Because that's the order a decision actually happens in. The decision is made when the emotion resolves — the worry ends, the outcome feels real, the hot button gets answered — and logic's job comes after: giving the homeowner the reasons that make the decision defensible, to themselves at midnight and to anyone who asks. Emotion creates the decision; logic protects it.
The short answer
The emotional material is all discovery product: the hot button, the emotional impact, the desired outcome, the future they're moving toward. The logical material is the presentation's proof: construction, warranty, company, scope, the investment's structure. Presentations fail in mirror-image ways — all logic produces a homeowner who agrees with everything and decides nothing (“it all makes sense, we just need to think about it”); all emotion produces a yes that evaporates when the justification can't be found at the kitchen table that night.
How it runs
The sequence respects the psychology: lead with the meaning (why this, why now, what changes), prove with the facts (how it's built, who stands behind it, what it involves), and let the close ask the emotion's question while the logic stands ready as the answer to “are we sure?” The homeowner who can say why they decided — in feelings and in facts — owns a decision that survives second thoughts, spouses' group chats, and the neighbor's cheaper guy. Build only one half and you're renting the decision instead.
Spar's rounds put a homeowner across the table while you present — graded against the system. Round 1 is free; the full camp is $29/month. Spar before you knock.