Before I attended “She-Conomy: What Women Want” the extent of my knowledge regarding marketing to women was limited to my wife’s reactions during advertisements containing puppies or shoes. Although most women seemingly adore puppies and shoes, I quickly learned this was just the tip of the iceberg.
“She-Conomy: What Women Want,” presented to the Greater Chicago HBA by Tammie Smoot with BDX, gave an eye opening glimpse into the world of female buyers. Marketing the big ticket, life-changing purchases such as buying a home were brought right out into the open.
Tammie repeated the phrase “women are not diggers” multiple times during her presentation, meaning a female buyer will not dig for the information she is looking for if it is not easily accessible. It accents the attitude women have when approaching a large purchase. Women need to be “slow danced” into the sale and are not afraid to move on if they don’t like what they see. Tammie started by outlining a few ‘must-haves’ when successfully selling to women: the seller must build trust, instill confidence, inspire, differentiate their product, and provide a clear path to action. Without these crucial steps, women will not ‘just settle’; they’ll simply move on and find someone who can provide them the sales experience they are looking for.
It’s irrefutable that the Internet has created a vast buying environment, and as a seller if you’re not keeping up with your buyers’ needs, there is someone else out there who is. So, how do you successfully market to women?
Women want media, media, and more media. Even when you think you have enough media, you should probably add more. When searching for a home, women expect high quality photos, 3D renderings, engaging videos, interactive site maps and floor plans, and virtual tours. Websites without these tools and media are at a devastating disadvantage. As Tammie put it, “The ‘No photo available’ message is the kiss of death.”
Women want a healthy environment for their family. They want to see a clean and safe environment where their family can grow and thrive. They want to see environmentally friendly choices, ‘green options,’ and want to be informed on how these options will save them money moving forward.
Women want sex appeal. Ask yourself, how do I build sex appeal into a home? The answer is seemingly simple: more storage, better organization options, modern floor plans, convenience, and personal space. During the marketing process this information needs to be seamlessly conveyed using visuals such as graphics, colored floor plans outlining additional storage, high quality model home photos, and built-in areas to hide clutter.
Women want social media engagement. Pinterest and Facebook are two prominent social media outlets that help women with home buying decisions, “Women trust social media more than their doctor,” says Tammie. Make your social media presence known and allow your buyers to easily and non-intrusively engage with your brand.
Women don’t just want to buy a home; they want to improve their lifestyle. The buying experience is much more than just buying the home. It’s about the emotional connection and the ‘big picture’. Where will Aunt Janie stay when she visits in the winter months and will she have trouble getting the up the stairs? Where will little Johnny play his little league games in the spring? Where will we put Buddy’s doghouse and will he have enough room in the backyard to play? Lifestyle is everything, and marketing around selling a home needs to reflect that. Advertising has shifted from outlining spec sheets to embellishing short clips of the ‘dream’ lifestyle that consequently leave the potential buyer wanting more. Female buyers are constantly asking the question, “What makes my life better?” Let’s answer this question for them in our marketing strategies.
To sum it all up, women know what they want and aren’t going to waste any time on those who can’t market to their needs. If you want your sales to thrive, you must realize that marketing to women is a lot more than just puppies and shoes.