Your brain is very active, even when you are not aware of it. It analyzes places and situations in a split second in order to make the best decision. So, as realtors, how do we create an atmosphere that allows a buyer's brain to make the decision we want it to?
YOUR BRAIN INHERENTLY WANTS TO SAY “NO”
Buyers looking at properties are searching for a reason not to buy the house. Brains want to make choices based on the process of elimination, and since there are usually a large assortment of homes to look at online (thanks to powerhouses like Zillow & Trulia) your brain wants to make immediate categorizations. “This house looks too dark. NEXT!” “This house is too small. NEXT!”
SUCCESSFUL COMPANIES HELP YOUR BRAIN
To me, Apple is the leading brand in brain manipulation. Let me explain. You know exactly what you will get when you enter an Apple store: bright white interior with perfectly situated devices, an army of blue-shirted employees as your beck and call, and perfectly packaged goods. Oh and by the way, they charge my iTunes account so I don’t need a receipt or a signature.
DON’T ADD ADDITIONAL BARRIERS
Do you know why Apple does this? Because they already have an uphill battle to fight selling me their ridiculously expensive niche products – so why add any more obstacles? There are many variables in a sale, some that can be changed and others that cannot. Take the variables you can change and make them perfect so the few variables left (in Apple’s case: prices) aren’t as bad.
REAL ESTATE CAN UTILIZE THIS EXACT PRINCIPLE
You can’t change the physical attributes of a home or its location, and you certainly don’t want to change the price. So take every other variable that is remaining and entice the buyer with them; maybe once they reach the price they won’t be as upset.
CREATE A CLEAN PACKAGE
Here’s what I mean, specifically on the listing side of selling real estate you want to market in a way that attracts buyers (and frankly buyer’s agents as well). You do this by creating an organized, clean package.
- Professional photography (showing all areas of the house)
- Floorplan (so buyers are able to picture themselves in the house: who will live in what room, where the TV will go, and how to set up the dining room)
- Marketing text (use the marketing text to tell the sexy story of the house, not the bullet points of bed/bath count)
- Showing Instructions (the easier it is for the buyer’s agent, the more likely it will be shown)
- Yourself (be good agents to work with – professional, fun, and enjoyable)
REALLY MAKE THE BUYER HAPPY BY CUSTOMIZING IT
The more customized your ‘package’ is to the specific listing, the more comfortable the buyer will feel. Provide pertinent information such as:
- Course information for golf communities
- Pictures of the view (don't stand on the roof and zoom in, make them realistic)
- HOA info for condo development
- Amenity information for high rise suites and lofts
- Lake information and water levels for homes on the water
- Aerial pictures for homes with land or interesting parcels
THIS PROCESS WORKS ON ME
None of this is rocket science, but for some reason it is rare. When I see a new listing with great pictures, a floorplan, alluring marketing text, and good agents that is easy to show I am 100% more motivated to send it to my buyers. My brain does a quick scan of the whole package and tells me, “Looks clean, you are free to proceed.”
Don’t provide reasons for buyers to say “no.”
Share your thoughts. What is the first company that comes to your mind that makes purchases easy? How do you use this concept with your listings?