The Importance of Psychographics When Selling Your LA Home
When most agents present their marketing plan with the seller, they will usually only talk about the demographics of a potential target buyer, which is now standard practice. However, very few agents discuss the importance of psychographics.
Demographics include age/gender, race, location, and employment. Psychographics incorporate personality, values, attitudes, interests, and lifestyles.
One way the top real estate listing marketers appeal to potential buyers is through an emotional appeal. Those seeking the experience of a healthy family environment will respond to concepts that include happiness, humor, commitment, and nostalgia. We use videos depicting a large family having dinner in a beautiful house or a big moment in a person’s life like getting engaged. Everyone can either relate to or long for these critical moments in life.
According to the National Association of Realtor’s Profile of Home Buyers and Sellers 2012, 65% of consumers in the real estate market were married couples. Taking this into account, our advertisements will typically aim to connect on a psychological level with this demographic by depicting arelatable concept. Those seeking the experience of a healthy family environment will respond to ideas that include happiness, humor, commitment, and nostalgia.
However, many home buyers look at more practical features when buying a home. They want to save time and money with easy commutes, live in quality neighborhoods, and buy a home that is energy efficient. When creating ads for practical people, real estate marketers must present minimalism and efficiency. The best listing real estate marketers need to show a mixture of emotional and practical marketing to appeal to a specific enough segment, so results are visible. Buying a home isn’t just a huge financial investment; it’s also an emotional investment as well.
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Written By: Robert Rodriguez
Personally Speaking: I’m a proud dad and hockey player who leads with empathy and gratitude.
Goal: Providing my clients, friends, and colleagues with timely, intelligent and actionable advice. I am always available to answer your questions regardless of whether you need to buy or sell. Text, call or email 424-353-9004 | Robert@WestLALiving.com
Professionally Speaking: Over 100 million in total sales volume, successfully completed over 200 transaction sides throughout the LA area and in a variety of neighborhoods with a wide range of property types. In my 9 years as a licensed sales agent, I have climbed the ranks of the LA residential sales industry, distinguishing myself both locally and nationally. I have sold complex Estates, land, income property, single family, luxury leases and condos. Both colleagues and clients widely recognize me as a respected professional whose reliability, dedication, and expertise is second to none.