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Buyer personas you need to know to maximize your leads

Marion Pfeffer
Marketing Manager at RE/MAX Europe

To connect with potential customers, you need to know who they are first.

Buyer customers are a terrific way to start your business and keep it growing. After all – you can build your skills with clients as you learn more about the industry, and get more referrals and return business when those clients are ready to sell. But with so many different types of buyers out there, it can be difficult to know where to focus your efforts. In this article, we’ll show you how to identify your target customers so you can start generating more buyer leads in no time!

Use buyer personas to get to know your customers

A buyer persona is a fictional representation of your ideal customer, like a character description in a film, but with a detailed profile of their wants, needs and pain points. Creating these buyer personas gives you a better understanding of the different types of buyers you’ll be targeting so you can tailor your marketing efforts accordingly. To show you how to do this for your own customers, let’s look at four common buyer personas and how you can help them find their dream homes:

1. The first-time buyer

These buyers are just getting into the market, so their priority is often to find an affordable space that they can grow into over time.

What they’re looking for:

  • Properties within their budget
  • Neighborhoods with good schools and amenities
  • Homes with flexible floor plans allowing for extra bedrooms or office space

How you can help:

Since these buyers are new to the process, they’ll appreciate an agent who can guide them through the process and help them find a home they love in their new neighborhood. Building a close customer rapport is essential, so be sure to manage your communication with these clients and they’ll come back when they’re ready to sell and take a bigger step.

2. The streamliner

Whether they are newly retired, recently divorced or their grown children have left home, these buyers are looking to streamline their lives with smaller, low-maintenance homes.

What they’re looking for:

  • Smaller homes with fewer bedrooms
  • Low-maintenance condos or townhouses that are close to amenities
  • Properties with easy access to public transportation

How you can help:

Since these buyers may want the process done quickly and easily, be prepared to work efficiently and help them navigate the process smoothly. While budget will be an issue, they may be willing to spend a little extra on upgrades or amenities they don’t have in their current home.

3. The investor

These buyers are just getting into the market, so their priority is often to find an affordable space that they can grow into over time.

What they’re looking for:

  • Properties within their budget
  • Neighborhoods with good schools and amenities
  • Homes with flexible floor plans allowing for extra bedrooms or office space

How you can help:

Since these buyers are new to the process, they’ll appreciate an agent who can guide them through the process and help them find a home they love in their new neighborhood. Building a close customer rapport is essential, so be sure to manage your communication with these clients and they’ll come back when they’re ready to sell and take a bigger step.

4. The relocation buyer

These customers are relocating to a new city for work or for family, and they generally have little time to spend on their move.

What they’re looking for:

  • Properties close to the client’s work or family
  • Properties that are move-in ready

How you can help:

Since these clients are not in the location where they want to buy, they’ll have to rely on your expertise to find the perfect property. You can help them by being organized and efficient, ensuring that their search process is as smooth as possible. Close relationships with relocation companies will also help make their transition go smoothly and set you apart from the competition.

Try creating your own buyer personas

The first step in creating your own buyer personas is to identify specific target groups for your business. This could include the buyer groups above – but it might also be young professionals, luxury buyers or established families. Once you’ve identified them, develop buyer personas for each, including factors such as age, income, lifestyle and location. Then think about pain points and goals. What are the biggest challenges your buyers are facing, and what are they hoping to achieve by buying a home?

Tailor your marketing for maximum efect

Now that you have a better understanding of your buyer personas, it’s time to start using them to tailor your marketing strategies. For example, if you’re targeting first-time homebuyers, you might want to focus on the financial benefits of homeownership in your messaging. Or if you’re targeting retirees, you might want to highlight what’s important to them, such as low-maintenance living and nearby healthcare facilities.

Your listings can also be optimized for buyer personas, by highlighting features and amenities that appeal to specific personas. For example, if you’re targeting families, you might want to showcase the size of the backyard and the quality of local schools. By tailoring your listings to specific buyer personas, you’ll be more likely to capture their attention and generate leads.

Buyer personas are a powerful tool to grow your business and connect with potential clients. By understanding the needs, pain points and goals of different types of buyers, you can create targeted messaging and listings that increase your chances of making a successful sale – and provide the kind of personalized customer service that will generate leads for years to come!

Please Note: While RE/MAX Europe has compiled the information on this page diligently and to the best of its knowledge, RE/MAX Europe does not assume any liability for the accuracy of the information or for any damages resulting from the use of the information.

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