Okay, here is the 3rd part of the 4 part series of WHY people buy homes!! The Real Reasons!!
REMEMBER!!! People Buy on Emotion, NOT Logic!!
Buying Emotion 7
Privacy:
Ex: Is there a gated entrance to the community? Do the buyers need a corner homesite or one that does not back up to another home? Is the community away from the city? Is the Master Bedroom away from the secondary bedrooms?
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 8
Prestige:
Granite countertops, wood floors, tall custom cabinets, etc.. Are there only a few premium home sites left? Understand that this buyer wants the bells and whistles. They want their friends and family to say, "WOW!"
Show them "unique" features or locations. They are interested in the "one of a kind." Don't show them ordinary, show them the WOW!
Buying Emotion 9
Family:
Is the community located near other family and friends? Is the home open in the family and kitchen areas for gathering and socializing? Are formals necessary? Find out HOW they "USE" the home. Where do they spend the most time?
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.
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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