Real Estate Investor Insider Secret #6: Consumer Decisions are Made From Our Emotions
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.
But when the ultimate decision is being made, more often than not, the consumer chooses using his gut emotions. Don?t believe for a moment that your targeted audience is any different. You can barrage him with facts? figures? logical arguments? all aimed at why selling his home right now to you is the right move. And of course you should present these compelling cases.
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.
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.
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.
Emotions. Never underestimate the ever present emotional appeal of a major decision? whether it?s a minor purchase a major consumer decision or even the choice of the president of the United States. If you can not only logically persuade your audience to your side, but win them over emotionally, then you have closed that sale. And yes, you can do this through your postcard mailing for your real estate investment firm. Guaranteed!
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