Listing Description One:
Three bedroom, two bath home on a cul-de-sac with private back yard. This home boasts a beautiful master bedroom suite with private bath and Jacuzzi. The kitchen offers lots of cabinet space and gorgeous granite countertops. As if that’s not enough, there’s a finished basement that’s perfect for a kid’s playroom. This home won’t last so call today for a private viewing.
Listing Description Two:
Sitting on the deck as the afternoon sun fades away, you enjoy the sound of crickets and Blue Jays calling from a distance as the smell of percolating coffee drifts over the granite counters and through the oversized French doors that lead to your favorite retreat, the sprawling back yard that drifts off into acres of woodlands. Your husband, he’s in the two bay garage doing what he loves best, and the kids….one, fresh off the football field, is enjoying a relaxing Jacuzzi in the upstairs master bath while the other is enjoying the serenity of the closed in play area in the finished lower level basement. If you are just looking for a house, this may not be for you, but if it’s a home you are after, you’ll want to call me soon for a viewing because this one has your name written all over it.
Which of these two listings descriptions causes you to want to go see the property? According to studies, more than 90% of consumers are emotional buyers, meaning their buying decision is heaviliy dependant on their emotional state at the time of the buying decision.
Advertising agencies do it all the time when they market to consumers. Where the purchase of a home is probably one of the most emotional decisions a consumer will ever make, do you agree that it’s best for a real estate agent to concentrate on finding a way to create an emotional bond with a consumer to motivate them to look at the property? In fact, many agents at RE/MAX Prestige are doing this in their presentations and it continues to result in increased showing activity on our listings. However, there is no denying the fact that in order to get a buyer to pull the trigger on a particular house, price matters more than emoti0nal marketing by the real estate agent and the firm.
We’d really love to hear your thoughts on this subject. Be honest, up front, and candid. Should agents do more emotional selling in the marketing of their listings? Please share your thoughts.