If you have been around the real estate game, any other market where you are selling a product, for any length of time, you will probably find see a lot of advertising that is centered around the features of the product, especially in the real estate market.
Often times when someone is shopping for a new home, all they see is the features of the new home, things like how many bedrooms, bathrooms, etc. instead of the benefits of that home.
And while I realize that features are important, and should be included, customers don’t really buy features, they buy dreams. You see the customer has it in their mind that they want something, perhaps a better location than the house they currently live, or maybe they need more room, or want to move closer to their family.
That’s what the customer is really buying, not the features of the home.
So as a marketer, you have to be aware of this, and focus your marketing message to your client’s needs, wants, and perceptions. So if you take the approach in the begininng to find out exactly why your client wants to move, and what it is they hope to gain by moving, then you can target your approach in showing them the appropriate houses that fit that perceived need or want.
If you do, you’ll find that your clients will be much likely to buy, and they’ll love you for helping them reach their hopes and dreams!