Emotions affect every part of our lives. From our relationships to what we eat and what we buy, everything is affected by emotions, whether we realize it or not. If you want to be serious about your real estate marketing plan, you have to understand how to evoke emotions in your audience that encourages client loyalty as well as a successful real estate transaction. In fact, emotions are often more important than other factors when consumers make decisions.
Understand What Your Brand Is – Your brand is a mental and emotional representation of your products and services. When a consumer thinks of your brand and you’ve done your job by branding your business, they will feel an emotional attachment and loyalty toward your version of the product or service. This is true even if there is a competitor that produces exactly what you do. Even if your product or service more expensive, their loyalty and emotions keep them with you.
Benefits over Features – One thing that elicits emotions in a person is learning about the benefits of a product or service. Consumers don’t care about attributes, features or facts; they care more about what the product or service does for them.
Experiences Matter – One thing that affects emotions exponentially, and by extension client loyalty, is an experience. If you can ensure that every customer has a great experience no matter where they are within the service funnel, then you can ensure good emotions that encourage loyalty which they’ll share with others.
Emotions and Reason – At first glance, you may feel as if emotion and reason don’t work together. But, the truth is that if you can combine emotional cues with reason, you’ll affect your customers’ loyalty at a much higher rate. Emotions require you to use triggers, but reason requires you not to exaggerate or lie.
Emotions Build Trust – When you know exactly the words to use and the experiences to offer your audience, you will build trust that cannot be broken. People tend to look back on their experiences with a brand and judge future potential based on those experiences. Seek to provide awesome experiences and the trust you build will grow your business exponentially.
Share Your Mission – Consumers love businesses that have a mission outside of the bottom line. The same applies to your real estate business, what is your mission? For example, if you can connect your business to a charity that your audience would enjoy being part of, or you can demonstrate sound employment practices, offer excellent benefits and show care of other humans, you can cause your audience to become emotionally attached to you.
[Learn about The Importance Of Having A Mission-Driven Company]
Engagement Builds Community – Another way to encourage client loyalty is to make your customer feel as if they’re part of a community. The emotions they develop being part of a close-knit community will translate into them also being loyal to your brand. A great way to engage with your past clients or future clients is by creating a Facebook group or message board and keep discussions going.
Make Your Customers Feel Special – Work to build special relationships with your customers individually and as a group. Find ways to make them feel special by offering consumer loyalty discounts, specials, freebies, and other offers. Don’t just make all the great offers for new customers.
Remember to treat your clients/ leads generously and look at them as human beings instead of wallets or ATMs. They can tell if they’re not being treated well and will go elsewhere, no matter how good the value you offer is. That’s because emotions and loyalty go hand in hand.
I hope you were able to get some valuable information out of this article! In summary, building real estate relationships that are evergreen is a crucial part of your marketing plan because what this will also do overtime is that it will create a referral network pipeline. You are in this for the long run so it’s time we begin preparing for it! Please feel free to start a conversation and comment your thoughts below. Also, check out my Agent Tools page where I have compiled resources and recommendations for real estate agents like you, who are ready to take their real estate marketing one step further.
I began real estate at the age of 18, like many agents, this was not my first career choice. At 18, the world was still very new to me and the real estate industry even more so. I realized that in order to be successful in this industry you must surround yourself with the right people. I was blessed to have great mentors but I found a common problem among myself and my peers. The lack to lead generation skills. It is for that reason that I have decided to build this community and share my knowledge with the world.