Emotions in Marketing: Real Estate Edition

Fousiya Zaker F

Every human action is triggered by emotions and every decision we make is affected by them. Emotions, therefore, play a big role in our lives. A good businessman should know how to evoke emotions in his audience to encourage them to buy his product or service. Incorporating emotions into a marketing strategy can be challenging. It is important to elicit positive emotions in the customers and not overdo it.

Emotions directly affect decision-making, so the right emotions in a customer will encourage constancy and a successful real estate deal.

Feelings act as our survival guide, in a way. They help you focus your attention and motivate decision-making, and your brand is an emotional representation of your products and services. The right form of branding will ensure that the clients form an emotional attachment to your company. This will make them remain loyal to your firm, even if your products and services cost more than your competitors. 

Therefore, you must use emotions to make your service or product visible to people. The most effective feelings that you can invoke in your customers through your brand include:

  • Delight
  • Excitement
  • Hope
  • Interest
  • Surprise
  • Affection
  • Trust

These emotions elicit positivity. 

The Role of Emotions Real Estate

Buying a house is a very emotional process. A home is where people grow up, raise their children, celebrate holidays, get together with friends and family and work towards their dreams. 

When looking for a home, people tend to prioritise benefits over physical features. What they expect to get from a product or service is more important to them than the different attributes of the property.

As a salesman, your mission is to prove the value of the property by showing the customer its intangible benefits. Help the clients realise their dreams and see their future in the property you are selling. Turn their wants into needs using the emotional aspects of the house. 

It is also very important that you make sure to give the client a great experience with your company, regardless of how big or small of a client they are. A positive experience will encourage them to spread word about your brand and this will bring you more clients. Experience and emotions build trust in the minds of your clients.

The Power of Storytelling

Do not just be a salesperson. You have to become a storyteller. Connecting with customers through the right words will make them feel close to you. Never underestimate the influence of good language.

The words “house” and “home” precisely mean the same thing, but one invokes emotion and the other is just a bleak word for the object. Anyone can understand which is which. 

Do not just state facts, but narrate a story. Describe the property to the client in such a way that they can see themselves in it. You should also pay attention to their interests outside the product or services you provide and use them to your advantage. Tell them what makes your property and its location special and how they can benefit from it.

Additionally, you can tie emotions and reasons together. You must trigger the emotions of your customers and present them with reasons why your product or service would help them.

Listening to the homeowner’s experiences and stories about their property can be helpful to you. You can use those stories as a guideline for your presentation of the property, but remember that the same property can be entirely different to a family with children, a newlywed couple starting their life, and a career-focused individual.

Another marketing strategy that has proven to work is staging the property for presentation. A home filled with the belongings of its residents can back up your stories so much better than an empty house with no personality. This will create the presence of nostalgia, memories and hope.

People decide to buy based on what they see and feel. Emotions are a powerful motivator. They grab attention and stir up desire in the clients.

It is also important that you make each client feel special. Exclusive discounts for loyal customers, benefits, freebies etc. will build a positive image for your company. Do not approach a client just to get money from them. It is much better if you make them feel like you are on the same team as they are.

Emotions in Digital Marketing

The best way to reach out to clients in the digital age is, of course, through digital marketing. Most of the initial interactions between the buyer and seller occur through online media, so it is important to make a good impression with your digital presence.

  • Use different mediums and do not hold back. Include pictures, videos, blog posts, etc. in your profile. Get professional help to design your website and set a theme for your company.
  • Use short, engaging language in your descriptions. Use everything related to emotions that we just discussed. Nobody wants to read a bleak article that goes on and on.
  • Participate in social media trends. There is no better way to catch the attention of people these days.
  • Share your mission with the world. You will be noticed by what is unique to you. 
  • Encourage client engagement within your community to make them feel like they are a part of your firm. This increases loyalty.

In Summary

The role of emotions in marketing is not small for a real estate business to become successful. Letting the client know that you understand their requirements and vision for a home can go a long way.

Making the clients’ emotions and experiences positive will let them build confidence in your company. The customer’s experience with you decides future potential.


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