in mind, these are broad strokes and many buyers simply can’t be button-holed into one of these three pools of people. There are many who blend or span two photographical groups. Winners – Winners are image-conscious consumers who want to make a great first impression on friends, family, neighbors and work associates using curb appeal, amenities, landscaping and other initial “wow” characteristics. Winners feel good when their house has some bling. Heartlanders – Heartlanders psychologically are drawn to intimate spaces, creating family memories, gathering community, slower life pace, parenting-centric environments, multi-generational properties, porch swings and ice tea. They aren’t after ‘bling’, but substance and meaning. Cultural Creatives – Cultural-Creative individuals psychologically have greater interest in the arts, color, aesthetics, creativity, vacations. They can be more drawn to older Victorian houses and white-picket fences. Like heartlanders, cultural- creatives tend to see their home as a retreat from the hectic pace of daily life. They like quiet. Peaceful. Psychographics used in real estate is primarily related to advertising and marketing your home. A great agent can walk through a home and tell you features that will appeal to various buyers based on these three broad pools of people. We use psychographics to highlight features in the home that will appeal to each buyer so as to make the home and its features most appealing to all buyers.
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