AIM - 2009

Persuasion Architecture

Walter Melanson, Director of PartnershipsPropertyGuys.com Inc.

About PropertyGuys.com

• Unlike any ordinary real estate company.

• NOT agents or brokers

• Something different – better

• Combine the internet and experts on the ground

• A safe and practical way for buyers and sellers to connect and avoid the high cost of commission.

Acknowledgements

• The Eisenburg Brothers (Bryan & Jeffrey)• Roy H. Williams• Dr. Richard Grant

What is Persuasion Architecture?

• A process for persuading your visitors to take the actions you want them to take

What you need to know?

• To achieve your goals, your customer must first be able to meet theirs

• There is no such thing as an average user• Use different language for each of the “personas”• Integrate the concept across your entire mix• Test, measure and optimize

What can I expect from a well crafted PA strategy?

• Acquisition costs go down

• Retention rates go up

Key elements to building “personas”

...Understanding their drivers•Demographic•Psychological•Topological

This macro analysis will allow you to:

• Understand their needs....• So you can respond to how they buy.

Use your Imagination

What specific actions need to be taken - from very specific motivations ...to answer a specific question(s)????????

PA creates a situation where you lead your visitors to what they want

• Match their buying process to your selling process

• They are volunteers and must participate

Popular misconceptionsabout PA

• This process is built for techies and non-techies alike

• 80% planning and 20% execution• All iterations should be well documented• The model predicts non-linear clicks but not random

clicks

Questions you’ll need to answer before you get started.

• Who needs to be persuaded?• What action do we want them to take?• How will you most effectively persuade

these people?

Let’s look at some unique personas

ENFPs best described as People - People

• Influenced by the opinions of their friends

ENTP – the clever ones

• Love to argue• Innovative problem solvers• Cut corners (rules)• Optimist with little patience for folks

less intelligent

INFP – see life through rose coloured glasses

• Skilled at translating “technical” to “layman”

INTP – deep thinkers, very analytical

• Often correct others• Fear failure – they second guess

themselves• Excel at math and CPU’s• Obsessed with logic

ENFJ – unique salesmanship

• Big picture thinkers• Juggle multiple responsibilities at

once• Entrepreneurial – appreciate people

ENTJ – story tellers

• Marshall and direct• Finesse of a world leader or with the

insensitivity of a cult leader• Think on the fly

INFJ – serve a grander cause

• Champions of the oppressed• Blessed with clarity and vision• Not easily led• Rarely get fooled

INTJ – self confident - misunderstood for arrogant

• Don’t easily grasp social interaction• Try to find solutions – ask why

ESTJ - thrive on order and continuity

• Love to provide and receive good service

ESTP - spontaneous, active folks

• Extremely competitive

Meet Pierre

• Pierre and Julie are in their early thirties he is 35. They live in Dieppe. They’ve been married for 5 years. They have a daughter that is 3 years old. Pierre and Julie both work for the government. They are current home owners and have been for 5 years (1st home). They found their first home in the area they wanted. It was a new construction – they called the listing agent. They now want to find their second home. They are in no hurry and want to sell privately to avoid commission to maximize their equity.

Pierre• Name: Pierre - Sell• Age: 35• Sex: M• Marital: Married with 1 child (3)• Occupation: Office admin (GVMT)

55K• Internet: High• Home plans online• Research – trips – finance

(mortgage)

• Why @PG (Seller) • Understands Private sale as an option• Needs more information to fully understand the system Price etc…• How find PG• Yard sign – snooping at properties• Re experience• In first home looking for second• Used agent on buy (new construction)• Found house (called agent)• Education: University

Meet Bill• Name: Bill - Sell• Age: 50• Sex: M• Marital: Married – 2 children at College

1 still home (16)• Occupation: Welder Income 60K• Internet familiarity: Low

Bill• Why @PG (Seller)• Do –it yourself mentality• Avoid commission• He thinks he can succeed• How find PG?• Friend or Friend of Friend

Bill

• Re experience• Bought and sold before – had bad

experience (another agent brought buyer and didn’t get $$$ he was told he could get)

• Perception his agent didn’t sell it

Wire frame

•Identify every entry point and exit point

•Each page needs a specific objective

AIM - 2009

Thank YOU!

Walter Melanson, Director of PartnershipsPropertyGuys.com Inc.