No matter how universally appealing your services and industry may be, it is necessary that you hone in on a target audience. A target audience also referred to within marketing circles as target buyer, target consumer, and a host of other epithets that ultimately amount to the same thing, is comprised of the ideal persona your brand is trying to reach. We live in an age of options, with technology making virtually any service available to consumers with the click of a button. For this reason, it is important that your brand sets itself apart from the competition with specific, targeted messaging.
Pinpointing your target audience can seem daunting - after all, shouldn’t the goal of business be to appeal to as many people as possible? The answer is yes and no - though the goal is to create a universally appealing brand, it’s important not to cast so wide a net that you’re left with an impersonal, widely unappealing brand. How does a business owner find that sweet spot between universal appeal and specificity? The answer is complicated, and it often involves working hand in hand with experts, but there is a series of elements that all home builders should keep in mind when attempting to hone in on their ideal audience:
- Outline all of the services you provide
The first step to effectively pinpointing your target audience is to write down a comprehensive list of the services your home building company provides. Are these services geared toward providing the best value? The smoothest possible customer experience? The best quality, no matter the price? Pinpoint not only what your company offers, but what services it is willing to put on the backburner in order to make its prioritized services possible. By creating a clear picture of your company’s priorities, you will have set yourself up to find a compatible audience.
- Think about the core values of your company
Go beyond the services your company offers, thinking about the core values that keep your home building business going. Are you a family business, or was the company founded by a single bold entrepreneur? Are you well-established in a particular area, offering decades’ worth of expertise? Are you run by seasoned professionals or vibrant young people? Your company’s core identity is crucial to determining what audience will most identify with what you have to offer. Know your values, and think about the demographics that most commonly share the same ones. That’s your ideal consumer.
- Consider your most successful client experiences, and list the characteristics these clients had.
Think back to the highlights in your company’s history. Which clients have stood out as particularly enthusiastic, satisfied, or all around pleasant to work with? List their tangible characteristics: age, marital status, parental status, educational background, and household income, to name a few. Doing this isn’t superficial: it’s a strategic move to find common demographic threads between the customers who most successfully work with your company.
- Think about the future
When trying to pinpoint your target audience, looking at past trends and company foundations is crucial - but it’s not everything. Once you’ve determined the common characteristics of your target audience, think about where you want to take your business. Is it your goal to grow your company, or to maintain a steady revenue stream? Do you wish to take on different kinds of projects, or become increasingly specialized in a niche area? By knowing your short- and long-term goals, you will be able to align your needs with those of your target customers. Then, all that’s left to do is work with a marketing expert to go about making those plans a reality.
Pinpointing a key audience is a crucial strategic move toward your company’s growth and long-term success. By being mindful of your own values, experiences, and aims for the future, you will have established a foundation for finding the ideal buyer of your home building services. Want to learn more about appealing to your target audience? Let’s talk.