Why You Need to Define Your Ideal Client


Often, when I’m coaching someone, the subject of problem clients comes up. Time and again,  people will tell me the same thing.  They keep having to work with clients they find frustrating and difficult.  At this point I’ll ask a question that seems to leave a lot of people at a loss:  “Can you define your ideal client?”

A lot of my clients will stop and say “I’ve never thought about that before”.

As agents and broker-owners,  we often tell ourselves that any client is an ideal client.  After all, why should we be picky about who wants to engage our services? Isn’t any business good business?

The trouble with thinking like that, though, is you end up working with clients that aren’t a good fit for you. Whether they’re out of your ideal demographic, or there’s a personality clash,  they’re not the person you want to be working with.  That’s ultimately bad for you, and your business as well.

We can all easily define who isn’t our ideal client.  But be honest with yourself.  Have you ever sat down and defined who IS your ideal client? That’s something many of us have never done.

I always tell my clients to sit down and define their ideal client. Whether you’re an agent looking for clients, or a brokerage owner looking for agents, this is something you should do.

Let’s take a closer look at why you need to define your ideal client.

-You’ll keep attracting clients that aren’t ideal for you

Think about one of the first things you do when you sit down with a home buyer. You ask them exactly what they’re looking for in a property.  What would happen if they said they didn’t know, so just show them everything in a certain area? You’d have dozens of options, sure,  but most of them probably won’t be what your buyer wants.

This same principle applies to identifying your ideal client.  If you’re not sure who you want to attract,  you’re going to attract people you don’t want to work with.

I mentioned earlier that people often know which clients they don’t want.  You can use this as a good starting place to define exactly which clients you do want. 

Think of it as using a negative to create a positive.   If there’s something you don’t want, the opposite of that  is what you do want.   So whatever it is you dislike about certain clients, the opposite is what you do like in other clients. Try using this trick as your starting point.

Once you define your ideal client, you’ll stop attracting less-than-ideal clients instead.

You Can Clarify Your Marketing Message

Another problem with failing to define your ideal client?  You’ll have no idea who your marketing is supposed to target.

What’s going to happen if your marketing is vaguely aimed at any number of potential clientele?  You’re going to get a muddied message that appeals to no one. Think of what a waste of energy (and finances) that is.  Plus, it will only perpetuate the cycle of attracting clients you don’t really want.

Now, think of what a difference it makes if you’ve defined your ideal client. If you know who your ideal client is, then you can tailor your marketing message to them.  You’ll be able to create laser-focused messaging that will attract the clients you’re looking for.  As a bonus, you’ll know your marketing dollars have been well-spent.

By defining your ideal client, you can maximize your marketing message. More , you’ll avoid vague messaging that really targets no one. That’s an extra bundle of stress no agent needs. Remember:  If you’re speaking to everybody, then you’re really speaking to nobody.

-You Can Maximize Your Energy By Minimizing Stress

You might have noticed a common thread throughout this article.  Without defining your ideal client, you’ve left yourself open to a lot of stress.

Attracting the clients you don’t want?  Ineffective marketing campaigns and wasted time and money? It all adds up to a lot of chronic stress.  And stress is an energy-killer that prevents you from doing your job well.

All of that can be avoided if you know exactly who your ideal client is.  Think about it.  You can minimize the emotional stress of working with people you just don’t want to be working with.  Once you stop doing that, you can truly maximize your energy.

Once you have all that energy free and available, you can perform your job the way you always intended. Your brokerage will be running smoothly once you’re attracting the kind of clients you want.  Plus, your mind will be at ease when you know your marketing dollars aren’t going to waste. 

Minimize stress, maximize energy. Sounds great, doesn’t it? And all you need to do is take the time to figure out who your ideal clients are.

Next Steps

This is often the point where my own clients stop me.  They’ll say “Well,  I took the time, I sat down with a pad and pen…but I’m finding it hard to define who my ideal client is”.

I’ll assure them they’re not alone. It can be surprisingly difficult to define an ideal client.  That’s often because your ideal client is tied into your ideal vision for your career and brokerage.  And once you start looking at that bigger picture, it can get overwhelming. 

Nothing exists in a bubble,  after all.  Often, one issue is intertwined with several others. So when agents sit down and define their ideal client, they might identify other problems in the process.

-How Real Estate Coaching Can Help

As one of the top real estate coaches,  I’ve encountered this scenario many times with my clients.  Once we put together a coaching program for them, though, we were able to do more than define their ideal clients.  We were able to start building their ideal brokerages as well.

If you’re ready to start building your business your way,  then let’s get in touch.  We’ll start off with a free 45-minute consultation to sort out exactly what your issues are. Then we’ll get started on a program that suits your life, your way.

So find out what so many real estate agents like you already know.  Give me, Bill Foss, a call and let’s get started today.

Bill Foss

I love helping brave business people, those who take risks and place their future and financial wellbeing squarely on their own shoulders, to reach for their business potential in a way that supports their life vision!

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