Category Archives for "Prospecting Ideas"

Real estate prospecting is an important piece of the puzzle of real estate success, but unfortunately many agents are leaning their ladder against the wrong wall and spending time and effort on the wrong activities.

For example, many agents invest a ton of resources into getting more “leads” but don’t stop to consider whether they’re ever actually able to CONNECT with those leads. If you’re not having live conversations, your prospecting efforts aren’t yielding what they should be.

Three Rules to Real Estate Marketing Success

People are self-interested.

That means they don’t care about the car you drive. How many houses you sold. The number of awards you’ve won. What school you went to. Who you work for or how long you’ve been in the business.

All they want to know is this: What’s in it for me?

The sooner you recognize that, the sooner you’ll jump-start your leads, pump up your production and revive your career.

Listen. I can’t think of any better piece of advice to give you as a real estate agent–heck, as a person–than what I’m about to share.

In fact, follow this piece of advice and I guarantee you that not only will business pick up for you–but your life will gain an increasing amount of happiness, confidence and fun.

Because what I’m talking about is really the secret for good living. It’s paradoxical and goes against the grain of what people will tell you. But here’s the deal: It works.

Follow this advice and the following three rules that follow from it and your leads and production will take a leap forward the moment you start.

The piece of advice is this: Don’t focus on you. Focus on people. Here are some rules to help you live that out.

Rule One: People Hate to Be Sold–But Love to Buy

People want control. Buying suggests control. Being sold is just the opposite. People feel under pressure. Out of control.

And what do people do when they feel out of control? Either fight or run. You want to avoid that.

So how do you put people in the buying mood? Simple. You identify their problems and desires…and then show them how you can solve those problems and satisfy those wants.

The Problem-Agitate-Solve formula is a perfect example of this.

If you want to attract sellers, tell them that you can sell their home for the most money in the least amount of time. Two things sellers want: A fast sale and high value for their home.

Thing is, if you don’t think you can do that for someone…don’t offer to. You’ll set yourself up for failure…and that’s not good for your reputation.

Now, if you want to attract buyers, convince them that you can help them buy the most home for the least amount of dollars. Convince them that you can get them in a home they never dreamed they could afford. Show them that you can find the a family-friendly neighborhood…or an urban, upscale home near the theater and museum.

The point is, find out what they love and want…and tell them you can help them satisfy those desires.

Rule Two: Emotions Drive People’s Buying Decisions…Not Logic

Even though top-notch trainers spout this one a lot, few people really get it right .

Regardless of what your client tells you…no one buys or sells a home with logic. No. People buy or sell on emotional reasons. That’s why it’s so important to connect with people’s emotions.

How do you do that? Start with the seven deadly sins: fear, greed, vanity, lust, pride, envy and laziness.

Some people want to keep up with the Joneses [envy]. Others want to be better than the Joneses [vanity]. And still others want away from the Joneses [fear].

Your job is to spot the dominant emotion…and stoke it.

How do you do this? Ask questions and listen. Then ask more questions. And you know you’re getting close to a dominant emotion when they start to share feelings.

It’s that dominant emotion you’ll need to focus on when you need to close a deal.

Rule Three: People Use Logic to Justify Their Buying Decisions

Don’t stop with the emotions, though. Once they close the deal, their rational side will kick in to start questioning their decision. That’s when you need to cut off any kind of remorse right away.

Here’s a couple ways you could do that:

“Hey, we couldn’t pass up the $8,000 tax credit on this house.” Emotional reason: It’s 125 square feet bigger than Joneses.

“Hey, it’s almost $200,000 more than we wanted to spend, but we couldn’t pass up the finished basement on this baby!” Emotional reason: I wanted a bigger house than my boss.

“Sure the mortgage payments will spread us thin, but it’s close to better schools.” Emotional reason: The neighborhood was getting dangerous.

You get the picture? Good. Now, master these three rules and your career and life will gradually get better and better.

Like what you read? Leave a comment if this post was helpful or if you have anything you’d like to add.

And if you like what you read, subscribe to the real estate marketing blog.

Related Articles

Nine Dead Simple Ways to Persuade People

Need a Damn Good Referral System to Save Your Career?

Get Attention: 10 Unorthodox Ideas That Really Work

26-Year Veteran Explains Her Mouth-Watering Real Estate Success

Lisa Burridge is a lot like you: She’s a real estate agent who wants nothing more than to succeed.

That was true 26 years ago when she decided to get into real estate…

And it’s still true today.

The only difference between then and now? Twenty-six years ago Lisa was making $6 an hour and working up to 18 hours a day…

Today she’s closing close to 500 deals a year and employing a team of 4 buyers agents.

In other words, she’s making a whole heck of a lot more money…and working less.

What’s In It for You

Recently I got on the phone with Lisa. See, Lisa is a client with our company and part of her success is found in the lead generation tools we provide her…

Tools that have helped her generate a shockingly 900 plus leads a month. Month in. Month out…

Tools that have helped her convert a ridiculous amount of leads into clients…

And tools that have helped her become one of the top real estate agents in America for three years running.

This agent is that good.

3 Things That Are True About the Super-Successful

But talking to Lisa reminded me of three things about the super successful real estate agent that’s true for anyone who wants to succeed. Those who want desperately to succeed:

1. Suffer from an incurable addiction to attention. By the way, this is not a bad thing. It’s a gift. And used in the right way it will turn you into an unstoppable, top-level networking giant. See point 3.

2. Nurse an unquenchable fire in their belly to succeed. I’ve seen this time and time again with those who are successful. They speak about a fire…a passion…a dominating drive to win. Without it, obstacles like time and difficult people will stop you cold in your tracks.

3. Network like mad. Extroverts and networking are like the hands that fit into the gloves. They were made for each other. And it sounds to me that Lisa Burridge was made for it. You’ll see what I mean when you listen to the interview. [Note: This doesn’t mean that introverts can’t become killer networkers…just means they’ll have to work at it a little bit.]

These three things are true for people like Tiger Woods, Steve Jobs, Michael Jordan…and Lisa Burridge.

You Didn’t See This Coming, Did You?

Now, here’s something that might shock you: Lisa Burridge set up shop in little ol’ Casper, Wyoming…

Population 50,000.

Granted, Casper is one of the best places to live in the U. S. [Or so says Money-CNN.] And it’s average home price is $166,351…which means it’s a market that is in a good mood to buy and sell homes.

Yet, moving 500 homes in any market is simply a mouth-watering feat.

In fact, whenever you hear of successful agents by volume, you usually think of cities in states like New York, Florida or California.

Not Wyoming.

Anyway, here’s what you should know: You can listen to my interview with Lisa Burridge AND can get your hands on some of the tools that Lisa uses.

For free.

What kind of tools am I talking about? For example, a little booklet on how to turn shy prospects into cash-in-hand buyers [Warning: PDF].

Or take a peek at the lowly property brochure that in tandem with her sign riders is alone generating over 300 leads a month.

Listen. Just using these two resources alone and you could have one of your greatest years. But, of course, there’s more to it than that…

Just listen to the interview and you’ll see what I mean.

And pay attention–because you’ll discover insights and rules for succeeding in real estate that are simply not available to anyone who doesn’t listen.

Without further ado…here is the interview with one of the nation’s best real estate agents.

Like what you read? Leave a comment if this post was helpful or if you have anything you’d like to add.

And if you like what you read, subscribe to the real estate marketing Blog.

Related Articles

Nine Dead Simple Ways to Persuade People

Need a Damn Good Referral System to Save Your Career?

Get Attention: 10 Unorthodox Ideas That Really Work

Need a Damn Good Referral System to Save Your Career?

Ever wonder why you seem to run into the same deal-destroying problems with prospects? Or hear the same bridge-burning complaints from your clients?

Or maybe you’d simply be happy to learn how to find clients who always walk away satisfied after a transaction with you…

Think about it: what’s it worth to you to find and nurture a handful–say, I don’t know, 100–clients who love you to death?

Who can’t stop talking about you…

And who send you so much business that you often wonder if there’s some kind of law against getting so many leads?

This would make you happy, yes?

Deep inside you and I both know that this kind of arrangement–referrals to the max–is the most sublime way to earn a living.

But here’s the sad part: you haven’t bribed or manipulated that situation into being doing things you are currently doing.

And probably won’t anytime soon. Man, that’s frustrating.

See, one of the chronic problems with sales, advertising, business and marketing–whether in real estate or not–is bad information.

Bad information in the sense that what you know about your client is off.

Way off.

And when you have bad information on prospects and clients, you will constantly concoct strategies that sail clear over their mark…

Or peter out well before they reach their destination.

Here’s the good news, though. You can overcome this failure.

How? Easy. Think like your prospect and client.

Learn everything you can about them. Better yet, spend a year or two in their shoes. Confront the issues and problems they see. Burn into your mind a feeling of what it’s like to live like them.

A 2004 Chicago Sun-Times article gives a vivid example of this in the auto industry…

Yuji Yokoya, a Toyota engineer, responsible for revamping the Toyota Sienna minivan for the North American market drove from Anchorage, Alaska to Mexico…

And from Florida to California…in a Sienna mini-van.

The Chicago Sun-Times says:

Crossing the Mississippi River by bridge, he [Yokoya] noted that the Sienna’s crosswind stability needed improvement. He observed excessive steering drift while traversing gravel roads in Alaska, and the need for a tighter turning radius along the crowded streets in Santa Fe. Driving through Glacier National Park, he decided the handling needed to be crisper. He also made an all-wheel-drive option a priority, along with more interior space and cargo flexibility.

Finally, he decided that the new Sienna would have to be a minivan that families, and especially kids, could live in for extended periods of time. Upgrading seat quality became a priority, along with “kid friendly” features such as a roll-down window for second-row passengers, an optional DVD entertainment centre and a conversation mirror so parents could monitor what was going on in the back seat.

As you probably know, the Sienna has “an excellent reputation for overall quality” and “long-term dependability”. Edmunds says as much.

And Toyota is simply a brand with hot cars and hot technology. Year after year it fires on all cylinders.

Getting into the heads of your prospects and clients will allow you to give prospects the best possible solution for whatever problem they’re facing…

To persuade effortlessly, bringing to the table vast hands-on experience with all kinds of markets. In all kinds of economic conditions.

But you’ll need to go beyond traditional market research.

Instead of just combing through numbers and plowing through a stack of reports, you’ll need to get off your duff and speak to your prospects and clients.

Do it with no other agenda than trying to figure out what they like. And why.

In other words, create a persona.

Watch how they work. See what a typical day looks like for them. Find out how they interact with their families. How a home integrates into their lives.

As you can imagine, this will take a little work. But it will pay dividends. It will make you a murderously good real estate pro who will book up quickly…

Because people like to work with wise, friendly people.

And once you lock into the ebb and flow of your prospects and clients, you’re business will be on the fast track.

That’s a good place to be, right? Right. And when you get to the point where you want more…where you want to slam the pedal to the metal…check out one of the plainest, but potent referral systems around.

It might be a good idea to just check it out now. Get familiar with it so you’ll be ready when you need it.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the real estate marketing blog.

Related Articles

Nine Dead Simple Ways to Persuade People

Make Sure You Know the Answer to This Question Before Your Next Presentation

Get Attention: 10 Unorthodox Ideas That Really Work

How to Become Highly Prosperous in a Shaky Market

Up to this point your ways of working may have been successful. But here’s something to think about:

What can you, as a real estate agent, do that would challenge the status quo, overturn your market or even persuade a competitor’s client to work with you?

See, out of the 43 businesses that were showcased in the book In Search of Excellence 14 were out of business in two years. BusinessWeek then studied these 14 failed companies…and do you know what they found out?

“Failure to change” was the main theme for going out of business with these companies.

What does that say to you?

Are you in a position to change? To challenge the status quo? To shake up your market and be a trend setter instead of a passive causality?

6 Unconventional Questions to Help You Become a Market Shaker

Forget widely accepted principles such as blind optimism and arrogant self-promotion. Instead, break out of the box by asking yourself these unconventional questions that will lead you down a different, unused, but highly prosperous, path to success.

  • What worse case scenario could happen, that seems impossible, but if it did happen, what would I do?
  • What alternatives to marketing, technology, industry, prospecting, organization are out there…alternatives people are not thinking about?
  • What pain are my client’s and prospects GOING to experience in the near future? And how can I provide a solution to that pain?
  • What am I personally doing in my business or life that if I don’t change now could provide significant pain in the near future?
  • What did other companies do during a recession or sagging growth to survive? How did they change? How did they adapt?
  • Finally, what rules can I break? What rules can I rewrite?

The best performers in any industry are the agitators, the pioneers, the rule breakers and the game-changers.

In essence, it’s about staying fresh. So ask your self theses questions. Forecast the future. The ability to peer around corners will pay off big for you.

If you haven’t already, subscribe to the real estate marketing blog.

Related Articles

Just 3 Steps to Good Leads in a Sluggish Market?

5 Tips to Eliminate the Fear of Rejection and Call Reluctance

15 Interactive Voice Response Possibilities to Discover Now

Lead Generation Strategies: Seeker-Oriented v. Attract Oriented

Last year Baylor researchers asked real estate agents, “When it comes to lead generation–what works?”

These researchers discovered two things.

First, those real estate agents who reported doing better–or much better–in their market than most agents reported significantly higher lead conversion rates to appointments.

Second, these same agents reported higher conversion rates from appointments to a transaction.

What was their secret? Well, their secret pretty much boiled down to 5 characteristics that make up a compelling real estate agent profile.

Let me show you what I mean.

Real estate agents who reported doing much better in their market tended to:

1. Have higher lead and appointment conversion rates.

2. Spend less on open houses as a percentage of their total spending.

3. Spend less on promotional items as a percentage of their total spending.

4. More productive when using open houses.

5. More seeker oriented in their lead generation activities

One way to approach this information is to use it as a baseline for your own lead generation investment. The question is: Are your lead generating strategies seeker-oriented or attract oriented?

Attract-oriented strategies tend to be activities like print advertising or signage where the real estate agent puts out the ad or the sign and then waits for leads to come in.

These types of strategies tend to be passive. You sit and wait.

On the other hand, seeker-oriented real estate agents typically invested in the proactive strategies like networking, referrals and IVR technology.

These type of strategies are active. Aggressive. They put you in control of your leads. And your career.

Yes, I know. Aggressive strategies are nerve racking for the timid. So, the question is: If you could be in control and guide your career to success, don’t you think it’s worth the risk of sticking your neck out there a little to be more aggressive?

I do. And I hope you do, too. You and your career are worth it. Let me know what you think.

Leave a comment if this post was helpful or if you have anything you’d like to add. And if you like what you read, subscribe to the Real Estate Marketing Blog.

Related Articles

How to Create, Build and Protect a Fearsome Negotiating Reputation

Unforgettable Negotiation Advice: Discover His Thumbscrew

How to Tell If Someone Is Lying

Eliminate This Behavior and Become More Effective

Has this happened to you recently: you tend to become desperate in tight times by trying to aggressively pin down real estate buyers?

But did you know that removing pressure from the sales process will actually cause you to win more listings and prospects and sell more homes?

That’s right. A sales approach where you create pressure-free conversations with buyers is more effective.

However, to do that it’s essential that you eliminate behaviors and language that buyers can perceive as “aggressive.”

We all know what these are — continual e-mail and voicemail “followups” in which agents try to pin down the status of a potential real estate buyer– is one common example.

[And of course it’s becoming more and more difficult to nail down a potential buyer in this market.]

The problem is that prospects react to aggressive–or perhaps we should say “overaggressive”–sales behaviors by withdrawing and evading us.

In fact, what you have to do instead of being passive or aggressive is this: you have to take the “middle ground” by being authentically unassuming, yet effective–and that this is the most stress-free and effective way to sell.

What do I mean by “authentically unassuming, yet effective”?

How to Discover a Whole New Effectiveness

For starters you have to shift away from assuming that every buyer is a fit for your any of your listings.

It’s sort of like the legal concept of “being innocent until proven guilty.”

You can’t afford to make any assumptions about “fit” until your conversation with the buyer indicates that you two mutually arrived at that conclusion.

The aggressiveness that turns off buyer sets in when you assume, every time you pick up the phone, that you have a solution for them.

Your tone of voice and language gives them that message long before they’ve even had a chance to agree that you have the home that they want.

But if you can manage to find that middle ground of not assuming anything while also communicating in a low-key, unassuming manner, you’ll discover a whole new effectiveness you could never have imagined.

Flawed Logic

Can prospects sense when you’re assuming too much? Sure they can–because most of us have been conditioned to present or talk about our solution as a way to engage prospects so they’ll reveal their problems to us.

But that logic is completely flawed.

When you launch into your speal to someone who doesn’t trust you yet, all you do is allow them to pigeonhole you as a stereotyped “salesperson.”

How to Become Unassuming but Effective

First, learn to start conversations by focusing 100 percent on generating discussions around your prospects’ problems, rather than pitching your listing inventory the second you hear an opening.

Second, learn to begin those conversations by converting the benefits of your homes into problems that your homes will actually solve.

Third, after you and your prospects have identified a desires or needs, you can then engage in a discussion about whether meeting those needs is a priority.

It’s only at that point that prospects have finally given you implicit permission to share your inventory with them.

Jumping in with solutions prematurely will only land you back in the trap of being perceived as “aggressive.”

What Do You Think?

Have you found yourself having to get aggressive? Do you approach this market differently since buyers have tightened the purse strings? Or are you in one of these bubble-proof markets?

Let me know what you think.

And if you like what you read, subscribe to the real estate marketing blog.

Related Articles

The Sales Suicide Quiz: Are You Sabotaging Your Real Estate Sales

Bait and Switch, Selling and Telling the Truth

Four Questions to Rapidly Disqualify Unreasonable Sellers

What Do Journalism and Real Estate Prospecting Have In Common?

Prospecting has a lot in common with journalism.

For instance, journalists are always approaching strangers. They’re always asking a lot of questions. And they’re interested in learning the truth.

And, just like in journalism, a good prospector has to understand the 5W’s: Who/What/When/Where/Why (with a little How thrown in there).

Who are your prospects? Your prospects are people from all walks of life. They can be the warm market, or your circle of influence, meaning your friends, family, relatives, co-workers, and everyone you know that you already have a relationship with. Prospects can also be referrals, or personal recommendations from someone else.

What do you want to do with your prospects? Here is where setting clearly defined goals is very helpful. Know what you want out of your prospecting efforts: How many appointments? How many listings? How many referrals?

When is the right time to gather prospects? Anytime. Walking out to your mailbox. Shopping for food. Mailing a package at the post office. Mingling at the neighborhood block party.

You don’t have to be a nuisance. But you do have to have your antennas on. Be ready.

Where do you find prospects? As mentioned above, prospects can be found right in front of you within your circle of influence – the people you already know.

You can ask for prospects from both the people you already know, and also from the prospects who end up declining your offer. The people who turn down your business can be a good source of referrals. If they say, “No”, then you simply say something like, “Thank you for your time. Do you know of anyone else who might be interested in buying or selling a home?”

Why are you prospecting? Are you just doing it because your broker told you too? Or are you doing it because your leads have dried up? Ask the opposite to dig deeper: Why aren’t I prospecting? Do I have a solid business? Do I not want more?

How do you get prospects? This is probably the most important question of them all. As I said, prospecting is an art that takes practice, so it helps to start by setting goals that are measurable, realistic, and achievable. Know what you want and when you want it and do something every day to work towards getting it. Practicing means knowing what you are going to say to your prospects before it happens by using a script, and then eventually becoming comfortable and confident enough that you don’t need the script anymore.

And it is up to you to walk away from prospects who aren’t ready. Like the recent Baylor survey on real estate lead generation indicated, identify potential clients. We don’t want to beg or plead them to join with us – we want to grab those who are enthusiastic, ready, and willing to be on a winning team.

Did you find this article useful? If so, leave a comment. And if you like what you read, subscribe to the Real Estate Marketing Blog.

Related Articles

Just 3 Steps to Good Leads in a Sluggish Market?

5 Tips to Eliminate the Fear of Rejection and Call Reluctance

15 Interactive Voice Response Possibilities to Discover Now

The Claude Hopkins Guide to Real Estate Prospecting

Here’s the deal. In the book My Life in Advertising“, Claude Hopkins tells a great story about a gloomy copywriter named Powers–a story with implications of everything you’re working right now, today…

“A clothing concern was on the verge of bankruptcy,” says Hopkins. “They called in Powers, and he immediately measured up the situation. He said: ‘There is only one way out. Tell the truth. Tell the people that you are bankrupt and that your only way to salvation lies through large and immediate sales.’

“The clothing dealers argued that such an announcement would bring every creditor to their doors. But Powers said: ‘No matter. Either tell the truth or I quit.’”

The book continues:

“Their next day’s ad read something like this:

We are bankrupt. We owe $125,000 more than we can pay. This announcement will bring our creditors down on our necks. But if you come and buy tomorrow we shall have the money to meet them. If not, we go to the wall. These are the prices we are quoting to meet the situation.

Truth was then such a rarity in advertising that this announcement created a sensation. People flocked by the thousands to buy, and the store was saved.

What’s the moral of the story?

Powers’ breakthrough is as effective today as it was over a hundred years ago-–and suggests three ultra-powerful sales techniques with the potential to ramp up your response and revenues right now…

1. News sells. Power’s innovation–-presenting your ad as if it was a front-page news story…and then telling “the news of the store” in an objective, straight-forward, no-nonsense way is still a powerful way to get attention and establish credibility. But it’s only the tip of this iceberg.

Topicality–-tying your headline and opening copy to an event that’s at the top of the news is one of the nuclear weapons of the marketing world. In test after test, the timely, newsy test headlines focusing on a major on-going news story always left straight benefit-laden headlines in the dust.

Why? Because if it’s in the news, your prospect is thinking about it. If he’s thinking about it, he has feelings about it. Connect with those feelings, and you’ll make your copy nearly irresistible.

Next time you choose a theme or write a headline or lead, ask yourself, “What important, long-running news story could I hitch a ride on?” Interest rates? Hurricanes? Immigration?

2. Always have a reason. Always, always, ALWAYS. Explain why you’re writing this ad or why you’re calling this person…why you’ve decided to offer a free market evaluation…why you’ve decided to “bribe” a FSBO with a home selling package…and why why you need the prospect to make a decision in the next 24 hours.

Have a solid, believable, even self-revealing answer for these questions, and your credibility will soar-–along with your response.

3. Tell the truth. When everyone else in your market is writing unbelievable “blind-‘em-with-BS” headlines and ads…the simple objective, unvarnished truth in a headline lifts you head and shoulders above the din. Just like it did for the copywriter Powers. And just like it did for Volkswagon.

Couple this with the truth that their spilling out of Baylor University about the two most productive lead generation tools and you’re bound to hit a home run…even in this bad economy. At least you’ll get on base. Let me know what you think.

Did you find this article useful? If so, leave a comment. And if you like what you read, subscribe to the Real Estate Marketing Blog.

Related Articles

Try This Six Step Lead Generation Strategy for a Shaky Market

Your Personal Strategy to Building Some Serious Real Estate Wealth

Follow Up: Why Targeted Repetition Works So Well

As every great agent knows, it’s your consistency that will make the difference in making any follow-up program work. Even if you borderline on obnoxious.

Understand, I don’t mean you have to be a jerk…but you may have to be that agent who refuses to “take a hint”.

If someone calls you–whether via your 800 hotline call capture line or simply your office phone–they are indicating that they are interested. And if they are interested, its your duty to follow up with them to see whether they need more information.

Here are a couple ways of doing that.

1. Create a policy with yourself or your team to make hotline follow-up calls in less than thirty minutes.

2. Write, rehearse and memorize follow-up scripts. This alone will help you lower your call reluctance.

3. Capture every prospects’ home address over the phone. Even if they have all the information they need, ask them if it’s okay to get their home address so you can mail them a report or article.

4. Plug all prospects who are farther out in the buying or selling cycle into a monthly service newsletter like Service For Life.

5. Flat out just keep calling to get an appointment.

6. If you get their voice mail, leave a provocative message: “Hi Cal. Listen, I have a copy of your home listing from the MLS and have a question for you. Could you call me back at…” But be careful: your question better be honest. The last thing people want to be bothered with is a bait-and-switch question.

Without argument, the agent who is the most consistent with follow-up calls will be the winner. I don’t think anyone would disputte that.

And the best way to build consistent, targeted repetition into your individual program is to schedule it. Do this work the same time each day, everyday and you will find that the consistency becomes a habit and eventually that habit will reap massive rewards. You can bet the farm on that.

Did you find this article useful? If so, leave a comment. And if you like what you read, subscribe to the Real Estate Marketing Blog.

Related Articles

Sick of Failure? The Seven Natural Laws of Real Estate Prospecting

3 Critical Questions: The Secret to Networking Success

5 Tips to Eliminate the Fear of Rejection and Call Reluctance

How to Make Emotion Your Most Potent Advertising Weapon

Why is emotion so important to your advertising? In the end, every decision–to list, to sell, to buy, to call–boils down to how a decision makes a person feel. Let me explain.

Take the calculated, number-driven investor. She won’t invest in a condo unless the numbers make sense. If the numbers do make sense, she’ll invest. However she wouldn’t be investing in the first place if she wasn’t driven by competition, power, pride or financial security for her family–all emotions.

So, here’s a short, shrewd list to help you put powerful emotion into your advertising. 

Focus on Them, Not You

“I Am the Greatest Agent” creates a ho-hum reaction at best. Instead, tell the reader what’s in it for her, not for you.

Stir up that desire to own a bigger home if the family is out growing the current one. Stoke that sense of power that goes with driving into a prestigious neighborhood. Fan the flames of romance behind a nice cottage on the foothills of the Alleghenies. 

Focus on Benefits

Why should someone list with you? “Quality and service” is not an answer. “To sell your home for the most money, in the fastest time and with the least hassle” is.

But this is not enough.

Focus on Details

Explain to them exactly how you will accomplish your goals. “I use proven techniques to bring more buyers to your door.” 

Then define those techniques. Being very specific–down to the tools and tactics–engenders confidence in your prospect. Yet, continue to be specific after they’ve become a client. Your job of building confidence never ends. Be detailed the whole time. 

Focus on Active Voice

The active voice is usually more direct and vigorous than the passive. “I will sell your home for more money” is much better than “Your home will be sold for more money by me.”

Focus on Curiosity

“I will sell your home for more money by creating a bidding war between buyers based on a marketing strategy that blends psychological triggers and unique technology.” 

Who wouldn’t say, “Oh yeah. How exactly are you going to do that?” Curiosity is a universal attention getter. 


Craft your ads and presentations and even your casual encounters with people using these five tips and I’m certain they will have the type of emotional appeal that will add a powerful punch to your marketing.

You’re bound to generate lots of interest. 

Related Articles

Just 3 Steps to Good Leads in a Sluggish Market?

5 Tips to Eliminate the Fear of Rejection and Call Reluctance

15 Interactive Voice Response Possibilities to Discover Now