Why You’re Still Getting the Wrong Buyer Type for Your Project

You’ve crafted a project perfect for downsizers low-maintenance living, premium finishes, close to cafes and the coast.

So why are you getting flooded with enquiries from first-home buyers asking about FHOG eligibility and car stacker height?

Here’s the reality:

If you’re attracting the wrong buyers, it’s not the market it’s your marketing.

What Happens When Targeting Misses the Mark

When your campaign draws in the wrong audience:

• Your sales team wastes time qualifying leads

• Your email list gets filled with low-intent browsers

• Your budget disappears into dead ends

• And your ideal buyers? Never even see the project

The end result? Frustration. Missed opportunity. Slower sales.

Where Campaigns Go Off Course

1. Visuals Don’t Reflect the Buyer’s Lifestyle

You’re targeting downsizers… but your ads show trendy 30-somethings sipping espresso martinis on rooftops. Mismatch.

2. Messaging Is Too Generic

Phrases like “perfect for all buyers” or “something for everyone” say nothing.Your ideal buyer needs to feel like the message was written for them.

3. Targeting Settings Are Too Broad

Running Meta or Google Ads without proper demographic, location, or interest-based filtering?You’re paying to show your project to people who will never buy.

4. Sales Copy Talks Specs, Not Outcomes

The wrong buyer engages when the message is all about price, bedrooms and “value.”The right buyer engages when it speaks to their goals lifestyle, downsizing ease, investment growth, long-term security.

How to Attract the Right Buyer

1. Define a Primary Buyer Persona

es, multiple buyer types may be interested. But who are you building this for?Be bold. Pick a core audience. Speak to them directly.

2. Customise Ad Creative for That Persona

If you’re targeting downsizers:

• Use visuals with mature couples, relaxed spaces, simple layouts

• Focus messaging on lifestyle, location, low maintenance living

• Highlight privacy, security, and quiet enjoyment

3. Use Segmented Landing Pages

If you’re running multiple buyer personas (e.g. investors and owner-occupiers), don’t send them to the same page.

Customise the path. Tailor the message.

4. Align Your Sales Funnel With Buyer Expectations

• First-home buyers want finance info and incentives

• Investors want numbers and rental demand

• Downsizers want simplicity and peace of mind

Give them the right next step. Not a one-size-fits-all funnel.

If you’re getting the wrong buyer type, it’s not bad luck it’s a signal.

It means your message isn’t hitting the mark, your visuals aren’t speaking the right language, or your audience targeting needs a reset.

And until you fix it, your perfect buyer is still scrolling past your ad... and walking into someone else’s project instead.