– February is New Agent Month at Inman, focusing on tools, tech, and tips for first-year agents in 2024.
– Personas are essential for effective marketing in the real estate industry, allowing agents to target their ideal clients and tailor their messaging to their specific needs and desires.
– Personas are like VIP guest lists, grouping people with similar characteristics and creating comprehensive profiles that go beyond demographics to include dreams, desires, pain points, and communication preferences.
– Using personas in marketing ensures that efforts are tailored to meet the target audience’s specific needs, making communications more relevant and engaging.
– Personas offer a compass for understanding and connecting with clients, allowing agents to anticipate desires and align marketing content to their needs and challenges.
– Benefits of using personas include solving real problems, connecting emotionally, streamlining marketing efforts, and targeting with precision.
– MarketingSherpa case study showed significant increases in website visits, revenue, email open rate, and number of website pages visited when marketing to personas.
– Creating personas involves gathering clues and evidence about ideal customers’ goals, motivations, pain points, challenges, and preferred communication channels.
– Content ideas for each persona can include blog posts, success stories, area guides, engaging social media posts, videos, Q&A sessions, educational series, and personalized newsletters.
– By tailoring content to personas’ specific needs and interests, agents can create more engaging and effective marketing that resonates with their target audience.
– Understanding and leveraging buyer personas can transform marketing strategies from broad and impersonal to highly engaging and tailored conversations with clients.
February is New Agent Month at Inman. Follow along as we go deeper on the tools, tech and tips you’ll need to survive and thrive in 2024. For curated content crafted just for first-year agents, be sure to subscribe to our weekly newsletter, The Basics.
In the crazy world of real estate, where every agent is vying for attention, marketing without personas is like trying to find a friend in a crowded concert without a cellphone — you’re one in a million, hoping to be heard.
When you harness the power of personas, you’re amplifying your voice and tuning into the specific frequencies of your ideal clients. This makes your marketing resonate, not as generic industry noise, but as a clear, compelling message that makes each potential client feel not only seen but truly understood.
Demystifying buyer personas
Ever wonder who’s on the other side of your marketing messages? Imagine them as distinct groups of guests at your next open house event. Some are young professionals scouting their first home, while others might be seasoned families looking for an upgrade.
This is where the magic of personas comes into play. Think of personas as your VIP guest list, grouping people with similar characteristics, dreams and challenges into clusters.
Creating a persona involves building a comprehensive profile that goes beyond basic demographics such as age or location to include detailed information on their dreams and desires, their pain points and challenges, and even their communication preferences.
In marketing, these profiles, known as buyer personas, are essential tools for gaining deep insights into what motivates and challenges your audience. Using personas in your marketing ensures that your marketing efforts are tailored to meet your target audience’s specific needs and desires, making your communications more relevant and engaging.
Why personas are your secret weapon
Understanding your clients is part of the job — it’s the heartbeat of your success as a real estate agent. Without this understanding, you’re like a ship without a compass in a vast ocean. Personas offer you that compass, ensuring you’re not just meeting needs but anticipating desires, and aligning your marketing content to their specific needs and challenges.
Here are some key reasons why you should start leveraging personas:
- Solve real problems: With personas, you’re not selling a service; you’re offering solutions. You’ll know the exact hurdles each of your personas face, and you’ll attract them with content that speaks directly to their unique challenges.
- Connect emotionally: Personas allow your brand messaging to resonate on a deeper level because potential clients feel seen and understood when your marketing speaks to their unique needs.
- Streamline your marketing: As a marketer, this is my favorite reason for using personas. By understanding and addressing the specific needs, preferences and behaviors of your persona, you can optimize your marketing strategies for better results. Aligning your marketing content with your audience’s needs will make your marketing more targeted and impactful.
- Target with precision: Stop trying to cast a wide net. You’re competing with every other real estate agent in your market. Instead, when you target personas, your marketing efforts are laser-focused, ensuring that every marketing dollar spent is a dollar spent wisely.
The stats say it all
A MarketingSherpa case study found that marketing to persona created the following benefits:
- 900 percent increase in the length of website visits
- 171 percent increase in revenue
- 111 percent increase in email open rate
- 100 percent increase in the number of website pages visited.
Want higher commissions? Eighty-one percent of consumers will pay a premium for industry experience and industry-specific solutions that fit their needs.
Want to build your brand? Eighty-seven percent of consumers surveyed say personally relevant content positively influences their feelings about a brand.
Want to build more relationships? Sixty-three percent of consumers claim they’d think more positively of a brand if it gave them content that was valuable, interesting and relevant.
How to create your real estate personas
Crafting your buyer personas is a bit like detective work — it’s all about gathering clues, piecing together evidence, and arriving at a clear picture of your ideal customers. Let’s walk through the steps to create your personas.
The first thing you need to do is select the personas you want to focus on. The options are as limitless as your imagination, but let’s start with the basics. These are the most common real estate personas:
- First-time homebuyer
- Move-up homebuyer
- Luxury homebuyer
- Empty nester homebuyer
If you want to drill down even further, you can create personas for:
- Single women buyers
- Golfers buying in golf communities
- Pickleball players looking to buy in communities with courts
- Buyers who want downtown condos
- Equestrian buyers
- New construction buyers
- Green/high-performing homebuyers
- And on and on…
The next step is to do a bit of research on each persona:
- What are their goals and motivations?
- What are their pain points and challenges?
- How can you help them with their specific challenges?
- Which marketing and communication channels are best to use for this audience?
Lastly, you’ll want to list at least six pieces of valuable content you could create for each persona.
I’ve made this part easy by creating the most used personas for you, including six content ideas for each persona you can leverage.
NOTE: Remember, when creating content for one of your personas, always include your city/local market. Make sure to add your city/local market name to the content’s title, and mention it in the content. This is super important for SEO.
How to leverage personas in your marketing
Start with one persona. Please don’t overwhelm yourself by trying to build content for all of them simultaneously. Build out content for one persona, and then slowly add additional personas over time.
Here are some tips for creating persona-based content:
- Address common pain points: Write blog posts that directly address your personas’ challenges and questions. For example, if one of your personas is a first-time homebuyer, create a post titled “5 Things Every First-Time Homebuyer Should Know.”
- Success stories: Share success stories that resonate with each persona. A post like “How We Helped a Growing Family Find Their Dream Home” can be very compelling.
- Area guides: Tailor area guides to different personas. For instance, for young professionals, you might highlight nightlife and commute times, whereas for families, you might focus on schools and community activities.
Social media posts
- Engaging questions: Post questions encouraging your personas to share their experiences and opinions. For example, “What’s the No. 1 feature you’re looking for in a luxury home?”
- Tips and advice: Share quick tips and advice that cater to the specific needs of your personas. For a downsizing empty nest persona, you might post about decluttering and simplifying their lifestyle.
- Behind-the-scenes content: Give a glimpse into your day-to-day work related to your personas’ interests, such as showcasing a day exploring 55+ communities in your market.
- Q&A sessions: Host live Q&A sessions where you address common questions and concerns from your personas. For example, a “Navigating Your First Home Purchase in a Seller’s Market” session can be very informative.
- Educational series: Develop a series of short videos that educate your personas on various aspects of buying, selling, or investing in real estate, like “Investment 101 for First-Time Investors.”
- Personalized newsletters: Segment your email list based on personas, and send personalized newsletters with content and listings that match their preferences and needs.
- Market updates: Send out market updates that are relevant to each persona. For example, investment-savvy clients might appreciate insights on market trends and potential investment opportunities.
By utilizing these ideas and tailoring your content to your personas’ specific needs and interests, you can create more engaging and effective marketing that resonates with your target audience. Each piece of content should feel like speaking directly to them, acknowledging their unique challenges and offering valuable solutions.
Understanding and leveraging buyer personas can transform your marketing from a broad, impersonal strategy to a finely tuned, highly engaging conversation with your target audience. They enable you to address specific needs, connect emotionally, streamline your efforts, and precisely target, ultimately leading to remarkable increases in engagement, revenue and brand loyalty.
Remember, the journey doesn’t stop with creating these personas; you still need to bring them to life in your day-to-day marketing. From crafting blog posts that speak directly to the heart of your personas’ challenges to engaging with them on social media and through personalized emails, every piece of content you create should echo the desires and needs of your target audience.
It’s about making each client feel seen, heard and understood, thus fostering a deeper connection and trust with your brand.
Property Chomp's Take:
February is New Agent Month at Inman, and they are diving deep into the tools, tech, and tips that new agents will need to survive and thrive in 2024. One crucial aspect of successful real estate marketing is understanding and utilizing buyer personas. In a crowded industry where every agent is vying for attention, marketing without personas is like trying to find a friend in a crowded concert without a cellphone – you’re just one in a million, hoping to be heard.
So, what exactly are buyer personas? They are profiles that group people with similar characteristics, dreams, and challenges into clusters. These personas go beyond basic demographics and include detailed information on their dreams, desires, pain points, challenges, and even communication preferences. By understanding and utilizing buyer personas, you can tailor your marketing efforts to meet your target audience's specific needs and desires, making your communications more relevant and engaging.
Buyer personas are like your VIP guest list at an open house event. Some guests may be young professionals looking for their first home, while others may be seasoned families looking for an upgrade. By creating comprehensive profiles for each persona, you gain deep insights into what motivates and challenges your audience. This allows you to offer solutions instead of just selling a service. You can attract potential clients with content that speaks directly to their unique challenges, making your brand messaging resonate on a deeper level.
Leveraging buyer personas in your marketing has several benefits. First, it allows you to solve real problems by understanding the exact hurdles each persona faces. Second, it helps you connect emotionally with potential clients, as they feel seen and understood when your marketing speaks to their unique needs. Third, it streamlines your marketing efforts by optimizing strategies to meet the specific needs, preferences, and behaviors of each persona. Lastly, it allows you to target with precision, ensuring that your marketing is laser-focused and every dollar spent is a dollar spent wisely.
The statistics speak for themselves. A MarketingSherpa case study found that marketing to personas resulted in a 900% increase in website visits, a 171% increase in revenue, a 111% increase in email open rate, and a 100% increase in the number of website pages visited. Persona-based content also increases engagement almost six times when targeting cold leads, and 81% of consumers are willing to pay a premium for industry-specific solutions that fit their needs.
So, how do you create real estate personas? It's like detective work – gathering clues, piecing together evidence, and arriving at a clear picture of your ideal customers. Start by selecting the personas you want to focus on, such as first-time homebuyers, move-up buyers, luxury buyers, or empty-nest buyers. Then, do some research on each persona, including their goals, motivations, pain points, challenges, and preferred marketing and communication channels. Finally, list at least six pieces of valuable content you could create for each persona.
To leverage personas in your marketing, start with one persona and build out content for them. Address their common pain points in blog posts, share success stories that resonate with them, tailor area guides to their specific needs, ask engaging questions on social media, share tips and advice that cater to their needs, host Q&A sessions or educational series in videos, and send personalized newsletters and market updates through email marketing.
By tailoring your content to your personas' specific needs and interests, you can create more engaging and effective marketing that resonates with your target audience. Each piece of content should feel like a direct conversation, acknowledging their unique challenges and offering valuable solutions.
In conclusion, understanding and leveraging buyer personas can transform your real estate marketing from broad and impersonal to finely tuned and highly engaging. They enable you to address specific needs, connect emotionally, streamline your efforts, and precisely target your audience. So, if you want to survive and thrive in the crazy world of real estate, make sure to harness the power of personas.