They are not the two superior or inferior sexes to each other. They are simply different.
Selling a property to women and men differently is not something that many real estate agents consider. Many think so, surely they buy differently, since there is a difference in sex, but in reality a real estate pakistan is bought the same. Both are worried about the mortgage, the area and especially the price.
No, not so fast.
The difference in shopping habits between women and men when buying a house , goes beyond that he puts the money and she is the one who makes the final decision. A comment that I have heard on many occasions and that for some is a macho comment.
I would say, rather, that it is a rather simplistic and ignorant comment from someone who has never used real estate neuro-sales or is little concerned about providing excellent service to their clients.
The sale in general and the real estate sale in particular, has changed a lot in recent years and today the trends of behavior in women and men when buying are taken into account, because whoever dominates this part of the new real estate sale, will sell plus.
With this article I want to send the message to the real estate agents that they are not taking seriously enough the influence it has on the sale of a property, to know how women think , if you are a real estate agent man or how men think and You are a real estate agent.
“Women and Men buy a house or an apartment differently, because they think and behave differently and their interests are different.”
Education, experiences and access to information influence us to remain different. The communication style of men and women is different. They consume information differently. They relate differently between the same sex and they like or don’t recognize some, their way of relating to technology is different.
| Sell a Property to Women and Men. Women are buying more.
I say the above, which is obvious to most, because there is a minority, ( perhaps too large), who has not yet learned that it is normal for men and women when buying a property to move different motivations. Sometimes very different.
When we think about it, in men and women in front of a purchase, we can begin to understand how problematic it can be for a couple to decide what kind of housing they want.
That both want a new home, of course; but what kind of housing they want … that is not so clear and will not be for a long time. In the end, to reach an agreement either of them will have to give in to something, a lot or a lot. Everything will depend on the relationship you have, but surely someone is going to have to give in… and sometimes enough, because they both want the same thing, but in a different way.
The years have also changed the way in which men and women buy, because today the habits of life are different, and the cultural, social and labor difference of men and women, at least in developed countries, has greatly diminished. Yes, yes, I know not everything necessary, but it has been shortened a lot.
An example of this, which I am glad of, is that single women are buying more homes than single men. I mention this data for the clueless. Why this trend, which on the other hand will continue to grow?
First, single women are realizing that buying a house instead of renting makes more financial sense. In the second place , more and more women are becoming fiercely independent and are not waiting for marriage or a man who helps pay for a home. And finally , for older women, it is a very good alternative to live better, after losing your spouse or separating from him.
Whatever the reason or motivation, real estate agents should prepare for a growing market for single women who buy houses .
sky marketing have noticed this trend myself.
“An agency in Mexico City commissioned us a few months ago to create: ” The Guide for Single Women to Buy a House “ A guide that is downloading women, (and secretly some men), as if giving away candy” .
It seems that many single women in Mexico City are interested in buying a house, as a means of creating wealth, taking the necessary measures to ensure their financial security in the future. Therefore, managing this information about these unique women buyers will help a real estate agent to get more clients , as long as you know how women buy an apartment or house, of course.
| Sell a Property to Women and Men. Differences in Purchase Habits.
Men and women. Different when they make the purchase. Let’s look at some of the differences between the buying habits of women and men when buying a home. I have extracted these data from several market studies that have been carried out in Spain, Mexico, Argentina, Colombia and in the United States.
NOTE: What I indicate here are just trends. Let no one go to extremes and think that the world is completely pink for women and completely blue for men. Eye to the data! Don’t come later with comments about whether I am a macho or a feminist; that if I don’t know in which world I live; I have no p … idea … and comments like that.
From what I deduce from these surveys, when buying a property, the man tends to be in charge of seeking financing , of investigating banks and mortgages; while women tend to manage visits and investigate the neighborhood.
In all of them you find that women seem to enjoy the process of buying a house more than men. Which does not surprise me, since the feelings of ownership of a home tend to be more pronounced in women than in men.
As everyone knows, location is an important factor when choosing a house. But in the meantime men and women want a home in a good neighborhood, their definitions of what that means vary.
In the surveys I find that for us men, when buying a property, emotion is a high priority. We are interested in all the fun things we can do near home, and we are willing to endure a little more danger, if that means being close to good restaurants, a thriving nightlife and other amenities.
Men also give priority to living near work. We are willing to travel to socialize, but we prefer to have a short trip. Being a man, I quite agree with what these surveys indicate.
Women, when buying a property, tend to be more willing to give up the excitement at home, in favor of good schools , safe streets and a place close to family and friends. They tend to want to keep loved ones close to home, even if that means traveling further for work or entertainment options.
Men and women also value different traits when it comes to neighbors . Women tend to like a neighborhood where there are friendly neighbors with whom to socialize, especially when those neighbors fall into demography, (young parents, retirees, etc.), which are similar to theirs. Men are not picky about demography, and in general they don’t care about neighbors, as long as they get into their business, don’t make much noise or don’t have dogs that bark.
With this I do identify.
Men and women, unequal behaviors and different habits. Continuing with the results of these surveys, I do not know if they have statistical rigor, but for me it makes perfect sense that men when buying a house care a lot more than women, knowing their status and the cost of maintenance.
Which means that men are very likely to pay close attention to the details of a house. And while they agree to buy a house that needs comprehensive reform, they are afraid to buy a place that has serious electrical, structural or plumbing problems.
Women also do not want to buy a house that in the end is a ruin, but they are less likely to consider too much the technical details or structural condition of the house of the house, provided it has potential.
| Sell a Property to Women and Men. The kitchen and the bedroom.
How do women buy? And the men? Every real estate agent knows that the kitchen is the most important part of a home for most buyers, but women and men perceive this importance differently.
Selling a house with a large kitchen is a pleasure , because everyone loves one with a large kitchen. After all, the kitchen is the social center of any home. Women tend to be attracted to bright and spacious kitchens with lots of work space and a carefully considered floor plan.
Men s and enthuse more with the gadgets . For us, a kitchen with a range of commercial quality, a high-tech refrigerator and a dishwasher with that whistle would definitely give the house some additional points.
Men tend to give a lot of value to garages and terraces , to rooms where they can put an office and to large halls. A women instead give enough value to the dorms , especially if they have a dressing room and a hot tub.
According to the survey, (and I have verified this when I was a real estate agent) , the average man might be fine with a relatively Spartan bedroom , but that does not mean that men do not value private space. Men like a space where they can make noise , so they give more importance to the living room than to the bedroom.
Other pearls that I have extracted from these market studies, perhaps without statistical rigor, but that surely have not been done lightly are these:
How do women tend to buy a house?
- They use chats, discussion forums and opinions of other clients to inform themselves
- They value more a good experience and the possibility of sharing.
- They want to connect with the real estate agent more than the man.
- It is very important to have several options to choose from before making a decision
- Women visit more websites and contrast different options more thoroughly than men.
How do men tend to buy a house?
- More likely to look for detailed descriptions of the house.
- They value ease when it comes to paying and buying easily.
- They usually have a clear idea of what they are looking for.
- They are more sensitive to deceptive advertising and dirty or messy real estate.
- It is less price sensitive and buys faster.
Comparing men and women:
- It is easier for a woman to consider other options she had not considered, than a man in the purchase of a home.
- Women make decisions on a more emotional level , while men approach decision making with facts and data.
- Women tend to be more comprehensive and take into account more than men, both subjective information (customer comments), and objective,
- Men tend to prefer objective information (status, zone, investment) over subjective information.
- What is considered a good customer service? Women want to feel important; Men want to buy fast.
| Sell a Property to Women and Men: The Service Received.
Women decide much faster than men. They know what property they are going to buy as soon as they see it, although they need to convince themselves that they are making the right decision by visiting other properties. For this reason, for women buying a property takes longer than a man would invest
The capital smart city is a commodity for both . If it turns out to be the wrong house, it could be sold and exchanged for another. On the other hand, women are more likely to see the house as a statement of who they are , so making a wrong decision for them is painful.
Beware of giving poor service to women ! The worst dissatisfied clients you can have as a real estate agent are women . If they feel cheated by a bad service, because they have not fulfilled what was promised, because the property does not meet the expectations you have promised … they will tell many more friends and acquaintances than a man would. And they are the ones that will take you to trial if necessary.
We men also like to be given good service and not to be deceived, but we tend to act differently from women in this situation. We of course complain, but women tend to make it more expensive for the real estate agent
| Sell a Property to Women and Men. Real Estate Advertising.
And how can we reflect all of the above in our real estate advertising? Can we design ads for both? Is it better to create ads for men and ads for women? Do men and women buy equally?
Actually, we must look more at the means we use to reach men or women as we are interested and create ads with neuro marketing techniques to make them attractive to men and women alike.
It is known that when women are advertised, it is important to use marketing to establish a personal relationship with customers. So; Women are more likely to respond to email marketing, so contact them in this way, educating them with your emails and giving them peace of mind.
With men , it is advisable to invest in advertising on search engines so that your property appears when they are looking for something similar. Try to highlight in this advertising the advantages and benefits of the property, (prestige, recognition, status, belonging to a group …)
Sadly, a lot of real estate advertising tends to be “macho” because of ignorance, treating men and women equally in their advertising messages. Women want to see themselves reflected in the advertising texts. Give solutions to what matters to you and you will make women also pay attention to your ads.
No wonder it is sometimes noticed when an advertisement has been created by a woman. This type of advertising is different, because it is ompromised , inspires and encourages women to think differently about themselves and to challenge the preconceived stereotype.
It is a type of advertising that creates a relationship : we are here to help, to advise, to give you information, we think of your children …
Advertising done by men is often poorly focused. You cannot write him / her; you have to write what matters to them and what matters to them within the same sentence.
- A man is better seduce them with a pragmatic advertising.
- A women he seduces them more publicity that comes with them feelings.
- A men are attracted more titles on an ad.
- A women are attracted more text.
- A women like most stories and testimonials than men.
- A men dales data, statistics and results and avoids overly sentimental text,
Many of the above differences show quite different and sometimes opposite behaviors.
How could a real estate agent take advantage of these differences when showing a property to a couple?
It is not as difficult as it may seem after having read everything that sets us apart.
“The fundamental thing is to help buy instead of selling, generate a conversation when the property is shown, make them both participatory in the conversation and look both in the face, not one more than the other.”
When you talk to women, talk “in feminine” and when you talk to men, talk “in masculine”. It gives solutions to problems to each one of them about what matters most to them as being a man or being a woman and then gives solutions for both as a couple.
You know how a woman tends to feel in a kitchen or bedroom; Just like you know how a man feels when he sees a living room, a terrace or a garage. Focus on those feelings as you show the house and you will be much better.
Here are other tips that will help you be perceived as a professional by men and women.
| Sell a Property to Women and Men. Listen and talk to each of them.
Showing a Property to WOMEN
When women start talking they should not be interrupted. Give the opportunity to start a conversation, let them express their views and tell what they want. If you know how to listen , you will earn many points especially with women.
A women sell your property with stories: they buy dreams, love selling them with stories, dreams and metaphors. Tell them, (indirectly) that it is unique: remind him: “There is no one neither equal nor similar to her.” Everyone wants to be the center of attention and differentiate themselves from the others.
A women need to talk more than men. You have to listen and talk to them, participate with her in the dialogue. In fact you have to talk to him 3 times more than if he were selling to a man.
If you are a man, always remember that they “look at everything.” Included in how you talk, walk, dress and move your hands.
Women are more involved than men in making a purchase.
Showing a Property to MEN
You have to sell us pleasure . We always want to be the ‘alpha male’, so show us benefits of the property that gives us status and joy. Your task is to sell benefits related to the property.
When you sell to men, think about the usability of housing, how practical it can be, what is in the area that interests us and how comfortable it is.
We men like to answer the questions before we ask them much more than women. Save us having to talk and expose our concerns. An alpha male worries has few and that is what we want to demonstrate.
You don’t need to talk much with us. If you are a woman, do not want to have a chat with us, because that makes us feel uncomfortable . Get to the point, be clear and answer the questions clearly.
In short, the stereotype of men buy and women go shopping is a truth like the cup of a pine. We both have different interests, different ways of thinking, different ways of communicating. We both want the same thing, but in a different way and for different reasons.
Gender matters when buying a house. Men are from Mars and women from Venus and we cannot live without each other. Learn to sell at your opposite sex and always, always talk to both with a different approach when you show a home.
Men find it hard to think of pink and women have a hard time thinking of blue . There are those who know how to sell real estate to women and who know how to sell real estate to men to men. And there are also and there are those who know how to sell men and women equally when they are together or separately. Which one are you?
I would appreciate your leaving us a comment on this article. What have you noticed about buying habits in women and men when buying a property that is different? Your opinion interests us a lot and we hope you share this article with your colleagues by profession. Thank you