Purchasing decisions might seem logical. But they aren't
Meet the irrational human.
Have you ever worked with a home buyer who bought a house because it “felt right”, even when that home didn’t specifically check off their list of needs? I have. Have you decided to do something in your business on a hunch? Hired someone because you liked them more than a more qualified candidate? I have. Just last week I had a consulting client totally shift their strategy because of a gut feeling, and then work the math backward to justify why it’s the best move.
As much as we like to think that we’re totally rational and fact-driven creatures, we are not. Most often, it’s the opposite. In fact, according to a Harvard Business School study, our subconscious is responsible for 95% of our purchasing decisions.
We are still driven by our ancient brains – safe is good, dangerous is bad. We’re drawn to things that help us meet our needs, we resist what we are uncomfortable with, and are repelled by things that feel threatening.
Depending on how you look at it, that’s either really cool, moderately creepy, or just weird. I’ll go with really cool and here’s why. First, I just find it very interesting. Second, because the more that we know about why people choose to do business with us, the more that we can tap into it to stand out against our competition.
How it can work to your advantage
Think about it this way. You want to be there at the exact moment that someone is thinking about buying or selling a home. So does every single other agent out there. That’s really tough timing, considering that it isn’t a daily thing.
How do you postition yourself ahead of time to be that agent that they think of when that moment comes?
How do you set yourself up to be their gut instinct decision, to be the agent who they hire becuase it just feels right?
First, you need to take the time to know who you are, what makes you stand out, who your ideal cient is, and what their deeper level needs are. Second, connect those dots and make sure that your marketing game is spot on.
Every agent is unique, yet so many go to market looking exactly the same. Your personality your skills, your values, your style, your process, and your knowledge make you you. Where to start? Take the Brand Archetype Quiz. It identifies the 12 main brand styles and which you most likely are. Better yet, it helps you to define how to brand yourself to be able to attract the people who would be drawn to you.
In real estate we think of “needs” as features of a home, requirements for location, or why someone is moving. What I’m talking about is deeper than that. Find those underlying needs, match them to what makes you different, and it’s much easier to attract the clients that you will shine with. Long before the moment that they happen to need to move.
Psycologicially, humans have needs that are much deeper than number of bedrooms or school districts. We need connection, we need control, we need freedom, etc. Some people have a higher level of need to be cared for while others have a need to know everything. If, for example, you’re a detail-driven structure person, the people who need that usually have an underlying need for safety and stability. They need someone that they can trust to take charge. If you’re a people person who loves taking care of clients, you’ll likely attract people who need to feel accepted and that they belong.
Every little thing
Define your brand archetype and stick to it. Do not waver. Everything that they see in your marketing and branding needs to be aligned, constantly appealing to those underlying needs. You want to motivate in the right way, and not in a manipulative one.
The key is to build everything around your archetype, Your materials, your social feeds, you work flows, your listing marketing, your website copy, even the styles of fonts and photos that you use. Every. Little. Thing. It has to be aligned and consistent.
If it’s not, it comes off as fake or disconnected. Fake makes people doubt your intentions. Disconnected makes you look unprofessional. Neither is good. Our lizard brains are buried deep. We are insinctively drivne by our ancient brains to survive. The ancient brain in us doesn’t do a good job of differentiating a funny feeling that there might be a sabre tooth tiger behind that bush vs a feeling that a salesperson doesn’t have our best interests at heart. Our subconcious mind attracts us to things that fill our underlying needs and it is also responsible for our fight or flight response.
If anything feels “off”, they will not trust you. If they don’t trust you, they will not hire you. Period.