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.
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.
Those who had viewed the debate on television believed that Kennedy had won. In fact, this was the overwhelming opinion. Why? Because Nixon wore a five o?clock shadow ? the telltale shadowy outline of a beard that had been shaved too far ahead of the debate. Kennedy just looked more presidential.
So do not forget to use emotional persuasion in your real estate postcard marketing campaigns to increase your response rate!
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.
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.
Those who had viewed the debate on television believed that Kennedy had won. In fact, this was the overwhelming opinion. Why? Because Nixon wore a five o?clock shadow ? the telltale shadowy outline of a beard that had been shaved too far ahead of the debate. Kennedy just looked more presidential.
So do not forget to use emotional persuasion in your real estate postcard marketing campaigns to increase your response rate!
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