If you base your marketing strategy on assumptions about what your prospects want from you, you could be wasting money. The NATIONAL ASSOCIATION OF REALTORS® Profile of Home Buyers and Sellers provides insights into what really matters to the typical buyer and seller. For example, it may not be wise to using marketing dollars to promote your resume; according to the survey, the average homebuyer or seller doesn't care about your accomplishments. What they do care about is your ability to help them find the right house, negotiate skillfully, and manage the paperwork. Your marketing should target their concerns.