Blog

In this article I’m going to look at another fundamental of marketing, and that’s identifying your perfect client for your property business, and why it’s so important.

If you don’t get this right, whatever marketing you do may just fall through the cracks

This one stage will save you so much time and consequently, save you a lot of money. It will focus your efforts on targeting ONLY the people who matter to your business, and stop you wasting time creating marketing assets that won’t get you to your goal.

So as a property investor, who are your perfect clients? This usually falls into two very different and distinct categories.

Property and a property investment business is unusual because we’re technically acting as a trading company, in as far as you need two faces to your business.

There are two things that every property investor needs to focus on in order to have a successful property business and that's deals & money!

#1: You need to FIND the deals

• What are their hot buttons?
• What are they actually looking for?
• What sort of person are you targeting?
• What’s your experience so far, is it people who have inherited property?
• Is it older people looking to downsize now the family has moved out?
  

Understanding who your primary target audience is enables you to use that information when creating geo targeted Facebook or Google ad campaigns. It helps you write the copy for your leaflets, in fact it would determine what sort of properties you leaflet, what areas etc.

Or you may be doing property sourcing, same idea, you need to find people selling property in your area and want to sell those properties fast. Speed is your USP, it’s the service you are offering.

I said there are two things you need to focus on, the first was the deals, the second is money.

#2: You need to FIND the Money!

In other words, you have two very different clients, people who want to sell their property and people in the investment marketplace who want to invest for a return, possibly with you.

No matter what the structure of your business, you need to have a professional face for each side of the business. This means two different websites with two different processes behind those sites.

The DEALS Site

Enable Prospect Investors The Ability To Book A Call With You At A Time That's Convenient To Them!

So whichever way you are facing, toward motivated sellers, those people looking to sell their properties at speed, or your fellow property investors who may want to do business with you, the common denominator for success is knowing exactly who YOU are looking for and knowing them inside out.

So, here’s a simple exercise that will help you start to shape the text you use, the ads you create, the language you use on your websites, posts and articles.

Focus on one side of your business, say the motivated sellers.

You start with what sort of property you are looking for, both for yourself and for your prospective investor partners.

What sort of person lives in those properties?
What are the typical motivations for selling?

Motivated sellers don’t really come from a demographic as such, anyone, no matter who they are, their age, income, job type etc, it could be any type of property from a small one bed flat to a hotel.. At some point all different types of people may need to sell their property and they may need to do that at speed.

So identifying and creating ads, on page copy and the language we use in our social posts or even on our leaflets is incredibly important. You don’t want to appeal to everyone, you only want to appeal to your target market audience.

So start getting some of this information down on paper. If you go to someone to run ads for you, you will have to explain fully and exactly who you are targeting. So get it clear in your mind, don’t just stick generic marketing out there, be specific, focus on the deals you need to fit your strategy.

Once you have this down, and you’ve honed it a bit. You will start to create leaflets, website copy, posts and ads that talk directly to your target audience include their pain points, and show them how you and the service you are offering is an economically viable solution to their problems

It’s a good exercise to create what we call an ideal customer profile, this is simply getting down on paper the typical type of person you see as an ideal client, age, area they live in, their job, income, situation, etc.. Then next to that write down some of the problems they face. I spoke earlier about people who may have had their children leave and are rattling around a large house that they may want to get rid of, think about what they may be dreaming about, retirement, smaller property in their dream part of the world? Can you provide a solution that will get them there quickly?

Try this exercise, you’ll be surprised at the marketing ideas it brings up...