How to Target the RIGHT Buyer

Targeting buyers

Jun 17, 2018

The right audience

Before you can sell anything to anyone, you must reach the right audience.

Your first step in creating a marketing plan for your new listing is to figure out and target the right buyer. The following are some avenues that will help you narrow down the buyer pool.

Go to the source

Talk to your listing client about their neighbors – are they primarily young families, older couples with kids still in the home, retirees, singles?

Location, as you know, is very important in determining a home’s value, but it can also help you pinpoint the likely buyer. Make note of it’s proximity to anything that is popular with homebuyers:

Quality schools
Shopping, dining and entertainment venues
Parks
Walking/biking paths
Beaches
Recreational opportunities, such as ski resorts, golf, equestrian center

The home holds clues

Everything from the price of the home to the square footage can serve as clues to help you narrow down your target market. For instance, smaller, single-story homes may be attractive to older clients while larger, roomier homes in the suburbs are hot with Gen X.

Also, consider any amenities the home offers. Homes with playrooms or a den are ideal for families. Backyards might lure pet owners, but backyards with space for entertaining are magnets for several different types of buyers (young professionals, families, etc.)

Then, use demographics to help you further define the buyer. Is this person single or married? Children? How old would you say the buyer is?

You can figure this out by using some of the various studies you’ll find on the internet.

Luxury home? A female between the ages of 50 and 60 may be your target. This group of Americans controls more than half of the country’s wealth. One study found more than 60 percent of luxury home clients were age 45 to 54.
A home with more than 2,000 square feet of living space, especially with close proximity to a decent school, your likely buyer will be a member of Gen X, with children.
Starter home: If it’s located in the suburbs you’ll be visited by both Millennials and baby boomers. If it features a walk-in closet in the master bedroom and a front porch, you’ll attract the former, while a dedicated laundry room, air conditioning, and a patio will attract the latter.

If you find your buyer will most likely be a Millennial, hire a professional photographer to snap the marketing photos. According to a Zillow study, nearly 60 percent of buyers in this generation say professional pictures are an important factor in their homebuying decision.

The bottom line

You may need to come up with profiles for two or more buying groups. If so, distill each one into one persona and keep those specific personas in mind when targeting your marketing.

Once you figure out who to target when marketing your listing, you’ll find that many of your other listing duties fall into place naturally. You can more confidently recommend which items need to be repaired, for instance, and how to stage the home to appeal to the likely buyer.

Now it’s time to determine your target market and create the perfect mailing list, Go Here.

Then send the Waiting, Waiting Waiting postcard from the Fence Sitter – Buyers Series to at least 100 buyers that you have targeted.

Need help targeting those buyers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!

1. The Free 2018 Real Estate Business Plan.

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan – Click Here

2. The Free Online ROI Calculator.

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

3. The 12 Month Done-For-You Strategic Marketing Plan.

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here

Also…check out these cool tools 🙂

Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Attracting First Time Home Buyers…

niche marketing

Oct 10, 2017

Tools You Can Use…

By Julie Escobar

Back in the DAY…(ever notice how people always say that about what they did ions ago?) I used to love working with First Time Home Buyers. They were excited, eager, a little nervous and usually very appreciative of an agent’s experience and help. Today’s consumers (even the newbies) are a lot more savvy than they used to be but I still find this niche a great source of prospects (and referrals) for agents today!

One great way to attract First Time Home Buyers is by hosting Home Buying Workshops in your market. Many agents find that holding them at the local libraries, schools (many PTAs or PTSAs would be happy to include a segment in one of their meetings for valuable information!) In many areas, you’ll find clusters of higher end apartment complexes that you could easily target for first time home buyers.

You can even use our mailing list options to specifically search for high-end renters and create a marketing database to connect with this demographic.

Couple up with a mortgage lender and real estate attorney to help spread the word and bring more value to the table. I’ve even known agents who invite local restaurants (especially start ups that are trying to market themselves as well) to bring in sample appetizers or refreshments in return for letting them share their contact information or coupons as well! In today’s world, this kind of smart, intuitive shared networking is making a big difference for a lot of agents.

We’ve got a terrific free report just for agents that’s filled with lots of ‘goof-proof’ tips on how to host a
successful workshop! We’ve even got ready made postcard invitations that you can send out in a matter of minutes!

It’s easy to use and easy (and free) to get! Click here to go to our Resource Page – scroll about half way down the page until you see “Free Consumer Workshops” – then just click download! Easy, breezy! While you’re there – also download “How to Save for a Down Payment” which is a great piece to share with those folks who WANT to buy but aren’t quite ready to just yet. Having your mortgage lender there will be very beneficial as you can help folks sort out where they are NOW in relation to what they need to purchase a home.

Be sure to get everyone’s contact information – then put them on a drip direct mail campaign every 30-45 days so that when they are ready to purchase – they’ll know JUST who to call. Our First Time Buyers Series is perfect for that.

They really speak to the questions that these folks already have in their heads and keep you top of mind. I always like to use the alternative back on the postcard to write a little more information and create some calls and response by offering a free list of homes, list of foreclosures, additional home buying tips, local school information, etc. All great reasons for them to stay connected with YOU!

If you are hosting an event in your market – be sure to share that information on your social media networks, and in the rental communities you are targeting. And if this is the demographic you want to OWN in your market, consider setting up a Facebook page so that you can really continuously share news people can use relating to buying a home and your market. Don’t JUST talk business though! Share information about your local economy, schools, community garage sales, tips about new restaurants or businesses in the area. You can spotlight standout community leaders, kids who are making a difference, teachers, local heroes, specials you run across, testimonials from happy customers and more!

Need help getting started? Call our team at 866-405-3638 today. They’re smart, knowledgeable, friendly and here to help you suceed!

first time buyers