A influência do marketing sensorial como estratégia na conversão de vendas de empreendimentos imobiliários no Eusébio-ce

Abstract

Sensory marketing has become an essential strategy for driving sales conversion, especially in the real estate market. In recent years, the municipality of Eusébio, in the Metropolitan Region of Fortaleza, has emerged as one of the main hubs of the high-end real estate market in Ceará, standing out for its developments that prioritize quality of life, well-being, and customer experience. The objective of this research is to analyze how sensory marketing influences sales conversion in the real estate market of Eusébio. A qualitative and exploratory approach was adopted, with semi-structured interviews conducted with three local real estate agents, each with a minimum of five years of experience. Content analysis was applied to the collected data, identifying categories related to the use of sensory stimuli. The results reveal that the senses play a fundamental role in sales conversion, with a focus on the use of hearing to enhance silence; smell and taste, associated with hospitality; vision, integrating the natural environment; and touch, emphasizing comfort and material quality. It is concluded that sensory experiences are decisive in the perception of a property's value, becoming a competitive differentiator and influencing sales conversion in the real estate market of Eusébio.