Who doesn’t love a good story?
Perhaps you have the latest paperback tale of a jilted wife faking her disappearance to exact revenge on her husband. Maybe you prefer the coming-of-age story of two star-crossed lovers.
Even in the “real world,” we love the story of someone overcoming the largest obstacles to follow their dreams to create a business that becomes a global phenomenon.
The common thread in whatever story that grips us are the characters. The characters bring us closer to the story because we identify with their motivations, challenges, and goals. Simply put, characters help you connect.
It stands to reason that if audiences connect because of characters, the characters can also be used to connect back to your audience. This is where characters evolve from the brain of an author or screenwriter to your savvy marketer.
Buyer Personas: Characters That Help You Connect
Buyer personas, also known as marketing personas, are a semi-fictional representation of your ideal customer based on market research, interviews, and real data about your customers. These personas capture the demographics, behaviors, motivations, problem areas, and professional/personal drivers of your ideal customer. Knowing this information helps you create the type of customer service culture needed to attract new residents to your multifamily property and develop loyalty.
Really, it just makes sense. If you were putting all of your resources toward multifamily marketing campaigns that weren’t targeting the right people, new leases would stagnate. Companies have become customer-centric by implementing practices to study their ideal demographic and their purchasing behavior.
The Power of Personas: Why Bother?
If someone told you this was a piece of cake, they probably aren’t doing it right. So, if it takes so much time and effort, then why bother?
Once you have established your persona, you need to angle everything about your business toward their perceived tastes. For example, an apartment located next to a university would likely be more successful if they styled their marketing efforts with a college student in mind.
The persona can be helpful as well with content marketing and social media. For instance, you can formulate content based on trends in the buyer persona’s interests. Use the persona to highlight the amenities you offer that best meet the lifestyle requirements of your target market. Building a buyer persona gives the entire leasing process a purpose. Otherwise, you are selling the same physical amenities no matter who walks in the door.
Creating Personas: How Do You Do It?
Buyer personas are comprised of a complete understanding of your ideal consumer’s demographic background and purchasing behavior. Thus, in creating your persona it is imperative you discover what industry your primary consumer is in and their job position. Other details, such as the size of the company they likely work for, are necessary as well. Further, you need a thorough understanding of the problem your consumer might solve with your product.
Going through this process may seem tedious, but it gives you the ability to humanize your audience. Using the buyer persona method optimizes the environment to provide content that will hit the nail on the head of your prospective resident’s needs.