Harness the Power of Images in Your Sales and Leasing Centers

Do you receive those 1-minute Tuesday Tips from Brian Flook? Saw an interesting one recently: Did you know that the power of images is increasing?

SalesTouch: Powerful images provide a visual cue to explore

Flook asked that question and replied: Yes; images matter!  He goes on to note that real estate listings with 25+ images sell faster than those with only 10 photos.

Here at CPS we've long believed engaging home shoppers starts the moment they enter the sales office with SalesTouch, our interactive touchscreen system.  It doesn't just happen, of course! There needs to be a visual cue to invite the prospect to explore.

Visual cues not only invite attention, they encourage the visitor to engage and obtain more information! Whatever their reason for considering a purchase -- larger home, neighborhood, on-site amenities -- powerful imagery motivates movement.

Dynamic images engage home shoppers, encourage exploration

Take a look at Bella Collina:  elegant, Italian, scenic images along with copy about The Club, Golf Course and the Spirit of Tuscany.  You can imagine luxuriating in the Spa. What's the next step? Start touching to find out!

Compare Ramblewood Forest's imagery: luxury, large homes for family, a new neighborhood. Equally inviting, the same question arises, "how to find out more?" The next step isn't unknown: start touching to find out!

Flook suggests: storytelling via images clinches the deal -- long before any copy, no matter how well written!

Attending #IBSOrlando? CPS will be storytelling at Booth W5583 with SalesTouch, our interactive touchscreen system, and Social Media Wall!

What Can You Do with This: 91% of New Home Buying Decisions Made by Women?

This somewhat amazing, depending on your perspective, statistic begs you to ask: Is My Sales Strategy Focused Enough on What Motivates Women to Buy?

Relevant, relatable and... more details available!

The Blog has talked previously about the role women play in decision-making purchase decisions (not just in homes, either). Women are key decision-makers in consumer electronics, cars, furnishings, etc. purchases.

Have you thought about your marketing & sales strategies in terms of how they recognize and respond to women's values and needs?

Did you know women are the "most" connected consumer?  Men aren't the only geeks in your audience, in other words!  Are you taking advantage of the latest electronic means to connect?This doesn't just mean FaceBook and Twitter..it suggests mobile, not mailers, for example. Downloadable apps, interactive sales offices, web site Chat.

And, studies suggest women see information, products and even themselves in terms of how they relate to others. Marketing messages resonate more when they tell relevant stories.  And, studies suggest the story's details matter.

Take another look at the  interactive touchscreen image designed for Minto Florida at Harbour Isle. Doesn't this image tell a dynamic story?  Yes; we're in a new home sales office but it's much more than that: family, comfort, generational interaction.  Wouldn't you want to find out more about how to be in this photograph? Just by looking at the menu, you already know that details are available to help in your decision-making.

We'll be talking further about women and marketing, your connected audience and the power of relevant and relatable stories!

Understanding your target audience: women as "relaters"

There's a current line of thinking suggesting that, regardless of the product (consumer electronics, cars, new homes), more and more women are now playing a primary role in the decision-making purchase process.

What does this emerging role have to do with your marketing approach and style?  If you've always marketed to what might be categorized as a "female audience," you might argue...not much.



Here's a relatable story: complete with best dish to try!

However, all sorts of other bits of marketing data are emerging, as well: women are the "most" connected audience (throw out your preconceived "geek" ideas!).  That fact alone might suggest modifying your marketing approach: more mobile, less print; more Facebook, fewer mailers.

In addition, a series of recent studies suggest women see information, products and even themselves in terms of how they relate to others.  Women, in other words, feel more comfortable responding to marketing messages that tell relevant stories.  And, the studies suggest the story's details matter as much as the outcome.

Personalization: Reframing the Home Purchase Decision-Making Process

Builder Radio offers a great set of resources for new home sales/marketing professionals ranging from Podcasts to Webinars to an audio/visual library...all oriented towards "Helping Builders Sell More Homes."  We suggest dropping by http://www.builderradio.com/ and taking a look at what is offered.

Let your buyers take the floorplan and...make it their own!

Recently, Jane Meagher with Success Strategies participated in a Builder Radio Podcast titled, Making Personalization Part of the Sales Process.  She highlighted a key sales concept: today's consumer likes to have control over purchases and that desire offers homebuilders a unique advantage compared to used, foreclosed and spec homes: the ability to personalize the purchase.

Jane suggests that salespeople ask probing questions designed to get prospective buyers to "dream the dream" and talk about their preferred lifestyle.  This process allows the buyer to reframe their decision-making process and, she says, drives the buyer to ask, "Why settle? Maybe I can get what I want, even if it costs a little more."

That question allows the builder to differentiate the new home from other homesfor sale-- since their purchase must be considered "as is."  Sure, after the purchase the buyer can tear up the carpet, add granite but..not today.

And, here's where an interactive touchscreen system can be an effective sales tool, as well.  Buyers can mix and match structural options, see the results and print out their uniquely designed floorplan.  No more standard brochures with arrows, lines and cross-outs! They can add/remove furniture and mark-up the floorplan, as well.  Change the wall between kitchen and family room to a pony wall; mark-up the kitchen to add a center island, make the base floorplan their home.

Robert Musa talks more about the value of interactive touchscreens in the sales process in his book, Creating Customers with Interactive Digital Signage.  It's available through BuilderRadio.