Connect with us

Social Media

Geeky Web Design Part II – Who Are These People and What Do They Want?

Published

on

This week in our website redesign saga, we try to answer the question: Who are these people and what do they want from me anyway? (You can catch up on Part I here)

I came across a theory that says people will do business with me if I can be the resource that finally answers the questions that visitors can’t get answered anywhere else.

Running with that for a bit, I decided to categorize web visitor types, and investigate what each category would want answered that they couldn’t easily find elsewhere, building off of four major personality types.

Site visitor categories would be things like Relocation Buyers, First Time Buyer, Those Just Looking, Move-up Seller, Investor, and so on. We’ll stick with 4 personality types, calling them Methodical, Spontaneous, Humanistic, and Competitive.

Let’s look at a Relocation Buyer – someone who has probably bought a home before, is moving to the area but is not very familiar with it. In my experience, this person is usually already convinced that they need an agent, and usually comes to me already pre-qualified for a loan.

category analysis for relo buyer

We follow this with a big brainstorm list of things that category of site visitor might like to see, just to get all our ideas out in one place. For our Relo buyer, it’s things like examples of typical costs and who pays them, explanation of local real estate taxes and auto registration, how to finance a home here if the existing house hasn’t sold, local attractions, more specific items like that. These are items that span many personality types and categories.

This was a more difficult exercise than I had anticipated. For example, I don’t get those Spontaneous types, those fast, emotional decision makers. I’m a Methodical. I understand the Competitives, and somewhat less so the Humanistics, but for the life of me, I can’t wrap my mind around what the Spontaneous-es want. Which means I probably won’t easily attract or work well with them anyway. It’s okay. I don’t want a site that sets expectations that I will be one way and then I’m totally different in person. However, I’m not going to neglect that personality type as we’re all most likely at least a little bit of each.

So now we know the various types of information and features that I need, and how to present it in different ways to attract a larger audience. Now, I can start framing paths for these various scenarios. I know that on a market stats page, I don’t need a big link to testimonials. I know that anytime I offer or describe a service, I need to quickly and clearly describe the advantages and link back to a guarantee.

This would be the framing of the site – figuring out how someone might enter the site, what information they want and how it should be presented, and eventually presenting them with a call to action that is a tangible reason to return to the site, to build a trust relationship with me, and want to work with me.

Man. It’d be a lot easier to come up with some fantastic feature list and pass it off to a developer! I am convinced this is time well spent, however.

What about your website? Who is your clientele and what do they want? How do you answer the WIIFM for them?

I’m running with the idea that answering questions that can’t be answered elsewhere will make people want to work with me: an implied quid pro quo. Does this make me a useless bag of information? Am I really adding value, answering a need, becoming useful? Or was Mom right about not buying the cow if the milk is free?

Kelley Koehler, aka the Housechick, is usually found focused on her Tucson, Arizona, real estate business. You may also find her on Twitter, where she doubles as a super hero, at Social Media Training Camp, where she trains and coaches people on how to integrate social media into successful business practices, or at KelleyKoehler.com, a collection of all things housechick-ish. Despite her engineering background, Kelley enjoys translating complex technical concepts into understandable and clear ideas that are practical and useful to the striving real estate agent.

Continue Reading
Advertisement
8 Comments

8 Comments

  1. Carson Coots

    October 22, 2007 at 1:38 pm

    What a great way to approach a site… We are in the process of developing a master-planned community website, and one of the challenges is breaking up the audience into segments and targeting each effectively. Good way to brainstorm.

  2. Benn Rosales

    October 22, 2007 at 2:05 pm

    geez, your site is going to be awesome…

  3. Kelley Koehler

    October 22, 2007 at 3:06 pm

    thanks guys – we’re aiming high on this one.

  4. Benn Rosales

    October 22, 2007 at 3:20 pm

    I think you have to, it’s a very expensive task.

  5. Nicole Mills

    November 1, 2007 at 8:40 pm

    “I’m running with the idea that answering questions that can’t be answered elsewhere will make people want to work with me: an implied quid pro quo. Does this make me a useless bag of information? Am I really adding value, answering a need, becoming useful? Or was Mom right about not buying the cow if the milk is free?”

    Hi Kelley,
    I’m constantly wondering about this. Since I started using a website, it’s always been my opinion that it should provide information…lots of it. I try to put relevant, useful info. too, not the canned, keyword stuffed crap you find on many RE sites. I also provide this information in hopes that the consumer will see that I’m providing something that others aren’t, and doing so in a “real” voice.

    I do get comments, occasionally, from clients that they like my site, and find it useful. Those comments keep me working on my site, but I do often wonder…am I providing too much and not asking enough in return??

  6. Kelley Koehler

    November 2, 2007 at 3:31 am

    Hi Nicole – that’s the question I’d love to have answered too! I’ve been reading a lot about online marketing and persuasion, and the recurring theme is to keep providing the right information, at the right time, to keep someone moving forward to take an action: to register, to email or call, to do whatever it is that you want them to do. We’ve been spending a lot of time thinking about the various types of visitors, what I can give them, and then taking it a step further – define what I want them to do. Only one way to see if it works, eh?

  7. Kerrie

    February 24, 2008 at 5:46 pm

    I have been trying to figure out how to market ME. I’m a bit different than the “typical realtor” in that I sold new homes for over 10 years and that my personal is “owl, bull, tiger” quoting Charles Clark? I am almost equal parts to the tee with NO lamb.

    How do I attract people that will appreciate my thorough, scientific and numbers approach to real estate. I believe that my main asset is being able to take the emotion out of the listing price or buying price using data. I do also agree that buying or selling is an emotional experience but help the numbers take precedence. I also have an extensive psychology background that helps diffuse this. I work well with engineers and creative types, not so well with nice church ladies who must ask everyone they know before they make a decision. I have several types of websites right now & have taught myself to create & maintain them however am not very successful at increasing the page rankings. There are services you can pay but my budget is tight & I’d at least like to know how they do it so that I can make sure I am getting my money’s worth.

    I work great with email, text, google searches for info & more but need to get my site seen. Any ideas?

  8. Bob Wilson

    February 24, 2008 at 7:04 pm

    Kelley & Nicole,

    I have done this with my site. It features an integrated blog where I write only for consumers. Since I’m in San Diego where distressed sellers are the rule, I started doing a series on HR 3648 from its introduction to its passage and becoming law. I then wrote an overview of the new law.

    The response has been far more than I expected.

Leave a Reply

Your email address will not be published.

Social Media

*New* TikTok Insights launch: Content creators finally get audience analytics

(SOCIAL MEDIA) The popular short-form app, TikTok, finally launches the anticipated Insights feature, where content creators can view target audience data.

Published

on

Two girls filming on TikTok.

Marketers searching for the zeitgeist which means TikTok scrollers pause to watch their content and then click through to buy a product have a new tool to help make that happen.

  • TikTok Insights offers marketers bite-size bits of user demographic information that will help build content that leads to sales.
  • With TikTok Insights you can learn more about your audience’s behavior, their interests, and their general sentiment toward brands.
  • TikTok Insights is free to use. Marketers can find TikTok user demographics by using filters to determine what they’re looking for.

The demographic info can be age-focused, focused on specific types of marketing, or even as specific as holiday or event marketing.

This is a step in the direction marketers have been asking for as they create content for the TikTok platform; however, creators looking for detailed analytics like they get from meta need to wait. Insights doesn’t offer that for now.

Like TikTok says in its own analytic information,

“While analytics are helpful in understanding the performance of your videos, you don’t need to create future videos based primarily around them. It’s best to consider the bigger picture, lean lightly on analytics, and use them as a source for insight rather than strategy.”

Marketers trying to key into reaching TikTok’s billion users worldwide are left, right now, searching for the magic that leads to consumers making the jump from the platform to using their purchasing power.

For marketers that means keeping things creative and collaborative, two key factors in TikTok’s success. And that success is huge. Users spend an average of 52 minutes on the platform when they log in and a staggering 90% of users say they log on every day.

TikTok Insights will help marketers find ways to connect, but the content TikTok is looking for is authentic.

And while entrepreneurs can bid for advertising like other social media platforms, they need to remember when planning that spend, that most TikTok marketing success stories are more accidental than planned. Have fun with that knowledge. Instead of pressure to create the perfect plan, TikTok Insights allows marketers to keep it creative and to find a way to tie it into what they enjoy about the platform.

Like all other social media marketing, focus on creating content that stops the consumer from their continual scroll. Make it a challenge and keep it real.

Continue Reading

Social Media

Grindr got busted for selling users’ data locations to advertisers

(SOCIAL MEDIA) User data has been a hot topic in the tech world. It’s often shared haphazardly or not protected, and the app Grindr, follows suit.

Published

on

Grindr on phone in man's hands

If you’re like me, you probably get spam calls a lot. Information is no longer private in this day and age; companies will buy and sell whatever information they can get their hands on for a quick buck. Which is annoying, but not necessarily outright dangerous, right?

Wrong.

Grindr has admitted to selling their user’s data, however, they are specifically selling the location of their users without regard for liability concerns. Grindr, a gay hook-up app, is an app where a marginalized community is revealing their location to find a person to connect to. Sure, Grindr claims they have been doing this less and less since 2020, but the issue still remains: they have been selling the location of people who are in a marginalized community – a community that has faced a huge amount of oppression in the past and is still facing it to this day.

Who in their right mind thought this was okay? Grindr initially did so to create “real-time ad exchanges” for their users, to find places super close to their location. Which makes sense, sort of. The root of the issue is that the LGBTQAI+ community is a community at risk. How does Grindr know if all of their users are out? Do they know exactly who they’re selling this information to? How do they know that those who bought the information are going to use it properly?

They don’t have any way of knowing this and they put all of their users at risk by selling their location data. And the data is still commercially available! Historical data could still be obtained and the information was able to be purchased in 2017. Even if somebody stopped using Grindr in, say, 2019, the fact they used Grindr is still out there. And yeah, the data that’s been released has anonymized, Grindr claims, but it’s really easy to reverse that and pin a specific person to a specific location and time.

This is such a huge violation of privacy and it puts people in real, actual danger. It would be so easy for bigots to get that information and use it for something other than ads. It would be so easy for people to out others who aren’t ready to come out. It’s ridiculous and, yeah, Grindr claims they’re doing it less, but the knowledge of what they have done is still out there. There’s still that question of “what if they do it again” and, with how the world is right now, it’s really messed up and problematic.

If somebody is attacked because of the data that Grindr sold, is Grindr complicit in that hate crime, legally or otherwise?

So, moral of the story?

Yeah, selling data can get you a quick buck, but don’t do it.

You have no idea who you’re putting at risk by selling that data and, if people find out you’ve done it, chances are your customers (and employees) will lose trust in you and could potentially leave you to find something else. Don’t risk it!

Continue Reading

Social Media

BeReal: Youngsters are flocking in droves to this Instagram competitor app

(SOCIAL MEDIA) As Instagram loses steam due to its standards of “perfection posting,” users are drawn to a similar app with a different approach, BeReal.

Published

on

social media - bereal app

BeReal is one of several “Real” apps exploding in growth with young users who crave real connections with people they know in real life.

According to data.ai, BeReal ranks 4th by downloads in the US, the UK, and France for Q1 2022 to date, behind only Instagram, Snapchat, and Pinterest.

BeReal flies in the face of what social media has become. Instead of curated looks that focus on the beautiful parts of life, BeReal users showcase what they’re doing at the moment and share those real photos with their friends. Their real friends.

It’s real. And real is different for a generation of social media users who have been raised on influencers and filters.

As the app says when you go to its page:

Be Real.

Your Friends

for Real.

Every day at a different time, BeReal users are notified simultaneously to capture and share a Photo in 2 Minutes.

A new and unique way to discover who your friends really are in their daily life.

BeReal app

The app has seen monthly users increase by more than 315% according to Apptopia, which tracks and analyzes app performance.

“Push notifications are sent around the world simultaneously at different times each day,” the company said in a statement. “It’s a secret on how the time is chosen every day, it’s not random.”

The app allows no edits and no filters. They want users to show a “slice of their lives.”

Today’s social media users have seen their lives online inundated with ultra-curated social media. The pandemic led to more time spent online than ever. Social media became a way to escape. Reality was ugly. Social media was funny, pretty, and exciting.

And fake.

Enter BeReal where users are asked to share two moments of real life on a surprise schedule. New apps are fun often because they’re new. However, the huge growth in the use of BeReal by college-aged users points to something more than the new factor.

For the past several years, experts have warned that social media was dangerous to our mental health. The dopamine hits of likes and shares are based on photos and videos filled with second and third takes, lens changes, lighting improvements, and filters. Constant comparisons are the norm. And even though we know the world we present on our social pages isn’t exactly an honest portrayal of life, we can’t help but experience FOMO when we see our friends and followers and those we follow having the times of their lives, buying their new it thing, trying the new perfect product, playing in their Pinterest-worthy decorated spaces we wish we could have.

None of what we see is actually real on our apps. We delete our media that isn’t what we want to portray and try again from a different angle and shoot second and third and forth takes that make us look just a little better.

We spend hours flipping through videos on our For You walls and Instagram stories picked by algorithms that know us better than we know ourselves.

BeReal is the opposite of that. It’s simple, fast, and real. It’s community and fun, but it’s a moment instead of turning into the time-sink of our usual social media that, while fun, is also meant to ultimately sell stuff, including all our data.

It will be interesting to watch BeReal and see if it continues down its promised path and whether the growth continues. People are looking for something. Maybe reality is that answer.

Continue Reading
Advertisement

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!