Photo by Roberto Nickson on Unsplash
Whether you’re an ad agency, real estate professional or private home seller, you might consider past trends in marketing property. That is if you want to avoid the financial pain of your property sitting unsold on the market for too long.
Marketing pros know you must know the answer to the most important question: How do you catch the eyes of buyers and pique their interests?
There are certain keywords to use in advertising a home to discriminating buyers, according to a 2013 study by the publication, Real Estate Marketing Insider.
There are certain keywords to use in advertising a home to discriminating buyers, according to a 2013 study by the publication, Real Estate Marketing Insider.
Reporter Mary Umberger analyzed real estate listings nationwide. She considered how long properties sat on the market, and then compared the branding of those listings. She then analyzed the copywriting that helped sell properties sooner than later.
She concluded there are a number of copywriting tactics to employ, especially to attract mature homebuyers.
Effective keywords
In order of priority to sell homes more quickly, the top keywords:
1. Beautiful. No matter what part of the country, the term “beautiful” proved to be No.1.
2. Warm. Particularly, in the suburbs, “warm” is a top motivating word to use. Naturally, the word doesn’t make reference to the temperature. It’s designed to describe the house as cozy and homey.
3. Luxury. A house is an expensive investment, so tap into buyers’ emotions. Whatever the home’s features are, the word “luxury” is a great influencer when used in the right context.
Use these terms consistently – every time you communicate with buyers – from copywriting to all conversations.
Millennial buyers
Young homebuyers have a different value system. They often consider themselves to be terminally unique. They want a home to reflect their individual life styles. That means distinctive “smart” homes to fit their personal images, according to a 2013 study by Better Homes and Gardens.
“It’s critical that real estate professionals understand what embodies a quintessential home for the Millennial generation, which vastly differs from the traditional norms of generations before them,” said Sherry Chris, president and CEO of Better Homes and Gardens Real Estate LLC.
“These survey findings allow our brand to continue to best serve the next generation of homebuyers and find homes that can or do appeal to their lifestyles and unique spirit,” she added. “Understanding technologies to communicate with this generation is now only one piece of the puzzle for agents; ‘smart’ technological capabilities must now be ingrained into the home itself.”
Therefore, Millennials tend to ignore luxury houses. They want to live in something they consider unique. So, they’ll work to upgrade less-expensive houses, if they feel they can transform them into being unique.
Seventy-seven percent want homes that are essential and purposeful – technological capabilities vis-à-vis the luxury amenities in their parents’ homes. Eighty-two percent cherish a maverick approach – doing their own home improvements instead of borrowing money from their parents.
Not narcissistic about curb appeal
More findings:
- 30 percent prefer a fixer-upper
- 47 percent prefer doing their own home maintenance
- 72 percent think they’re capable than their parents to fix problems
- 43 percent would customize each room to suit their lifestyle values and would turn their living rooms into a home theatre
- 56 percent think curb appeal is less important than home-technological amenities
- 59 percent would rather have extra space in their kitchen for a TV, as opposed to a second oven, and they seek to be entertained in every room of their home
- 41 percent would be more likely to brag to a friend about a home-automation system over a newly renovated kitchen
- Most sought-after technology – energy efficient washer and dryer (57 percent), security system (48 percent), and smart thermostat (44 percent)
Finally, if you’re a not a real estate professional, see the 5 Marketing Tips for Non Pros to Make Extra Money in Real Estate.
From the Coach’s Corner, additionally there are five value perceptions that motivate quality prospects to buy from you.
My firm’s research reveals:
What clients think of you, and your employees– 52 percent. The key characteristics are integrity, judgment, friendliness, knowledge, empathy and value.
Image of Company – 15 percent. They are concerned about the image of your company in the community. They want to be proud of you.
Quality of Product or Service Utility – 13 percent. The client is subconsciously asking the question – “What will this do for me?”
Convenience –12 percent. Clients like easy accessibility to do business with you. That includes your Web site, telephoning you, and the convenience of communication with you.
Price– 8 percent. Price is important, but it’s the least concern among the five value-perceptions.
Marketing should be fun. If you don’t have a sense of humor, you probably won’t make any cents.
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