Beyond Price: Understanding Emotional and Rational Factors in Real Estate Negotiation

This qualitative, exploratory, descriptive case study examines a land negotiation between a developer and three brothers who inherited areas of land. The negotiation was influenced by emotional attachment, opportunism, and expectation of future appreciation. The study highlights the importance of understanding the real interests behind stated positions and preparing creative options to balance interests. The findings indicate the value of applying negotiation concepts, such as ZOPA and BATNA, to manage conflicts and create value in complex negotiations.