This is where sensory marketing comes in as a powerful ally for those who have already embarked on this journey.
As the name suggests, sensory marketing is a strategy that invites the uk companies email list senses to participate in the selection and purchase process. In the case of the real estate market, it can be used as a powerful weapon in the sale of properties.
Since buying a home is often an emotional purchase, activating the senses of interested parties to create a unique and memorable experience in relation to your venture is an excellent alternative.
Research shows that, even in times when economic indicators are not completely favorable, Brazilians continue to consider investing in real estate for housing . This is because having a home to “call their own” continues to be a dream for many, that is, it is a goal linked to emotions.
Even with the base interest rate at 13.05%, a study showed that 39% of Brazilians want to buy a property in 2023.
Here’s a great opportunity. By using sensory stimuli such as sight, hearing, smell, taste and touch, developers can create stronger emotional connections with customers, awakening sensations and influencing their perceptions during the home buying journey. This will help your company stand out.
In this article, I will discuss the concept of sensory marketing, explaining a little about the origin of this area of study, and then teaching you everything you need to know to start using this strategy today in your real estate development company. Let's go!
Summary
What is Sensory Marketing?
Sensory marketing strategies for real estate developers
The role of persona in sensory marketing
Each of the senses.
Vision in sensory marketing
Hearing in sensory marketing
Touch in sensory marketing
Taste in sensory marketing
Smell in sensory marketing
What have you learned so far?
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What is Sensory Marketing?
Sensory marketing is a relatively new field of marketing. Many authors have contributed theories and ideas to popularize this approach within this area of knowledge. However, if we synthesize the concepts, we can observe a unity.
This is the theorizing about the importance of each of the human senses applied to marketing strategies. In general, the authors argue that combining multiple senses into a coherent sensory experience can result in a deeper connection between a brand and a customer.
Through sensory marketing, companies could create memorable experiences that would positively impact customer perception and, consequently, their purchasing decisions and loyalty to that brand.
Among the main authors are:
Martin Lindstrom, with his renowned work The Logic of Consumption: Truths and Lies about Why We Buy
Bernd Schmitt, with his book Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act and Relate to Your Company
Philip Kotler , who addresses aspects of sensory marketing in his work Marketing 4.0: from traditional to digital
In their works, the authors also highlight some advantages of using sensory marketing in a sales strategy.