Brokerage firms are gearing up for 2025. At WAV Group, we’re working with brokers on their strategic plans and helping their agents get ready for a successful year. One key strategy we’re focusing on is creating Ideal Customer Profiles (ICPs).

For real estate agents, having a clear ICP is a game-changer. It’s like having a roadmap to your perfect clients–the ones who truly value your services and help your business thrive. By focusing on these ideal clients, agents can see a big difference in their business.

One of the biggest benefits of an ICP is saving money on marketing. Instead of broad, generic campaigns, agents can target their marketing efforts to reach the right people. This means higher engagement and better results. Many agents already focus on specific neighborhoods, but adding a focus on the type of client they work best with can really supercharge their marketing. The goal is to have a focused marketing list of around 2,500 households.

This targeted approach not only saves money, but also helps agents build stronger relationships with their clients. When agents work with clients who align with their ICP, they’re more likely to have happy, long-term clients. These loyal clients can then become a great source of referrals, bringing in more of the right kind of business.

Ultimately, having a well-defined ICP helps agents work smarter, not harder. They can spend their marketing dollars more effectively, build stronger client relationships, and close more deals. It’s a win-win for everyone involved!

How to get started

Social Media: This is the lower-cost and most effective way for agents to market their services. 

Contact Targeting: This is the ability to market your services to people who you are already connected with on social media (Linkedin and Facebook are great for this.)

Retargeting: Segment your contacts into customers and non-customers, and target different communications to each.

Lookalike Audience: Social Media platforms allow you to take your existing customer attributes and “find” people who have similar attributes. 

Direct Mail: Through postcards and letters is also effective. These mailing lists are available from title companies or MLS applications, like CoreLogic’s Realist product.