Marketing to Women is More than ‘Pretty in Pink’ 

The newly coined phrase “Rose Rage” is a situation to avoid when attempting to market to women, according to Lisa Trosien, a multifamily housing consultant who addressed NAA Education Conference & Exposition attendees in June in Las Vegas during the session “The Sheconomy.”

“Just because you slapped a layer of pink paint on it doesn’t mean that they are going to buy it,” Trosien said.

“You have to make a personal connection with female consumers. Women like to visualize how the product will look or work for them in real-life, everyday conditions such as at home, or even better, in a family setting.”

She said models being shown to women should be decorated with “real” items and décor. “If a prospect is shown an apartment home and comments, ‘This one looks like someone’s apartment,’ then the leasing agent will make the sale.”
Trosien cited many national women-centric consumer trends such as females’ favorite colors (which are, in order: blue, purple, green and red), that they have a more acute range in vision (“We really do have eyes in the back of our heads”)
and therefore notice things like cracks in sidewalks, dusty furnishings, poor lighting and untidy landscaping.

She offered that women hold 80 percent of the buying power decisions in the home. She said 92 percent of women pass along “deal” information to others, making them ideal candidates to conduct word-of-mouth marketing.

In terms of visual design, she said women are fond of clean, open design, fewer boxes and lines, and fun fonts. Trosien suggested that websites and marketing materials apply these techniques when aiming to connect with women.

—NAA’s Paul R. Bergeron III

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