How to create an emotional connection with buyers through storytellingOverwhelming research suggests that purchasing decisions are made with both logic and emotions in play. Therefore, your representation of a listing should not only consist of its key features and attributes, but the emotional triggers that will influence a buyer’s connection to a property.
The property needs to ‘feel right’ before a buyer will use logic to justify their decision to commit. The more proficient you are at establishing an emotional connection between the prospective buyer and the property, the more likely it will be that you will close the sale.
So, what sort of marketing messages will create experiences that speak to your buyers on an emotional level?
The age-old practice of storytelling is a powerful method when marketing listings. When home buyers are considering a purchase, they’re buying into a lifestyle. Living in a coastal location may mean early surfs, afternoon walks along the beach, and a stroll to the village café on the weekend.
A city location may mean a short commute to work using an easy transport network, a large choice of dining and entertainment options within easy reach, a low maintenance apartment that offers safety and security, and opportunities to immerse yourself in a socially diverse environment.
Here are some examples of phrases aimed at putting a prospective buyer in the picture to create an emotional connection:
Ways to get to know your area could include:
These questions may include:
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Kelly Ann Cameron