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How to Create Customer Personas that Help you Close More Deals

customer-personas-landingWe’ve got another eBook for you! Want to know how you can connect with the people who are most likely to work with your brokerage? Read on; the following is an excerpt from our latest edition: “Creating Customer Personas for your Brokerage.

Creating customer personas takes a little bit of research. But the results you see from your marketing when you are always delivering the right people the right information is worth it. When creating personas, it’s best practice to first define the groups you want to target and then develop a few representative personas. Then, you can see how your service fits them.

Here are some ways you can get started:

Review your Successful Customers

Taking into account the information you know about the customers and leads your brokerage and agents have had great success with is an immense help when developing personas. To avoid bias, you want to use a mix of your most successful leads and customers, pool these contacts and pull a random sample. You also want to interview and survey your past clients to get the most accurate and useful information possible.

Research your Ideal Audiences

The best customer personas — the ones that help you truly understand your ideal audiences — are created based not only on your past customers, but also on research into those specific audiences. This helps round out the information you already have, to make your personas even more accurate. It can also help you understand a new audience that you want to target, like millennials for instance, if you do not currently have that benchmark data. The Internet is your not-so-secret weapon — use it!

Pro Tip: It’s best practice to develop 5 or fewer personas so that you can most effectively reach the people you really want to work with.

Give your Personas a Human Touch

Once you define your ideal audiences, you want to add some personality to your personas. This means developing details like:

  • Name: Often you want to use an adjective that encompasses the audience persona as a whole, as well as a real human name. For example, “Retired Rich.”
  • Face: Putting a face to your persona helps you envision them as human, which in turn helps you humanize your marketing.
  • Demographics: This covers things like the persona’s typical gender, age, income, etc.
  • Background: This is the story. What is your persona’s lifestyle like? What do they do for a living (white collar associate, CEO, blue collar)? Are they married? Do they have children? The list goes on.

Define their Goals and Challenges

This step is a must, as the practice helps you use your contacts as the basis for your marketing strategy, and not the other way around. In other words, it makes your outreach more personal so that you market to your contacts, not at them.

When defining someone’s goals for buying or selling, you want to consider what they want and need. For example, do they want to live in a great school district? This might be a goal of a young family persona. What are their budget restrictions? Are they hoping to live a quieter lifestyle? To downsize? etc.

Knowing your audiences’ challenges is also important, as it allows you to determine how you can help your particular personas. and helps you craft the perfect messages to reach those contacts.

There’s more to this chapter! If you like what you read, and want to learn more tips, please download and share our eBook, “Creating Customer Personas for your Brokerage!


Samantha Leonard
Samantha is a Digital Marketing associate at Boston Logic, who works closely with the Marketing and Sales teams to create engaging and valuable content, with the goal of educating leads and guiding them through the buyers journey.