Real Estate Investor Insider Secret #6: Consumer Decisions are Made From Our Emotions
May 19, 2009 Real Estate Properties
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Don’t mistake credible copywriting with a dry copywriting. Real estate marketing materials should satisfy both our human need to make rational decisions and our human nature to make emotional decisions.
Sure, people may say they research the products they intend to buy. And, sure, consumers may say they search for the best prices. And they may even say that they create charts with the advantages and disadvantages of specific products. And in many cases they really do perform all these acts.
However, don?t let this mislead you into thinking that logical reasoning alone can persuade people to accept your offer. Do not send your target market a real estate direct mail that only lists the practical benefits why they should sell their home and not the emotional benefits.
Hence, influencing your target market will require you to write a real estate direct mail that creates an emotional affinity with your prospects. So what are these possible benefits that can appeal emotionally to your prospect? You can read more articles on motivation but what I can give you right now are financial security, freedom from worry and fear, increased self-esteem, social status, and etc.
Never assume that emotional marketing only applies to consumer purchases. Especially today, emotions in the real estate market are high. Your real estate direct marketing communication with your customers should aim to reduce their fears and increase their optimism about the benefits you offer.
If you?re reading this, thinking that this ?rule? doesn?t apply to the real estate market, you?re only fooling yourself. Emotions play a powerful role in every single decision we make ? even those that aren?t really consumer related.
One recent example of the successful application of rational and emotional marketing is the 2008 Presidential Elections. Whether you are an Obama supporter or not, Obama?s emotional charisma and poise overcame rational arguments against his lack of experience.
This election also revealed the nation?s growing preference for positive emotional appeals, as against negative emotional appeals. Hence, do not minimize the importance and credibility of emotional marketing.
Emotions not only push people to buy status symbol consumer products, or vote for a presidential candidate. People?s emotions also shape their decisions about reading your real estate direct marketing materials and to responding to your message to sell their homes to you.
So do not forget to use emotional persuasion in your real estate postcard marketing campaigns to increase your response rate!
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