Real Estate Investor Insider Secret #6: Consumer Decisions are Made From Our Emotions
Posted on May 20, 2009 in the Real Estate category
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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.
Advances in information technology and consumer education have taught almost everyone to make informed purchasing decisions. Seldom do we buy anything that we haven?t first checked the reviews in internet forums.
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.
If, however, you can create some emotional connection then you?ve really made that ultimate connection and have practically ensured your sale. If, on the other hand, you can?t excite him to the benefits of this decision, then you haven?t closed the sale. So in addition to making a logical argument? don?t forget to make an emotional pitch as well.
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.
One classic example of the power of emotional marketing is the1960 presidential debate between Nixon and Kennedy. Radio listeners, who were only given the opportunity to focus on the arguments of the debate, picked Nixon as the winner. However, people who watched the debate on TV picked Kennedy instead because he was more emotionally and visually appealing on screen.
Let me give you one very dramatic example. It?s from 1960. And it relates to a decision far more important than what dress to buy for the upcoming dinner party. It involves, in fact, the presidential election. That?s right. The tipping point of this election occurred during the debate during the campaign between the two candidates, Richard M. Nixon for the Republicans and John F. Kennedy for the Democrats.
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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