Play to Your Audience
We are in a business (and that may be true of most of the businesses) where we have to work with many different minds.
Now if we continue to serve each of them same way, do you think it will be easy to work with EVERYONE?
Here's a re-post from Jenna Dixon.
Play to your audience: know who they are, understand why they are where they are and what they need to do.
Inspire trust with truth.
Gain confidence with professionalism.
Tell them what they need to know and why.
Help them achieve their goals.
When writing marketing or informational material for your business it is of paramount importance to understand the point of view of your target audience. Rarely is anything one size fits all.
Your STYLE OF COMMUNICATION needs to be designed to fit the target.
SETTING THE TONE of your material to appeal to your target will bring a level of connected-ness that will generate results. Think about the concept of "mirroring". Let your audience see themselves in you. Build a commonality that makes you approachable because you are "like them".
Are you targeting high earning, college educated professionals in luxury homes, middle class suburban families, or single, urban living hipsters?
For each target market, your STYLE AND TONE need to be specific.
PRESENTATION OF SELF is also important. What are you trying to say about YOU?
If you are selling widgets at $1.49 each, the presentation would not be the same as if you are selling, say, $500,000 real estate.
Grammar, colloquialisms, graphics, paper type, glossy vs matte...each of these make a STATEMENT.
MAKE SURE YOU ARE YOU SAYING WHAT YOU THINK YOU ARE SAYING!
Writing, designing, marketing for mass appeal DILUTES THE MESSAGE. (Unless you're selling i-Phones! Apparently EVERYONE wants those!)
In real estate, however, we work in price ranges, neighborhoods, communities...in a given town it would not be unusual to see a wide variety of housing options.
From apartment complexes full of first time home buyers to luxury enclaves of million dollar estates and everything in between, each of these "niches" requires a specific voice to reach them.
Select your target, do your research, consider their needs, BECOME THE PROFESSIONAL THAT THESE SPECIFIC PEOPLE WANT TO WORK WITH, hone your message and get results!
Jenna Dixon Associate Broker DRA Homes (770)374-4230
Comments(20)