Consumers frequently base buying decisions on emotion. They then use logic to rationalize those emotional decisions. Homesellers, working closely with their real estate agents, prepare their homes to evoke positive and personal emotions. An important tactic is to create “takeaways” to keep those fond memories resonating in prospective buyers.
Consider writing a personal letter from you describing your experience of falling in love with the home when you were the buyer. The letter could describe the warm friendships you’ve established in the neighborhood. Or it could recall joyous holidays around the home with pictures taken during special times.
Recall a memorable moment of coming home after the birth of a child or after a vacation. Buyers can relate to these things emotionally. They reinforce positive feelings buyers experienced in your home. To satisfy their logic, describe the loving care you’ve given the home.
First touch upon the emotions, then appeal to buyer’s rationality.
List remodels, updates or upgrades you’ve done and include anything that gives buyers a sense of confidence in your home’s current condition. Be sure to mention any pricey features you’ve added.
Another effective takeaway is a brochure using high-quality color photographs of your home’s interior and exterior. Add captions or short descriptions that help buyers remember. Again, appeal to the buyer’s logic—a descriptive sentence followed by a list of key marketing details and the tender loving care you’ve given as owner.
If you’re good at writing warm personal letters or if you have the ability to create a professional-looking brochure, it’s quite acceptable to save money by doing it yourself. If not, turn to professionals to create compelling takeaways that ensure a lasting emotional connection with buyers.