Know Your Audience

Knowing your audience is the most important thing in marketing. It’s the difference between throwing content into the void and actually making sales.

Lets take car buying for example. The average new car buyer is between 45 and 55 years old. These are people in midlife, with steady income, maybe kids in college. They’re not scrolling TikTok for car reviews. They’re reading Consumer Reports, watching YouTube test drives, or walking into a dealership with financing already lined up. Car companies know this—that’s why their ads are built around trust, reliability, and lifestyle, not dance challenges.

Now look at real estate. The average homebuyer today is 56 years old. First-time buyers are closer to 38, and repeat buyers are people who are in their 60s. That means your core audience is Gen X and Boomers. They’re on Facebook, they’re on email, they’re on Zillow. They want clarity, trust, and professionalism. They want to know you understand contracts, neighborhoods, and financing, not that you can lip-sync to a trending audio clips.

And here’s where so many agents get it wrong. They pour hours into TikTok because they think attention equals sales. But attention from the wrong audience is worthless. If your average buyer is 56, and you’re dancing for 22-year-olds who can’t qualify for a mortgage, you’re not marketing—you’re entertaining. And that doesn’t pay your bills.

Knowing your audience matters. It should guide everything, what platforms you show up on, and what kind of content you create. If your buyers are on Facebook, meet them there. If they’re searching on Google, make sure you’re visible. If they’re reading emails, write ones that actually speak to their needs. The mistake too many people make is chasing trends instead of chasing relevance. Because the best marketing isn’t about being everywhere—it’s about being in the right place, with the right message, for the right people