Do you work with anyone who is looking to buy or sell a home?
Is that your target market?
I just got off the phone with an agent and I asked the question I typically start every conversation with — who is your target market?
He said, “I have three target markets”
I thought, “Cool! This guy gets it! He understands the importance of having a target market”
He continued, “buyers, sellers and commercial”
That is NOT a target market.
Now, Las Vegas has 12,000+ licensed real estate agents.
That is a lot of competition when you’re marketing yourself as the neighborhood-realtor-who-works-with-buyers-or-sellers-or-anyone-that-will-listen. (yes, even the Chili’s waiter who is thinking about buying once he graduates college…in 3 years)
You’re fighting an uphill battle.
You’re not going to win being a generalist. No one wants a generalist.
Unfortunately, this is how most agents market themselves — online or offline.
I get it.
You don’t want to miss out on any business.
You can’t afford to turn work away.
You don’t have the time for this.
You don’t think this applies to you, because you are special. You serve everyone.
It’s how I thought for years, too.
All of it above and more. I couldn’t afford to turn down business. I didn’t have the time to narrow my focus, as I had something everyone wanted (yea, right!)
I was different (not the I try to bite my ears different, either).
I was ignorant.
It was a huge mistake I made.
It was one of the reasons why my business never took off like I had envisioned it. I eventually had to dip into my 401k.
Eventually draining it.
Although, there wasn’t much there. Still, it was tough to swallow at the time.
It’s one of the reasons why I struggled for the first couple of years. Why I wanted to throw in the towel every other week. Why I cried myself to sleep more times that I can count.
It was embarrassing. Shameful.
I was trying to be everything to everybody.
I want to help you avoid this mistake by helping you develop your ideal client avatar. It is an extremely important component when it comes to marketing, however, most agents don’t bother determining WHO they want to serve. For the reasons I listed above and probably others.
It’s scary at first, I get that.
It will pay off in the long run, I promise you that.
Business is a lot more fun and fulfilling when you know WHO you want to work with. In this blog post, I am going to share with you some ideas on how you can create your perfect client avatar, cherry pick your clients and have a kick ass time doing it.
Business is supposed to be fun, lets not forget that. There is no time to work with less than ideal clients.
What is a Client Avatar?
It’s known as customer avatar, but you’re a real estate agent who serves clients, not customers. So, I am re-naming it “client avatar”.
According to a quick Google search, customer avatar is;
A customer (client) avatar is simply a detailed profile of your target customer (client). Once you’ve got one you can use it to do things like: Market to and own a niche where you become “the one to go to” Hone your marketing message so it appeals to a specific someone as opposed to a generic everyone.
That last sentence is bolded, in red for a reason.
Please read it again.
It is that important.
A popular quote, that you have most likely heard before, is;
When you market to everyone, you market to no one.
Why Create a Client Avatar?
When your message is crystal clear, that person is going to be MUCH more responsive. You are speaking their language. You are showing (not just telling them) them that you understand their common fears & frustrations, their wants & aspirations.
You are emphasizing with them. Empathy is extremely powerful when it comes to marketing. I’ll admit, it took me awhile to figure that out.
Here are some of the many benefits of developing an ideal client avatar;
Attract more qualified leads — You will attract more qualified leads as you are “speaking their language”. You understand what they want and what they need. You are inside their head and that is a very good thing, when it comes to marketing.
Increased conversions — You will convert more of the leads into clients as your marketing message is going to be crystal clear. You are the specialist,they seek out, to solve their problems.
Increase the effectiveness of your marketing — Your marketing with a sniper rifle, not a shotgun. Your accuracy (read: effectiveness) is going to drastically increase.
Reduce stress — An agent who is stressed? What?!?
Kidding, of course.
In fact, find me an agent who is not stressed and I’ll show you my ocean front property right here in Las Vegas. Might even sell you a piece of it, for the right price 🙂
When you CHOOSE who you want to work with, it makes work much more enjoyable. Much more fulfilling. Less stress.
Trust me on this one.
Reduce competition — You’re virtually eliminating your competition by zeroing in on EXACTLY who you want to work with. That is extremely powerful.
You might even feel bad for them at some point. Might being the keyword here.
Increase your Return on Investment dollars — You’re marketing is going to be extremely effective. You will not be approaching your business with the “spray and pray ” approach like all the other agents in your marketplace. You will be marketing with laser-like precision. You’ll be trimming the fat, aka extra marketing costs.
How to Define Your Ideal Client Avatar
You now know what an avatar is. You understand the importance of having one and how much more effective your marketing is going to be. I outlined six of the many benefits of creating one.
But HOW do I define an ideal client avatar?
Well, I am in a good mood, might be from the green beer I am drinking, so I am going to share with you a few questions you can ask to start to dial it in.
- Are they male or female?
- How old are they?
- Are they single? Married?
- Do they have kids?
- What is their current job situation? Monthly income?
- What is their current living situation?
- House or apartment? Rental or mortgage?
- What do they do for fun?
- Where do they shop? Online and offline?
- What websites do they visit?
Understanding Your Market
- What is the biggest problem they are facing?
- What do they want/desire?
- What is their biggest fear/frustration?
- What keeps them up at night?
- How can you help solve that problem?
Finding your ideal client avatar will take some time and testing.
Remember — it is not a project, but a process — it never ends.