Property businesses hoping to better their brands should understand what a buyer persona is. Hubspot defines a buyer persona as “a semi-fictional representation of your ideal customer.”

This can be understood by accumulating specific quantitative and qualitative data, market research, and facts we already know about existing customers. 

A buyer persona is equally important in a B2C context as it is B2B. After all, people are behind your business and humans buy from other humans. 

Here at Angels Media, we have found that the more you know your audience and customers, the better chance of success your brand will have to fulfil their needs.

What to use buyer personas for 

Often it is easy to focus on what you want for the business, but it is important to remember the main point of interest are your customers, agents not yourself. Buyer personas encourage customer priorities to be the main interest.

By ensuring that these are the focus throughout all business moves, you can be sure that whether they are making a social media post, creating a marketing campaign, or launching a new service, the target customer who has been defined will be spoken to directly. 

Buyer personas enable businesses to better understand what audiences truly want and how they want services and products to be marketed to them and future customers with the same buyer persona. 

Without it, segmentation cannot be done properly, particularly if an inbound approach is relied on.  

Rather than selling to a whole market, having detailed buyer personas ensures that your targeting of potential customers is a lot more precise.

If you would like to reach higher financial goals and turn strategies into leads, knowing buyer personas can help achieve exactly this. For example, buyer personas are important for the property industry because they help suppliers understand who they want to appeal to and establish long term relationships with.

They can be used for product development and building new products, building strategies, and helping the sales team to build rapport with potential customers. They can also be used for customer care.

Around 47% of companies that make use of buyer personas surpass sales and revenue targets. Why not join these companies on their journey to success by making buyer personas part of your business? 

How to create a buyer persona in a B2B environment

Buyer personas can help to build B2B sales in most industries, particularly the property industry. In this sector pricing is an important factor for sellers and buyers, but buyer personas can be used to identify other critical factors about agents and their needs.

Statistics prove that click-through rates on emails increase by 14% and conversion rates increase by 10% when buyer personas are used. 

A great starting point is to analyse existing customers. Find out information about their demographic such as their age, gender, income, and location. Other information to do with their business agenda, qualifications, lifestyle, business perspectives, aspirations, and behaviour will also prove beneficial when constructing profiles.

As well as this, look to find out the main challenges they face on a day-to-day basis, why they work in the industry they are in, what they would change about their work or industry if they could, what publications they read, and where they go for news about their industry, to ensure you create as comprehensive a buyer persona as possible.

These are only some essential facts that should be investigated when creating a buyer persona. Many questions can be asked during this process. The investigating process could be time-consuming, but it is also very worthwhile.

Once information surrounding the agent is established, the goals of the customer as well as their “pain points” should be found. Knowledge of their goals and pain points can help you understand which services and products to and not to share with them.

The issue with generic marketing techniques that do not establish buyer personas is they are too general and too diverse. The more specific the buyer persona, the better the outcome.

Once all the information has been gathered, a realistic persona can be created to help the business flourish and reach new heights. 

Looking at the research, finding similar traits, and grouping these are necessary steps needed to find a persona for the business. Always remember that these must be specific and detailed, as opposed to a generic list of traits. 

For further advice on how buyer personas can improve the overall performance of your business, please email us at team@angelsmedia.co.uk or call 020 8663 4989.