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Buyer Personas: The Secret to More Real Estate Sales

Libby McCready • May 05, 2022

How well do you truly know the customers you’re trying to reach with your marketing campaigns? If you’re drawing a blank, it’s time to build a buyer persona. 

areal view of residential neighbourhood

Sometimes also known as a marketing persona, a buyer persona is a highly targeted imaginary real estate client. Crafting a persona profile involves thinking deeply about who you’re actually trying to reach. 


Having a persona of your ideal real estate client will inform all of your marketing campaigns, ranging from real time marketing initiatives to the type of content you post on your blog. Today, we will explore the world of buyer personas and how they can transform your marketing campaigns. 


How Do We Define Buyer Personas?

Which of the following best describes a buyer persona? Your ideal client, the person you’re trying to reach with your campaigns, or an imaginary social media persona? 


The answer is all of the above. A buyer persona is a specific set of attributes of the exact type of buyer or seller that you’re targeting with every marketing initiative you undertake. 


You don’t necessarily need only to have one persona. You can create new buyer personas for every marketing campaign. You’ll likely at least want a persona to represent a buyer and a seller. 


Attributes of a Real Estate Buyer Persona

The goal of a buyer persona is to have a specific person in mind as you write ads, plan your blog content, and come up with video ideas. The goal is to create content that resonates with the persona – one imaginary person that will love your content and respond to your ads. Type up an actual profile, don’t make this a thought experiment. Write up a profile that you can refer back to. 


Viral marketing relies on evoking a reaction from the people seeing your content. A buyer persona will help you make an impact with real people that reflect your persona. 


Let’s explore the attributes of a quality buyer persona. 


Demographics

Start with basic demographic information. Such as:

  • Age
  • Gender 
  • Income level
  • Preferred social media platform
  • Current location


An Instagram user will respond to ads differently than a Facebook user; it’s essential to think about where they spend their time online during this process.


Goals and Needs

Now that you know who they are, what do they want? Persona goals are vital in creating content that truly resonates with your customers at each particular stage of their buyer’s journey. 


Are they looking to buy a starter home? Or are they an experienced real estate investor looking for their next opportunity? Maybe they’re selling a home to buy a bigger home for a new family. Think about the specific goals of the buyer persona and add that to their profile. 


Target the Right Audience to Provide Value and Grow Your Business

Ask any sales coach and they’ll tell you that if you don’t know who you’re selling to, you’ll have limited success. A fully-formed buyer persona will help you understand who you should be targeting with ads and content. 


Are you ready to take your real estate business to the next level? Contact me today to discover how I can help you leverage the tips above to transform your business.


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