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How to Get Attention (the Right Way) in Real Estate Marketing

prospecting and marketing Mar 24, 2025

In this short video, Aaron Shares something fascinating from a Harvard University study on content virality—specifically, why some marketing grabs attention and goes viral, while other marketing goes completely unnoticed.

The results are intriguing.

Here's what Harvard discovered:

Content that triggers strong negative emotions (like anger, fear, or frustration) often grabs attention and goes viral rapidly. It’s why negative headlines dominate the media—fear, anger, and uncertainty sell.

But here's the catch for us as real estate agents:

Negative marketing isn’t our game.

We don’t want to frighten or frustrate people. We want to inspire them, excite them, and build their confidence. That’s where positive emotions come into play (what Harvard called the "Green Zone"—excitement, inspiration, happiness). This Green Zone is where we absolutely must focus all our marketing efforts.

The problem is, most agents default to the safer, more neutral territory (what Harvard calls the "Blue and Grey Zones"). Their marketing is bland, predictable, and often ineffective.

So here's my biggest takeaway for you:

Next time you're about to send an email, make a call, or share a social post, ask yourself:

Does this message excite people?
Does it create optimism and build confidence?
Does it give prospects a positive reason to engage with me?

If the answer is no, reconsider your approach. Aim squarely for the Green Zone.

Why Now is the Perfect Time to Reach Out (Green Zone Reasons):

Right now in Australia and New Zealand, we have several fantastic, positive reasons to connect with prospects:

Interest rates have recently dropped, with many experts predicting another drop soon—great news for both buyers and sellers.
The upcoming election offers the ideal opportunity for deadline-driven marketing. A simple message such as "Would you like your property sold before the election?" is compelling and effective.
The end of financial year is approaching, giving prospects a tangible reason to take action sooner rather than later.
And don’t forget Easter—a season when families have extra time and might be thinking seriously about their property plans.

All these points represent Green Zone marketing opportunities—positive, motivating, and exciting reasons to engage.

Here's a Practical Resource to Help You Get Started (Marketing Template):

Feel free to adapt this marketing template below for your local area. It's positive, relevant, and immediately actionable:

IMPORTANT NOTICE to the residents of STREET NAME, SUBURB
Over the past few weeks (since the interest rates started to drop), we have received numerous requests from your neighbours about how property values may be affected by recent rate changes.

The property market in (Suburb) is changing rapidly. Many property owners are pleasantly surprised when they discover the NEW value of their property.

To assist local residents, we're offering a complimentary, no-obligation property value opinion for every home in your area. Each valuation will take approximately 15 minutes, and we aim to complete one street per day.

WHAT'S IN IT FOR YOU?

Discover your property’s NEW market value.

Receive a detailed report of recent sales within your immediate area from the past three months.

WHEN ARE WE APPRAISING YOUR STREET?

Your street is scheduled from Tuesday, 14th July 2025 to Friday, 31st July 2025.

HOW DO YOU GET INVOLVED?

Call Aaron on 0404 053 822 to arrange your time.

If you'd like to discover your property's NEW value, simply contact me today!

Let's Take Action!

Remember, your marketing must excite and inspire action. If you position your messaging in the Green Zone, you'll naturally get more attention and achieve better results.