If you want to create a successful marketing campaign, you MUST know your target audience. Often companies roll their customers into a crowd, and their advertising is less relevant and offers a one-dimensional experience.
You can exceed lead and revenue goals if you create customer personas to help drive your content. 56% of companies developed better quality leads, and 24% gained more leads by using personas. You too can benefit from this simple practice.
But maybe you are not familiar with customer personas? What are they, and why are they important?
What are Customer Personas?
Have you heard of customer segments before? They are not the same thing as personas.
Customer segmentation allows you to understand customer groups based on demographics – where they live, their age, and maybe their buying behaviors. Segmentation helps get your message in front of the right people, but if you want your message to motivate them, and if you want to know how best to connect with sellers, that is where personas come in handy.
Personas are depictions of motivated sellers that include their emotional and behavioral triggers, goals and frustrations, interests and motivations, and beliefs and values. You can recognize key traits for each persona – yes, there is often more than one persona – and even discover their preferred methods of communication and keywords.
Why are Seller Personas Important?
Using personas, you can bring customer segmentation to life. You can empathize with sellers and generate content that focuses on their touchpoints throughout the seller’s journey.
Pitch to Not One, But Several Seller Types
Rather than yell at the crowd, you can use personas to adjust your sights on one person at a time. There are divorcees and empty nesters looking to downsize, and growing families that need more room. There are tired landlords and owners with financial hardships, as well as individuals who inherit property. All of these are personas.
Customers gravitate towards businesses they know and trust. The best way to build trust is to appear genuine and convey an understanding for what your sellers are going through. You are aware of their situation and can offer a solution – you can make their problem property go away.
Based on personas, unique, data-driven methods can drive all seller types to your real estate investing business. They, then, are directed to you or your sales team. You use the personas to nurture those leads till they are ready to sell. In this way, customer personas are an excellent tool for marketing, sales, and service levels.
Marketing Sherpa found personas increased website traffic by 210%, website generated leads by 97%, and organic search traffic by 55%.
By focusing your marketing, you can stop throwing out broad messages that have little to no return on investment. Instead, you can focus your messaging and pitch it on the right channels to see a better ROI.
GoForClose Has Your Personas
We understand how much effort goes into managing your real estate investing business. You can only spread yourself so thin before wearing out. You may not even have the time or manpower to create personas and run a marketing campaign. Fortunately, we do!
GoForClose is the only all-inclusive marketing agency that does the marketing for you. We created personas based on the most common and even less familiar seller types. This way, we can tailor a marketing strategy, based on your needs and requirements, but also using the keywords and phrases that speak to seller motivations and touchpoints. We, then, provide a warm transfer of leads to you or your sales team.
If you have questions or are curious to know more, request a free consultation below.
April Henley is a Professional Writer and our Content Developer. She has 5 years of Real Estate Industry knowledge, and 8 years of experience writing copy for various marketing initiatives. She came to us from a Fortune 500 Real Estate Company (Lennar), where she co-created content for a partnership with Amazon and wrote a variety of multichannel, multipurpose pieces for home buyers and owners.