Finally, here is the 4th part of the 4 part series of WHY people buy homes!! The Real Reasons!!
Read Part One Here!
Read Part Two Here!
Read Part Three Here!
REMEMBER!!! People Buy on Emotion, NOT Logic!!
Buying Emotion 10
Finance:
Ex: What is the Short-Term price / cost situation of the home? What is the down payment? What is the earnest Money? What does it take to get into the home?
The key here to remember this. If the buyer mentions the need for certain items, don't discard them. Ask them, "Why is that important?"
The answer you get will tell you everything you need to help them find the perfect home.
Buying Emotion 11
Ego:
Very Similar to Prestige, but make it Unique. Talk about Limited Opportunities left to live in a community. Show them the "One of a kind" locations or "Limited" Incentives. This buyer wants to feel good and look good in front of their friends and family.
Buying Emotion 12
Lifestyle:
How does the buyer live? Active Adult Community? Garden Homes? Close to Downtown? Large Yards? Determine how they live first, then show the homes and locations that match.
Pay attention to clues. DON'T ASSUME ANYTHING!!
Ask them, "Why is this important to you?" Find the real EMOTIONAL BUYING MOTIVE.
Understand that of the 12 factors that I will outline, sometimes multiple items are the key emotional factors. Every buying decision of every product can be traced back to one of the 12 items I will outline, whether it is a 25 cent pencil or a $50,000 car.
RECAP ALL 12 Emotional Buying Motives:
- Convenience
- Culture
- Recreation
- Romance
- Investment
- Security
- Privacy
- Prestige
- Family
- Finance
- Ego
- Lifestyle
Think back to any recent purchase you made. Can you classify which of the 12 motives that were important for you? When you watch TV Commercials, notice all the subtle hints of each of these Emotional Factors. They are everywhere, start to figure these out more quickly and you will start to help more people and make more money!!
Let me hear your thoughts.
Curt Fletcher aka The Likeability Guy
Author of How To Sell More Homes and Increase Your Income
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Curt, This is a great serieis, emotions definitely sell a home. On purchasing a home years ago our Realtor took us to a home that did not at ALL fit our criteria but she knew we would love it...we did and bought it. Don't assume anything is right :)