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A target audience allows you to focus your marketing efforts and minimize the chances of your marketing campaign failing. In this guide, you will learn how to identify your target audience and implement it into your real estate marketing strategy to attract your ideal clients.

What Is a Target Audience?

A target audience is a specific group of people you want to aim your real estate marketing campaign at. It is your ideal client — the type of people you want to work with and offer your real estate services to.

Your target audience should be specific! Consider the following examples:

  • Home buyers: millennials, veterans, families, investors, etc
  • Luxury buyers, mid-level buyers, first-time buyers
  • Home buyers and sellers in a particular area

A target audience is a crucial part of every marketing effort. If you don’t know who you want to serve, how can you attract the right clients?

Identifying a Target Audience Matters. Here’s Why.

Many agents try to attract any and all buyers and sellers — this is a rookie mistake. The reason why your marketing efforts might be failing is because you are trying to work with everyone. Trust me that will get you nowhere in a saturated market full of other agents just like you. 

What’s the key to standing out? Identify and niche down your target audience. This means narrowing down the unique services you offer to a specific group of people.

Once you know who you want to serve, it becomes easier to cater to that specific audience. This allows you to effectively connect with the right prospects who are most likely to buy from you. 

Benefits of Finding Your Target Audience In Real Estate

Target your website and social media pages to a specific group of people, and you will be able to achieve the following for your business in real estate.

  1. Attract more ideal clients. Despite what some agents may believe, you won’t lose business by aiming your marketing efforts at a specific group of people. In reality, niche marketing allows you to create a stronger connection with the right type of customers. Being too broad can hurt your personal brand in the long run and make you unrecognizable in a pool of other agents.
  1. Position yourself as the local real estate expert. When focusing on a specific audience, you must consider the areas you serve. For example, becoming known as the real estate expert for luxury home buyers and sellers in Arlington, VA.
  2. Shift your marketing approach from sales to value. When you identify your target audience, it becomes easier to provide content that adds value for that specific group of people. You can leverage content marketing to create content that helps your customer instead of simply promoting your services and trying to convince them to work with you.
  1. Solves your social media strategy dilemma. When you know the kind of clients you want to target, you no longer have to struggle with figuring out what to post on your social media pages. By choosing your target audience, you can create consistent content that resonates with them specifically. 
  1. Stand out from the competition. When you choose to work with a specific group of people, you show those ideal customers why they should choose YOU instead of other agents.

Find Your Target Audience, Use These Tips

If you want to have a successful real estate marketing campaign, you need to know your target audience! Once you know who you want to serve, it becomes easier to cater to that specific audience.

Use these tips to identify and attract the ideal client that will actually buy into your services. That way, you effectively connect with the right prospects, increase brand exposure and grow your business overall.

Analyze Past Business

Identify your target audience by looking at past businesses. Part of figuring out the type of customer you want to attract starts with knowing the kind of clients you already have successful relationships. 

Create a list of people you have worked with in the past. Consider their unique needs, where they bought or sold properties, and a bit about their demographics.

Ask yourself the following questions:

  • Where has your past business come from?
  • Were your clients a particular age group?
  • Do you typically work with first-time buyers, investors, veterans, etc.?
  • Is there a specific type of property that makes up the majority of your sales?

Knowing these will give you a good starting point for identifying your target audience.

Consider Your Competitive Advantage

Another way to identify your target audience is by determining what you bring to the table for your ideal clients. Attract like-minded customers by asking yourself the following:

  • What unique strengths do you bring to the transaction? 
  • What services do you offer that other agents don’t?
  • What problems do you solve for your clients? 

What are your unique abilities and real estate services? Think about what makes you different as a real estate agent. Lean into the things outside of your business: interests, hobbies, and passions. Become relatable in prospects’ eyes by humanizing your brand and showing that you are just like them.

Focus on Communities You Serve

Niche down your audience by focusing on the specific neighborhoods and areas you serve. Start by considering where you have helped clients buy or sell the most properties.

For example, you can say you focus on serving Northern Virginia or hone in on specific communities within that area, like Arlington or Fairfax. This will allow you to show you’re an expert in the local market and target people that live in those specific areas you already do business in.

Don’t Be Too Broad

Despite what you might believe, focusing on a specific audience for your marketing strategy has a better chance of attracting more clients than concentrating on helping every home buyer and seller. 

We get it — you want to sell as many properties as possible, but coming in with this non-focused marketing strategy will leave you with fewer customers than you hope to have. Just take a look at real estate agent Matt Leighton. He skyrocketed his business by simply focusing on his ideal client, which is luxury buyers and sellers in Arlington, VA.

There’s no point in trying to attract customers that are least likely to buy from you. This is why you need a specific target audience — simply saying that you want to work with ‘buyers and sellers is not clear enough.

Implement Your Personal Brand

Catering to a specific audience is also about personal branding. Your personal brand represents who you are, your skills and experiences, and the impact you bring to clients in real estate.

By humanizing your brand and showing your audience that you are more than just a real estate agent, you have the opportunity to connect with them in a meaningful way. Don’t be afraid to show your personality! Remember that people want to work with others they know, like, and trust. 

TIP: Look at our Instagrams for inspiration on how you can humanize your brand and become relatable and likable to your target audience. Visit Josh’s Instagram and Michael’s Instagram.

Create Your Customer Persona

Identify your ideal client by thinking about their characteristics. Get specific!

  • Demographics. Consider their age, location, education level, and income level. This will give you a good idea of what to look for in your ideal client. For example, if you want to focus on luxury real estate, your perfect client should probably have a good amount of income coming in. 
  • Purchase Intent. What kind of properties are your ideal clients looking to buy or sell? Knowing this will help you understand your customer’s pain points and what they seek in an agent.
  • Special Interests. What kind of hobbies and entertainment does your audience like and prefer? Knowing their interests will help you understand their buying preferences and what motivates them to make a purchase.

Identify & Cater to Your Target Audience, Grow Your Real Estate Business

Establish a connection and build trust with your ideal customers by identifying your specific target audience. With a specific group of people in mind, you can focus your marketing efforts on ideal clients, not just cold leads.
If you want to take advantage of this marketing strategy and create consistent content without doing all the work — reach out to the marketing experts at TopShotPro. Get in touch with us here.

Michael Rivero

Michael Rivero

Co Founder of TopShotPro a passionate innovator in the marketing industry, with a unique eye for Brand development, strategy, growth, and leadership communications.