The state of the economy, especially the housing industry, is on everyone's minds these days. The home business is a hard place to make a living right now. If you are a home builder, architect, contractor, renovator or realtor, I have several tips to help you be successful amidst the gloom and to reap the rewards of marketing to women.
Understand who your client is. It's amazing that in this day and age, many professionals still believe that it's the "man of the house" who drives home decisions. Acknowledge who wears the home purchase/improvement pants in the family. Look at her when you are discussing details, philosophy and pricing. But don't just talk about yourself. Ask her questions. Get to know her "pain points." She will be thrilled that you have been listening and will see you as an expert who can turn problems into solutions. Talk to the man of the house too, but err on the side of more contact with her than him.
Attract your key customers -- women. When it comes to selling homes (new and existing) in this market, you really have to use some marketing savvy to make yours stand out amidst the glut of supply. Yet so many property ads are exactly the same . . . a photo of the house, some copy which tells the basics such as how many bedrooms, bathrooms, etc. Yawn. So, how are you going to get her - the chief decision maker - to pick your house to visit in this buyer's market?
Think People Power. Women find people the most interesting element in ANY situation. Focus on human benefits, not just facts and features. The house is typically front and center and often the only thing in most real estate ads. You can add people power by talking about not just the neighborhood but the community. Bring your property to life by talking about how many kids are on the block and mentioning dog parks and community gathering places. She'll see herself fitting right in and you'll see her signing on the dotted line.
Remember details matter. She wants everything a man wants and more and can articulate it (think When Harry Met Sally). Sometimes small details are the "deciding factor." How many closets are there? Is the mudroom big enough and organized enough wet winter clothes and a plethora of sporting equipment? What about a wet and shaggy dog? Is the home office on the first floor, so she can let that dog out during the day? Differentiate yourself, and your product, from the competition by providing an abundance of information and demonstrating how the features will improve her daily routine.
These strategies will help you tap into the power of her purse, which after all, is where she will be keeping her new keys. And, it you want her remember you fondly and recommend you to friends -- consider presenting those keys on a nice new keyring, preferably one that ISN'T a promotion for your company. I promise, if you do a good job, it's a detail she will remember and want to share.
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For example, mentioning "how many kids are on the block" can cause two potential "landmines" that come to my mind immediately: First, familial status is a federally protected class and anything that conveys (one way or the other) about families or children being welcome (or not) can possibly be construed by the gov't as a violation of Fair Housing; the second, and much sadder, element is child predators, you mention "children" and someone who is a predator buys that house because you specifically told them about kids in the area, BIGGGGGG problem. In an ideal world, your comments could be taken at face value, with positive intent, but unfortunately, our world at times is less than ideal.
On a brighter note, though, I think you are right on target when you say "bring the property to life" - as real estate agents, we just have to be careful how we do that.
I also totally agree with your thoughts on the importance of details. My women clients are always the ones to notice the "little things" that most males seem to overlook.
One up and coming trend that I am actively working on is making homes "accessible" and "visitable," with a focus on making homes comfortable for seniors and Boomers to "age-in-place." Zero clearance entries, wider halls and doorways, and primary living space on the main floor are easy to do, comparatively cost-efficient, and wonderful elements to add to make a home more realistic for long-term living. I think as more women (and men) consumers want to stay in their homes as long as possible and become aware of the options in creating those types of homes, you will see this become more visible in the marketplace. This will be the housing trend that follows the "green" movement so start keeping an eye out for it... :)
Thanks again for your constant promotion of the woman consumer - love your newsletters. :)