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October 03, 2007
The galvanizing power of evidence
No amount of marketing that the developers of this complex on South Lamar boulevard in Austin will ever surpass what they've done here.
Those large "sold" signs on the individual units are the best possible evidence to make their sales pitch.
Indicating what's been done, rather than what will be or could be, is a powerful tool that's not often used.
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People love to see they are in good company. I've noticed the same thing in raising funds for Embrace - the minute you get one investor, everyone suddenly perks up and gets very interested.
We'll just have to put a ticker on our home page now showing off the policies we've sold.
People are uncomfortable walking into a restaurant that is empty at lunch or dinner. Robert Cialdini’s social proof of others is what is missing. People need the reinforcement of other to believe that their decisions or actions are correct.
You are absolutely correct those Sold signs are the best marketing because it facilitates the buy decision. Others have blaze the trail, it's OK for you to follow
Also, don't discount the satisfaction the buyers get every time they drive by and see their new home. And see that two more units in their building have sold. And wonder who the neighbors will be. And imagine the view.
All that engagement in a simple sign. Wow.
Definitely -- presumed evidence as inferred testimonial, reassuring to the herd animal within. I wonder if the unscrupulous might be tempted to slap up one of those banners regardless of the facts.
