Why Engage in Emotional Marketing in Real Estate

family outside emotional marketing
Emotional marketing has always been around, but lately, it’s caught on with many mainstream brands. Even the big companies that on first glad aren’t based on emotions by nature, have found ways to include emotional triggers into advertising. So why shouldn’t you include emotional marketing in your real estate marketing strategies? There’s an old quote that states “sex sells”. However, the truth is that it’s not just sex – it’s the emotion that sells. Sex just triggers a specific emotion, such as the need to belong, and that emotion is what causes people to want to buy a product or service.

Now, I’m not saying that you need to incorporate sex as an emotion in your real estate marketing campaigns but that is just the most popular example.

The most effective emotions that you can trigger in your audience with the right words, images, and colors are:

  • Affection
  • Amusement
  • Delight
  • Excitement
  • Happiness
  • Hope
  • Interest
  • Joy
  • Pleasure
  • Surprise

These emotions usually elicit positivity in your audience. It’s true that other emotions may get more responses, such as anger, but you have to be very careful with anger so that you don’t have a situation that backfires on you. You wouldn’t want your target audience to be angry at you. But there are ways to incorporate the emotions above into your real estate marketing strategies.

Emotional Marketing

The more dangerous emotions that you can also trigger with the right words, images and colors are:

  • Frustration
  • Shame
  • Anger
  • Politeness
  • Contempt
  • Hurt
  • Despair
  • Doubt
  • Guilt
  • Embarrassment

With a successful emotional marketing campaign you can:

Turn Wants into Needs: Everyone wants to be rich, have their dream home, work on the beach, or have their perfect kitchen, but they aren’t really “needs” – they are wants. Many people will not spend money on wants over needs. With the right emotional triggers, you can turn a want into a need that someone needs so badly that they’ll buy it right now, no matter what.

Provoke a Sense of Belonging: If you really want to get people to want to follow you anywhere, make them feel like a special part of your community, such as a VIP or a member of your “inner circle” or “mastermind” group.

Prove Value: It might seem weird to say but if you can trigger the right emotions, you can also prove the value of your products and services. The way to do that is to sell what the product or service provides. Is it free time? What intangible concept does your product give the buyer? Exploit that.

Connect with Customers: The right words will make your audience feel very connected with and close to you. They’ll become your biggest fans and turn word of mouth into an avalanche of potential leads for you.

Create a Viral Trend: Emotional things are more likely to be shared by your audience on social media and become viral. If you can identify the ideas that will go viral, as well as the emotions that trigger more sharing, you can create a trend of your own.

Emotional marketing can change your marketing efforts completely and make your sales pages, blog posts, and other marketing content really stand out. Study your audience and determine not only what they need in terms of products and services, but also what they need to hear in terms of trigger words – words that evoke emotions that make them do something you want them to do. This could be something like joining your mailing list, or buying your products, or using your services.

Next Steps

I hope you were able to get some valuable information out of this article! Building an established audience on Instagram can be very beneficial in the longevity of your business and help you generate leads. 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.

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Julian Montoya

Julian Montoya

Founder & CEO
The Real Estate Marketing Masters

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About Me

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. 


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