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Real Estate Marketing: Never forget to market to a woman

Posted by Roman Bodnarchuk on Wed, Nov 26, 2014 @ 07:11 AM

Don't forget to market to women. In fact, market to them first


woman-real_estate_decision

Women control 92% of the purchasing decisions related to the home.

Study after study has found that women control 92% of the purchasing decisions related to the home. Those decisions include where to travel, what furnishings to buy and – you guessed it – what home they want to purchase. But most developers do the opposite with their advertising – they focus on the men. Maybe it’s because a large percentage of them come from male-dominated industries like construction or finance, and so this point hasn’t hit home with them. But it needs to. Women make the decisions and you should be marketing to them.

They make or break the deal.

In fact, when I watch the top salespeople, they always seem to be focusing on the woman during the sales process. Even if there’s a couple or a family present, they almost always model the woman because they know if they lose her, it’s over. As soon as she gets negative, the deal is done. It’s something to keep in mind. Here are some other ways to infuse more lifestyle into your advertisements:

Don’t always emphasize on logic.

Women are the decision makers. Knowing that, it’s been shown over and over again that women are far more responsive to emotional advertising than men, which is another reason that huge building photographs and detailed floor plans don’t often work. Those tactics are about logic – and people don’t spend $1400 per square foot because it’s logical (as they do for trump Toronto). But they might spend that amount if those same square feet meant having the ideal location to teach the grandsons how to fish, or it meant being the envy of the other wives in a home perfect for entertaining, or it meant having more time to kick back, relax and watch the game with pals given that this new downtown home cuts down on all that painful commuting.

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