Question: When marketing your home to sell, is it more important to focus on the man or the woman?

Answer: It is the woman, as she makes the decision on more than 80 percent of the consumer decisions for the household.

Then why do we still market real estate with men as the primary focus. Real Living Inc., the nations 5th largest residential real estate firm, is asking that same question. They have come out with a new campaign that is targeted at women and looks like it has the potential to be very successful.

Real Living Inc. will begin running its industry-changing television, radio and Web advertising spots to consumers this month. The campaign features four different consumer types – first-time buyers (newlyweds), growing family buyer, practiced purchaser and empty nester – and their testimonials, which are based on real-life stories Real Living has received. Each ad highlights the technology-savvy agent who created the perfect buying experience for each client.

“Research proves women are the key decision makers in more than 80 percent of all consumer purchases, and the real estate process is no different. When it comes to the home-buying and -selling process, with all its components – agent selection, neighborhood choice and home search – it’s their call, and their clout will continue to increase in the future,” said Kaira Sturdivant Rouda, Real Living’s chief operating officer. “What makes our ad campaign unique is that no one in our industry has talked specifically to them before. We’re changing that.”

The campaign focuses on consumers, ages 25-54, and homeowners with a household income of $75,000. via RISMedia

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