Traditional Realty Advertising Won't Sell. Why? Because Love Isn’t Logical. It never was, and it never will be. Let's learn how to use that to our advantage.
Next in our series of excerpts from Roman Bodnarchuk's book "How to Sell in 2011," we find out that you can’t and don’t sell by being logical. If you skim through a condo magazine you’ll see the same thing over and over again; graphs, tables, renderings. Boring! These numbers do nothing but bore the customer. They produce cold imagery and only motivate the architect or designer. You’re doing nothing to appeal to your would-be buyers.
What’s The Need?
Buyers need to feel desire for the property, and developers need to make sure their marketing efforts are inspiring that desire.
People are compelled to buy based on their emotions, so your ad campaign and promotion must reflect that and take on a lifestyle approach that touches on those feelings and stimulates buyers. In the end, emotions always win the sale. Play to their emotions!
What’s The Solution?
You need to present an organized, unified marketing campaign that plays to prospects’ needs and wants. With a little consistency, imagery, style and content, you can present an exceptionally personal marketing experience that speaks to your top buyer personas on a moving level.
When you appeal to people’s feelings you don’t have to work so hard on the intellectual argument.
What do you think about these ideas? Will you use them in your business plan? Stay tuned for next time, when we discuss how to speak to your market segments!