Latest From The IM Blog

by Bobby Tsui on 14th January 2015

In order to generate leads online, you must be sure that you are attracting the exact and ideal customers you want to be attracting. Inbound marketing is about creating remarkable content in order to pull in your ideal customers at the right place and time.

Home Builder Marketing: Why Buyer Personas Matter


home builder marketing buyer personas In order to generate leads online, you must be sure that you are attracting the exact and ideal customers you want to be attracting. Inbound marketing is about creating remarkable content in order to pull in your ideal customers at the right place and time.

If you are investing in your home builder marketing, you’re invariably creating content that speaks to your buyers in a personal way. Don’t let your content creation efforts go into a vacuum. Use these helpful tips and align your sales and marketing by creating a couple of buyer personas.

What Are Buyer Personas?

Buyer personas are fictional representations of your ideal customers. Real data such as what kind of cars they like to drive are helpful to know, but so are other data about customer demographics, online behavior, along with educated speculation about their personal histories, motivations, and concerns.

Why Do Buyer Personas Matter?

Buyer personas are important because it aligns your team members across your sales, marketing and customer service departments to speak the same language to your customers. By creating these personas, you can all better understand who you are communicating with and how to approach the interactions. I have spoken with many business owners who are just very reactive to the day the day operations and have never stopped to think about what kinds of questions are important pain points in the eyes and hearts of their customers. This is important!

What’s In It For Sales?

Sales members can shorten the buying process by asking the right questions that are always on top of mind. Before they ever pick up the phone, they’ll have a vision of how to direct their questions that allows them to identify the right solutions to a prospect’s challenge. Oftentimes, a prospect won’t know what to expect when remodeling or renovating their decks. Asking every question under the sky in order to suggest every possible entertainment solution will just be wasting your time when you can consult with them based on their buyer personas in an instant.

What’s In It For Marketing?

The messages will resonate 10x more when you create remarkable content that gets consumed and shared with your buyer’s network. You want your buyers to be brand promoters of your services to other strangers in their network, thus acting as referral sources and influencers. When you have a clear vision of the reader, you can craft your blog articles, email campaigns, and nurturing sequences with a clear vision of the challenges that they are facing. For example, if you target wealthy homeowners who care about quality, it wouldn’t make sense to be blogging about budgeting advice.

Ok, I Have To Ask…How Do I Create Buyer Personas?

Good thing you asked! They are created through research, surveys and interviews of your target audience. That includes your customers who bought from you and prospects who almost bought from you. After you’ve done the research, use the following buyer persona checklist we made for you to make sure the interview gives you good, quality data! 

Leave a reply