One of the best ways to accomplish creation of perceived value is through a collection of human interest stories about people just like them who are current homeowners, and third-party testimonials from some of those people. The stronger you build perceived value, the greater the desire to have it. The greater the desire, the greater the fear of losing, which automatically creates a sense of urgency. The more heightened the sense of urgency, the more probable a positive decision. No urgency equals no action.