No matter how much data you have on your target market, it’s hard to really get into your potential construction clients’ minds without a clear image of who they are. By using buyer personas, you’ll develop a more relatable vision of your clients so you can reach them more effectively.
Understand What Your Clients Want Most
Creating buyer personas shifts your perspective from seeing “prospective clients” as a vague collection of data to understanding them as individual people with specific goals, challenges, and interests. Your typical remodeling client might become not just anyone with an older house, but Dave, a 35-year-old professional and father of a growing family.
Once you’ve clearly defined the goals and challenges of each type of client you serve, you’ll be able to offer them exactly the solution they need and want. Buyer personas also make it easier to humanize your marketing with humor and other personal touches to build rapport and set your firm apart.
Know Where to Find Your Clients
To get the most out of your marketing budget, you need to go where your potential clients already are. Using buyer personas helps you zero in on where your clients spend their time, so you’ll know where to place what type of messages. You’ll know which type of client loves LinkedIn and which prefers Houzz; which connects well through email and which responds better to direct mail. Overall, you’ll see a better response rate for less effort.
Develop Future Services
An in-depth understanding of your clients’ goals allows you to better anticipate their future needs. You’ll spot business opportunities you might have overlooked if you hadn’t delved deeper into your clients’ personalities.
For example, if the persona of your commercial real estate client is strongly interested in environmental sustainability, you might develop a service to help them ensure their properties are as eco-friendly as possible. Through informed decisions like this, you can expand your range of services faster secure in the knowledge you’re offering what the market wants.
For more tips on using buyer personas, contact us at Construction Monitor.