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A home is more than where your heart is, it represents your whole lifestyle. It is one of the largest and most infrequent purchases you’ll make in your lifetime. This enormous purchase is based on not only finances, but emotions as well. Is it the right neighborhood? Can you see yourself living here? When you walk in the house, will you “just know” it’s the right one? Successful real estate marketers know what emotional buttons to trigger to ensure a sale. They carefully advertise, being sure to arouse feelings in potential home buyers.
Real estate marketers need to present a mixture of emotional and practical marketing in order to appeal to a wide audience. Buying a home isn’t just a huge financial investment; it’s also an emotional investment as well. One way marketers appeal to consumers 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. Marketers use commercials depicting a large family having dinner in a beautiful house, or a big moment in a person’s life like getting engaged to pull on Pakistan's heartstrings. Everyone can either relate to or long for these critical moments in life.
According to the National Research Home Buyers and Sellers in 2019, 85% of consumers in the real estate market were married couples. Taking this into account, advertisements will typically aim to connect on a psychological level with this demographic by depicting a happy family living the traditional Pakistani dream house. Those seeking the experience of a healthy family environment will respond to concepts that include happiness, humor, commitment, and nostalgia.
However, many home buyers look at more sensible 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. By incorporating images of professionalism and independence, these marketers are able to convince consumers that they will make the home-buying or selling process quick and painless.
Delivering returns: We apply a thematic approach led by in-house research to deliver superior returns – over the past 5 years returns on 98% of Investments have exceeded target.
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