This is part three of a series about how the brain ENCODES new memory, STORES new memory, and now how the brain RETRIEVES new memory.

An impressive model home and a great sales message are impressions that can be deeply stored in your prospect’s brain. When you’ve done your job, they will remember you and your new model home, you reach a level of recall that few marketers achieve.

To get there, you need to register the experience and memory deeply.

As an example, consider your memory of where you left your house keys. How many times have you set them down, only to realize that just minutes later you need them and you can’t find them? Any of these things could have happened:

  • You may not have registered clearly where you put them to begin with.

  • You may not have retained what you registered

  • So unfortunately, you may not be able to retrieve the memory accurately.

However, with engagement and good impressions in your memory system, you can set your keys down and later remember exactly where you put them.

If you want to remember where you set down your keys, you have to engage the memory encoding process. Forgetting something means encoding the memory wasn’t done effectively, possibly because of distraction or interruption when the encoding should have taken place.

For new home sales people, if someone is touring your model home, or you are presenting to them, when they are distracted (perhaps a phone call or text came in at an inopportune moment) chances are, the memory of what the customer saw, or what you said, won’t be effectively saved.

There’s nothing you can do about something distracting your prospective customer. So to overcome those distractions, there is more pressure on you to make sure your sales presentation is engaging, and that your model home is stunningly staged. When your prospective customer returns to the memory of that prior moment, re-engages, and retrieves the memory of your sales presentation and the model home, you’re job of closing is much easier.

That’s why what you say, and what your customer sees is so vital that the experience in your office, and model home, leaves a deep impression.