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Personalising buyer experiences for maximum effect

09 September 2019 Adam Zuchetti
Brett Cambell

Technology is increasingly shaping the property buying experience, but there are things agents can do now to better tailor a property’s lifestyle aspects to prospective buyers, writes Brett Campbell.

Perfectly back-lit photos with a wide-lens view no longer reigns supreme if you are looking to sell a property fast, and at a premium. 4K drone footage flying through the property in first-person view is becoming the next wave of creative genius.

But before you jump in the car and head down to the local JB Hi-Fi store to pick up the latest and greatest drone and camera package though, there are a few important points to consider when it comes to creating world-class advertising campaigns that stand out.

Regardless if you are a real estate agent or not, there is a blanket rule for anyone looking to sell anything. The golden rule is to know your buyer. I mean, really know your buyer.

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If you are selling a multimillion-dollar luxury ocean-side apartment on the Gold Coast, and you know your buyer is a 39-year-old male who loves high-performance vehicles, watches, top-shelf scotch and French bulldogs, then you should look to infuse these “love triggers” into the potential buyer’s experience.

People generally don’t fall in love with the property, they fall in love with what they perceive life would be like waking up, hanging out and hosting friends at the property.

Buyers who lack imagination need help with creating the potential vision, and staging “love triggers” is one powerful way to help do this. Park a Ferrari in the garage, showcase a revolving classic watch display in the walk-in wardrobe, show a French bulldog running on the beach.

In order to get your potential buyers to take the next step, you must understand what motivates them to take action. The closest you can get to creating a unique and bespoke experience for your potential buyer, the better.

In the not-so-distant future, I predict a full-HD, virtual reality (VR) experience based off the potential buyer’s individual desires. A questionnaire will be completed by the potential buyer and all the data will then be utilised to shape their experience.

If a potential buyer is a non-drinker, they won’t see any bottles of alcohol throughout the experience. If a potential buyer loves health and fitness, they’ll see gym and fitness equipment.

I realise we are a good 12–18 months off this type of refined experience. However, what can we take and apply from this principle is that if you can create an environment that the potential buyer can fall in love with before they have a private viewing in person, you are well on your way to winning.

Invest in creating a world-class marketing strategy by hiring a team of experts who can help make this come to life.

The result? Not only will your face have the most SOLD stickers on it, you’ll have a line-up of sellers and buyers wanting your help.

The real estate agent that will win long term will also undertake:

  • Extensive market research
  • Industry trends analysis
  • Competitor analysis
  • Document consumer pain points (emotive and practical)
  • Social media communication strategy on all applicable channels
  • Advertising content for each state of the consumer journey
  • End-to-end customer journey architecture

This is the recipe to listing and selling more.

Brett Campbell is the co-founder and chief evangelist at digital marketing agency Claxon.

Personalising buyer experiences for maximum effect
Brett Campbell reb
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