Never Underestimate the "Buying Power of Women"

Troy and Mia.........you are so right!   My success in selling Jaguars (such sexy vehicles!) for 10 years was in recognizing who the buyer was.   Too often my fellow salesmen would ignore the woman and address the male thus insulting the woman (who was the deciding party) and losing the sale!!! 

We women already knew this.. haha.  Seriously though, I agree that if Mama ain't happy, nobody's happy - she gets the final say on purchasing the property.

I never underestimated the buying power of Women. Businesses that thrive on women spending is competitive but are very profitable when the factors are right.

That's one reason I like working with single women as buyers - nobody to get in the way of the decision making! LOL!

Hey Troy and Mia,

We have known this for years - reminds me of the many salesmen who lost business for ignoring me...

Great post...did your wife write this??? Never underestimate a women, period, is good advice. KW

HI TROY!

This is very good.  I can clearly see myself when you talked about instant info.  You've made some very good distinctions as to how women buyers differ from others.

  WE RULE!  Women Realtors rapidly advanced in the industry because there is nothing like connecting with the target market.  In a "traditional" family, women will spend more time at home, decorate it (as in deciding paint color, carpet/wood floors, etc) and make that house a home. Realtors surely should know how to market to women!  Great post.

Elayna Fernandez - Real Estate Marketing Naples FL

This is especially true in the insurance business.  I have almost stopped talking to the husband and go straight to the wife.  With my Aflac business, you hear 80% of the men who are married say, "Let me take this home and talk this over with my wife."  On the other hand you hear 90% of the women say, "Sign me up.  I'll let my husband know about it when we get home." 

Or when a man makes the decision himself, 50% of them come back and say, "I need to cancel my policy.  My wife said we don't need it."  The women come back and say, "My husband said we need to cancel my policy but he doesn't know what he's talking about.  We're keeping it."

Women have the power.

YES and many home stagers spend from $25000 to $100000 a year on inventory...Many stagers are women so they add to the average of course.

I had to start catering to the women through the men.  "I've found that most wives make financial decisions in the household and husbands don't make a move without the approval of the wife.  And if the husband does make the decision without, when he talks to her about it she tells him to come back and cancel.  Is that the case here?"

This does two things for me.  1.  If they say yes, it's the case, it let's me know not to expect a sale today until they can discuss it with their wives.  2.  If they say no, it's not the case, it takes away their objection when they turn around and say "I need to take this home and talk to my wife about this." 

Can't say it's helped my numbers go up but at least I know what to expect and it doesn't deflate me at the end of my presentation.  Protect your attitude.