In an article by Bernice Ross on Inman News (link to article below), she utilizes the 2009 NAR Profile of Buyers and Sellers in a unique way.
Thoughtfully using the survey data, she identifies prospecting opportunities that exist with different groups that might have a higher than average ability to buy and close in 2010.
Groups like cash buyers (8 percent of all buyers), first-time buyers with nothing else to sell (47 percent) and those who rightly believe real estate is a good investment (87 percent).
Her good advice is to "structure your marketing campaign to fit your target market". We offer this same advice regularly. Always target your message to your likely prospect.
Here's one example from the article. The survey showed that the top 4 reasons first time home buyers purchased in 2009 were
- Desire to own a home – 62 percent
- Affordability – 10 percent
- Change in family situation – 8 percent
- First time buyer tax credit – 6 percent
So, use this information to structure your advertising using those "drivers" of this target group. Here's a headline example:
"Owning your own home is within your reach! Low interest rates make your dream home affordable. Call today or visit my website to learn more."
5 ways to corner your market - full article may only be available to Inman members