What are homebuyers looking for? It�s a classic question that is asked all too often. And many times it�s a guessing game, so we throw in the messaging kitchen sink. But in the case of the partisan buyer, the answers are almost always right in front of us. It�s much easier to sell to someone who wants to buy exactly what you are selling. If you can figure out the property�s strongest differentiating attributes, whether it�s neighborhood, architecture, style or personality, the need for convincing the partisan buyer is eliminated. They are already interested. You�re talking their language and there is a built-in connection.
A partisan buyer�s love and loyalty runs deep. They have an almost zealot-like attachment to their chosen interest. It�s at the core of their very being. So it makes total sense to target them early in pre-sales. Take advantage of what the property has to offer. If it�s designed with exposed concrete and an industrial feel, you�ll probably have a harder time bringing in buyers looking for an amenity-filled ultra-modern existence. So you should calibrate the efforts and communication towards artists and other creative types who will see the value in the offering�s style and possibilities.
Many partisan buyers decisions are neighborhood driven. They have made sacrifices in their lives to live in a particular community. Their draw to live a certain lifestyle might mean eliminating seemingly important personal items, going without a car or downsizing to a much smaller living space. What are large sacrifices to some are no brainers to the partisan buyer. It�s all done so they can live exactly where they want to be. Many times because they have built their entire lifestyle around that area. For example, 95% of buyers who buy in DTLA, live, work and breathe DTLA. Why exponentially pay for a conversion outside of the DTLA loyalists when the loyalists are right there?
By targeting the partisan buyer early with the differentiator that attracts them, the chances for conversion in pre-sales are increased tremendously. Early adoption by partisan buyers also creates brand evangelists who bring the message to friends and family in a powerful way. If a property has a style or attribute that makes it stand out, look for the partisan buyer. Because they might just be looking for you.