We're working on some new customized marketing plans for upcoming listings. And while we know that the buying process is a mixture of emotions and logic, we really were struck with the Yin Yang aspect of getting a house ready to list. When things are second nature to us, we tend to forget the psychology behind the process.
Emotional Marketing
Know your audience. As always, identify your target demographic(s). Keep them in mind in all marketing efforts. It also helps to target where to best reach them. What are their emotional triggers?
First impressions matter. In marketing materials, and when a buyer drives up to a home and first walks through the door, the initial feeling is often visceral. Rarely is there a second chance.
Connect through the lifestyle - Buyers are often purchasing a lifestyle. Present it honestly and accurately. The goal should always be to make a good match. Videos are especially helpful in conveying the feel of a home and neighborhood.
Ability to visualize themselves living there. Depersonalize the space and create a good traffic flow throughout the home. In Feng Shui its known as the Flow of Chi.
Create harmony with soothing and appealing rooms. Homes are a respite, a retreat from a busy world, the goal is to create a calm and welcoming space. Stage for optimal results!
The Logical side of Marketing.
Correct pricing. Encourages full-price offers. And at times, multiple offers.
Accurate data. Accuracy helps dissuade buyer remorse. Imagine learning a home has 500 sq ft less than advertised? (Inaccurate data makes the logical brain wary.)
Optimal condition. Get HVAC maintenance done, roof and gutter cleaning and repair, etc. (Deferred maintenance makes a logical brain wary.)
Pre-Inspection. If necessary a pre-inspection, to alleviate any doubts or concerns about conditions that might not be visible. Proactive measures often alleviate problems down the road. (Logical brains like to feel confident in their decisions.)
Transparency. Don’t let objections creep up on a deal midway through the transaction. Manage any objections from the beginning with disclosure, disclosure, disclosure. ( Logical brains respond well to established patterns of trust.)
We both thrive on balance - and think the yin and yang aspect of listing homes (to sell quickly) is not only fascinating, but makes perfect sense.
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