Clearly there is no single “sure-fire” way to sell a luxury item. Many factors come into play and each situation, and each buyer, is completely different. However, more times than not, the “sales pitch” is built around an emotion proposition rather than something tangible. Successful strategies attempt to engage buyers by helping them feel or experience what they are observing. When this connection happens, the ad or message is far more likely to influence choice. I believe a solutions like the spot below, when presented to qualified prospects, will deliver a sensation of emotion that the viewer will feel intimately, identify with, and own. What an elegant and enduring way to attract qualified buyers, sell luxury properties, and enhance your brand along the way.
Monkey see…monkey do
I’ve been reading about mirror neutrons and how the brain works in primates and, to some degree, humans. Mirror neutrons are tiny neurological structures that fire in the brain both when we perceive action and when we actually take action. Mirror neutrons were discovered in the 1990s by Vittorio Gallese and Giacomo Rizzolatti at the University of Parma in their research on monkeys. While mirror neutrons haven’t yet been pinpointed in people with the same precision as in monkeys, several recent studies support a social side to human cognition, with which people internally replay the actions they view in another before acting themselves.
The basic concept behind mirror neutrons is pretty simple: they allow us to feel what other people are feeling. When we observe visual and verbal cues, mirror neutrons help to simulate in the observer the same emotional state of the observed. What happens when you see someone yawn? Or when you see the brake lights go on in the car in front of use on the highway? See what I mean?
Feel the connection
Ever heard of the concept of Mirror Neutron Advertising? It’s not new. Showing and demonstrating in advertising has been done forever, but some believe MNA is just a fun theory. But why wouldn’t it work? Why wouldn’t a stimulating visual with an enticing emotional proposition not make us feel a certain way, intensify a specific desire, or create a need?
Which brings me back to my original point….selling luxury is equivalent to selling lifestyle – and it is all about making the viewer feel a certain way. Is there a better way to communicate an extraordinary waterfront location than putting your audience front and center and letting them experience your product? Can this benefit be mirrored? I think so.
























































