When it comes to lead generation for real estate agents, marketing your real estate business and defining your target market is THE best “strategy” you could use.
In my experience, most realtors like to promote to “everyone”.
And this is a huge mistake.
If you’re having trouble with generating a buyers or sellers list, it’s because you have not ‘connected’ with a specific audience.
How to Define Your Target Market
If I was a realtor, I would start by researching the type of properties being purchased in my specific region.
YES, I said SPECIFIC region.
And that doesn’t mean “Toronto”.
It means “Mississauga West” for example.
THEN, I’d concentrate on a particular BUYER or SELLER.
( I love having this conversation with real estate agents because they love to tell me how ‘EVERYONE’ is a buyer / seller)
And that’s the point of this post.
Here’s an example of defining a target audience
(I don’t know if this exists, I’m just making it up to show you how specialized, yet “broad” you can be so you’re the go-to person)
“Second-Time home buyers, divorced, starting a new life with their new spouse with children.”
From that description, you can see there are TWO people who have gone through divorce and looking to rebuild their lives.
Do you think there are some fears / frustrations / challenges / wants / needs that you can hit on ‘emotionally’ when you’re talking to them about buying this new home?
The strongest entry point in your marketing would be to address their BIGGEST challenges they have right now.
“It’s great to ‘sell’ the future…but you have to SOLVE today’s problem first.”
read that again – because if you live by this rule, you will out perform ALL of your competition.
When you get into the ‘conversation’ they are having in their own minds and you’re able to verbalize it, YOU become the trusted authority.
For instance…what if they don’t “trust” each other to have one person on the mortgage?
Maybe they have to treat this purchase like a real estate “investment” and buy it as tenants in common.
Something YOU would be able to educate them on.
This could be part of your ‘pre-checklist’ or a free workshop you do monthly for people in these situations looking to buy their second home and rebuild their lives.
Like I said, this is just ONE example of defining a target market.
And just by what I mentioned here, don’t you agree that your message to the market would be different than the standard stuff other realtors are sending out trying and capture anyone and everyone?
Imagine – in this example, when someone divorced is looking to rebuild their lives and buy a second ‘first home’, you are the solution to their problem because that’s ALL your message talks about.
Cool right?
Now go and think about what slice of the market you want to help.
And believe me, there’s a LOT of layers when it comes to buyers and sellers.
I’m just getting started 🙂
If you would like to drill into your market, let me know below and I’ll help as best I can.
Respectfully I’m not or never have been a realtor. But I’ve helped handfuls of them build their business because I’m a MARKETER and can see things from outside the box.
If you think I can help you on a more personal level because you like my vibe, send me an email.
Have a suggestion or comment? I’d love to keep this conversation going. Let me know below.