Why one audience description is not enough
A seller and a buyer are both your clients, yet their interests pull in opposite directions. One wants a higher price with little hassle; the other wants a safe purchase at a price that makes sense. If your ads speak to both in the same way, the message turns vague.
Show sellers how you value a property, prepare it for viewings and filter out casual visitors. Show buyers how you check documents and protect them from fraud. The first decision, then, is who you serve first. Many agencies pick a district, new builds or resale, rentals, or commercial space. A narrow focus makes both advertising and agents' daily work noticeably more effective.
The main client groups
Start by splitting your market into at least these groups, and write a separate message for each.
- Sellers: want a smooth sale, fear underpricing and scammers
- Buyers: look for the right option and worry about legal problems and hidden defects
- Landlords: need reliable tenants and regular payments
- Tenants: students, young families, people moving from the regions, foreigners, company employees
- Investors: buy to rent out or resell, and think in terms of liquidity
- Commercial clients: offices, retail units, warehouses
Buyers are not one audience either
The gap between types of buyers can be wider than the gap between a buyer and a seller.
Take a family where one member works abroad and buys an apartment in Tashkent for parents. The decision is made together, and part of the conversation happens in Telegram and on video calls. These clients need remote viewings, a lawyer's check of the documents and regular progress updates at each stage.
An investor is a different case. They care less about comfort and more about how easily the property can be rented out or resold. District-level overviews of rental demand and selections that describe rental potential help, as long as you avoid promising a specific return.
- First-time buyers, often young families: unfamiliar with the process, they need step-by-step explanations, including mortgage basics
- Families outgrowing their home: they usually sell first, so they bring two deals
- People relocating from the regions: they do not know Tashkent's districts
- New-build and resale buyers: different goals and different risks
What clients fear, and how to answer it
Property deals are large and rare, so the fears are strong. Write them into your audience profile plainly, then answer them with concrete actions in ads and at meetings.
- Document problems: encumbrances, disputes between heirs
- Fraud
- Hidden defects in the apartment
- Wasted time on unsuitable options
- An agent who is not transparent
The path to a deal and how people pick an agent
A buyer typically browses listings on OLX.uz, Telegram channels and property sites, talks it over with family, checks documents and only then negotiates terms. A seller first decides whether to sell alone or with an agency, then values the flat and prepares paperwork. At each step, ask what help the client needs right now.
Choosing an agent usually comes down to a mix of factors: a friend's recommendation, knowledge of the district, speed and politeness of replies, clear terms, reviews and completed deals, and the impression from the first meeting. For many people the agency is one specific person, so individual agents' reputations matter as much as the company brand.
Where to get the data
You do not have to guess. Most of what you need is already inside your agency.
- Your CRM: who contacts you, with what requests, and at which stage deals fall apart
- Conversations with clients after closing: why they chose you and what worried them
- Listings and requests in the districts where you work
- Reviews of you and your competitors
Common mistakes and where to start
The usual slips are identical ads for sellers and buyers, promising a sale "as fast as possible" without understanding the market, and never explaining how the client's interests are protected. Another is ignoring tenants: someone renting today often becomes a buyer later. Keep in touch with past clients too, because they tend to bring the next deals.
If you want help building group profiles, choosing a specialization and linking each to a promotion channel, the markdev team works on marketing strategy and consulting for businesses in Uzbekistan. Tell us about your agency, and we can discuss which audience to start with.
FAQ
How many audience groups should a real estate agency define?
At minimum sellers, buyers, tenants and landlords, plus investors or commercial clients if you serve them. Within buyers, it helps to separate sub-segments by goal.
Should an agency specialize in one group?
It is not required, but it helps. Serving everyone equally well is hard, and a focus on a district, property type or rentals makes your message clearer.
Where can an agency find data about its audience?
In its own CRM, in post-deal conversations with clients, in listings on OLX.uz and Telegram channels for your districts, and in reviews of you and competitors.
Why do tenants matter if the agency earns on sales?
Tenants often become buyers later. Staying in touch and helping them gives you future clients without expensive advertising.
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