Sales Tech blog

Modern Trends in Defining the Target Audience

How to segment and define the profile of a potential buyer to successfully sell real estate and organize an efficient sales funnel? Answering this question has become more challenging in recent times. Modern consumers of goods or services are not defined solely by demographic and geographic factors.

Our approach to defining and targeting the audience is based on understanding that the potential client is "not static." Their behavior and preferences change depending on the task that needs to be addressed. The consumer's stage in the purchase decision process also plays a crucial role.

Consequently, the analysis of the target audience includes not only demographic characteristics, income levels, stable interests, but also involves creating a consumer portrait, identifying their goals and motivations for using the product or service (Jobs-to-Be-Done), behavioral data, identifying points of interaction between the client and the brand, company, and competitors.

Research results are used to construct a Customer Journey Map for key segments (JTBD) with typical behaviors.

That's why, to create a portrait of the target audience, we group people based on how they think and act, their lifestyle and values, rather than by gender, age, or income level.