All Buying Decisions Are Based on the Emotion of Desire

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When you study behaviorial psychology you learn about human behavior. All strong and successful markerters online and offline study the behavior of their 'avatars' ( ideal prospects). 


If you want to learn more about this topic there are two perfect books for you to read. Both of these books are written by Dr. Robert Cialdini. 


1. Influence: The Psychology of Persuasion 

2. PreSuasion: A Revolutionary Way to Influence and Persuade


Even if you are not a marketer these books are useful. To understand behavior will help you to be a better business owner, entrepreneur, real estate agent, mother, father, sister, brother, friend. 


Now, back to buying decisions are based on emotions. 


Under ALL buying decisions is one emotion that drives the decision and it is DESIRE. 


There are 16 core desires: 

  1. Power is the DESIRE to influence others. 
  2. Independence is the DESIRE for self- reliance. 
  3. Curiosity is the DESIRE for knowledge. 
  4. Acceptance is the DESIRE for inclusion. 
  5. Order is the DESIRE for organization. 
  6. Saving is the DESIRE to collect things 
  7. Honor is the DESIRE to be loyal to someone. 
  8. Idealism is the DESIRE for social justice. 
  9. Social is the DESIRE for companionship. 
  10. Family is the DESIRE to raise one's own children. 
  11. Status is the DESIRE for social standing. 
  12. Vengeance is the DESIRE to get even. 
  13. Romance is the DESIRE for sex. 
  14. Eating is the DESIRE to consume food. 
  15. Physical activity is the DESIRE for the exercise of muscles. 
  16. Tranquility is the DESIRE for calm. 


The goal of marketing is to make selling a non-issue. If you are really good at marketing you will not be selling, nor will you have to "sell". 


The better you are at markeing and tapping into the core desires of your prospects and clients, the less you will be "selling". 


This is one of the reasons when someone calls you to list their house with you and they found you online, they are ready to hire you, they have already been 'sold' through your marketing. 


What does someone need to think, believe, feel; in order to hire you as their listing agent? 


Have those outcomes in your copy, in your blogging, on your Facebook page, on your website. Start the conversation. 






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Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Katerina, you are absolutely right, it does not matter what  the price point...I sell vacant lots from the low end to the ultra luxury price points and indeed it is the same common denominator and the same with homes from the low end to the ultra luxury homes, Endre

Nov 11, 2017 03:53 PM #1
Steven Nickens
Elite Pacific Properties Maui - Wailea, HI
R(S)GRI ABR, Maui Real Estate Hawaii

Katerina, very thought provoking word on desire and the power that comes with it. I really like how you present your marketing online creating the desire.  If you build it they will come. 

Nov 11, 2017 07:12 PM #2
Sharon Kolb
Atlanta Decatur Homes - Atlanta, GA
Broker - Atlanta Decatur Homes

Katerina - always enjoy your posts - still trying to following your instructions for last year's 30 Day SEO Challenge - thankful I took good notes,...

Nov 12, 2017 01:08 PM #3
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg IL Area Real Estate


Nov 13, 2017 11:52 AM #4
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Great perspective, Katerina.  I love Cialdini.  I first read that book in college, and I think I've read the whole book 5 times since then (and portions/snippets many other times).  It really can have a big and positive impact on your life as well as your business.  I remember using this book twice to help me lose weight.

Interesting on the 16 desires.  I hadn't seen it laid out like that, but it does make sense.

Nov 13, 2017 12:38 PM #5
Tim Maitski
Atlanta Communities Real Estate Brokerage - Atlanta, GA
Truth, Excellence and a Good Deal

Thanks for the book suggestions. 

I am in tune with you.  The key to "selling" a home is setting things up so the home connects with the emotions  of a buyer.  The home does the selling.  You are just the person behind the scenes who is setting up the experiences you want the buyer to find all by themselves.  When they think that they came to a decision by themselves, it works so much better.

Jan 15, 2018 05:24 AM #6
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