October 15, 2013 By Pres Ⓡ Staging Resource Centre
It’s been my experience and observation in this business that your ‘Ideal Client’ will most likely change over time for one main reason:
You have changed your business model so you have a new focus. Perhaps you have added or deleted some services. This is most likely because you have recognized that in order to continue to be profitable you need to make some changes. And being profitable is what business is all about!
And getting total clarity on knowing who your ideal client is, is your first step before you create any of your marketing materials. All of your branding and your USP will be built around getting the attention of your ideal client. This is of course assuming that you have clarity on ‘what you are selling’.
As a home stager and/or redesigner you will have two primary target groups that you offer your services to – Realtors and home sellers/owners. Your secondary target group could be home builders and investors. Another important group will be your strategic alliances and some of your industry-related professionals. It’s important to know who you are targeting so you know where you can find them, what compelling message they need to hear from you and how you will deliver your message to them.
There are 4 Key Areas for you to look at when identifying your ‘Ideal Client’:
Geographics– where do they live (how far are you willing to travel?)
Demographics– gender, age, family status, monetary status, etc.
Off-Line Psychographics– where do they shop (clothing, furniture home décor items, tiles, flooring), work out, eat, hang out, any religious/spiritual groups, any cultural association etc.
On-Line Psychographics– what social media sites do they use (Facebook, Active Rain, LinkedIn, Houzz, Pinterest), what websites do they check out, what groups have they joined, etc.
You will not be an ideal fit for every client out there – so make sure that your branding is attracting the type of client you are looking for. If you are a solo-entrepreneur home stager then you are your brand. Since your brand symbolizes your identity, your promise and the experience you deliver every single time – your ideal client is expecting your company to provide them with the results they are looking for.
Take some time to work through this determining your ideal client exercise. In a previous enewsletter about Creating An Ideal Client Profile you will see a different focus on personality type and values. I invite you to take a look at that to learn more.
1.Know your ideal customer client (also known as market, target market, client, prospect customer profile, audience, segment and/or niche).
2.Create a message that speaks to your ideal client. What would they want to hear from you? How do you solve their problem? How do you get them the results they want?
3.Select effective marketing tactics that reach your ideal client. There are hundreds to choose from so find the best ones that will attract your ideal client.
If you don’t have an ideal client yet do your best to come up with answers to these 4 key areas, and if you have not met your ideal client yet –think and feel what that would be like to work with them.