Have you ever heard of real estate neuromarketing? This is one of the most current concepts in the segment. However, some of its practices were already applied in the “old marketing”, but in a less focused and concentrated way.
But, with the advancement of the internet and the emergence of a series of marketing tools, nowadays it is much easier to measure, study and plan a specific action focused on the new marketing: the marketing of emotions.
However, how can you extract the best from these techniques and apply them to your real estate? The answer to this question is in this guide to real estate neuromarketing. Lahore Smart City understand the basic concept of the theme and we’ll go deeper, in a few steps, on how you can apply it today in your real estate.
So, follow the text. Come on?
Real estate neuromarketing – Understand the new marketing and see how your real estate agency can take (a lot) of it
Real estate neuromarketing is nothing more than marketing focused on the science of emotions. In other words, its marketing based on people’s emotions.
It is clear that even before this concept was appreciated by large companies and professionals in the field, many similar tactics were already used. However, without the necessary focus of what it could actually deliver.
Working with marketing based on people’s emotions is one of the ways to achieve some very good levels of engagement, responses and conversions. After all, you can bring a prospect much closer to your company, which is, in practice, a major marketing challenge.
There are some people who don’t like the term. After all, it implies that the campaign “enters” the prospect’s head, in order to make him make decisions he doesn’t want to make. But that’s not how it happens. Marketing of emotions is not linked to any kind of invasive practice.
But, yes, it is linked to studied and analyzed practices, meeting what the prospect is thinking or looking for at that exact moment.
And so, these techniques become very effective, since you will be talking to the right people (persona and target audience), at the right time and speaking what they want to hear, in a simple way that generates empathy.
To better understand the differences between traditional marketing and emotion marketing, read on. We will understand this in the next topic.
What are the main advantages of real estate neuromarketing compared to conventional marketing?
This is a very broad question. After all, the differences are very big. But do not worry. Let’s get a general understanding of how neuromarketing can differ from a conventional campaign.
And it all starts with the simple fact that in emotion marketing, we need to say the right things to the right people at the right time.
In this segment, we cannot simply do what comes to mind. That is, we cannot simply think of a creative call or a beautiful graphic piece.
It takes a lot more than that for there to actually be some kind of connection to the prospect. And if there’s one word that can define a good neuromarketing campaign, it’s this: connection!
While in traditional marketing companies will be focused on selling a product, in emotions marketing the focus will be on helping the prospect to solve a problem (same objective, with different connotations). Understand problem as need.
Where there is a need, there is a problem to be solved. And when this is done in a friendly, personal and human way, the chances of generating a sale are much greater.
Marketing of emotions puts the prospect at the top so that he is the pivot for actions. Whereas traditional marketing puts the company at the top, so that it says it’s the best in the business. An affirmation that often comes from the inside out, and not from the outside in, as it should be.
You’ve certainly seen advertising campaigns on television where the company says it’s the best at this or that, or has the best price on the market.
This is all part of old and conventional marketing. And in emotion marketing, this kind of action doesn’t happen. Here, the focus is on pleasing and solving the prospect’s problems.
See also: Digital Real Estate Marketing Mistakes – 6 Things to Watch Out For
How to use real estate neuromarketing in a practical and effective way – Step by step what to do
So far, we already understand how real estate neuromarketing works and what are the main differences between it and conventional marketing.
But, and how can you apply all this in your company? Like all other marketing fronts, there is no magic recipe. After all, each real estate agency will be unique, with a specific audience and also unique needs.
However, to help you, we have separated a list with some tasks that can be implemented in your business from a marketing plan focused on the emotions of your prospects. See below:
- Storytelling (storytelling) is one of the most powerful techniques to generate emotions and interests;
- Use lots of mental triggers that make sense for your campaign;
- Have you ever heard of color psychology? It is fundamental for the construction of the pieces;
- Anchoring prices in a campaign increases interest and willingness to buy;
- Deliver Value Before You Ask Your Prospect Anything – This is the root concept of new marketing;
Of course, just reading the threads like this in this way can generate more confusion than necessarily any kind of benefit. After all, too much information is not necessarily beneficial for the transformation into knowledge.
And that’s why it’s important to generate depth. Which is what we’ll do from now on. So, to better understand each of the steps above, read on. From now on, you will have a practical guide on how to apply the science of emotions, or real estate neuromarketing, in your company.
Storytelling is one of the most powerful techniques for generating emotions and interests
Our society is constituted in the same way, but completely different at the same time. In other words, each people and each culture act, think and live in different ways. Each one within their reality.
And this allows us to extract something very powerful to apply in our marketing campaigns: emotion. As you know, emotion brings and connects, which is exactly what we are looking for.
One way to generate emotion is through storytelling. In other words, storytelling, within a marketing language. Telling stories according to people’s reality, lifestyle, needs and desires is what can bring a prospect closer to an effective purchase, as this is a way to generate connection.
And connection, of course, can be synonymous with conversion.
Telling stories in a marketing campaign helps with many different things. But mainly through the engagement factor. When someone starts listening to a story, that person wants to know how it’s going to end.
It generates curiosity and this makes the retention in the campaign much higher. So don’t hesitate to use and abuse storytelling.
But it’s also important to understand what kinds of stories to tell, isn’t it? Here, we’re not talking about stories you find in fiction books. But, yes, stories based on what you’re selling.
Building a plot that concludes some benefit that the product offers can be an alternative. In this case, you’ll need to explore your campaign and goals so that you create what makes sense for the occasion.
Learn some techniques in this article: Do you know what storytelling for real estate agents is?
Use lots of mental triggers that make sense for your campaign
Using mental triggers in a real estate neuromarketing campaign is what will also drive the campaign to success in the medium and long term.
Triggers have a very great power to act in people’s minds, as this is a way to put the right words at the right time in a story, an advertisement or a graphic piece.
The previous topic, about storytelling, already explains a mental trigger. Telling stories brings empathy and connection, which is what we seek to get closer to prospects. Another mental trigger that the story provides is curiosity. Someone who is curious activates the attention factors much more effectively. And the information is better captured by the prospect. After all, the mind is more open and receptive to this information.
Here on Ville Imob’s blog, we’ve already written about the benefits and importance of using mental triggers in your marketing campaigns. There, we explain some of the main ones so that you can use them to your advantage.
The right mental trigger, at the right time and for the right audience, is one of the most amazing ways to bring the prospect to your side. Or, to your real estate side.
Have you ever heard of color psychology? It is fundamental for the construction of the pieces
The science of emotions applied to marketing, that is, real estate neuromarketing is much more than a cake recipe or a simple step-by-step that will deliver instant results.
On the contrary: there is no way to apply the same techniques to all real estate companies. After all, each one has a different audience and operates in a specific niche. Which makes all the difference for decision making in the marketing area.
However, color psychology can be used in all these cases and in all marketing campaigns, for any real estate company. But, of course, you will need to use it according to your needs.
For example, the color red will always bring feelings of heat and energy. While the color is blue, it will bring sensations of cold and tranquility.
Fitting this information into your campaign will be individual, as only you will know who your target audience is , what they prefer, what they are experiencing at that moment and what their specific needs are.
Anchoring prices in a campaign makes interest and willingness to buy increase
Anchoring prices works very well in real estate marketing based on the science of emotions. And this is a widely used technique, even in retail.
You’ve certainly seen a brochure or a catalog that said: “10 reais for only 8 reais”. Without even knowing it, this type of technique is called price anchoring. That is, you show that the product is worth much more than it is costing you.
However, with neuromarketing, this is done in a much more thoughtful way. Here, the campaign will value the product, helping to create a higher price in the consumer’s mind than it actually costs.
And the final price will be lower than the prospect imagined. With that, you generated interest and aroused desire.
Deliver value before ordering anything from your prospect – This is the root concept of new marketing
At the beginning of this text, we understood that real estate neuromarketing is not based on your real estate, but on the needs of the prospectus, right?
And this applies precisely here, at the root of the strategy, which is the fact of delivering value even before asking for something in return for your prospect.
How does it work? Very simple: you will always offer something for free to your potential customer so that this “something” helps him in advance.
After that, there will be a feeling of gratitude on the part of the prospect and he will be much more likely to buy something from your real estate company.
In digital marketing, we know this as digital bait. The prospect leaves the email in exchange for valuable material, free of charge. Then the relationship will begin to happen, and the prospect will be prepared to buy a product over time.
Remember that in new marketing, your company needs to generate value for the prospect, even before you leave saying that your company is the best and that it has the best prices.
It is essential that there is the “educational” process of the prospect, so that he understands your real estate and, effectively, buys a product through marketing actions based on emotions.
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