Right now, many investors and real estate professionals are scared of a looming market correction and have begun pulling money out of deals and sitting on the sidelines. People are scrambling to sell houses because they might take losses if they hold them. Real estate funds across the country are reporting that money is drying up because investors fear that if they put money in now, disaster could strike tomorrow. These can all be seen as emotional responses to a logical problem. Facts rarely quell people’s fears. You could tell them all you want about how the housing market still has a shortage, so demand is still likely to rise. You can tell them how even if a market correction happens, rental rates will rise in kind and new properties will be even cheaper to purchase. Despite this, fears persist.
can transport viewers into the future, allowing them to envision the life they desire within a particular property or investment. Use visuals to showcase not only the brick and mortar but also the emotions that accompany it. Highlight moments of joy, comfort, and achievement that can be associated with the property. Create a visual story that transcends the immediate fear and taps into the deeper desires of potential buyers. Fear often stems from the unknown. Shift the focus of your marketing strategy from the immediate concerns to the anticipation of a brighter future. Create campaigns that build excitement about the potential opportunities in the real estate market. Use social media teasers, sneak peeks, and countdowns to turn fear into anticipation.
or a steppingstone. By acknowledging and addressing the emotional aspects of decision-making, real estate professionals can transform fear into an opportunity for connection and growth. Through compelling narratives, visually engaging content, and a focus on the journey rather than immediate concerns, the industry can navigate the challenges of uncertainty and guide potential buyers toward a future of promise and prosperity. It's not just about marketing; it's about crafting a story that resonates with the heart and soul of those seeking a place to call home. •
The solution?
We need to find a way to garner interest from fearful people through marketing.
THE POWER OF EMOTIONAL NARRATIVE In times of uncertainty, the power of narrative takes center stage. Instead of bombarding potential buyers with data and statistics, craft a narrative that speaks to their emotions and aspirations. Share stories of individuals who, despite economic downturns, made wise investments and reaped the benefits. Paint a picture of resilience and success in the face of adversity. This is where the psychology of real estate videos becomes a potent tool. Videos have the ability to convey not just property features but also the lifestyle and aspirations associated with them. A well-crafted video
Skyler Wilson is an entrepreneur obsessed with video production and marketing. It started with making YouTube videos in middle school, then interning at a marketing firm and church,
mastering editing and live production. Wilson founded video production and marketing company Shift Z in 2022 and Retro Current Marketing in 2023, targeting music artists and real estate pros. He offers a fresh perspective, blending creativity, leadership, and processes. Wilson has a degree in marketing from the University of Georgia.
In the ever-shifting landscape of real estate, fear can be a stumbling block
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