Tuesday September 8, 2009
Comfort zone. Today, more than ever before, a potential purchaser reaches into the subconscious to feel their way through the emotional side of purchasing. Most every transaction in today’s climate is tempered by an emotional decision making process. Each buyer has a personally defined comfort zone, individualized around circumstances & preference, not always rational and easily upset.
Comfort zones for each individual have a range of emotions attached. Emotions will fluidly adjust as the purchaser moves throughout the entire buying experience. Take some time to ponder the social and personal pressures molding a purchaser’s desire to either make a decision to purchase or ignore an opportunity. To be successful in our analysis, we must first identify the pressures that are permeating our societal climate today.
- government/political atmosphere
- financial perception of market conditions
- perception of need
- perception of product value
While some of these social conditions cannot be marginalized, personal perception defines how each of these pressures are assimilated into the comfort zone. Some pressures can act as motivators, while others are detractors from the decision to buy.
In the past, if a main question was addressed successfully a decision was expected to be forth coming. Does that transfer to today? My experience today tells me “No.” Why? Going a little deeper into the psyche it is important to note that each of these larger decisions are motivated by much smaller questions begging to be answered. These smaller questions are what I call build up questions.
Build up questions work like a child’s building blocks. These question blocks have a variety of sizes, shapes, colors and meaning. How these questions are addressed, determines how they are stacked. How the building blocks are stacked determines the success or failure of the venture. Comfort zones are defined by the smaller build up questions plaguing each buyer. My conclusion is that each major decision is not based on one question per category, but many.
To achieve the comfort level necessary to buy, all the smaller questions must be dealt with in a manner that resolves the buyer anxiety and pulls the momentum forward. The comfort zone of today’s real estate purchaser is very defined. Maximizing the warm fuzzies of positive answers to the small decisions helps stack the building blocks in a manner that will promote the buyer seeing the value of moving forward with a purchase.
What am I really saying? Selling real estate is helping people buy. Helping buyers find a reason to buy what and when it is in their best interest. Stacking the building blocks in a manipulative way, may make or force a sale once, though it won’t make a repeat buyer…in this market, the manipulative tactic might loose you a buyer. Help the buyer see the value by answering all the little build up questions within their comfort zone.