spaces speak. Others just don’t. This one waited.

The Heart Wants What The Heart Wants

We like to believe we make big decisions logically, but that’s a load of baloney. I mean, we SHOULD invite the head to the party, of course, but the heart is not off the list, ever. Listing pros and cons, comparing numbers… Measure distances, calculate costs, etc., it’s all good and well. But when it comes to choosing where to live, logic only gets us to the door. After that, something more akin to a gut feeling takes over.

You’re not choosing walls. You’re choosing mornings. When the sun strikes at the right moment and you can see yourself as you stand before the window, and you smell fresh coffee. You are also deciding where you will be when you take water at night where your eyes will rest when you are tired. You will drop your bag unconsciously. An apartment is a choice of one of your daily lives and that entails imagination. It was something that I usually do in the family. That is the reason why me and my husband get along. I sometimes feel that he was the brains and I was the heart.  Although I’m just as smart, and he’s just as kind. 

Picture, and you shall find

The thing is that imagination is weak sometimes. It does not work well when strained.

In an empty space, imagination has to work overtime. It has to furnish, light, soften, and humanize everything at once. It has to guess what the silence will feel like when it’s no longer temporary. And when imagination gets overwhelmed, it doesn’t get creative, it shuts down.

That’s what happened there, I think. The apartment didn’t feel wrong. It felt unreadable.

Later, I saw another place. Similar in size. Also, similar layout. It was nothing spectacular though. But this one had been staged. And I mean STAGED. I’m not in the design business, so it’s not like I can dissect a staged apartment at the drop of a hat. But this one definitely was made up lightly, sensibly. A table that made the dining area make sense. A rug that anchored the living space. Lamps instead of ceiling glare. Nothing dramatic, nothing aspirational.

And suddenly, I didn’t have to work so hard.

The rooms didn’t feel bigger. They felt CLEARER. That’s the secret, folks. Clearer. Somehow, corners had purpose. Movement through the space made sense and felt effortless. I could picture myself there without narrating every step in my head.

That’s when it clicked. Not with excitement, but with relief. Don’t get me wrong, I wasn’t responding to beauty. I was responding to legibility.

I have a funny feeling people get about this, nearly the same as guilt. It is as though that just because one needs some sort of visual assistance, it implies that one is superficial, or easily carried away. Hon, I have no plans. The right decision does not have to announce itself through pure reason. Atmosphere or presentation, it will never lack.

But that’s not how humans move through the world. We rely on cues constantly. We must control light, order, proportion, rhythm. We trust places that don’t make us work to understand them. Because clarity feels safe, wouldn’t you agree? Plus, it’s not pseudoscience. People studied processing fluency and aesthetic pleasure, coming to the conclusion that people do find some spaces more easy to be in than others, and it’s not about being full or empty. It’s about making sense. 

In retrospect, I understand that the apartment that I almost refused to rent was not devoid of potential. It was lacking a story. Not a fantasy, not a dream. Nothing more than an account of the way life could pass in it. After that story emerged, a decision did not seem like a bold step any longer. It felt like a step.

I did make an apartment selection. Didn’t even need the help of Clideo AI to make the video I took of the house. It was not the first, but one quite similar, when I could see it. And I do sometimes even remember that primitive place where we had left it, the place we had left because it was not wrong, but because it was too much too soon.

How frequently do we give up and leave so many decisions?

No, not that we do not want them, but we cannot yet just imagine ourselves in them. Family, careers, towns, and even marriages. Everybody stood still to gain some understanding.

Perhaps that is the silent force of good visual design. It doesn’t persuade. It doesn’t exaggerate. It merely gets the noise down to a manageable level so that we can think.

Yes, just sometimes, that is all we need to say yes.

About the author
Giorgio Fenancio

Giorgio Fenancio

Giorgio Fenancio is the main author of blog.privateequitylist.com with multiple track record in PE/VC deals and startups. Curious about growth as well as GTM/marketing tools.

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