When discussing personas, we usually talk
about buyer personas and how identifying them can help you create marketing people really love.
This would mean less risk for the insurance providers while at the same time getting much more detailed
information about the buyer's background.
While I am extremely excited about the building awareness, I am also seeing with much concern people writing and
talking about buyer personas and clearly getting it wrong.
Most people who are
learning about buyer personas believe a few phone calls will do — and that win / loss interviews is what is meant by buyer interviews.
Sure, you can have a flexible enough schedule to make it all work, but what
about your buyers who work 9 - 5 jobs?
Consider what you
know about your buyer personas and their interests while you're coming up with a topic for your blog post.
Together, these research findings suggest that real estate agents should
care about buyer usage intent, irrespective of whether they are representing a seller or a potential buyer in a transaction.
Looking at metrics like average days on the market in addition to comparing sales prices versus asking prices can often reveal
details about buyer perception of the market.
While you may have heard
stories about buyers representing themselves and saving the commission, it's not worth the hassle.
We also
ask about buyer behavior — understanding how GC's find and use their law firms.
I don't think many vendors are
worried about buyer agents, they just want to sell their house and attempting to introduce barriers is not the way to go.
I have been evolving the buyer persona development process as well as have been
writing about buyer personas for the last eight years now.
I see this could be the place where they help facilitate marketing, sales, and etc. be
informed about buyers and customers.
They are brief and summarize essential sales knowledge
about buyers for the sales team.
What causes certain buyers to invest in solutions like yours, and what is
different about buyers who are satisfied with the status quo?
My long - term program includes more educational content — details
about buyer programs, the market, or the buying process — always with a call to action.
If there's anything that says an automaker has a
clue about buyers, it's the availability of a USB jack / iPod adapter and Bluetooth.
If your buyer personas are based on generic or internal
ideas about your buyers, your content won't be any better than it was before you had personas.
You are right on the
money about buyer's agents not understanding the short sale process.
If their offer is low, I will ask their REALTOR
® about the buyer's ability to pay what your home is worth.
Go back to the drawing board and be more
thorough about buyer persona research, pain points, and buyer needs.
We found the
stats about the buyer's journey intriguing, and while we offered a few thoughts, we didn't draw conclusions.
The downside is that this confusion creates a perception among senior
executives about buyer personas that is off the mark.
Home buyer assistance programs vary; local mortgage lenders can provide details
about buyer assistance programs in your area.