Segmentation
DOWNSIZERS / RETIREES
HOT LEADS (READY TO ACT) Characteristics: High engagement, frequently viewing listings, responding to emails, or contacting agents. Likely ready to buy or sell soon. Marketing Strategy: Immediate follow-up, personalized home tours, detailed market data, and loan pre-approval help. Communication Style: Urgent and actionable, providing immediate value and facilitating quick next steps.
OPEN HOUSE VISITORS Characteristics: Leads generated from attending open houses. They may be in the early stages of home-buying and just starting to explore. Marketing Strategy: Follow up with a "thank you for attending" email, offer similar listings, and provide additional resources. Communication Style: Friendly and inviting, keep the interaction light while being top of mind. RENTERS LOOKING TO BUY Characteristics: Currently renting but interested in becoming homeowners. They may need guidance on financing and how to transition from renting to owning. Marketing Strategy: Provide content on the benefits of homeownership, mortgage options, and first-time buyer incentives. Communication Style: Encouraging and educational, offering practical steps to make the shift to owning.
Characteristics: Often older, looking to downsize from a larger home to a smaller, more manageable property, possibly moving into 55+ communities or low- maintenance homes. Marketing Strategy: Emphasize low-maintenance homes, condos, or single-level living options. Provide information on 55+ communities and lifestyle-oriented properties. Communication Style: Empathetic and supportive, focusing on lifestyle changes and convenience. RELOCATION BUYERS Characteristics: People moving to the area due to work, family, or lifestyle changes. They may not be familiar with the local market or neighborhoods. Marketing Strategy: Provide relocation guides, neighborhood comparisons, and virtual tours of homes and local amenities. Communication Style: Helpful and informative, focusing on the benefits of the new area, amenities, and ease of transition.
COLD LEADS (NURTURE)
Characteristics: Less responsive or early in the buying/selling process, may need more time or education before acting. Marketing Strategy: Slow-drip email campaigns, educational content, market updates, and occasional touchpoints. Communication Style: Patient, educational, and less aggressive, keeping them warm without pressure.
Made with FlippingBook - Online Brochure Maker