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ARU Developing a Real Estate Persona for ABC Realty Paper

ARU Developing a Real Estate Persona for ABC Realty Paper


Persona Name: Sarah Homebuyer


  • Age: 32
  • Gender: Female
  • Marital Status: Married
  • Occupation: Marketing Manager
  • Income: $80,000 – $100,000 annually
  • Location: Suburban area, interested in moving to a metropolitan city


  • Values: Values family, security, and financial stability. She’s looking for a place where her family can thrive.
  • Lifestyle: Active and health-conscious. Enjoys outdoor activities and spending quality time with family.
  • Goals: Wants to upgrade from renting to owning a home in a safe neighborhood near good schools.
  • Pain Points: Overwhelmed by the complexity of the home-buying process, unsure about the real estate market trends.

Behavioral Traits:

  • Social Media Usage: Active on Facebook and Instagram for personal connections, Pinterest for home decor inspiration, and LinkedIn for professional networking.
  • Information Seeker: Regularly consumes content related to home buying, interior design, and financial planning.
  • Online Shopping Habits: Prefers online shopping for convenience.
  • Decision-Making Process: Values referrals and recommendations from friends and family.

Brand Persona for the Real Estate Business: To appeal to Sarah Homebuyer and individuals like her, the real estate business should adopt a brand persona that aligns with her values and needs. Here’s how to craft the brand persona:

  1. Trustworthy Advisor: Position the brand as a trusted advisor in the real estate market. Share informative content about the local housing market trends, mortgage options, and home-buying tips to help Sarah make informed decisions.
  2. Family-Centric: Emphasize the importance of family and safety in marketing materials. Showcase properties in family-friendly neighborhoods with access to good schools, parks, and other amenities.
  3. User-Friendly Technology: Offer a user-friendly website and mobile app for property searches, virtual tours, and easy communication with agents. Ensure online listings are up-to-date and informative.
  4. Personal Touch: Despite using technology, maintain a personal touch in customer interactions. Send personalized recommendations based on Sarah’s preferences and arrange property tours at her convenience.
  5. Educational Content: Provide educational resources such as buying guides, mortgage calculators, and neighborhood profiles on the website. Regularly publish blog posts and videos on topics Sarah is interested in.
  6. Engagement on Social Media: Use social media platforms to share success stories of families who found their dream homes through the agency. Run social media campaigns highlighting the business’s commitment to family well-being.
  7. Responsive Customer Service: Ensure that customer service representatives are responsive and empathetic to Sarah’s questions and concerns throughout the home-buying process.

By creating a brand persona tailored to Sarah Homebuyer and her needs, the real estate business can establish a strong connection with its target audience, making it more likely for Sarah and others like her to choose the agency when it’s time to buy their dream home.

ARU Developing a Real Estate Persona for ABC Realty Paper



Promote your real estate business. Develop the persona of  your idea target customer/audience member.

Read the articles below which discusses how to identify and create personas.  After you have read the following  articles

How to craft your brand’s social media personaLinks to an external site.

Brand persona: differentiate your business with this strategyLinks to an external site.

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