How to create an emotional connection with buyers through storytelling
Overwhelming research suggests that purchasing decisions are made with both logic and emotions in play. Therefore, your representation of a listing should not only consist of its key features and attributes, but the emotional triggers that will influence a buyer’s connection to a property.
The property needs to ‘feel right’ before a buyer will use logic to justify their decision to commit. The more proficient you are at establishing an emotional connection between the prospective buyer and the property, the more likely it will be that you will close the sale.
So, what sort of marketing messages will create experiences that speak to your buyers on an emotional level?
The age-old practice of storytelling is a powerful method when marketing listings. When home buyers are considering a purchase, they’re buying into a lifestyle. Living in a coastal location may mean early surfs, afternoon walks along the beach, and a stroll to the village café on the weekend.
A city location may mean a short commute to work using an easy transport network, a large choice of dining and entertainment options within easy reach, a low maintenance apartment that offers safety and security, and opportunities to immerse yourself in a socially diverse environment.
Here are some examples of phrases aimed at putting a prospective buyer in the picture to create an emotional connection:
- Plunge into the surf, just a few sandy steps from your front door
- Relax to the sound of waves lapping against the shore
- Breathe in the salt air and enjoy the sea breeze
- Swim, fish, boat, sail, bush walk, bird-watch or just kick back and relax
- Leave behind the battle of commuter traffic and embrace city living
- Minutes from the vibrant restaurant precinct of
- Set amid the non-stop action of city life
- This low-maintenance apartment allows you to indulge your weekends in the city instead of the garden
- This delightful home is in the perfect spot for exploring the heart and soul of the city
- An easy stroll to the hip latte strip for your morning coffee fix
- Moments from the chic cafe/restaurant culture of
- In a family-friendly community, conveniently close to buses, shops and premier schools
- The neighbouring park provides a large open recreational space for friends and family
Knowing all about your suburb and its surrounding area will make it easier to incorporate more specific lifestyle messages into your copy.
Ways to get to know your area could include:
- Staying up to date with new developments by accessing information from your local council
- Talking to the locals, especially local business owners
- Locating the local schools, leisure facilities, healthcare facilities, shopping centres, public transport stops, cafes and restaurants and discovering more about them
- Learning about the history of the suburb and surrounding area. Discover the stories of the area’s historic buildings, memorials, shipwrecks, historical events, family histories and street and place names. Are there stories about its past that you can link to the present?
Before you write your ad, spend some time interviewing your vendor so that you have as much information about the property and the area as possible. Have a list of questions ready to take with you when you’re listing the property.
These questions may include:
- What made you decide to buy the property?
- Why are you selling?
- What do you love about living here?
- Do you know anything about the history of the home?
- Do you have a favourite local café, restaurant or park?
- Where do you shop?
- What do think the main selling points of the property are?
- Have you improved the property? If so, what, when and why?
- Did you have any future plans for the property? Have they been approved?
- Do you know if there are any future developments in the pipeline for the area?
Use the information your vendor provides about the dwelling to paint a picture for potential buyers. You want them to picture themselves living in the home and imagine what their day-to-day lives will be like when they move in.
- Comfortable living spaces to enjoy or entertain in
- The kitchen’s island can function as a casual eat-in spot
- Catch the sun and the breeze from the spacious balcony
- The garden will make your green thumb itch
- It will be a pleasure to whip something up in the well-equipped kitchen
- Take undisturbed time out in the privacy of your own reading-nook
- Enjoy the expansive view and breathe in the fresh country air
- There’s ample space to park the boat, trailer or RV
- A backyard big enough for a game of cricket
- Take in the breathtaking sunsets from the comfort of a deck
- An impressive BBQ area for summer entertaining
- Enjoy a contemplative soak in the generous bath
- Chill out in the comfort of a cool, shady cabana between dips in the pool
- A garden large enough for your pets to roam
- Unwind in front of the toasty open fireplace
- A place for informal interaction with family and friends
- Cosy areas for intimate dinners and larger spaces for parties
- Twin basins prevent the kids squabbling over space and maintains morning harmony
- What better way to enjoy a backyard than from the comfort of a cool, shady gazebo
- An alfresco area to linger over a meal in the night air or warm sunshine
In the words of J.K. Rowling, “There’s always room for a story that can transport people to another place.”