What Marketing Values Resonate With Modern Buyers?

In the fast-paced world of real estate, figuring out what marketing values resonate with modern buyers can feel like searching for a needle in a haystack. As someone deeply involved in this industry, the struggle to connect with today's potential customers is very relatable.

Here's a reassuring fact: modern buyers are digging into extensive online research and reading thought leadership before even speaking to a seller. Many potential customers get deep into this before having a real interaction.

This means that understanding and catering to these modern buyer expectations is more critical than ever. To understand what marketing values resonate with modern buyers, we need to focus on their pain points and offer solutions that align with their values.

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The Shift in Modern Buyer Expectations

Modern buyers are no longer solely focused on price. They now prioritize feeling valued and understood.

They're seeking brands that go beyond traditional sales methods. This shift makes our marketing approach more complex.

So, how do we reach our target audience now? Buyers now lean towards brands whose brand's values reflect their personal values and beliefs.

Understanding the Modern Buyer's Mindset

Today's buyers are digitally savvy and use the search engine often. They will dig for the facts they seek.

Many modern buyers use content and research heavily as part of their decision process. This behavior shift changes how we need to interact with them.

A significant portion of B2B buyers, around 74%, do more than half of their research online before making a purchase, per Forrester's research. This shows a major shift to buyers guiding their own journey with less interference, highlighting the crucial role of search engine optimization.

The Importance of Value-Driven Marketing

With nearly a third of Americans being online, reaching your target audience calls for marketing efforts that stand up to buyer demands. Buyers use digital avenues for the majority of their buying interactions, making a strong online presence non-negotiable.

A remarkable 83% of the purchase journey happens digitally. A good portion is made even before anyone talks to the sales team.

So, if you deliver personalized information to your customers, you help inform buyers. Modern buyers use self-directed online research as part of their new reality.

Consider that 91% of B2B content marketers already focus on attracting and building up their customers with well-positioned, customer-aligned content. This is rapidly becoming a norm in this industry, if you want to compete and build trust.

Crafting a Marketing Strategy that Resonates

How are buyers engaging with your content marketing? This includes your potential team members, too. You want buyers, but you also want agents and team members. If they don't believe what you stand for, then they may go find another brand.

Think of yourself as being similar to Patagonia. Just before the 2020 election, Patagonia famously included tags in some of its products stating, "Vote the a\*\*holes out."

This daring action, taken during the United States election, was meant to encourage voters to take action against politicians who denied climate change. Authenticity is critically important if you expect anyone to actually "buy" your messaging.

Building Trust Through Transparency

Modern buyers value transparency and want to do business with ethical sources. Being upfront about business processes, your brand's commitment, and your brand values can help attract new people and potential customers.

We do this already, but what would you think if an inspector showed how well they find flaws? And maybe give the tools needed so others could see the good work that the inspection would bring?

We build credibility if an inspector uses his background to educate and develop content. He is educating to give greater visibility into how transparent an inspector operates, boosting customer service.

Here is what this might look like:

Example: A real estate agent might create a detailed table comparing costs and services provided. This would be a stark contrast against competitors who are less open.

Consider sharing behind-the-scenes looks into your property preparations for a new listing to offer full transparency. We can build a lot of trust by taking that kind of open approach and sharing that online, fostering deeper connections.

Aligning with Customer Values

Understanding and sharing core beliefs of customers can help build great loyalty with real estate customer's values. It has been reported that approximately 64% of consumers are driven by brand belief as much as societal positions on many topics.

Showing support for local community projects or having sustainable practices are actions and deeds buyers look at now. This is true for brands of products and real estate.

Buyers now do all that they can do online in terms of getting knowledge and making educated choices. Buyers want engagement with customer service and value personalized experiences.

Below are several great ways you can have stronger relationships with today's buyers:

• Personalization in outreach with marketing emails.

• Building great bonds that keep customer interaction alive.

• Fast response times with customers and others, online or off.

Embracing Ethical Marketing Practices

Modern buyers want what is authentic. This will likely become a top desire when selling, as it continues to get traction online.

It is also becoming harder to decipher true data. You need marketing to align your message and practices so consumers will be at ease.

Showcasing Social Responsibility

Consumers and staff look for evidence, and that gets seen socially. Your reputation gets boosted when your internal and customer alignment is true to each side.

You can attract employees, agents, staff, consumers, and others just on that aspect alone. This showcases your brand's commitment.

However, if what you say and do are two different realities for customers or your workers, you risk a high level of scrutiny. The simple fact that some companies get called out for not "walking their talk" should give some hesitancy when communicating, whether on your website or not.

The Swedish company, Fjällräven, built products back in the 60s with function that were needed. These supported the weather climate where they operated.

Avoiding Deceptive Marketing Tactics

Consumers do their own fact-checking of sources they hear from. With tools being easier to verify online information, you can't just put content online and think someone else can't fact-check.

Keep things real. Your agents and teams are not serving customers and clients in that fashion, so avoid putting that online.

At the very least, avoid putting deceptive marketing tactics online or even internally.

Leveraging Digital Platforms Effectively

We talked a little bit about personalization and building online connection using your various online tools. Leveraging digital tools is part of modern marketing.

Buyers want an omnichannel approach when doing things online. They will not feel limited in what they might miss if that single customer experience limits buying potential.

Omnichannel engagement will get brands over 9% in new customers. That beats brands using other tools without having the same strong online presence.

Creating Engaging Content

Buyers do 83% of their work digitally on a purchase before someone makes it to you. By sharing information freely online, they will come educated, as well.

With thought leadership, they learn, so they come prepared. Focus your content marketing on educating your audience.

Be mindful of your words being misconstrued, too. One good step would be a message test using basic language. You can use online services that will help with avoiding any confusion or ambiguity in what is shared, whether in text or on video.

Utilizing Social Media Thoughtfully

Being aware of a full message also makes it easier to post more engaging content. Video has the opportunity to bring some of those to a greater number.

Short-format or even video content is on the rise, so consider that media content online with TikTok. You could produce compelling video stories for TikTok using this tip.

Be sure and track your keywords with hashtag software and other software to see their hashtag generator activity. That lets your social media content get on the social media space faster, easier.

B2B companies in growth mode use 87% of high-growth companies who put this in their daily operation. Email continues its prominence, but it can use some great tools, like personalized email and automation tools, to gain an Email personalization edge on the email list. This is useful for your email newsletters.

Building Strong Customer Relationships

If your operation makes the client feel central, you can have much better loyalty. You know repeat buyers can give many other future customers who would consider purchasing, too.

Research shows that those customer-oriented businesses gain 60% more profitable transactions. That's if customers sense that they are at the "heart" of the transaction. This means it's nono-negotiable to thoroughly understand your buyer personas.

Providing Exceptional Customer Service

Buyers want transparency and education throughout. Providing these are common mistakes to not follow through with.

Many B2B customers find ease of getting great content important to decision-making. Upwards of 84% of B2B buyersuse information to assist in guiding those actions for their buying.

By providing data up front, buyers know what to expect, which improves their level of "service" they are getting. Build trust by providing a positive impact for your customers.

Collecting and Acting on Customer Feedback

There are B2B tools that serve your ability to hear your base and buyers. These can be used by using the sales tools from customer tools online.

See which might give great information on preferences. You can also collect customer feedback through surveys and social media interactions.

Consider that you might see what people search when on a search, too. Keywords can give valuable insights if properly positioned when online. Software that does search engine optimization (SEO) analysis and gets used to track will reveal customer insights on their actions online with searches.

Fostering a Sense of Community

You may attract talent easier to when you align with a bigger community, as it connects to more online now. Community activity creates greater loyalty with potential teams, buyers, and anyone you connect with.

This is a powerful tool in today's market. Building trust through community engagement is key to attracting and retaining modern buyers.

Ways To Have Impact to Resonate with Modern Buyers

Adapting to Evolving Trends

Keeping track of industry trends gets crucial for future marketing campaigns to modern buyers. Think how it feels finding yourself always finding your competition at the closing.

Adapt your marketing techniques with the current trends.

Staying Informed About Industry Changes

Tracking trends in software will become essential as customers want quick decisions. Competitive intelligence can give a leg up with industry trends.

Think also how a tool might get a client the best option without calling many various insurance sources. Make your marketing campaigns adaptable.

Using New Ways to Grow

A lot of buying groups are comprised of "young" teams now. Three-fourths of members are now classified as 75% of buying teams younger than other customers, and this continues to grow.

Knowing how each segment within those buyers may want their purchase approach should change traditional and digital operations in our market to match. Aligning brand with modern methods are a must.

Prioritizing Flexibility and Adaptability

Companies having internal operations that connect see good things with their financial growth compared to their competition. These internal teams had much better business results that doubled in sales.

They saw 2.4 times higher revenue growth of income due to those practices. That's compared to ones not practicing that kind of company strategy.

Stay adaptable to changes. Your business goals need to adapt to the shift of consumer behavior.

What marketing values resonate with modern buyers?

Customers increasingly demand business strategies focused on buyer issues and want their buyer personas to be fully understood and accepted. Understanding their priorities is becoming the best practice.

Understanding Their Needs

Use tools for analysis for buyers. This will help anticipate and match your consumer beliefs, and the challenges, and priorities they are researching.

A recent survey reports that 75% of B2B buyers use that path. It is without interacting directly, early with salespeople in companies.

Focusing on Experience

Think, too, in a market saturated by opinions, who they feel provides experience they trust for their purchase choices?. Some analysis, too, suggests about 66% in this area.

Notice how leaders give insights with how buyers respond with decisions. Modern buyers are looking for real customer testimonials.

Simplifying Decisions

Keep things simple for the purchase team, too.

You will see more decision-makers from around 6 to 8 stakeholders with roles within buying. That should influence, potentially, a wider impact from teams.

Consider your strategy having multiple parts for various scenarios your consumer finds during that buying journey, too. You can craft marketing strategies around this.

Sharing Meaningful Values

Align business processes, content marketing, operations, and beliefs as ways to give your consumers confidence they made the right purchasing decision. If you align internal principles, marketing will use less complexity to appeal.

Bain & Company's 30 "Elements of Value"  and B2B counterparts might act as models in your outreach. Use these in determining client values within business interactions you make.

That could make each of your buyers much more loyal to you and the team. Use your core values to educate your audience.

Conclusion

Movies always seem to present the "bad robot" who creates the sad human story on their path for full control, right?. Well, that just gets produced by demoralized people.

That is quite the lie by an uncaring world. If we are real, technology works better quietly with many parts of living each of us do day-to-day than film.

Actually, AI assists in a better life by working in support functions with chores. Examples are giving good recommendations based on preferences we put into online system requests. What marketing values resonate with modern buyers? isn't even complex anymore and comes down to using modern systems, so buyers feel we "get them".

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