Having a clear picture of the type of person who’s likely to hire your construction firm makes it a lot easier to reach that individual in the real world. To do its job, though, a buyer persona must be accurate.
Collect Your Data
Using hard data on your ideal clients’ demographics, psychographics, behavior, and goals is the most effective way to ensure your buyer personas reflect reality. Data from construction market research firms offers a starting point. This can tell you things such as the ages and income brackets of the average commercial real estate investor.
The more valuable data, however, will come from your own customers. Start by analyzing data your already have, such as information from your sales history, CRM system, website analytics, and reviews.
If you need more data, client surveys and focus groups can help you get it. To learn more about your ideal clients’ online behavior, such as which blogs they read and which forums they post on, take some time to browse their social media profiles. Interviewing your sales team can also turn up some interesting insights.
Chances are, there are several distinct types of people who hire you for construction work. Cramming all your data into one buyer persona for your entire company will only give you a muddled image that represents no one in particular.
Instead, break down and organize your data to create buyer personas that sound like real people with specific backgrounds, lifestyles, and interests. Your ideal remodeling client might be a newly married 30-year-old software developer who needs space to grow a family. On the other hand, your commercial real estate investor persona might be a 50-year-old accounting firm owner looking for more freedom in his life.
For even greater accuracy, develop several personas for each type of service your offer. One of your remodeling personas might be a newlywed while the other is an older empty-nester.