Understanding Different Buyer Personas When Branding and Marketing Real Estate

When it comes to branding and marketing master-planned communities, build-to-rent projects or active adult housing, it is crucial for home builders and real estate developers to understand different home buyer personas and what target audience resonate with homes, communities and lifestyle they are selling. From research and purchasing to communication and building trust, many key aspects play into how development and building companies tailor branding and marketing to attract the perfect prospective home buyer.

Understanding the importance of home buyer persona awareness in real estate, Milesbrand created a list of factors to consider when creating a branding and marketing strategy for an upcoming master planned community or other real estate developments:

Research Styles

Deciding where to buy a home, who to buy a home from and when to buy a home can be tricky at times – which is why many homebuyers take to the internet to research home builders, new home communities and locations as the first step of their home buying process. While some buyers research more than others, providing as much information as possible on your homes and communities will help to ensure prospective buyers gain enough intel and motivation to reach out is crucial.

Remember a researcher's first impression of a home builder, real estate developer, or new home community is typically what they find on Google. It is imperative to understand how to boost the search engine optimization (SEO) of a home builder or master-planned community website and the keywords highly searched by a target sector to incorporate throughout a specific web page, landing page or blog article. 

Most prospective home buyers who heavily research before contacting a home builder, visiting a community or buying a home from a real estate developer are generally 50 years of age or older.

Online Purchasing Habits

In today’s world, online is the most convenient and popular way to shop and purchase all types of items, including homes! From streaming audio services to social media to online real estate marketplaces, the possibilities for advertising and selling real estate online are endless.

Even though online purchasing is rising in popularity, not all prospective home buyers are comfortable with the concept. Considering who the target audience is for the new home community and understanding the online purchasing habits of the market sector is vital when building a branding and marketing strategy.
The typical age bracket for individuals who are exceptionally comfortable with online purchasing is between the ages of 20 and 50. 

Communication Preferences

Knowing how to communicate with prospective home buyers is a major factor in the success of a home builder or real estate developer. Whether it’s texting, calling, emailing or meeting face-to-face, understanding the communication preferences of each buyer segment helps facilitate the customer journey.

According to Forbes, the preferred methods of communication for each buyer age group are:

• Baby Boomers: Face-to-Face Meetings
• Gen X: Email or Face-to-Face Meetings
• Millennials: Phone Call or Email
• Gen Z: Text Messaging

Age Range

One of the key aspects to consider when branding and marketing a new home community is knowing what age range the real estate project was built for. Whether it’s a master-planned community, a build-to-rent community or an age-restricted neighborhood, the research styles, online purchasing habits and communication preferences differ between age sectors.

Market to the Perfect Home Buyer by Partnering with Milesbrand

Understanding the different real estate home buyer personas and how to market and brand a new home community is essential to a successful real estate developer and home builder company. Considering the research styles, online purchasing habits and communication preferences of target audiences, specific age segments, and market sectors is a wonderful practice for attracting the perfect home buyer!

At Milesbrand, our team of experts boasts the knowledge and experience to turn your land into a brand that attracts the ideal prospective home buyer and perfectly aligns with your company’s and community’s brand promise. Contact us today to learn more about our services and how we can walk you through real estate personas and target audiences in 6 steps!