Real Estate Marketing
Clear communication of relevant information are valued by NEOs. But they hate to be ‘sold to’ without a context for personal relevance. They dislike the simplistic messages of mass communication typical of almost all real estate marketing. Many developers, marketers and brokers think they are the exceptions here – they aren’t!
Complexity, discovery, engagement and authenticity are all paramount considerations for NEOs. They want to be in control of their purchase decisions, and want to make well-informed decisions. Simple, direct, transparent communications with a clear call to action gives NEOs options and control that is vital. “Tell the truth simply” and “show the beauty” are the NEO mantras.
Remember there are 59 million NEOs in the US and another 6 million in Canada; but they operate as 65 million “markets of one” and need to be treated as individuals. As a result, communicating with NEOs is the equivalent of communicating with a friend – that is ONE friend at a time. The language is individualised and cliché-free; personal and non-corporate; relaxed and informal. It needs to talk of discovery, desire and personal growth rather than function, process and transaction. To NEOs, the corporate voice is just you shouting! And they can’t hear you.
Here are some comments on four key areas to deal with for NEOs:
