Real Estate Investor Insider Secret #6: Consumer Decisions are Made From Our Emotions

This is without a doubt the most overlooked rule in copywriting strategy. And even as a real estate investor about to embark on a postcard campaign, you should keep this uppermost in your mind.

Sure, people may say they research the products they intend to buy. And, sure, consumers may say they search for the best prices. And they may even say that they create charts with the advantages and disadvantages of specific products. And in many cases they really do perform all these acts.

But when the ultimate decision is being made, more often than not, the consumer chooses using his gut emotions. Don?t believe for a moment that your targeted audience is any different. You can barrage him with facts? figures? logical arguments? all aimed at why selling his home right now to you is the right move. And of course you should present these compelling cases.

Hence, influencing your target market will require you to write a real estate direct mail that creates an emotional affinity with your prospects. So what are these possible benefits that can appeal emotionally to your prospect? You can read more articles on motivation but what I can give you right now are financial security, freedom from worry and fear, increased self-esteem, social status, and etc.

Never assume that emotional marketing only applies to consumer purchases. Especially today, emotions in the real estate market are high. Your real estate direct marketing communication with your customers should aim to reduce their fears and increase their optimism about the benefits you offer.

One classic example of the power of emotional marketing is the1960 presidential debate between Nixon and Kennedy. Radio listeners, who were only given the opportunity to focus on the arguments of the debate, picked Nixon as the winner. However, people who watched the debate on TV picked Kennedy instead because he was more emotionally and visually appealing on screen.

Let me give you one very dramatic example. It?s from 1960. And it relates to a decision far more important than what dress to buy for the upcoming dinner party. It involves, in fact, the presidential election. That?s right. The tipping point of this election occurred during the debate during the campaign between the two candidates, Richard M. Nixon for the Republicans and John F. Kennedy for the Democrats.

This election also revealed the nation?s growing preference for positive emotional appeals, as against negative emotional appeals. Hence, do not minimize the importance and credibility of emotional marketing.

Emotions not only push people to buy status symbol consumer products, or vote for a presidential candidate. People?s emotions also shape their decisions about reading your real estate direct marketing materials and to responding to your message to sell their homes to you.

So do not forget to use emotional persuasion in your real estate postcard marketing campaigns to increase your response rate!

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