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.