When asked who their target audience is, a lot of agents will say: anyone and everyone. And usually, if they have to expand on it more than that, they may say: anyone and everyone that wants to buy or sell a house right now.
But it’s likely not true that it’s anyone and everyone, and more importably, it’s the wrong approach to take. When it comes to building out a strong digital strategy that gets results, doing a deep dive into who ideally fits within your target audience is an extremely important first step to take.
When you know who your target audience is, you can build and plan your digital and marketing strategies for that specific set of people, which in all likelihood, they’ll better connect with and as a result, you’ll get more qualified leads.
★ You can learn more about how personalized, targeted marketing means better real estate leads right here.
For example, if one real estate agent’s target audience is primarily seniors that are downsizing, and another real estate agent’s target audience is primarily young people that are buying their first property, then their digital and marketing strategies will be and should be totally different because the audience is so different and will respond better to certain things. The term: consider your audience is really key when it comes to planning your strategy.
Trying to be all things to all people creates a washed-out, unclear, non-trustworthy brand that doesn’t offer people any reason to connect or identify with it.
Would you ever mail out postcards to a neighborhood you have no intention of working in? Would you ever write a blog post about a topic that your audience doesn’t care about? Would you ever start using a social platform that’s made up of people outside of the demographic you work with? Of course not. And that’s because you already know that it’s not where you’re likely to interact with your ideal target audience so you’d be wasting your time and money.
Your target audience is always: who you work with now, who you want to work with in the future, and who you don’t want to work with.
- Who You Work With Now: Take a look at who you’ve been working with over the last year. Who did you have the best experiences with? What similarities can you draw from them?
- Who You Want to Work With in the Future: Think about the type of people that you want to work with. Where do you want your business to go, and what are the characteristics of the people you need to target to get there.
- Who You Don’t Want to Work With: Think about the type of people you would never want to work with. Why don’t you want to work with them? What bad experiences have you had with clients in the past?
After you have an outline of the above, your target audience should begin to take shape, and only then can you begin to plan a strategy that gets the results you want; everything you do should be targeted towards that audience.
★ You can learn more about how to define your target audience right here.
The whole point of your initial digital strategy (essentially, your website) should be to build an overall experience that is targeted towards your target audience. And then afterwards, the point of your marketing strategy is to let your target audience know that your website exists and get it in front of as many of them as possible.
If your target audience is anyone and everyone, then you won’t be able to confidently build out a specific strategy that attracts the type of clients you want and ultimately, delivers the results you’re looking for.
With up to date marketing trends relevant to today’s market, our report is a selection of curated content, information, and data that will give you an outline of what’s working right now in real estate marketing.