Real Estate Marketing Hacks: Creating a Client Persona

One of the biggest mistake businesses make in marketing is communicating a generic voice and mission. Having a cookie-cutter marketing methodology is a guarantee you will soon be facing the frustration of feeling as if you are shouting into the void.

Many real estate agents know better than to recycle redundant marketing language,  so why does this happen so often? Because realtors tend to be results driven, and while creating a voice for our business seems the easiest task at first, we soon find it takes more planning than we imagined. As valuable “money making” time ticks away and a message is not perfected, it is easy to default to what you often hear and see as opposed to perfecting a message of your own.

To save time and anguish in this process, it is highly useful to first focus not on the voice you will be projecting, but the ears you would like it to land upon. Creating a Client Persona enables you to do just this. Follow this step by step guide to defining your target tribe and begin generating leads that matter.

1. Define their “why”: By now, you are probably gaining a better definition of your reasons for being in real estate. Now what about their reason for needing real estate service? Or perhaps they don’t need  your services yet...where could these services fill the gaps in their life regardless? Put yourself in the shoes of home buyer’s and seller’s, and think of personal ways you can reach out to them. Some reasons may be:
1. A major life transition: kids moving out, death in the family, new job opportunity
2. An increase/decrease in income
3. Seeking stability and control (renting vs. buying)
4. Too much stagnance, wanting a change
5. A sparking interest in real estate themselves
6. Need for creative freedom on a home

2. How can you personally cater to or complement each reason your client may have to need your services? What sets you apart from other realtors to make the home buying or selling experience a memorable and educational process? Some of these traits may include:
1. Personal experiences: relating firsthand to their journey
2. Finding homes for a specific budget, whether it be a tight budget or one suited for luxury
3. Making shy or inexperienced people feel comfortable
4. Being available to advise at odd hours

3. Using these reflections, create a hypothetical person to represent the market you are defining, and a profile for that person. Include details that may seem irrelevant but in the end, affect  their buying, such as::
1. Job title/ income bracket
2. Location (current and desired)
3. Age
4. Daily routine
5. Goals
6. Fears
7. Education
8. Family
9. Values

4. Create an elevator pitch to this “person.” Be sure to include how much you know and care about their needs, and ensure them you are the person who will meet them.

5. Plan your content using the “Four Archetypes for Content Creation Strategy.” This will allow your content  to appeal to a wide range of your client’s feelings and needs while still remaining business appropriate.

4 Archetypes for Content Creation Strategy

Once these steps are complete, your target market should begin feeling like an old friend, and just as with old friends, communication will begin to flow almost effortlessly. Ready to take the next step and allow other facets of your business to run successfully on auto-pilot? Sign up for your choice of access to exclusive material to help you solve the Time vs. Money paradox, a free consultation call, or both here.