Using Neuroscience to Understand Your Customer
Learn from Esther-Mireya Tejeda, CMO at Anywhere Real Estate Inc., about tapping into the unconscious emotional makeup of consumers.
Anywhere Real Estate Inc. (NYSE: HOUS) is moving the real estate industry to what's next. A leader of integrated residential real estate services, Anywhere includes franchise, brokerage, relocation, and title and settlement businesses, as well as mortgage and title insurance underwriter joint ventures, supporting approximately 1.2 million home transactions in 2022. The diverse Anywhere brand portfolio includes some of the most recognized names in real estate: Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Coldwell Banker Commercial®, Corcoran®, ERA®, and Sotheby's International Realty®. Using innovative technology, data and marketing products, high-quality lead generation programs, and best-in-class learning and support services, Anywhere fuels the productivity of its approximately 190,300 independent sales agents in the U.S. and approximately 140,100 independent sales agents in 117 other countries and territories, helping them build stronger businesses and best serve today's consumers. Recognized for twelve consecutive years as one of the World's Most Ethical Companies, Anywhere has also been designated a Great Place to Work five years in a row, honored on the Forbes list of World's Best Employers three years in a row, named one of America's Most Innovative Companies 2023 by Fortune, and most recently, featured on the inaugural TIME World's Best Companies list.
Guest Bio
Esther-Mireya Tejeda is a recognized transformation strategist known for stewarding brands through the complex challenges of today’s tech-driven marketplace. Currently the first Chief Marketing Officer at Anywhere Real Estate Inc., home to some of the most recognized brands in the industry, Tejeda is revolutionizing the marketing organization into a modern, tech-driven operation centered on the customer.
With two decades of experience spanning lifestyle, media and entertainment, Tejeda is known for her unique blend of innovation, strategy, and operational acumen coupled with a people-first approach to leadership. She is currently pioneering neuroscientific methodologies to build cutting-edge customer insights that center on subconscious emotions - a first for the industry and for marketers overall.
Prior to Anywhere, Tejeda was a growth catalyst at organizations like SoundExchange, Entercom/CBS Radio, Univision, PepsiCo, and Diageo. A purpose-driven leader, Tejeda chairs the Women in Tech & Product group at Anywhere and is on the board of directors for the DEI Council. She is fluent in Spanish and a New York City native.
Guest Bio
Esther-Mireya Tejeda is a recognized transformation strategist known for stewarding brands through the complex challenges of today’s tech-driven marketplace. Currently the first Chief Marketing Officer at Anywhere Real Estate Inc., home to some of the most recognized brands in the industry, Tejeda is revolutionizing the marketing organization into a modern, tech-driven operation centered on the customer.
With two decades of experience spanning lifestyle, media and entertainment, Tejeda is known for her unique blend of innovation, strategy, and operational acumen coupled with a people-first approach to leadership. She is currently pioneering neuroscientific methodologies to build cutting-edge customer insights that center on subconscious emotions - a first for the industry and for marketers overall.
Prior to Anywhere, Tejeda was a growth catalyst at organizations like SoundExchange, Entercom/CBS Radio, Univision, PepsiCo, and Diageo. A purpose-driven leader, Tejeda chairs the Women in Tech & Product group at Anywhere and is on the board of directors for the DEI Council. She is fluent in Spanish and a New York City native.
Episode Summary
This episode features an interview with Esther-Mireya Tejeda, CMO at Anywhere Real Estate Inc., a leader of integrated residential real estate services, whose portfolio includes some of the most recognized brands in real estate.
In this episode, Esther-Mireya discusses how marketers should consider themselves “business psychologists” and shares how she is incorporating neuroscience research when creating customer personas.
Key Takeaways
- Buying decisions for customers often have more to do with subconscious, emotional drivers that cannot be articulated in surveys or focus groups.
- Marketers should think about themselves as “business psychologists”, and can use neuroscience to better understand subconscious drivers for their customers.
- Marketers need to maintain connectivity to business objectives and avoid the trap of short-term thinking.
Quotes
“We have been really trying to get to the unconscious emotional makeup of consumers that set up their predisposition to like or dislike and to behave or not behave in particular ways. I call that the layer below the things that we are already measuring. And it's based on this premise that over 95 percent of our human behavior. is actually rooted and driven by unconscious emotions that we're not even aware of. So it's not stuff that I, as a consumer, would be able to articulate in a focus group.
It's not things that I would be able to, as a consumer, articulate in a survey. And so it is our job as marketers, if we think about ourselves as business psychologists, to get further down and deeper into that mindset, to get to the heart set to understand those things. And that's really what this is about.” ––Esther-Mireya Tejeda, CMO, Anywhere Real Estate
Episode Highlights
*(08:24) - The Trust Tree: Buying decisions are largely unconscious
*(26:13) - The Playbook: Research and insights are essential to success
*(37:23) - The Dust Up: Leaving what isn’t right for you
Episodes Transcript
- Buying decisions for customers often have more to do with subconscious, emotional drivers that cannot be articulated in surveys or focus groups.
- Marketers should think about themselves as “business psychologists”, and can use neuroscience to better understand subconscious drivers for their customers.
- Marketers need to maintain connectivity to business objectives and avoid the trap of short-term thinking.
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