Emotions have a strong influence on what we buy and how we live. Think of what compels you to buy something. Consider Starbucks they sell coffee that the simple answer but it is much more involved than just that. Starbucks advertisement’s force you to respond to the experiences you've had when you visited. It is the aroma of brewing coffee, people reading the paper, students on laptops? Or could it be and friends gathered in comfortable chairs around a intimate tables enjoying the companionship? That is what sells their coffee. It's those emotions that they appeal to. Their “Target Market” is individuals that want to treat themselves to a luxurious cup of coffee in a no hurry atmosphere. They're obviously not trying to compete on cost of the cup of coffee. They're invoking emotional responses.
This transfers directly to Real Estate as well however less than 2% of agents understand the power behind "Emotional Response Marketing" and how to harness it to make your home stand out and also sell for the highest price possible”.
When buyers are reviewing properties online they're looking for two things:
Steps to harness the power of “Emotional Response Marketing” with Real Estate.
1.) List the benefits of your home not just the features.
2.) Match those benefits to an emotion.
3.) Use words that relate to emotions- over the years we've tested a lot of different words by keeping track of the amount of traffic that they generate.
4.) There are certain words that convey positive thoughts and pull on the emotional senses that each of us have. They make an emotional link that give us warm, fuzzy feelings about the home.
Some of the Key Emotions that you want to touch on with Real Estate Marketing are:
Emotional Response Marketing Summary
There are many emotional triggers that you can use to invoke feelings in your target audience. Buyers are searching through a large number of homes every day. You need to give them a reason to want your home. Make them feel something when they see the photos or read the copywriting.