When we try to market our services, we often lose sight of our customer and tend to focus on our perspectives. The wiser thing to do is to adjust your message to accommodate the needs of your target consumer. This can be a reason as to why you continually hear NO in your Real Estate business. People need to know that you understand them and what they need and want. Keep in mind that people are multi-faceted and make decisions to purchase on a plethora of criteria, interests, needs, and desires.
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To reach a wider audience, you might want to focus on a few things that we all have in common. Two of which are TIME and MONEY.
“Time and Money are interchangeable. You can always save one by spending more of the other.” – Pennie Williams
- A person who feels they have no money and no time is buried in financial and relational obligations.
- A person who believes they have more time than money is a bargain hunter.
- A person who has more money than time is overworked and highly paid.
- A person with lots of money and time is looking for something to do.
Consciously or unconsciously, every ad is framed to speak to one of those four perspectives.
The reality is that it isn’t about whether we can or cannot afford something; it is about whether we FEEL like it is something we can spend on. At one point in time, a consumer might feel like they have the time but not the money to purchase one thing and then feel like they have the money but not the time for another thing. Another factor to consider is how we evaluate messages. We tend to evaluate the messages we receive via news, information, and advertising based on RELEVANCE and CREDIBILITY.
Relevance: “Does it matter to me? Do I care about this?”
Credibility: “Do I believe it?”
- A message high in relevance but low in credibility is hype. “I would be interested if I believed you.”
- A message low in relevance but high in credibility is a tedious waste of time. “I believe you; I’m just not interested.”
You need to be sure that you are speaking to the felt needs of your customer and not only to yourself. You also need to ensure that what you are saying is believable and not just hype.
Lastly, keep in mind that people purchase to reinforce their identity and self-expression. Much of what we buy is related to who we are and who we want to tell the world that we are. We support companies and organizations that share our values and beliefs. We purchase products that we believe in and that we think is a reflection of our best self.
Win the heart, and the mind will follow. The mind will always create logic to justify what the heart has already decided.