Professionals or couples earning $100K+ upgrading from small home or condo.
Psychographics
Wants space, flex rooms, and function over flash. Appreciates separation of living and working space.
Pain Points
Outgrown current home, no dedicated home office, tired of builder-grade layouts.
Buying Motivation
Study with French doors, finished basement, deck, suburban peace and quiet.
Campaign Strategy: Move-Up Buyers
From Starter to Smarter
This buyer trusts referrals and prefers email plus personal calls. They value quality communication and detailed information about how the home solves their specific pain points.
Best Channels
Facebook targeted ads
Email campaigns
Instagram carousels
Content Ideas
Comparison visuals showing starter vs. move-up features, lifestyle blog posts, upgrade alert emails highlighting key improvements.
Hook
"Outgrown your starter home? This layout gets it right."
CTA: Tour this layout that gets it right.
ICP 3: Relocation Buyer from Out of State
Demographics
Remote professionals or corporate hires relocating to Northern Kentucky.
Psychographics
Needs convenience, comfort, and good flow. Values quality over flash.
Pain Points
Hard to tour in person, wants no-surprise homes, concerned about overpaying in unfamiliar market.
Buying Motivation
Move-in ready, great layout, suburban quiet with city access. Feels like a "safe bet" in a new city.
Campaign Strategy: Relocation Buyers
Video Tours
Narrated walkthroughs that showcase every room and feature, giving out-of-state buyers confidence without an in-person visit.
Location Graphics
Map visuals showing proximity to Cincinnati, major employers, shopping, and key amenities.
Email Automation
Digital-first communication with detailed property information, neighborhood insights, and relocation resources.
"Out-of-state but ready to feel at home? This one checks every box."
Core Message: Comfort, location, and ease - without compromise. Preferred communication: Email, Zoom, and digital-first platforms.
Key Property Features Across All ICPs
Fenced Corner Lot
Privacy and outdoor space for entertaining, pets, and family activities.
Finished Basement
Flexible space for home office, gym, entertainment, or guest area.
Study with French Doors
Dedicated workspace with elegant separation from living areas.
Stainless Kitchen
Modern, move-in ready appliances that appeal to design-conscious buyers.
Outdoor Deck
Perfect for entertaining and enjoying suburban peace.
Marketing Channel Strategy Overview
1
Social Media
Instagram Reels and Facebook ads targeting first-time buyers with lifestyle content, walkthroughs, and comparison carousels.
2
Email Campaigns
Targeted messaging for move-up and relocation buyers with detailed property information and upgrade highlights.
3
Zillow & Listing Sites
Boosted listings with professional photography and comprehensive details for digital-savvy buyers.
4
Video Content
Virtual tours and narrated walkthroughs for out-of-state buyers and those preferring remote viewing.
5
Personal Outreach
Phone calls and referral follow-ups for move-up buyers who value personal connection and trust.
Ready to Connect with Your Ideal Buyer?
Three distinct buyer profiles, three tailored campaigns, one exceptional property. Each persona has unique motivations, pain points, and preferred communication styles - and this marketing strategy addresses them all.
Targeted Messaging
Multi-Channel Approach
Clear CTAs
Call today to put this plan to work for you!
Chris Harris - eXp Realty | 513-325-9667 call/text