The Power of Emotions
Amit Bhuta
I use non-traditional marketing to inspire the most motivated buyers to pay the max for Miami luxury homes...
I use non-traditional marketing to inspire the most motivated buyers to pay the max for Miami luxury homes...
Emotion is extremely important in helping people make decisions when they are purchasing something. The sad part is that in real estate almost all marketing doesn't take advantage of this.
Typically a very high percentage of properties listed for sale mention facts about the house - beds, baths, square footage, lot size, updates, etc. The problem is that almost all buyers DON'T purchase their homes based on stats.
A person or family isn't living in their current home because it had the most bedrooms or largest lot or square footage for the price. They bought it because they felt an emotion when they were in it.
When they first saw the home, later that night, they thought about it a LOT before they went to bed. They woke up thinking about it and thought about it all throughout the day because there was something special about it. It wasn't because it had the largest square footage compared to the competition.
When product descriptions, ads, and social media posts don't create that emotional connection, the agent and seller are only connecting with a very small part of the target audience.
The only people that are usually drawn to these types of ads or posts are typically accountants, engineers, data analysts and people with this type of personality.
So with emotion being so important, how can we better use this to sell homes? The first thing is to have the sellers go back in time and relive those memories when they were searching for homes and they first saw the one that they are selling.
Just let them speak about that time and relive the excitement. When most agents are asking sellers about their home, they just ask them what they like most about the house. That is ok, but it doesn't bring back that emotional journey from the past.
The things that made them think of the home all throughout the day when they were excited about buying it are what we want to find out. So dig deep and find out the things that brought them the most excitement.
Once you find out those things, you need to start off the ad, post, or description with something that catches the reader's attention.
My team and I recently read that the goal for the first sentence of any ad is to get the reader to read the second sentence. Always remember that.
The same thing applies to the first few seconds of a video. You want the very beginning of the home's video to get the viewer to want to continue watching the video.
Photos are extremely important when creating that emotional connection to a home for potential buyers. The majority of real estate agents use the outside of the property facing the front door as the first photo.
The big problem with that is that's usually not the best photo of the home. There are usually many other features of the home that are better.
Almost all websites and apps only have the first photo of the listing up. So for a potential motivated buyer to see the rest of the photos, that person needs to be interested enough to want to spend the time to look at the rest.
If the first photo and the next few don't bring back the excitement that the seller felt in the past, the odds are that many of the best candidates to purchase the home won't ever see the best things about the home.
My sellers and I typically spend at least an hour picking out our top five. The impact this has is HUGE!
Doing all of the things above do not guarantee that the property will sell, but it will give the seller the best chance of selling the home in the shortest time for the most money.
There are many more things that can be done using emotion to get homes sold quickly. If you would like to learn more, feel free to contact us.
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