To connect with their customers, companies have to understand them. But current approaches just don't work, says Anywhere Real Estate CMO Esther-Mireya Tejeda.

Breaking those customers into demographic groups obscures important differences, and psychographic profiles are not easily targetable. The missing link is an emerging neuroscience-backed framework called emographics, which explains why people do what they do.

"The majority of human behavior upwards of 95 percent is actually emotionally driven by the unconscious," Tejeda says. "The closer we get to actually understanding that unconscious persona — and we marry that data set with the demographics and the psychographics — now we're talking about a truly 360 robust understanding of that person. Now we can understand what makes that person tick. Now we can start building personalized, targeted, precise campaigns."

Today on Building Better CMOs, Esther-Mireya talks with MMA Global CEO Greg Stuart about why no one is "just" a marketer, the irreplaceable human element in real estate, and why the era of "one size fits all" marketing is over. Plus: How technology is simplifying the home-buying experience, and how brands can respond to an era of widespread distrust.

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This episode was produced and edited by Eric Johnson from LightningPod.fm.

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