Seanest - Jan Van Parijs Properties

Real Estate Marketing: All About Buyer Personas and Why They are Essential for Your Marketing Strategy.

The first step in creating a successful campaign for real estate marketing is to understand who you are. This enables you to create a campaign that sells your unique selling points and other important aspects.

 


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The first step in creating a successful campaign for real estate marketing is to understand who you are. This enables you to create a campaign that sells your unique selling points and other important aspects.

So what step should you take once you have figured out who and what you are? The next thing to do is turn your focus onto the people you are selling to: your target market.

An essential part of successful real estate marketing is understanding how to create relevant content, get it to the right people and do this all through the correct channels. That means knowing a whole lot about your target market than many people think.

It’s likely that you don’t just have one kind of person that you are selling to, this means that you have to have multiple documents to keep on top of your different clients. The best way to do this is by creating what we call “personas”.

 

What are personas?

 

Personas are documents that are created as a semi-fictional representation of your various clients, which comprises of various details about the varying people in your target market. When it comes to personas, we don’t simply look at jobs, demographics and income; we delve much deeper than that.

Everything from what their typical day looks like, their hobbies, challenges, frustrations and what is important to them will be put into the document.

 

Why do they matter?

 

Personas, simply put, are the best way to ensure that in your real estate marketing campaign, that you are creating content that is relevant and timely to the people that you are trying to target. They show you what kind of content you should create and what channels to promote it on. They are the best way to strategically target the specific personalities found in your target market.

 

Example of a persona

 

Here is one example of a persona taken from our eBook The Real Estate Agent’s Guide to Marketing:

 

‘First-time Buyer Brigitte’

 

Brigitte is a single professional in her 30s who owns her own company. She has rented properties for years and has finally saved enough to invest in her first home. She is very social, so location is very important to her, as well as good security and luxury finishes. She is extremely digitally savvy, so will conduct her entire home search online, reviewing many properties along the way.”

 

Creating personas

 

Here is a simple step-by-step guide to creating personas for your target market:

 

  • Step 1: Gather information: Think of your most successful clients or those you do business with most. The top three or four will be your ideal personas
  • Step 2: Create personalities and stories: Get information on your personas such as their demographics, job, daily activities, hobbies and lifestyle
  • Step 3: Figure out challenges and goals: Find out why they are buying property. Is it for investment, retirement or a holiday home, etc? This will have an effect on the content you produce
  • Step 4: Create marketing content: Now that you know what your personas want and need, and what interests them – it’s time to start creating content that will appeal to your different personas.

 

When it comes to real estate marketing, personas are a huge asset in creating a successful campaign for your business. Whether your prospects are looking for beachside property for sale in Costa Blanca or a village retreat in rural Spain – you need to create well-crafted copy that appeals to your specific customers.

For more ideas and information on marketing your foreign real estate, have a look at our awesome new guide A Real Estate Agent’s Guide to Marketing.

 

Image Credit: businessconsulting.com

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