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Are you marketing to the right people?

Ask any business owner who they’re marketing to, and many will reply ‘everyone’. After all, the wider you cast the net, the better the response will be – right? Unfortunately not.

Marketing your business to all and sundry is wasteful because your message will be too general to speak to the right people.

Instead, you should focus on conveying a message that will speak to the right people – those who’ll use your services.

How to identify your target market

You probably already have an idea of who your typical clients are, but to pinpoint them you could analyse your client list. Which ones bring in the most business and why?

Use this information to create ‘buyer personas’ for your business. These are descriptions of your existing or ideal clients and could include:

Age
Gender
Education level
Occupation
Interests / hobbies
Marital status
Location
How your service helps them
How they consume media (newspaper or online)

For example, if you’re a buyer’s agent, are your clients

First home buyers?
Investors?
Owner-occupiers?

Why does your target market matter?

Identifying your target market lets you focus your marketing efforts. For example, if you’re a buyer’s agent, a marketing strategy that appeals to investors may be very different from a marketing strategy that appeals to first home buyers. To entice first home buyers to use your services, you’d probably need to emphasise your industry knowledge and track record. But to entice investors, you’d probably need to provide hard data and in-depth analysis of different property markets.

How to reach your target market

Once you’ve identified who your clients or potential clients are, you can write content marketing tailored to them.

A great way to do that is to write content for your website, blogs or social media that answers the questions they’re likely to ask.

Continuing the example above, if you’re a buyer’s agent and you serve investors and first home buyers, your blog could have two sections – the first aimed at investors and the second at first home buyers. For investors, your blogs could include statistics on:

Rental vacancy rates
Property price fluctuations
Days on market

Or general advice based on your experience, like:

The importance of getting a pre-approved home loan
What an enticing offer does and does not contain
Why investors should consider investing in a particular location

For first home buyers, your blog content could:

Explain the process of buying a property
List all the upfront costs Discuss the pros and cons of buying with a small deposit
Explain key concepts like lender’s mortgage insurance and loan-to-value ratios

Although writing two lots of blogs (for investors and first home buyers) would mean twice as much work as writing one lot (for generic buyers), your marketing would be much more effective, as your target clients would feel you were speaking directly to them. You could even divide your website from the start. For example, our hypothetical buyer’s agent could place three buttons on their home page to direct visitors to the right place, like this:

How we help

Investors
Owner-occupiers
First home buyers

(Another advantage of dividing your website is you’ll be able to see on your website analytics which target group you’re attracting the most.) Of course, you might not have time to write multiple blogs. That’s where Hunter & Scribe can help. We can write blogs for buyer’s agents targeting investors, owner-occupiers or first home buyers. We can also write social media posts, newsletters and website content. We also write content for other property professionals like real estate agents, mortgage brokers and lenders.

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