</div> </div> <p>If you were faced with the largest financial transaction of your life, how would you go about choosing who you want to help you? Every real estate agent should spend plenty of time pondering this question because it is essentially the foundation of your marketing. Of course, real estate agents understand better than most the importance of a solid foundation for a home. And the same is absolutely true about the foundation of a marketing plan.</p> <p>Understanding consumer emotions is that foundation. Because it turns out, emotions are vital in sales scenarios — and real estate is no exception.</p> <p>First, let’s look at what’s going on inside the head of a potential real estate client, be it a buyer or seller. Both are fraught with a chaotic tangle of emotions: fear, uncertainty, excitement, boredom, frustration and many more.</p> <p>It’s no big surprise that <a href=”https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy” target=”_blank”>research tells us</a> that consumers are more likely to act (buy/choose) when they’re experiencing more positive emotions — feeling happy, excited, cheerful, etc. And remember this: Consumers buy because of what they’re feeling — not necessarily because of what they’re thinking. Plus, positive moods also increase consumers’ willingness to seek variety and try new things.</p> <p> </p> <p>So how can you move prospects’ emotional meters toward the positive emotions that increase the chances of them saying yes? What can you do specifically to trigger the emotions and feelings that lead potential clients to see you in a favorable light and, more importantly, take action and choose you as their real estate agent?</p> <p>Here are six things that I believe you can start doing today to improve your sales numbers:</p> <p><strong></strong></p> <strong> </strong>” readability=”43.548854041013″>

Shutterstock

If you were faced with the largest financial transaction of your life, how would you go about choosing who you want to help you? Every real estate agent should spend plenty of time pondering this question because it is essentially the foundation of your marketing. Of course, real estate agents understand better than most the importance of a solid foundation for a home. And the same is absolutely true about the foundation of a marketing plan.

Understanding consumer emotions is that foundation. Because it turns out, emotions are vital in sales scenarios — and real estate is no exception.

First, let’s look at what’s going on inside the head of a potential real estate client, be it a buyer or seller. Both are fraught with a chaotic tangle of emotions: fear, uncertainty, excitement, boredom, frustration and many more.

It’s no big surprise that research tells us that consumers are more likely to act (buy/choose) when they’re experiencing more positive emotions — feeling happy, excited, cheerful, etc. And remember this: Consumers buy because of what they’re feeling — not necessarily because of what they’re thinking. Plus, positive moods also increase consumers’ willingness to seek variety and try new things.

So how can you move prospects’ emotional meters toward the positive emotions that increase the chances of them saying yes? What can you do specifically to trigger the emotions and feelings that lead potential clients to see you in a favorable light and, more importantly, take action and choose you as their real estate agent?

Here are six things that I believe you can start doing today to improve your sales numbers: