Before you can choose how you’re going to communicate your message and what you’re going to say, you need to know who you’re trying to talk to.
The single biggest mistake in advertising – not just real estate advertising but in all advertising – is that marketers create ads without a clear concept of the person they’re trying to influence. As a result they use the wrong media, say the wrong things, and fail to inspire the right outcome. Before you risk a similar mistake, begin by answering these questions:
- Who are you trying to reach with this particular message? Be particular. What age? What income level? Where do they currently live?
- Will this message be going to people you know? If so, it can and should be more personal than an ad reaching brand-new prospects. People that already know you are most likely to consider doing business with you. Move them toward action by stressing your results and professional credentials while also conveying the benefits and features of the offer you’re presenting.
- Is this marketing message targeted to specific buyer groups, like first-time homebuyers, empty nesters, second home purchasers, or investors? If so, you need to focus your message toward the interests, needs, and motivations of that specific group.
- Is the market for this message comprised largely of consumers in a specific age group or generational demographic? Will the offering you’re promoting be of primary interest to one of the following groups of consumers?
- The senior generation aged 65 and over.
- Baby boomers born into Western societies post-World War II between the years of 1946 and 1964.
- The post baby-boom generation born between the mid-1960s and early 1980s who are sometimes referred to as Generation X or Generation Next.
- People born between the mid-1970s and mid-1990s, labeled by marketers Generation Y, the Echo Boom, or the Millennial Group.
Those in the older generations still remember the depression, Kennedy’s assassination, man landing on the moon, and Watergate. Younger audiences have never known a world without MTV, cell phones, and the Internet. Obviously, you’ll want to develop different messages and choose different media approaches to reach each group.
Real Estate Marketing Tip:
The National Association of Realtors and most of the large real estate companies have conducted extensive research to define how those in various generational groups relate to real estate marketing, sales, and servicing. Training courses on this topic are ongoing. Watch for one, enroll, and invest a few dollars and hours to refine the strategies and tactics you use with consumers in each of these generational age groups.