How many real estate ad campaigns do you have running simultaneously? If that question sounds scary, you may need to rethink the way you are promoting your real estate business online. New technologies have radically transformed the way that business owners connect with clients. This approach of targeted campaigns is essential for real estate professionals who must refine their online marketing strategies to beat the competition. In this guide, we will teach you how to create a buyer persona so that you increase your revenue. Buyer Persona creation is a big part of the client acquisition journey.
What Exactly Is A Buyer Persona?
Targeted marketing begins with a buyer persona: a set of attributes that adds up to an imaginary client. It may include such information as age, gender, location, income, education, marital status, and more. That persona is just a stand-in for the group of people you wish to target. By creating a separate marketing strategy for each buyer persona, you can be sure to appeal to the needs and concerns of each potential client.
For example, targeting solely by age, you could have one campaign for first-time home buyers, one for retirees looking to downsize, and another for middle-aged buyers with families. The more you refine your personas, the more personalized and persuasive your campaign has the potential to be. Targeted ads are more cost-effective, too. No longer will you be wasting ad dollars on people outside of your defined audiences.
How To Create A Buyer Persona For Your Real Estate Business?
First and foremost, when we are talking about buyer personas it includes both home buyers and sellers. You should definitely create 2 different personas for them. In this section, we are going to outline what it takes to create a proper buyer persona.
Questions to ask before creating a buyer persona:
- Why should someone consider my service?
- Who is my target audience?
- What data do past sales provide about my core customer base (age, demographic, target area) etc?
- Where do most of my target audience spend their time online?
- If I were my own persona what campaigns would attract my attention?
Creating A Persona Profile
The next step in the buyer persona discovery for your real estate business is to create a complete profile for a fictitious persona.
Creating a buyer persona profile helps you visualize who you are targeting so that you can create marketing campaigns targeting them. Follow the steps below to create your perfect buyer persona.
- Make sure you have all the answers written down from step 1 of the exercise.
- Now give your buyer persona a name. When you are creating multiple personas for buyers and sellers give them a name
- Come up with average income, job titles and even things that they might like based on their age bracket.
- Write all of it down using this template (courtesy of Hubspot)
- Print it
Once you print your personas you will have a clear picture of who to target with your ads.
Integrating Personas Into Marketing Campaigns
Once you’ve decided on a handful of buyer personas, you can start your online ad campaign. While there are seemingly infinite places to advertise online, Facebook is almost always the place to start.
Begin With Facebook Ads Targeting Your Personas
First and foremost, Facebook allows you to target based on job titles, user behavior, and demographics. Which means when you have your personas ready for your new campaigns.
When you are creating Ad-sets to target buyers and sellers in the area, make sure to use the exact same targeting and you will see better results.
Other Ways Of Targeting Your Buyer Personas
Apart from Facebook Ads, there are other ways to target your buyer personas. One creative way is to interview local business owners and feature them on your local real estate website. This allows you to build trust in your target area while getting attention from your personas in the area.
For Example: You know your main home sellers are between the age group of 30-51 and they frequent a few coffee shops in your area. Start by approaching these shop owners and ask them if they want to interviewed for free. Feature them on your local real estate website. Ask them to share the interview on their social media profiles.
Importance Of Buyer Personas For Your Real Estate Business
Buyer Personas are a crucial element for any real estate professional. Depending on your personas your marketing approach needs to be adapted. Personas also help you save advertisement money on demographics that will not opt in for your service. As a matter of fact, once you create your personas your marketing ROI will increase because you know who you are going after.