The first step towards creating an inbound real estate marketing strategy is to define your buyer persona. A buyer persona is a fictional character that represents a group of people who share common traits.
The theory is simple: to give your potential customers the information they need, you have to get to know them: who they are, what they are looking for, what are their hopes and dreams.
Usually, a good starting point to creating your buyer persona is to interview the customers you’ve worked with and try to identify common trails. Then, you can use your findings to tailor your content specifically for their needs.