Creating Your Ideal Client Profile

 In Real Estate Business

Your Ideal Client…and why you need one.

VIDEO TRANSCRIPT: Hey there, Ramp Up. I wanted to shoot a really quick video for you to further explain the ideal client. So if you don’t get the ideal client part of the last video, where we talked about value proposition, I wanted to do a separate video just on ideal client, because this is such an important topic and I need you to really, really, really get the idea of an ideal client.

What I’ve got here on this big board is from the last certification training. You may be in a market center where there’s a certified Ramp Up coach. Those people come to Austin and meet with me for a few days. I teach them how to teach Ramp Up, basically. That’s what that is. In our last meeting, what we did, the training session that we just had, I had them as a group create an ideal client so that they can understand how it’s done and go back and teach you how to do it. So I wanted to show you what they came up with on their ideal client profile.

What I usually do is I’ll start out, and I’ll say, “Tell me who you want to work with, and let’s be as specific as we can. I want you to think about them demographically.” Hard core facts that we know about them. This group said, “It’s a female.” I say, “Okay, great. Female. How old is she?” 40 to 55. I like for that to be … 15 years is a pretty big span, but 10 to 15-year span is pretty good. And then where does she live? They didn’t get to that, but I would say, “Where does she live?” You might say something like, “The greater Austin area.”

Is she married or not married? Does she have kids? Great. How old are they? How much money does she make every year? Does she have good credit? Does she need to work on credit? Does she currently own? Does she currently rent? Get all that demographic information out as much as you can. Just write everything down. Just go and go and go and write it down. So demographic stuff. Facts that we can … Just the black and whites of it. Married or not married. Binary choice stuff.

Then I want you to go back, and I want you to think more about her psychographic. How does she think? In this case, they said, “She’s driven. She’s teachable. She has a professional background. She’s a self-starter. She really likes people. So they started working out who is she? You might say, “Well, she is really into fitness,” or, “She’s really into animal rescue,” or, “She’s really into renovating old properties.” Whomever your ideal client is, I want you to be super, super specific about who they are, because what you’re doing here is you’re creating one person. We want to get down to who is this one person that we can help? I know. Don’t freak out. I know what you’re thinking, but if I only target or if I only market to one person, that’s so limiting. I’m leaving everybody else out. That’s just not true, my friend.

What we’re going to do, you’re going to get it down to one person. Go find this … You can name them. Maybe somebody you’ve worked with in the past. It may be someone that you worked with already, and you’re like, “Oh, that’s the perfect person to work with.” Maybe it’s them, or maybe it’s just someone you’ve made up in your head. I want you to go out and find some magazines, and I want you to rip out the picture of this person. In this case, they said it’s Amanda. So I would go look in the magazines, and I would find Amanda, and I’d be like, “That’s Amanda. I know that girl. I know what she’s about. I know how to talk to her.” Rip that picture out. That’s Amanda. That goes on my ideal client profile form.

Now that I’ve got that, I can target that person with my marketing. If I were doing social media ads, for example, these are all things, that demographic information, those are all things that I can use in something like the Facebook Ads ads manager. I can target that person specifically. If you’re not into online ads, Facebook Ads, it’s also beneficial to you, because what you’re getting to is you get it down to the profile, and you know how to create a marketing message for a specific person, the kind of person that you’re after.

The push back I get from agents on this typically is it’s limiting. Again, it’s just not true, because if someone comes along, let’s say Amanda comes marching into our office or our open house, and Amanda happens to fit all of these criteria, but she’s 56 years old, am I going to turn her away? No. I’m not going to turn her away. But the marketing message resonated with her. It drew her in. My marketing message was more captivating, had more of a voice, more style, more character, because I was speaking to one person.

I don’t know if you’ve ever written an email for 1,000 people. Super freaking hard. There’s no voice. There’s no character. It’s very generic. But when you can speak to one person, when you write an email to your best friend or when you write an email to your wife, your husband, your kids, you can be very passionate. You can put in a lot of voice. You can put in a lot of emphasis. You can really speak to that one person. That’s what I want your marketing to feel like. I want you to feel like when they get your email, I want them to think, :You are talking to me. This was an email to me.” You know what? Honestly, not to brag on myself, but I’m pretty good at this. When I send out emails, people all the time say, “Oh, I thought that email was written specifically to me,” because they’ll reply as if it were. I’m like, “I wrote it for thousands of people.” Siri is talking to me. See? When I speak, even computers listen.

I want you to get down the ideal client profile. I want you to be very specific about it. Write out who they are, what you know about them. That’s going to be our marketing message. This also informs your marketing plan. Am I going to go [inaudible 00:06:05] … If Amanda hangs out at the dog park, I might want to do some activities at the dog park. If Amanda hangs out at the YMCA, I want to host some events at the YMCA. If Amanda is not going to be at the Bass Pro Shop, I don’t need to go do sponsor activities at the Bass Pro Shop. That’s why this is important.

You’ve got such a big audience that you could potentially work with. I just want to narrow your focus so that you’re working with a very specific person. This is going to keep you from going broke. If you hear nothing else I said, hear that. This is going to help you not go broke. It’s going to help you tailor that marketing message and focus those energies, focus that dollar, focus those resources. Help you hone in that marketing message so that you can get down to your ideal client. That’s what this exercise is all about. Get it done. I’m rooting you on. I’ll see you in the next video.

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