Building Client Personas: A Practical Tutorial

Building on a previous article about why client personas are critical to the success of your real estate farming, today I am going to share with you:

1. An example of a real life persona we built for one of our real estate clients
2. Some quick tips for getting started building your first persona

So let's jump right in starting with a real life persona we built for a client. One of our clients approached us, looking to start farming an area near San Diego called Coronado Island. Of course, before we started working on his branding and marketing strategy, we had to build his client personas. Here is an example of one of the personas. We call this one "Admiral Adam."

ADAM - Adam is in his mid 40s and works for the United States Navy at the Naval Air Station North Island. He is married, has a child and has worked his way up the ranks in the Navy, building a nice career. He has a thirst for knowledge, holding advanced educational degrees and values the investment made in his family's home.

Being athletic and community minded, Adam spends his free time enjoying all the outdoor activities Coronado Island offers. He is also involved with local clubs and organizations, helping put together many of the local events in the area.

Adam is somewhat conservative, is a member of the political party and is very analytical. Because of his job, social media and online activities are held to a minimum. Phone, email communication and traditional "snail mail" are the majority of Adam's interactions with others.

So as you can see, this particular persona is detailed, but not specific to a certain person. It shows common behavior patterns, but is not specific to the actual farm area, per se. It contains general biographic and demographic information, and doesn't simply contain fluff.