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Understanding Real Estate Audiences (and How to Match to Them)

real estate target audience

Trends may come and go but there will always be a demand for real estate. There are many reasons for this, including the appreciation of value over time or the desire to establish roots in one place. In the end, people will always need places to live. The different motivations that drive people to purchase shape where and how the market concentrates. 

In this post, we will discuss the different audiences or groups looking to purchase real estate, help you reach your ideal customer groups, and give you some tips for effectively marketing your real estate agents to them. 

Understanding Your Real Estate Target Audience 

Various groups are interested in purchasing real estate, identified by life stages and intent. Depending on the category, they may respond better on different platforms.

Here are the different groups that make up real estate buyers and sellers:

  • First-time homebuyers – Eager to plant their roots, these folks are stepping into the market. They often seek guidance on neighborhoods, nearby amenities, and how to qualify for mortgages. This group is focused on getting the most bang for their buck. 
  • Real estate investors – These buyers are much more savvy. They are always looking for properties that promise a good return on investment, be it through rental income or property appreciation. They are not emotional and are focused on the investment value and how long it will take to reap the benefits. 
  • Downsizing retirees – Large family homes may have sentimental value but don't fit the needs of retired singles or couples. Many retirees seek something smaller, more manageable, and in a community that suits their new lifestyle needs. 
  • Growing families – These are families thinking ahead about accommodating their growing families or moving up in their careers who want bigger or nicer spaces. They often focus on neighborhoods with larger yards and better schools where they can be in a community of other young families. 
  • Commercial buyers – Businesses big and small seek spaces that resonate with their brand and can accommodate their operational needs. They may be expanding into new areas, consolidating from smaller facilities, or looking to establish a new headquarters. They will often be interested in the available workforce, housing opportunities for their workers, and favorable tax opportunities for their businesses. Alternatively, they may be interested in local customers.
  • Overseas buyers – Attracted by investment opportunities, lifestyle, or perhaps education for their children, this group brings a global perspective to the local market. Many look for multigenerational housing where their parents and children can live together. Others may look for a second home where they can stay when in the States on business or vacation. 

Tips to Tailor Your Real Estate Marketing 

In today's real estate landscape, establishing a robust online presence and a compelling digital marketing strategy based on different appeals for each target group is crucial. For instance, you would use a different tactic for a first-time homebuyer looking for a value "starter" home than for local or relocating families looking for the best school districts or investors looking for areas with stability and growth potential.

Follow these best practices to tailor to your real estate target audience more effectively.

Understand Your Client

Before crafting any marketing message, it's crucial to have a deep understanding of your client's needs, preferences, and challenges. Delve into their goals, communication style, and decision-making process. Leverage various research methods like surveys, interviews, and social media to gather insights and tailor your message accordingly.

Select the Right Channel

Choose the most appropriate communication channel based on your client's preferences and property type. Customize your outreach to suit the platform norms and maintain consistent branding across channels while adapting to new platforms to stay current.

Define Your Purpose

Ensure your marketing message has a clear and specific purpose, whether it's prompting clients to take action or providing relevant information. Avoid being pushy or generic, and respect your client's preferences while offering incentives to encourage engagement.

Reflect Your Voice

Let your personality shine through in your marketing message to establish trust and credibility. Maintain consistency in your voice while adapting it to resonate with different client groups. Understand your clients' needs and adjust your tone accordingly, but stay true to your brand identity.

Find Your Real Estate Target Audience With McClatchy

McClatchy has access to broad audiences with a specific focus on niche locations, which is critical for real estate marketing. As the nation’s second-largest media company, we have the broad expertise to help your real estate company navigate the intricate challenges of adhering to the regional needs of homebuyers.

Contact our team when you are ready to target your ideal real estate audience more effectively. 

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