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Windermere North | Direct: 206-949-8895 | Email: jim@northwestrealestate.com
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:
                  1.)   Physical Aspects of the Home
                  2.)   What's In it For Me?

The  first is the Physical Aspects of the Home. It's the number bedrooms, number bathrooms, square footage, style, etc. of what's there in that house.
 
Every listing already has that information provided by the MLS so why in the world would anyone want to repeat the same information in the marketing copy? Are you kidding me!

Picture this, a buyer pulls up property first by looking for location, number bedrooms, number bathrooms and the square footage. All the properties that come up have already been screened for that information. So why would anyone waste their time relisting that information in the marketing copywriting?
 

   What's in it for me?
(Key to Emotional response marketing)
 
Buyers want to know what the benefits might be of living in a given home. The sellers already know that because those are the things they will miss when the most when they move. When they reflect on the home what will not come to their mind is that it had three bedrooms and two baths one with has a new toilet. You can find that anywhere.
On the other hand, what they might miss is having a park across the street that allows you to see the kids playing safely or the fire pit in the backyard for family gatherings, maybe its sitting on the deck on the summer nights and watching for shooting stars and satellites, perhaps it will be the laughter of the kids playing on the big toys in the backyard. It could also be the family room with the romantic gas fireplace that they've enjoyed on those cozy winter nights. That's what they'll miss and that is precisely what  the buyers want  to know!

You can convey emotional responses with careful consideration for the photography.
 
Picture a photo of the dining room showing empty chairs and a very nice but empty table.  That does not elicit an emotional response. The same table with place settings on for guests does. The differences is one photo shows a table in a room, the other conveys a image of a family gathering and eating together, or the ability to entertain guest and friends.


We see it all around us. Virtually all the ads on TV are centered around “Emotional Response Marketing”. The Car company ads don't you show just the cars they show people enjoying driving them and they try to give you the feel of what it would be like to own one. Some of those also try to tie an emotion to the brand. Consider Toyota branding Ad the one with a child in a Darth Vader suit testing his powers. It also showed the dad with the remote control starting the car to the delight of his son. That's a feel-good moment showing family values interlinked with Toyota. 
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:   
trust
family values
safety
privacy
entertainment
ownership
belonging
pride
accomplishment
time
 

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.