Generate Higher Sales by Triggering an Emotional Response from Your Clients

Humans are emotional beings. Studies have identified up to 100 emotions, which explains why people do things for all manner of reasons. Take a purchasing decision. Emotions involved may include desire, fear, envy, hope, among others. What is even more interesting is that people use different emotional triggers to buy the same thing. Ask ten people why they bought an iPhone and you will get ten different reasons. Big brands know how to capitalize on these emotions, using them to get people to buy from them more. As a real estate agent, you too can utilize emotions to get better responses from your leads. Here are five you can try out.

Trust

Going back to the iPhone, do you think anyone ever thinks twice before preordering an iPhone that has not been released yet? No! They trust Apple so much that they fork over a thousand dollars without any hesitation. This is because Apple has built massive trust. Do your clients and leads trust you? Are they sure you have their best interests at heart? To evoke feelings of trust, you need to showcase things like your credentials, testimonials, location and contacts, and so on. This way you create a sense of trust even for new clients.

Fear of Missing Out (FOMO)

Everyone experiences FOMO now and then. There’s a concert coming to town and tickets are almost sold out, so you rearrange your priorities and pay for the ticket. A new iPhone is coming out, and you know preorders will be sold out within hours, so you make sure you are ready with your credit card the moment orders open. To trigger the same response in your customers, find subtle ways of telling them that if they do not decide, they will miss out. Cite details like how fast houses sell in the area, or how the low prices may disappear within the short term.

Identify Underlying Desires

Why do people buy? Chances are, it’s not because of the reasons you think they are. Think for a moment why someone is moving from the city to the suburbs. It could be for better schools, or to live in a quieter neighborhood, or even because they just started a family. If you can find out what this underlying desire is, you can package your sales pitch to fit those desires. If the client just started a family, for instance, you can focus your pitch on how the neighborhood is safe, is near good schools and hospitals, and so on.

Instigate Envy

You’ve seen the TV fertilizer ads; the neighbor’s lawn is greener than yours, so you need to buy fertilizer and one up them. Makeup and perfume brands have perfected this art too, making it seem like buying their products will make you better than others. As a real estate agent, you want to generate a version of envy that serves your purpose. For example, you can point out how someone else in the neighborhood recently bought a house and how well they have settled in.

Build Anticipation

A new listing is about to hit the market, and you are planning to announce it to your leads. You also want to invite them to an open house. Why not build anticipation by leaving out some details about the house? Why not give a basic idea of what’s coming and then ask leads to contact you for more information? It sounds counterintuitive, but it could help build anticipation, which leads to heightened interest and curiosity and hence more inquiries or better open house attendance.

Conclusion

Mastering emotional selling is a feat few achieve, mostly because it takes years of practice and a keen observation of humans and how they react in different scenarios. However, when mastered, emotional selling can help you sell more homes than you currently are and help you sustain your sales rate for years to come.