In real estate marketing, identifying and addressing specific target groups is crucial to sales success. A targeted target group analysis makes it possible to customize marketing strategies and increase the effectiveness of marketing. By clearly defining target groups, resources can be used more efficiently when marketing a real estate project and marketing messages can be formulated more precisely. Different target groups have different expectations and demands of real estate. Addressing these in a targeted manner is crucial to successfully reaching potential customers and motivating them to buy. In this blog post, we highlight the five most important target groups in the Swiss real estate market and their specific characteristics.
1. young professionals and singles
Young professionals and singles are a dynamic target group in real estate marketing. They are looking for modern, well-located and affordable properties that support their lifestyle. This group is characterized by high mobility and an affinity for technology, which strongly influences their preferences.
Features:
- Age group: 25-35 years
- Professional status: Mostly in the early stages of their career
- Lifestyle: urban, mobile and tech-savvy
- Budget: low to medium, depending on professional situation and environment
- Preferences: Modern facilities, good transport links, proximity to workplaces and leisure facilities. Apartments with smart home systems and sustainable technologies (such as solar panels or heating with heat pumps) are particularly attractive.
- Marketing approach: Digital channels such as social media are crucial for successfully reaching the target group. Virtual tours and high-quality photos are also important to arouse the interest of the target group. Interactive content and mobile-optimized websites play an important role. Personalized email campaigns can also be effective to better address individual needs.
2. families with children
Families with children have special requirements when it comes to their living situation. They are looking for spacious properties in a safe and family-friendly environment. This target group attaches particular importance to the quality of educational opportunities and the availability of leisure activities nearby.
Features:
- Age group: 30-50 years
- Professional status: Stable and often in middle to high positions
- Lifestyle: Focused on safety and education
- Budget: Medium to high
- Preferences: Larger apartments or houses with several bedrooms, good childcare and education facilities nearby, playgrounds and green spaces, quiet residential areas. Family-friendly infrastructure such as supermarkets, doctors and sports facilities are also important.
- Marketing approach: Detailed exposés with comprehensive information about the district and the educational offers are necessary for successful marketing to this target group. Online advertisements can target families. Flyers and advertisements in local newspapers are useful to generate trust and interest among families.
3. double earners without children (DINKs)
Dual income earners without children, also known as DINKs (Dual Income, No Kids), are an important target group in real estate marketing. Their financial freedom and desire for a comfortable and modern lifestyle make them an attractive target group.
Features:
- Age group: 30-45 years
- Professional status: Both partners are employed, often in well-paid positions
- Lifestyle: Urban, pleasure-oriented and keen to travel
- Budget: High, as both partners have income and no expenses for children
- Preferences: Modern, well-appointed properties in central locations with upmarket furnishings. Apartments in trendy districts with a lively cultural scene are also popular.
- Marketing approach: Digital channels and social media are key to reaching this technology-savvy target group. High-quality images and virtual tours can generate interest. Personalized email campaigns can also be effective. The presentation of the property should reflect the upscale lifestyle of this target group.
4. investors and landlords
Investors and landlords are an important target group in real estate marketing, who are primarily looking for profitable properties that retain their value. Their decisions are often based on detailed analyses and reports on market developments. This group is always looking for ways to diversify their investments and secure long-term returns.
Features:
- Age group: 30-70 years
- Professional status: Often entrepreneurs or in management positions
- Lifestyle: Financially oriented, focus on returns
- Budget: Very high
- Preferences: Properties with high rental or resale potential, stable and fast-growing locations. Good rental yields and potential for value appreciation are crucial. Proximity to economic centers and infrastructure projects is also of interest.
- Marketing approach: trade journals, investor forums and trade fairs, as well as exclusive events and network meetings. Detailed analyses and reports are necessary. Personalized advisory services and tailor-made investment strategies can offer a competitive advantage. Online platforms that offer detailed market data and forecasts are also important.
5. senior citizens and pensioners
Senior citizens and pensioners have special needs when it comes to their living situation. They are looking for barrier-free and comfortable properties that allow them to live independently. This target group attaches great importance to security and comfort and often prefers properties in quiet and well-developed areas. In addition, many senior citizens want to downsize their living space to make everyday life easier and minimize maintenance.
Features:
- Age group: 65 years and older
- Professional status: Retired
- Lifestyle: Comfortable and safe
- Budget: Variable, depending on savings and the amount of the pension
- Preferences: Accessible properties, quiet and safe neighborhoods, proximity to medical facilities and shopping. Additional services such as janitor and nursing services are also attractive.
- Marketing approach: Print media such as local newspapers and senior citizens’ magazines are useful. Information events and personal consultations are necessary. Advertisements should be clear and understandable, without too many technical details. Targeted mailings can also be effective.
Conclusion
A successful target group analysis in real estate marketing is crucial in order to recognize and specifically address the different needs and expectations of potential buyers. Young professionals and singles are looking for modern properties in good locations, while families with children prefer spacious apartments and houses in safe residential areas. Double earners without children (DINKs) value comfortable furnishings in central locations, while investors and landlords are looking for high-yielding properties with a stable value. Senior citizens and pensioners, on the other hand, are looking for barrier-free apartments with medical facilities and shopping facilities nearby. These different target groups can be reached effectively through a targeted approach. Defining target groups enables real estate companies to make optimum use of their resources and maximize their chances of success.
Would you also like to address your target group and successfully market your real estate project? Contact us at Marketing Butler, your real estate specialists in Switzerland.
