For starters, I'd say that there are geographical areas that simply have more power. Then I'd say that because of the significance of these areas, powerful events tend to take place in these places. This means that these geographical areas also tend to accrue a certain, 'personality,' or, 'power.'
If I picked a fairly extreme example, let's say, 'Stonehenge,' then I'd say that it is likely that a full-fledged entity of some sort might inhabit the place. However, in cases of something like a haunted house, these places are not as powerful as Stonehenge, but some very shocking things have happened at these places. Many of the mediums who have been to such places describe, 'figments,' or perhaps, 'spectres.' Mediums do not tend to be very trustworthy as a group, but I think that makes some sense.
In other words, the locations are first significant because of place, then second because of events. These two elements make up the, 'character,' of the, 'spirit,' or, 'spirits,' who inhabit the place.
"... And you shall know the truth, and the truth shall set you free..."
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