How to Leverage Buyer Personas in Listings
The best property listings don’t just describe bedrooms and bathrooms – they speak directly to the needs of the right buyer.
After all, buyers are diverse, and their motivations and priorities differ, which means sometimes it pays to address their specific needs in a listing.
In this article we’ll look at how to tailor property marketing to different buyer personas using elements such as tone, focus and imagery as a way to get faster sales and stronger offers.
Perfect first step
Alex and Maria have been saving for their first property. For the last six months they have been visiting every open home they can and now they have finally enough deposit and preapproval for a small place…
So what properties suit this specific type of buyer and how do you market to this persona? Well first, you put yourself in their shoes.
The reality is first time buyers often look around a lot before they commit to purchase. As it’s their first time in the market, it takes a little while to get a good idea about needs, potential compromises, location etc.
First time buyers also tend to be quite cautious and mindful of straying outside their proposed budget.
Units and more affordable, smaller houses are often considered ideal for this buyer persona. Marketing towards Alex and Maria would involve highlighting affordability, ease of maintenance and location, including keywords such as ‘potential’, ‘savvy buyers’, ‘perfect start’, ‘move in ready’, and long-term growth.
Modern aspirational photos with contemporary furnishings and information about energy efficiency and modern appliances are also desirable features within this category.
Investor’s dream
Investors will move quickly when they know what they want. They are motivated by factors such as yield, capital growth, rental appeal, and low upkeep.
Pockets with high rental returns near amenities such as shops, parks and schools tend to appeal to this buyer segment.
When marketing towards investors, it’s a good idea to highlight rental demand, school zones, public transport, zoning and development potential. The overall visual tone should be professional and data-driven (e.g, rental yields, suburb growth stats).
Family haven
When it comes to property purchases, the priorities of families are generally ruled by practicality and budget.
A young couple with three children under five may still be prepared to settle for a smaller property but that same couple will be looking for things like more space to create additional rooms and multiple living areas.
Keywords that might appeal to this genre include room for expansion, covered outdoor, storage and security. The marketing tone should be warm and approachable.
Downsizers
Downsizers are often selling the family home with a view to enjoying the lifestyle they’ve worked so hard for. This buyer persona tends to know exactly what they want and has the cash reserves or borrowing capacity to acquire it.
Apartments, semi-detached housing, or smaller houses in sought after suburbs tend to appeal to this buyer segment, who also often seek low-maintenance properties in proximity to amenities such as the city, restaurants, retail and medical facilities.
Keywords that appeal to this buyer persona include ‘low-maintenance’, ‘secure’, ‘lock and leave’, ‘walking distance to…’
Faster and better sales
The key to selling isn’t just marketing the property, it’s marketing to the right buyer. Just as retailers tailor products, vendors must tailor the presentation of their property.
Listings that align with buyer personas often generate stronger engagement while savvy targeted marketing plans will help uncover new potential buyers and ensure the sale process is smooth and swift.
