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Who is YOUR Ideal Client?

By Michelle Fradella-Barfuss

Managing Real Estate Broker with Broker, Marketing Coach, Trainer - Red Rock Real Estate Utah 9130327-AB00

November 04, 2011 04:36 AM

What would your business be like if you were able to attract and only work with "ideal clients"? You know, those clients that you really gel with. The ones you enjoy helping, and they enjoy you! The type of clients that you look forward to speaking to when they call, and you almost hate to see the deal completed, because they were so much fun to work with!

Ideal Clients Sound like a pipe dream?

What if I told you that you CAN attract your ideal clients to your business?

Think about the marketing that you do. Are you focusing on one particular type of client, or are you spreading your marketing out to the masses - doing everything that every other agent is doing - hoping to catch anyone that comes along?

In my last post, "Jack of All Trades", I talked about trying to be everything to everyone. Well, your marketing is probably doing the same thing.

Most real estate advertising is not set up to attract specific prospects. It's the same old, tired listing information. Travel across this Country, and pick up a real estate magazine in ANY town, and you will see a lot of the same thing. Page after page of listing ads, with photos of agents, and lists of their "hype" (like We're the Best, or Our Service is #1, etc).

Isn't it any wonder that the average consumer thinks we're all just the same?

Now, what if you could create targeted marketing pieces that resonate with the specific type of client that you are wanting to attract? What if your marketing could speak to that particular client - could address their concerns, fears, aspirations? How do you think that could change the response you get on your ads? Do you think that would make a difference?

I challenge you to really think out a new process the next time you are preparing your marketing.

Is it going to be the same that everyone else is doing?
Is your piece going to stand out, or are you going to blend in with the crowd?
Are you focusing your wording to attract prospects to you, and your services, in a way that puts attention on THEIR concerns (and doesn't focus on you)?

I believe that if you take this approach, even on just one piece in your marketing, you will see an amazing difference in the response you receive!

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Karen Fiddler, Broker/Owner

Karen Parsons-Fiddler, Broker 949-510-2395 - Mission Viejo, CA

Orange County & Lake Arrowhead, CA (949)510-2395

Great point. We all need to realize who we are attracting and make sure that's who we want to attract.

Nov 05, 2011 04:23 AM

Eric Kodner

Wayzata Lakes Realty: Eric Kodner Sells Twin Cities Homes - Minnetonka, MN

Wayzata Lakes Realty: Twin Cities, Madeline Island

I look for two things in an ideal client. One is a client who is knowledgeable about the market and realistic. The other is a client who knows what they want to accomplish and understand what it takes to get there.

Nov 05, 2011 04:37 AM

Gabe Sanders

Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales - Stuart, FL

Stuart Florida Real Estate

My ideal client is one that is perfectly honest with me about what they need and can afford. For sellers, just the honest and possibly a realist.

Nov 05, 2011 04:52 AM

Dana Smithers

PRES Staging Resource Centre - Vancouver, BC

PRES Staging Training, Redesign Training & Busines

I couldn't agree with you more Michelle. As the PRES home staging instructor I spend a lot of time talking about the importance of determining your ideal client. This is an excerpt from one of my enewsletters several months ago:

Determining the profile of your IDEAL CLIENT is going to create MARKETING MAGIC so you attract more clients…

By now you know how important it is that you have a marketing plan so that your business will grow on a steady basis. Be aware that marketing plans can and may need to change if your business is not growing. Regardless, it is crucial that you understand whom your ideal client is because if you don't know who you are 'talking to', you won't know 'what to say', and you won't know 'where to find' them. Let's take a look at some of the key questions you need to be asking to help you create your Ideal Client Profile.

Questions you need to be asking to create your Ideal Client Profile…assuming you have a viable target market!

Even if you have not yet worked with your Ideal Client spend some time 'imagining' what he or she would be like. Ask yourself some of the following questions but also include ones that are very specific to your niche market. As a home stager your primary clients will be home sellers and realtors.

Here are a few key questions you need to be asking to create your:

Ideal Client Profile as a Home Seller:

Do they have enough money so they will happily pay my fee?
When I make my recommendations in preparing the house for selling are they eager to implement my suggestions?
Do they respect me and value my work as a professional home stager?
What kind of neighbourhood do they live in? Where do they shop?
Do they have a family and might they have elderly parents needing to downsize?
Would they be happy to refer me to people they know who are selling?

Ideal Client Profile as a Realtor:

Do they have enough money so they will happily pay my fee?
Do they respect me and value my work as a professional home stager?
What real estate company do they work for? Does the company have a good reputation in the market place?
Do they have a good reputation in the market place?
Will they introduce me to other realtors they know and give me a great referral?
Will they be on time for meetings and be willing to build an exclusive relationship with me as part of their marketing plan?

Nov 05, 2011 05:28 AM

Kimo Jarrett

Cyber Properties - Huntington Beach, CA

Pro Lifestyle Solutions

Great post. Professionals are fearless and choose their clients from the pool of their targeted prospects that meet their client profile.

Working smarter not harder is key to success, so choosing clients that fits your client profile toward achieving mutual goals and objectives without any obstacles should produce their desired performance.

Nov 05, 2011 06:14 AM

Jennifer Chiongbian

Specializing in all types of Manhattan apts & townhouses - Manhattan, NY

Real Estate Broker - NYC

This is something most people forget! They just want anyone. I realised that my happiness was directly tied to the type of educated clients I am aiming to get get. No longer do I just take anyone and everyone and be miserable grumbling about how I hate my client. Life is too short for that!

I made a concerted effort to change my target audience through my website. I am so much more at peace...

Nov 05, 2011 06:51 AM

Gene Riemenschneider

Home Point Real Estate - Brentwood, CA

Turning Houses into Homes

I have had some success doing just this. I market to a certain type of people and that is what I am getting.

Nov 05, 2011 07:43 AM

Lyn Sims

Schaumburg, IL

Real Estate Broker Retired

I'll give it a go on my next set of market graphs & we'll see.

Nov 05, 2011 08:27 AM

Gayle Barton, Forsyth County Real Estate

BERKSHIRE HATHAWAY Georgia Properties - Cumming, GA

Cumming GA Homes For Sale (404) 710-0204

Great pist Michelle. Life is easier when for eveyone involved when you work with poepl you like! Looks like I need to do a bit of thinking & re-thinking....

Nov 05, 2011 10:08 AM

Lucien Vaillancourt

Native Sun Realty, Inc. - Jacksonville, FL

Jacksonville Florida Real Estate

I think a good approach is to put your self in the shoes of your target client and ask, "whats in it for me?" If the answer is nothing, then a change is needed. I don't want to be a "Me too" advertiser. Unique and different is the way to go.

Nov 05, 2011 10:41 AM

Kate Akerly

Kaminsky Group - Manhattan Beach, CA

Manhattan Beach Residential Sales

Each piece of marketing that is paid for needs to be designed to attract a specific type of client. If you can't articulate who that target client is, don't both spending your money on the advertising, because it's not going to be successful!

Nov 05, 2011 11:06 AM

Winston Heverly

Coldwell Banker Access Realty - South Macon, GA

GRI, ABR, SFR, CDPE, CIAS, PA

If your marketing is specific to a general area or zip code that is made up of those buyers and sellers, then they tend to be the same. However, I believe most customers appreciate someone that looks out for them, and is always avaliable for their needs.

Nov 05, 2011 05:40 PM

Bob Miller

Keller Williams Cornerstone Realty - Ocala, FL

The Ocala Dream Team

Hi Michelle, I guess a dream real estate career would be enough business to only have to work with ideal clients!

Nov 06, 2011 01:09 AM

Lisa Heindel

Crescent City Living LLC - New Orleans, LA

New Orleans Real Estate Broker

Michelle, I struggle sometimes with deciding who my ideal client is. What helps me when I'm blogging is to picture who I am giving the information to and write just for them. It at least keeps me on track for that post!

Nov 06, 2011 02:37 AM

Evelyn Kennedy

Alain Pinel Realtors - Alameda, CA

Alameda, Real Estate, Alameda, CA

Michelle:

I have not given much thought to my idea client. Since anyone who wants me to list their home and is a reasonable individual is an acceptable client. Guess I should give this subject some thought, tho.

Nov 07, 2011 04:46 AM

Tolin Peterson

Preview Properties, Inc. - Seattle, WA

Thanks Michelle, I completely agree. In 2011 I marketed to about 4 different demographics without much success. I was spread pretty thin, and didn't have much time to put effort into any of my campaigns. In 2012 I have decided to give 100% of my marketing efforts to the one demographic I REALLY want to work with. We'll see how it pans out...

Nov 07, 2011 08:36 AM

Dawn A Fabiszak

Private Label Realty ( Denver metro area, Colorado - Aurora, CO

The Dawn of a New Real Estate Experience!

Michelle ~ I would have clients that were motivated and knew exactly what they were looking for! There are a few out there!

Nov 07, 2011 11:58 AM

Dale Taylor

Re/Max 10 New Lenox Illinois http://dtaylor.remax.com - Frankfort, IL

Realtor = Chicago Illinois Homes Townhomes Condos

No it is not a pipe dream. It is a goal to acquire!

Nov 22, 2011 05:53 PM

Sylvie Stuart

Realty One Group Mountain Desert 928-600-2765 - Flagstaff, AZ

Home Buying, Home Selling and Investment - Flagsta

Niche marketing is really a great thing to focus on. It can be scary to get started, because you think of all the leads you may be missing, but it often can be worth it as you can be more effective.

Jan 30, 2012 12:09 AM

Matt Robinson

Professional Investors Guild - Pensacola, FL

www.professionalinvestorsguild.com

My ideal client would be the guy I sold a condo to last month. Never met him, and he bought it sight unseen, $532,500...not bad. I could really use about 20 more of him...lol. In all seriousness, I do want to target luxury buyers, and I have a big-time targeted plan to attract them that I plan on launching in the next 12-18 months. Stay tuned...

Apr 24, 2012 06:20 AM