By Jamie Swann, Contributing Writer
Although much has changed since the first use of subliminal messages in advertisements, the use of hidden directives and information is used to sell everything from movies to grocery stores.
It also can work in real estate.
The power of suggestion will long influence what consumers purchase, even if they don’t realize it.
That was the message from Ulrich Leinhase, who taught a Subliminal Selling Secrets class for the Northeast Florida Association of Realtors.
“In the 1950s, subliminal messaging was simple, suggestive words flashing across a screen,” he told the full house of agents. “Today, it’s more subtle and more powerful than ever.”
The average consumer knows advertising is designed to manipulate them and typically, they resist.
“People simply don’t believe the advertising hype,” said Leinhase. “It has become expected that advertisements oversell and exaggerate. Anything to close the deal.”
Many consumers view salespeople as “living advertising,” offering the same exaggerations and overselling. People have the expectation that a salesperson will do whatever it takes to make a sale. So they do whatever it takes to resist.
Leinhase urged the attendees to set themselves apart from salespeople and be professionals.
He suggested combating the resistance of clients by using subliminal tactics and not just in advertisements. Reaching the subconscious of clients may just help to close the deal.
“The use of subliminal messaging can help build trust in client relationship,” Leinhase said. “It cuts through suspicions the buyer could have and takes a more effective route to the brain.”
People can be highly emotional when it comes to making decisions. A client has to feel good about the decision to buy.
Realtors can improve the chance of completing a sale by making the prospect feel at ease from the beginning.
“I want to do what I can to alleviate any stress for my buyer,” said Michael Maushart, a Realtor with Watson Realty Corp. “Learning how to identify with all types of personalities will help me relax overwhelmed clients in the future.”
Building trust begins with appearance.
Not only does being appropriately dressed show respect for the client, it also gives the impression that agents care about how their look and perform their job. This will help clients gain confidence in agents and their work.
Subliminal persuasion can also be used in an agent’s speech, choice of words and how they say them.
Speaking in statements and commands instead of questions exudes confidence. The way agents use intonation and inflections has a large bearing on the meaning of what they say.
“As Realtors, we need to always be on the same page as our client,” said Maushart. “I have a better understanding of the different styles of communication, which I can use to assure that my clients and I are on the same playing field.”
Subliminal selling isn’t just for advertisements.
In the world of real estate, when used properly, they can be used to make a client feel comfortable with their ultimate purchasing decision.
“There is a huge difference between a salesman and a professional,” said Karlton Kirby of Watson Realty. “In this course, I learned how to be a professional.”
To find out more about the course, visit UlrichLeinhase.com.