Understanding a consumer’s online personality is key to engagement, it can also give realtors a competitive edge in the industry. By knowing behavior types, your business can tailor social media messaging and marketing to make a strong connection with potential clients and build that much-needed trust.
But how do you target your campaigns to meet consumers you can’t see…or can you?
We all have clearly identifiable personalities online, it’s just a matter of doing a little detective work. As TechCrunch puts it, “Our online behavior sends specific cues — just like our clothes, appearance and mannerisms would in real life — that can be crucial for companies to understand when targeting clients.”
Considering 78% of Americans are on social media, many realtors have already begun to take advantage of meeting them there, but very few are doing it correctly. Which means very few are fully reaping the rewards that social media can offer.
Identify the Secret Sauce: Customer’s Online Personality Types
For real estate agents, this means to stop thinking like a marketer and start thinking like a homebuyer; then adapt the messaging to fit prospects’ distinct demographics. Obviously, you can’t walk around testing clients with behavioral assessments, but you can match them to a type as close as possible with your observations then change the way you communicate with them online.
Stop thinking like a marketer and start thinking like a homebuyer.
DISC and Behaviors: Finding the Perfect Match for a Homebuyer’s Online Personality
DISC is often described as a personality test developed as a tool to measure four primary behavioral traits: Dominance (D), Influence (I), Steadiness (S), and Conscientiousness (C). This allows agents and brokers to be strategic in their interactions with clients online and in person. How are clients motivated? How can agents build trust? And ultimately, how can agents close the deal? Using some simple cues, it becomes possible to identify the dominate personality traits of your digital homebuyer, which can help you to adapt marketing styles.
Ready to dig deep and find the secret sauce?
- Dominance (D)- Direct, dominant, demanding decision makers who like to stay in control and tend to be blunt. They’ll tell you what they want and expect you to deliver accordingly, so be sure to respond to any messages quickly.
- Influence (I)- Influential, intuitive, emotional people who value personal involvement. Build a friendly relationship with this client and keep tone conversational.
- Steadiness (S)- Steady, soothing, family-oriented people who seek security and stability. Be careful not to be too pushy or aggressive with house listings, these clients appreciate agents who are clearly able to communicate the process and offer more information up front.
- Conscientiousness (C)- Conservative, cautious perfectionists who crave accuracy and order. This client won’t be charmed into action, instead they’ll be motivated to act when provided enough information to make an informed choice. Want to really capture their attention? Give them the answers to all their questions before they even ask them!
Understanding underlying traits can help real estate agents create productive and beneficial social media posts directed to the right clientele, open lines of communication, motivate homebuyers, establish rapport, build trust and, of course, close the deal.
Too Busy to Grow Your Business with Social Media?
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Call the experts at Post Café at 732-218-9377 to learn more about how realtors can benefit from this powerful tool.
