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When marketing anything – a product, a service, a house, or farm – figuring out exactly who you’re selling to is one of the most important steps. In general marketing, this means working out and defining your target audience. In property marketing, it means creating property buyer profiles.

Some real estate agents will take the time to define the buyer they are aiming for, while others will cast the net wide and hope to catch a fish. These days, with so much data available and marketing channels that can be so carefully targeted, creating a buyer profile can help you minimise your spend on promotion and increase your return. 

What is a property buyer profile?

A buyer profile is a description of the type of person that is most likely to buy the home or property for sale. It helps you get into their minds a little, so you can find the best ways to make contact with them. When making a buyer profile consider the following points.

1. Family status

The family status of a buyer will have a really big impact on the type of home they want to buy. Young couples expecting their first child might be looking to upgrade, while empty nesters might be looking to downgrade. If you have a five bedroom two story home, seniors are not your audience, likewise if you have a warehouse conversion studio, a growing family is not your audience.

2. The property experience

It’s important to remember that people who have the same family status aren’t all looking for the same thing. Different people want different experiences from their property, where and how they live.

Think about the type of experience your property delivers, regardless of the family it can house. For example, you might have a three bedroom two bathroom home in a quiet cul-de-sac, hours from the city. It may offer a peaceful, quiet, community lifestyle. Or, you might have a three bedroom, two bathroom apartment in the city centre where your family can have maximum exposure to culture, food and entertainment.

3. Location, location

Your perfect home buyer is one who wants to buy in your area. Defining that area starts at the top and narrows down. You want to target buyers who want something that aligns with the size of your town or city and you also need to target by those seeking urban, regional or rural properties.

From there, if urban, target by city or suburban preference. For country, target by town and property type. Think about the types of buyer who will be looking for what your area offers – community, culture, schools and other facilities and opportunities.

4. Income

Income has a direct impact on how much a property buyer can borrow to finance their purchase. If your home or property is in the higher end of pricing, this changes the market you are targeting compared to property in the lower end of the market, which is likely relevant to a lot more people.

5. Building your property buyer profile

Once you’ve considered all of these areas (and more!), you can start to put together your property buyer profile. List out all the qualities of the buyer you think you’ll be targeting and the parts of your home that are relevant to each quality. You might end up with points like this:

· Three bedroom home: target young family (predominantly female researcher, male decision-maker).

· Excellent school and sport opportunities one block away: community orientated parents.

Reading through your points will give you an idea of who you are targeting and how best to reach them.

6. What to do with your buyer profile

Sale Ezy offers basic and premium advertising packages, but if you don’t want to use our packages or you want to supplement them with your own additional marketing efforts, building a property buyer profile will help in that process. The main thing it can help with is figuring out how to get to your buyer market and what to say to them – whether it’s in an advertisement or at an open house.

One way to get a good idea of how to communicate with your buyer is to write up some personas that capture all the characteristics they have, in the form of a walk-through of a typical buyer’s day.

For example, John is a 35-year-old father of two who lives with his wife Meg. Every day, they get up, read the local paper and drive their girls to school...etc

A profile like this tells you advertising in your school newsletter or local paper might be a good idea.

When you place those ads, your profile tells you to highlight the property’s proximity to great schools, access to junior sports and transport to the nearest business district.

Defining your land or home buyer might take some time, but will be well-worth it. For a good example of how to use your buyer profiles in practice, visit our article on Facebook advertising.