These five psychological levers have an outsized influence on people’s buying decisions – whether they like it or not!

1. Address Overlooked Demand

Appeal is in the eye of the beholder and it varies from person to person, but that doesn’t mean that large pockets of pent-up demand for a particular piece of real estate don’t exist! Just ask any fisherman if there are good, better and best spots to drop a lure. As marketers, our job is to identify and access those pockets of demand that so many agents and sellers acknowledge but don’t know how to reach. We position your home in front of the hungriest markets worldwide so that the “right buyer” will see it!

2. Articulate the Utility

The reason that real estate has any value at all is because it has usefulness (or, “utility”) in someone’s life. Utility generates the desire for possession.  How will the ideal buyer have his needs met by purchasing your home?  The answer to that questions is more important than you, perhaps, realize. That’s because most people don’t know how to begin articulating the utility of something as essential to them as food and shelter. As students of human behavior, this awareness gives us a tremendous advantage in selling properties. We know how to show and communicate the utility of your home in a language that resonates with both the buyers and the buyers’ agents.

3. Be Aware of your Property’s Uniqueness

Embrace the fact that your property is unique! I recognize how strong the drive to use logic and comparables to justify your home’s value can be but, by overlooking your property’s inherent uniqueness, you can actually be leaving a lot of money on the table. By definition, no two properties are exactly alike. Even if your home borrows the same floorpan as other homes in your neighborhood, I bet you there is something unique about it, even if is something abstract like the memories you made, or something more practical like being at the end of the court.

Marketing your home like a carbon copy of others will negatively impact your final sale price.  However, if the buyers perceive your property’s uniqueness, and the scarcity of different features comes through in your marketing – they will have a stronger desire to possess it.  Make sure to ask us about our “pre-listing campaigns” and how we use scarcity to build demand for the purchase of your home. The financial ability to purchase is coaxed over by desire. 

4. Accommodate Different Kinds of Purchasing Power

Can the buyer who desires the property afford the property?  Do they need a loan? How much loan can they afford and qualify for? The more people who can afford the property, the better for the Seller.  We can help more people with their desire to buy your property by including groups of different financial ability.  Our creative financing team has dozens of methods to finance the purchase of your property, giving buyers more options – and our sellers more buyers.

5. Ascend the Hierarchy of Needs

The higher one climbs the “hierarchy of needs” pyramid, the more one attains a feeling of “contentedness” (or, reaching their full potential).  Our marketing doesn’t merely focus on the square footage, number of bedrooms and baths, but on the buyers’ search for meaning and self-realization.  We research the specific lifestyle appeals that brought you to your property and highlight those to your prospective buyers.  There’s no doubt somebody out there in the marketplace wants the same or similar things as you. Your property has a story. We know how to tell it.

READY TO SELECT A REAL ESTATE AGENT?

Our agents are trained to identify and root out the most marketable features of your property.  Get us involved early so we can create a marketing plan that reaches out and grabs the right buyer for your home from a sea of possibilities.  Click here for your personal, “no obligation” appointment.

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