It's Just Emotion....

Real Estate Agent with Berkshire Hathaway Home Services Florida Network Realty BK 3030920

I attended the Northeast Florida Builder's Association Sales & Marketing Council for a breakfast program today.  Their programs are always terrific, but this one especially so.

Matthew Ferrara was the speaker, and he was very insightful as to how to communicate to the first time home buyers of today, vs. how we THINK they want to be communicated to.

A quiz first, to check your knowledge: (answers are at the bottom).

  • A )  What is the median age of First Time buyers?
  • B)   What percent had no children at home?
  • C)   What percentage used agents?
  • D)   What percentage of all buyers were 1st Time buyers?

The primary way we can improve our technique is simply communicating the way the buyers want us to communicate. They don't want floor plans, or descriptives like "brick paver driveway, 42" cabinets, knockdown ceilings".

They do want the LIFESTYLE. They want the PICTURES of what the neighborhood looks like, what their life can look like in that neighborhood.

Not the facts, just the facts, ma'am. Describe the community in short paragraph format, vs. bullet points. Describe the view from the patio/kitchen/lanai. Use descriptive language, and take a ton of photos.

We tend to overlook that all purchases are emotional - it's not the facts and figures that sell the house, it's how it makes somene feel when they pull into their driveway.

Go ahead, get emotional. It's a good thing.



  • A) 31
  • B) 60%
  • C) 79%
  • D) 39%




Posted by

Carol Zingone is a full service Broker Associate proudly affiliated with Berkshire Hathaway HomeServices Florida Network Realty in Atlantic Beach, FL.  I help buyers and sellers locally, regionally, and internationally.  With hundreds of happy buyers and sellers over the course of my career, I'm thrilled to help first time buyers, military buyers, seniors, investors, 1031 exchange properties, short sales and REO's.  I have spent hours honing my expertise, including the designations of: Graduate Realtor Institute (GRI), Loss Mitigation Certification (LMC) , Short Sales, Foreclosures, REO's, (SFR), and Senior Real Estate Specialist (SRES).  I pride myself on providing excellent expertise to all buyers and sellers. Search the MLS via  for Jacksonville and area listings!



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Carey Pott
January Financial - Foothill Ranch, CA

It's true, it does seem like this generation of first-time homebuyers is more interested in the feeling of owning a home than the details. Who cares what material the patio is made out of? We just want to be able to sit on it and relax with a decent view.

Jun 13, 2008 08:26 AM #1
Trey Thurmond
BCR Realtors - College Station, TX
College Station , Texas Homes

You are so right. Heart wins over fact 99% of the time.

Jun 13, 2008 10:18 AM #2
Becky Respess
Broker/Associate Century 21 Judge Fite Co - Cedar Hill, TX

Carol, you are so right. I think it is true with most buyers. Great post!

Jun 13, 2008 10:21 AM #3
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Carol Zingone

Global Realtor in Jax Beach, FL - ABR, CRS, CIPS
Questions About FL, Beaches Homes? Ask Me!
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