Understanding the buyer personas for your specific industry is important; it is even more so in the builder industry due to the competiveness and small buyer pool. Focusing your marketing strategy to reach those ideal candidates is critical. How can you do this? Establish your buyer personas and target all your marketing messages specifically to them.
A buyer persona is a conceptual representation of your ideal customer based on market research and real data about your existing customers. Creating your buyer personas and making them as detailed as possible will help you focus your marketing goals and actions while improving your leads. Once you have created your buyer personas, you can use them to reach the real people that each persona represents. Use these tactics to reach your buyer persona and create more qualified leads.
Create content that is helpful to your buyer persona: If you have completed your buyer persona, you will know your persona’s pain points and what they are looking for in their new home. Answer any questions they may have and alleviate pain points in your content. Create blog posts that answer questions about the area or community, talk about the school systems, discuss average utility pricing and create conversation about any other concerns. This will assure the potential buyer and make them more comfortable choosing the area your homes are located in. They will likely remember you were the source of the information and keep your top-of-mind when they begin their home search.
Optimize your landing pages: Instead of explaining why you think your content offer is great, explain how it is helpful to your buyer persona. Create landing pages that are attractive and explain the value of the content. This will make visitors more likely to be forthcoming with their information. For example, explain that your e-book offer can help readers understand property taxes for a specific county. This content is helpful and likely a pain point for your buyer persona.
Use your buyer persona to determine the best social media outlets: Every buyer persona is not on the same social media outlets. If your persona focuses on younger families, Pinterest may be a great social media outlet to be active on. If your persona is more professionally-driven, Linkedin is suggested. Facebook and Twitter tend to reach across many personas and your company should be active on these platforms. Focus on the social media platforms best for your company and be sure to share your helpful content on them.
Optimizing your content for easy sharing on social media platforms is important. Readers are more likely to share with family and friends if your builder blog has social sharing buttons and the post formats attractively for social sharing. Having enticing images of your homes, the community and area attractions improve the chances a potential buyer will click on the content.
Post your content when your persona is online: Posting content at times your buyer persona is likely to be online is very important. Social media filters content very quickly and posting at the wrong time can leave your posts lost in the weeds. If your buyer persona is an early riser, posting early in the morning during breakfast is a great idea. If your company headquarters is on Eastern Standard Time, but your promoting homes that are on Pacific Standard Time, be sure to post on their potential buyer’s time schedule. Use social media management programs like HootSuite, Sprout Social or HubSpot’s social media management tool to schedule your posts at the perfect time and date without having to manually enter the post at that time. These tools often have analytic tools included and make it easy for you to see what time posts are generating the most traffic.
Understanding and providing the correct information that your buyer persona will appreciate is critical to new home sales. Promotion to the right person at the right time with the right content can lead to more on-site visits and an easier sales process. Combining these tactics will take your buyer persona from the fictional world and into your company’s front door.
Do you have experience using buyer personas for new home sales? Share them with us in the comments section!