One-size-fits-all marketing solutions rarely hit the whole audience being targeted. At best, they may get the one type of buyer who best fits the message, and at worst you are lucky to get more than a lukewarm response from any buyer. Fortunately, today's analytics and ad technologies allow you to create different campaigns targeting different buyer segments. You may as well bring those campaigns to any traditional media you intend to use for similar effectiveness. If you try to hit many targets with one arrow, you will hit no more than one target and miss all the others. With my method, it's more like having a unique arrow for each target and hitting all of them right in the middle. To show you in a more direct way what I mean by different buyer segments, I am going to discuss three types of buyers I have encountered in my many years of condo and real estate project marketing. Then I am going to give you an example where this method would be tricky, but should still work.
