As many of you know, there are many different reasons that people buy homes. The key to gaining more sales is understanding and identifying these reasons early in the process.
During my time in Real Estate, reading books o' plenty, attending seminars, writing my own books, and basically just studying the way people react to different questions. I have come to the conclusion that there are 12 basic buying motives.
This will be a 4 Part Post discussing THREE of the 12 Buying Motives in each.
ALL 12 of these reasons are Emotional!! People Buy on Emotion NOT Logic!!
Buying Emotion 1
Convenience: This is a Multi-Facet Reason.
Ex: How close is the home to work, shopping, recreation, family, etc...
How easy is the microwave or oven to use? Does the home have a sprinkler system? Are the cabinets tall to store seasonal items?
Simplicity and Ease of Use are Important to this Buyer. Pick up on this early on and you can focus your presentation around it.
Buying Emotion 2
Is this buyer interested in being close to Religious Establishments? Ethnicity? Feng Shui?
Different cultures have different backgrounds, communicate in different ways, and have different meanings for words. Determine the cultural needs of this buyer and communicate and demonstrate in this manner.
Buying Emotion 3
Do they like to run, bike, swim, play sports, walk? Does the community have an amenity center, walking trails, pool, etc? Is there a local gym?
This buyer has a keen interest in living near the items they enjoy doing. Figure this out early and it will save you time later.
Understand that of the 12 factors that I will outline, sometimes multiple items are the key emotional factors. Every buying decision of every product can be traced back to one of the 12 items I will outline, whether it is a 25 cent pencil or a $50,000 car.
Curt Fletcher aka The Likeability Guy
Author of How To Sell More Homes and Increase Your Income