Buyer personas are a crucial component of successful real estate marketing, particularly for the sales departments. After all, the marketing team needs to know to whom they are marketing, and the sales team needs to know to whom they are selling. Here are 7 steps to defining your customers, according to Hubspot's Inbound approach:
What is their demographic information?
Collecting real estate demographic information is a great place to begin drafting your personas because it's easy to obtain and starts to paint a clearer, more personal picture of your customer. Are they married? What's their annual household income? Where do they live? Are they male or female? How old are they? Do they have children?
What is their job and level of seniority?
What level of education did they complete? Which schools did they attend, and what did they study? Get specific here. "Boston University" is better than "liberal arts college." How long have they had this role and title? Are they an individual contributor, or do they manage other people?
What does a day in their life look like?
What time do they get to work and what time do they leave? What do they do when they're most productive? What's their "busy work" look like? Are they spending more time at work or at home? Where would they rather be? What do they like to do for fun? Who are the people in their life that matter most? What kind of car do they drive?
What are their pain points?
You're in business because you're solving a problem for your target audience. How does that problem affect their day-to-day life? Go into detail, and focus on the nuances that illustrate how that problem makes them feel.
What do they value most?
What serves as the biggest priority in their life? Perhaps they care about making an impression or reaching a personal level of growth.
Where do they go for information?
If you're going to market and sell to these personas, you need to understand how they consume information. Do they go online, prefer to learn in-person, or pick up newspapers and magazines? If they're online learners, do they visit social networks? To Google? Which sources do they trust the most -- friends, family, coworkers, or industry experts?
What are their most common objections to your product?
Why would a potential customer choose a competitor over your product? What is the number one reason people turn away your business?