Real Estate Psychology Tips You Can Apply in Marketing

Understanding subconscious behaviors is a critical aspect of real estate marketing. In order to create a successful business, you have to be able to recognize what drives potential clients to make decisions, and how to influence that process.

Understanding a few key marketing psychology tactics helps you get more leads and boost your brand. By appealing to human intuition, you can create a positive client experience, build trust, and land more listings.

In this post, we’ll discuss three psychology tactics to help you market your business and connect with clients and prospects. Let’s get started!

What Is Marketing Psychology?

Our brains control every process in the human body through chemical and electric signals. In addition to our thoughts, emotions, and memories, they are responsible for every decision we make. Naturally, scientists have put a lot of time and effort into learning how and why decisions get made.

Marketing psychology is the process of leveraging what we know about human behavior to predict how consumers will act in specific situations. By applying some simply psychological principles, you can align your marketing strategies with subconscious behavioral patterns and attract more clients.

Fortunately, this doesn’t require any specialized knowledge – just a bit of research and planning.

How to Apply Psychology to Real Estate Marketing (3 Tips)

There are many psychological principles that can be useful when it comes to marketing. In the following sections, we’ll focus on three that are of particular use to real estate businesses, and that are easy to put into action.

1. Encourage Social Proof

Social proof is when consumers adopt the actions and beliefs of others they trust. When people don’t know what to do, they turn to friends, experts, and prominent figures to show them the appropriate behaviors. That’s why 94% of people are more likely to use a business if it has lots of positive reviews. When we read positive reviews, ratings, and testimonials, we are inclined to jump on the bandwagon.

In real estate, displaying testimonials from satisfied clients can build trust and show potential new clients that you know what you’re doing. They may choose you over competitors based on others’ positive experiences. In other words, including testimonials in your marketing can help you build trust and generate more listings:

Include testimonials in your real estate marketing

You can also create an agent profile to make a good first impression and showcase your track record. An agent profile helps build credibility by communicating key facts, statistics, and credentials. Jigglar has a variety of agent report templates that you can customize with your notable achievements, to position your brand as trustworthy and knowledgeable:

Create an agent profile to share your track record and statistics

Social media is another effective way to leverage social proof. Verified profiles that receive thousands of likes and comments appear to be more trustworthy. But first, you’ll have to build your social presence by posting engaging content and interacting with your followers:

Use social media to boost social proof

Another option is to encourage User-Generated Content (USG), or content that clients create about your business. This shows your target audience that you have happy and engaged clients. By encouraging USG through social media questions and contests, you can save money and let the social proof sell for you.

2. Leverage Reciprocity

Reciprocity is the act of providing value upfront to motivate clients to give you something in return. Businesses often use reciprocity to generate leads and build their email lists, in exchange for discounts and freebies. For instance, more people might sign up for your newsletter if you offer a free ebook download after they do.

Offering discounts can improve customer loyalty and convince potential clients to choose you over competitors. Additionally, those clients will be more likely to recommend your business to their friends and colleagues.

If you run a property management company, you might consider making your first few months free for new clients:

Entice clients with exclusive discounts

When you offer a free trial, landlords are more likely to try your services. Then, if they’re happy with your business, it will be simple for them to continue using your company.

Hosting a social media giveaway is also a phenomenal way to leverage reciprocity to gain leads. Prospects are more likely to provide their contact details in exchange for a chance to win a prize:

Gain leads with social media giveaways

Giveaways can build brand awareness and attract more prospects. Moreover, once people are following your account, you will stay top-of-mind for their future real estate needs.

3. Employ Color Psychology

Color psychology is the study of how colors influence human behavior. Research shows that different colors inspire certain thoughts, feelings, and emotions. What’s more, 62-90% of initial assessments are made based on color alone. Therefore, including certain colors in your marketing can reinforce your message and impact how your audience perceives your business.

Let’s take a look at five popular colors, and the positive feelings consumers tend to associate with them:

  • Blue: calm, trust, loyalty, and dependability
  • Purple: wealth, sophistication, and luxury
  • Red: power, energy, and excitement
  • Green: prosperity, freshness, and relaxation
  • Yellow: happiness, intellect, and independence

In real estate marketing, applying color psychology to your design can attract the right clients. For instance, you might use purple for a high-end listing to evoke opulence and luxury:

Incorporating color psychology is easy when you use Jigglar’s marketing templates. You can choose from a range of marketing materials from our extensive catalog, and quickly customize them to match your brand and message.


Embracing proven psychological tactics in your marketing helps you appeal to the clients who are a right fit for what you have to offer. Understanding what influences their decisions makes it easier to improve brand loyalty, generate new leads, and get more listings. 

To recap, here are three ways to use psychological principles in real estate marketing:

  1. Encourage social proof via testimonials, profiles, and social media.
  2. Leverage reciprocity by offering something for free.
  3. Employ color psychology to improve first impressions of your business and listings.

Best of all, you can jumpstart your marketing plan with Jigglar’s customizable drag-and-drop templates. Sign up for a 14-day free trial and get started today!

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