Tailored Marketing – Through our phased marketing model – Tortoise Property Blog

Let’s taker a look at our tailored marketing approach from our Phased Marketing Model.

Building on the broad reach of organic marketing, tailored marketing takes a more focused approach by employing demographic and Psychographicmarketing engagement.

This stage uses data gathered from initial advertising efforts to create engaging ads that resonate with specific buyer demographics. Demographic marketing involves segmenting potential buyers based on factors such as age, income, family size, and education level.

For example, if a property is ideal for young families, ads might highlight nearby schools and parks, whereas a home suited for retirees might emphasise quiet neighbourhoods and healthcare facilities. Tailored marketing can also focus on specific platforms, such as Pinterest or TikTok, depending on the interests and behaviours of the likely buyers.

This method helps to attract buyers who may not have been actively searching but are drawn in by the personalised appeal of the advertisements.

Tailored Marketing: Engaging the Right Buyers

Tailored marketing is a highly targeted approach that engages specific types of prospective buyers who are most likely to purchase a particular property. This method focuses on producing marketing content that is custom-designed for these buyers and delivering it through platforms and media formats that best suit them. Unlike broad marketing strategies that aim to reach a wide audience, tailored marketing concentrates on quality over quantity, ensuring that the right message reaches the right audience.

What is Tailored Marketing?

Tailored marketing involves using detailed information from our structured marketing analytics to identify niche markets and create bespoke advertisements. This data-driven approach allows us to understand the demographics, interests, and behaviours of potential buyers, enabling us to craft targeted marketing campaigns that resonate deeply with them. By focusing on specific buyer personas, we ensure that our marketing efforts are efficient and effective.

Examples of Tailored Marketing

One example of tailored marketing is creating a presenter-led video that showcases a home ideal for first-time buyers, with a script written specifically for this buyer group and posting it exclusively on Instagram.

This approach targets young buyers who are active on social media and prefer engaging video content. Another example is a virtual tour post aimed at down sizers, highlighting a single-floor property perfect for retirement. The copy emphasises the ease of living without the hassle of stairs and extensive maintenance, appealing directly to older buyers looking for convenience and comfort.

Demographic and Psychographic Engagement

In tailored marketing, demographic targeting plays a crucial role. By segmenting prospective buyers based on age, income, family size, and education level, we can create ads that speak directly to these groups. For instance, a property near top-rated schools might be marketed to families with young children, while a chic city apartment could be targeted at young professionals.

Psychographic segmentation takes this a step further by considering lifestyle, values, interests, and personality traits. For example, an eco-friendly home with solar panels and energy-efficient features can be marketed to environmentally conscious buyers. Similarly, a luxury property with high-end amenities can be targeted at affluent buyers who value opulence and exclusivity.

Platform-Specific Marketing

Knowing your prospective buyer avatar in detail allows us to choose the most effective platforms for delivering tailored marketing ads. For instance, younger buyers might be more effectively reached through Instagram or TikTok, while professionals might be better targeted on LinkedIn. The type of media used—whether it’s an engaging Instagram reel, an informative Facebook quiz, or a detailed LinkedIn article—also plays a crucial role in capturing the attention of potential buyers.

Benefits of Tailored Marketing

Tailored marketing focuses on delivering high-quality content to a specific audience, rather than casting a wide net. This precision ensures that marketing efforts are not wasted on uninterested viewers but instead reach those most likely to be interested in the property. By tailoring content to meet the needs and preferences of prospective buyers, engagement is increased the marketing drives more qualified leads through to your estate agent.

So wait… why do we do them?

Whilst we do try to make our structured advertising as good as possible, there may still be some areas where we can be even more specific to a type of prospective buyer beyond the different types of targeted ad copy that we use in our structured marketing.

This is where we introduce our tailored marketing! From our structured marketing analytics, we determine the niche markets of prospective buyers that we think will produce your buyer and produce an ad that is specific to this group of people.

This can be done on a certain platform (Instagram, Linked-in or Pinterest for example) or through a specific ad type, such as a video, quiz, blog or virtual tour. It enables us write detailed ad copy to a specific group, like investor groups or location based ads to encourage families to relocate to Peterborough from a city with a higher cost of living.

These ads are run in addition to our existing structured marketing ads to give our clients the best chance of reaching the buyer who is most likely to place an offer on your home home.

Finally, it’s important to note that these ads (as well as the structured marketing ads) are still intended for the end user; effectively the person that is going to purchase your home to understand your homes popularity within the market place.

To Conclude…

Thanks for taking the time to read this blog!

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If you have any questions or topics you would like to see discussed in the future, then please do get in touch. You can connect with Sam Gott on LinkedIn here or Mike Matthews here.

Thanks again, and we look forward to connecting.