A good marketing campaign consists of several steps and factors. However, defining the persona and the target audience of a particular product or service is decisive in any company's sales strategies.
In businesses involving real estate it is no different: this data will direct sales to potential buyers and, thus, increase the number of negotiations and make them faster.
To find out who these people are, research is needed to reach the ideal profile. Thus, the actions will be directed to the appropriate public, obtaining - in this way - return, profit and engagement.
Then, read on and understand more about these two concepts and how they can speed up real estate sales!
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What is persona?
It is a fictional representation of your ideal client. Although the target audience is still used in marketing campaigns, it is losing space to the persona.
In fact, it better defines the profile of who should be impacted - since the information is more detailed, making it as close to reality as possible.
Its construction is based on data on behavior, habits and demographic characteristics of potential customers, among other information. Thus, it is possible to make people fit in the profile, identify themselves with the products or services offered by the company.
How to define a persona?
If there is a chance, interviewing a few clients can go a long way in creating the persona. This is because many questions can be asked to obtain as much information as possible. Check out some of the data that can be obtained:
- Who is the customer? (obtain information about physical and psychological characteristics);
- What kind of product or service does he consume the most in relation to the company?
- What are your main personal and professional activities?
- What is your level of education?
- What are your main challenges and difficulties?
- How can the company help you?
That is, you need to know what type of person is interested in a particular property. In this way, everything that is directed at her in digital marketing campaigns will be designed specifically for the persona created.
It is very important to get as much information as possible. With the answers in hand, you will have considerable data to define your potential customers . Check out:
- if you have children;
- children's age;
- dreams and wishes;
- shopping habits;
- technologies used;
- programs you watch;
- day-to-day difficulties, among others.
Persona example: “Joaquim, 30 years old, IT consultant. Not married. He lives in Morumbi, in São Paulo. Graduated in Information Technology. He frequently participates in technology and computer fairs and loves to stay up to date on everything that happens in the sector. He likes to travel a lot and does not give up physical activities, such as gymnastics, weight training and fights. ”
What is the importance of creating a persona?
Creating a persona defines in detail how the ideal customer is . It allows developing safer strategies in the company's marketing actions, ensuring more effective results. Check out the advantages of creating a persona with all the relevant characteristics.
Help in identifying the audience
The creation of the persona makes it easier to identify the audience. However, the characteristics are more in-depth when compared to the target audience, making it possible to create a more differentiated sales strategy.
Reduces purchase objections
When you do a survey to know the characteristics of the persona, your greatest needs are also researched, as well as your doubts and difficulties in finalizing a purchase.
Allows investment in the most appropriate channel
Knowing the customs of the customers, it is possible to make investments in the appropriate channel and reach the persona more easily. In this way, more qualified leads are generated;
When discovering more about your customer, it is possible to have a better understanding of the communication processes, such as the language to be used and the purchase objections , ensuring more convincing arguments for each profile.
What is the target audience?
The target audience involves a large number of people, a fraction of the society for which your product or service can be useful. It is the group to which your company directs its marketing actions.
The target audience is the potential consumers of your product or service because they identify with it. It is used in the initial phase of creating sales strategies, when little information about the consumer is needed and the goal is to reach a larger audience.
To define it, some information is needed, such as:
- age group;
- marital status;
- purchasing power;
- social class;
- Consumption habits;
- profession, etc.
Although it is still used in the initial phase of creating marketing strategies, the target audience is in disuse, not being the only guide to sales strategies - as it was some time ago. More in-depth information is obtained, entering the persona scene as a more accurate way to reach the audience.
Example of definition of target audience: "Men and women between 30 and 45 years old with children, residents of the capital, with an income between R $ 4000.00 and R $ 7000.00."
What is the difference between target audience and persona?
Both play important roles in the marketing strategy. The main difference between the two concepts is that the target audience involves a group of people with more generalized information, while the persona has more detailed information - pointing out the ideal customer with more in-depth characteristics.
The target audience provides more comprehensive data for a group of people. He does not speak, for example, about the habits or the lifestyle they lead. Your potential customer may be among them.
The persona, in turn, defines more specifically who is going to consume a certain product, be it a drink, clothing or property. It brings together many details that allow us to easily reach a certain person.
As you noticed in this text, both the target audience and the persona are important, just using them at the appropriate time of sale. Both help to capture qualified leads, with a strong chance of becoming buyers.