Marketing
What is buyer persona?
A buyer persona is a written profile of a recurring type of purchaser in your market — their budget, motivations, constraints and objections — used to target marketing and shape how properties are presented.
Personas earn their keep by making marketing decisions concrete. Copy written for 'first-time buyers stretching to a two-bedroom near transit' answers different questions than copy written for downsizers, and the difference shows in response.
They should be built from your actual transaction history rather than invented. The useful material is what people asked, what made them hesitate, and what eventually decided them.
Two or three well-observed personas outperform a dozen speculative ones, which mostly serve to make targeting harder.
Related terms
Lead scoring is the practice of assigning each prospective buyer or seller a numeric value that estimates how likely they are to transact, so an agent can work the list in order of probability rather than in the order enquiries arrived.
A property description is the written copy accompanying a listing, summarising its features, condition and appeal to persuade a buyer to arrange a viewing.
Geographic farming is the practice of concentrating marketing on one defined neighbourhood over a long period, with the aim of becoming the agent residents think of first when they decide to sell.
Conversion rate is the proportion of leads that progress to a defined outcome — a viewing, an offer, or a completed transaction — and is the main measure of whether a lead source or process is working.