Flip through the weekend newspaper in your city and pay close
attention to the condo advertisements. You will no doubt see the same thing time and time again – diagrams, numbers and renderings on ads full of technical dry information. Most of it is totally boring.
95% of the realtor ads in the newspaper you will find a large photograph that features the exterior image of a building. They are trying to connect with us logically, when what they need to do is connect with us emotionally.
Selling on emotion is the key Look at some of the great car companies who do not sell us on horsepower or the steering, but try to sell us on the feeling of driving their car. If they want to sell a convertible they will create an ad in one of those beautiful spots in the word where the driver is whipping around corners with the top down, the sun is shining brightly and the driver’s hair is blowing in the breeze.
It’s a classic advertising technique – don’t advertise the car, advertise how they will feel using the car. The same thing happens with beer, razor or cologne ads that make it seem as if by using their product, gorgeous women will fall at your feet or your life will improve in some unrealistic way.
Or maybe it’s a shower gel that is going to transport you a thousand
miles from all of your stress, or a diet soda that will make you feel 15 years younger. How do people feel when they use these products? They feel great.
Therefore, especially in real estate, the advertising approach should sell the feeling of using the product, rather than the nuts and bolts of the product itself.