Focus on Feelings

Effective Investment - A vacation rental we represent called Villa La Danse des Etoiles in St. Barth

Marketing messages tend to focus on information. People often think that if the just lay out the facts in a clear and concise way, it will tip the scales. The target audience will pay attention, weigh the information, and act accordingly.

Realistically, basic information is not enough. Rather than harping on features and facts, Generating Media suggests focusing on feelings; the underlying emotions that motivate people to action. Our efforts are directed not just in a pragmatic methodical manner to photograph and video a property, but rather to try and capture an emotional hook. Like art, photography and videos can move people and evoke their innermost feelings.

It does not require a costly ad agency or millions of dollars in focus groups to get people to feel emotion. Let’s consider the process of an online real estate property search on Zillow.com or realtor.com. People want to find relevant information quickly. They want to get answers to what they are looking for. These answers are important so they can connect with information to achieve their goals and fulfill their dreams. This is where it gets emotional.

At Generating Media our goal is to publish high-quality emotional photographs and videos that drive potential buyers to action. A perfect example is when we photograph the bedrooms. Potential buyers have to visualize themselves sleeping in the bedrooms. It is important they emotionally connect with the bedrooms. Bedrooms represent their sanctuary. A place where they feel safe, warm, and want to go to at the end of the day. One of the most effective items for property owners to spend their money on to help best position their homes in the competitive real estate market is in the bedding and bed linens. Carefully selected fresh new linens and properly prepared bed with no wrinkles will set the stage to activate positive emotions that will be the key to a conversion.