Target Markets with Caruso!

Have you ever thought about using different ad campaigns for different target markets? Think about it, every product we see advertised is aimed at a specific market. It may be aimed at men, women, seniors, children, affluent people, mass market, brand-label conscious people – the list goes on. Be warned though, ads with saying like these, “ideal for first-home buyer or investor” are not target marketing and once you mix two very different markets into the same ad, you cannot communicate directly with either one of them. It’s like trying to have a conversation with an 80-year-old and a five-year-old in the same sentence – can’t be done. In selecting your target market, the advertising experts will normally split this into three distinct areas, using one, two or sometimes all three, to ensure they are right on target. Geographic – Where is the purchaser of this property likely to come from? Are they staying local? A particular suburbs or beyond the greater city area? Or another city, state or country? Demographic – Age, sex, income, singles, couples, families; occupation/profession/investors. Psychographic – Expectations and aspirations, hobbies, habits, preferences, likes and dislikes. For example, people who love entertaining, gardening, golfing, relaxing. By focusing on each of these three areas, it becomes so much easier to determine who your ad campaign should be directed at, to generate the greatest (qualified) response. Now, if you look at the concept of running two totally different campaigns, aimed at two totally different markets in all the media you’re using, it makes absolute sense. In each case the ads will evoke a better response, as they read so much more personally and therefore more powerfully. In addition, you will be reaching two different markets at the same time, giving more chance of competition between prospective buyers from both markets. For example you have a photo of a bedroom with a balcony leading out to a gorgeous ocean view and you say “Wake up Here Everyday…” As you can see, the laws of common sense dictate that someone reading the first headline, who was looking for a place to live in, can say to themselves when they see that headline and the photo, “I’d love to live there and watch the waves every day. Let’s go and have a look.” An investor reading either of the two headlines could assume that the property would be a good investment with a high rental return (possibly with an ulterior motive of living in the property in years to come). Most sales reps never think about the idea of running two different campaigns for the same property, so the minute you do it for any of your properties, your ad campaigns will be different, they will stand out and they will achieve way more results. Once you understand how campaign advertising taps into your prospects’ conscious and subconscious minds, to give your properties “top of mind awareness”, you will see how clear and simple it is. And thank you for making me Your Orange County Real Estate Connection. Best regards, Michael Caruso, Broker ABR ABRM CLHMS CRB CRS GREEN GRI Past President, Orange County Association of Realtors (949) 753-7900


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