Why it helps to know who’s buying
A lot of marketing and sales targeting is about patterns. Look at what’s worked before and do it again, look at what’s selling well and source more of it, and even work out who is buying so you can find more of the same type of people to target.
Sounds simple, doesn’t it?
It can feel overwhelming, but there’s no getting away from the fact that a lot of activities become easier when you recognise who is buying from you. Everything from planning your marketing strategy and social media content, to identifying the right properties before conducting viewings, so you’re not wasting time showing off something that will never be a good fit. Sales conversations become simpler too when you have an idea of the interests or cultural differences of the people you’re talking to.
How can you start to identify similar buyers…?
When you set out to learn more about who’s buying properties in your area, there’s a lot to be said for experience. Look back at previous clients and think about similarities. Consider the way you approached those sales and the things you could have done differently.
The Market Reports we share, while available publicly in summary, are provided in greater detail to all Kyero agents. This is a valuable resource to help you drill down into data for your area to identify patterns and insights into, for example, which countries are showing the most interest and which types of property are selling well.
And if numbers and charts aren’t your thing, try listening to the Kyero podcasts. It’s a great way to hear success stories from buyers, and identify little insights about the types of people buying, as well as their thought processes and the particular issues they face. Tap into some of the things you learn when you’re approaching sales conversations to help you offer valuable advice and guidance throughout the purchase process.
…and how can you find more of them?
One of the key benefits of beginning to understand who is buying in your area is the chance to recognise their profile and seek out more of them. We suggest that in order to do this you talk to the buyers you already have.
We’ve talked before about recommendations or testimonials, and how compelling they can be when it comes to attracting new clients. But if those reading the reviews believe the writer to be similar to them, the effect becomes even more potent. According to global data analytics company Nielsen, “92% of people trust recommendations from friends and family over any other type of advertising.” Because these are people they view to be relatively similar to them.
Perhaps encourage clients to tell their stories on our podcast and then share them with your audience or tweak the ‘voice’ you use on social media and in email communications to make sure you appeal to the people you want to attract.
Set yourself up for better sales by sitting up and taking notice of the wealth of data we provide about buyers in your area – and who knows where it will take you?
