By Michael Yardney September 21, 2025

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Why Facts Don’t Change Minds – And What Really Works

Michael Yardney's Commentary
Why Facts Don’t Change Minds – And What Really Works

Key takeaways

Most people believe they act on facts and reason, but behavioural science shows we’re driven by emotions, tribal identity, and psychological safety.

When presented with conflicting data, people often double down on their original beliefs.

If you’re trying to influence someone skeptical—be it a partner, friend, or even yourself—don’t start with numbers.

Start with aspiration, emotion, and identity.

What if logic wasn’t the key to winning arguments?

What if presenting undeniable facts only made people cling tighter to their beliefs?

And what if this wasn’t just about others, but about you too?

It feels counterintuitive, doesn’t it? Yet this explains why so many property investors ignore market data that could secure their financial future and why debates about housing often spiral into frustration.

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The Illusion of rationality

We love to believe we’re rational thinkers, calmly weighing evidence before reaching conclusions.

The reality? Our brains just aren’t wired that way.

Decades of behavioural science show that emotions, identity, and group loyalty often overshadow logic.

Now this isn’t a weakness—it’s a survival instinct.

For early humans, staying aligned with the tribe was critical. Disagreement could mean exclusion, and exclusion meant danger.

Over thousands of years, our brains evolved to prioritise social bonds over uncomfortable truths.

This manifests today as confirmation bias.

We naturally seek information that reinforces what we already believe and reject anything that challenges our existing beliefs.

Worse still, when confronted with contradictory facts, we can dig in deeper which is a response known as the “backfire effect.”

Take the property market, for example.

I’ve seen countless investors cling to predictions of housing collapses despite overwhelming evidence of long-term growth. They’re not being irrational; they’re defending an identity rooted in scepticism.

Or other investors who are convinced that investing for cash flow is the best approach, when the evidence shows that those who have developed financial freedom from property have invested for capital growth.

Why stories outperform facts

If facts alone don’t work, what does?

Stories.

Humans are wired for narrative. Stories cut through defences, engaging emotions and imagination.

They help people see themselves in a new light without feeling attacked.

When I share the journey of a hesitant first-time investor who overcame fear and built a thriving portfolio, it resonates far more than historical price graphs ever could.

Stories create a vision people can step into.

The role of identity in beliefs

Beliefs aren’t just intellectual—they’re personal. They’re tied to identity.

When you challenge someone’s belief, it feels like you’re questioning who they are.

No wonder they resist.

The answer? Reframe the conversation.

Instead of saying, “You’re wrong about property investing,” invite a new identity: “What if you became the kind of investor who embraced data and took a long-term view?”

Aligning ideas with a person’s aspirational self-image lowers defences and sparks curiosity.

Four ways to open minds (including your own)

Lead with empathy, not arguments
Seek to understand the fears or values underpinning their view. Many who doubt property markets fear financial loss or recall a negative experience.
Use powerful stories
Swap data overload for compelling narratives. Share real examples of investors who overcame doubt and found success.
Highlight shared values
Shift your focus to universal desires—security, freedom, and a better future for your loved ones. Build from this common ground.
Plant seeds gently
Changing beliefs takes time. Instead of forcing agreement, leave people with thoughtful questions or stories to mull over.

The takeaway for investors

As investors, these insights are gold.

Whether you’re facing a sceptical partner, a fearful friend, or your internal doubts, remember: facts alone won’t do it.

To influence others - or yourself - focus on identity and emotion.

Ask: What type of investor do I want to become? The one frozen by fear? Or the one who leans on evidence-based strategies to build generational wealth?

In the end, changing minds starts with changing the stories we tell ourselves.

About Michael Yardney Michael is the founder of Metropole Property Strategists who help their clients grow, protect and pass on their wealth through independent, unbiased property advice and advocacy. He's once again been voted Australia's leading property investment adviser and one of Australia's 50 most influential Thought Leaders. His opinions are regularly featured in the media.