If you are asked to describe what you sell, and you reply that you sell houses, you haven’t thought deeply about your product. The house you are building is just the delivery vehicle for meeting your market segment's pain points – the desire for safety, comfort, financial security, status, convenience, or any of a wide selection of wants and needs of your prospect (remember Maslow’s Needs Hierarchy?). This survey will help you develop the identity of your likely buyer, what they are really seeking from you, and how to make the connection.
We have spent time talking about the positive aspects of reaching the market segment you want to serve. But there is another side to your marketing.
No matter how focused you are on your market segment, you will inevitably draw less than desirable prospects through your marketing efforts. Plan ahead for that possibility.
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