Feelings For Sale

Nobody buys stuff. Everyone buys feelings.

When we were looking to buy our house, we had a list of things we wanted: something in the country, off the beaten path, and with some acreage.

But what we actually bought was in a neighborhood, within walking distance to Main Street, and on a 1/3 acre lot.

And we got the exact house we wanted.

How could that be?

I’m thankful I had a friend in real estate who was very good at listening. When we told him everything we thought we wanted, he was able to understand what we actually wanted.

We didn’t necessarily want something in the country—we wanted privacy and maybe a view.

We didn’t necessarily want something off the beaten path—we just didn’t want to be near any noisy highway traffic.

We didn’t necessarily want acreage—we wanted a place where we could take walks and we wanted room for the kids to play.

Our house has privacy and a view. Our house is on a cul-de-sac with no highways around. And our neighborhood has walking paths, a park with a pond, and an arboretum.

It turns out the stuff we thought we wanted wasn’t necessarily going to give us the feelings we wanted.

So figure out what your client actually wants—and it isn’t stuff.

It’s how your product or service will make them feel.

What do you think?
Joseph