Builders: Let’s Explore Selling and Senses
What Motivates Purchase Decisions?
Have you had a chance to read Martin Lindstrom’s Buyology – Truth and Lies About Why We Buy?
It’s an eye-opening book describing what influences purchase decisions in today’s message-cluttered world.
Our “Other” Senses Are Critical
Lindstrom conducted a 3-year neuromarketing study and one element he discusses is how our “other” senses — smell, touch and sound — capture our interest and influence purchasing decisions.
|Bring the Power of Touch to your Sales Office!|
Two key takeaways for us, today:
- Smell is closely tied to how we experience both brands and products. On one hand, there are the complex options such as sensory branding (the little things like perfume ads in magazines or flyers featuring shampoo and including scent microencapsules) which are becoming more and more common. Yet, just as important is maintaining the “clean and fresh” scent consumers want to associate with a new home purchase when they enter your sales office and tour your models. There are a variety of ways to accomplish this: you might try several (bowls of lemons/limes, scented (but not lit) candles, cookies in the oven). Lindstrom mentions even the subtlest of aromas can have a potent effect on shoppers.
- Touch is another key sense. Retail guru Paco Underhill wrote in his bestselling book Why We Buy about the critical importance of touching clothing before we purchase. Yet, are you familiar with how a touch screen experience differs from one using a mouse? Your brain actually processes interest differently when touching a selection as compared to clicking a mouse or hovering over the exact same selection.
CPS’ Bob Musa’s Book Discusses the Power of Touch in New Home Marketing
Bob Musa, CPS’ President, authored an innovative book, Creating Customers with Interactive Digital Signage – we’d love to discuss how the power of touch can be harnessed in your sales offices!
Take a look at our interactive touchscreen SalesTouch Case Studies highlighting how single and multifamily builders leverage both the power of touch and interactive technology to more effectively engage home shoppers in their sales/leasing offices. Reach out to schedule a conversation!