This week, we continue our dive into online homeowner buying personas. We’ll put another group of online homeowners under the magnifying glass.
If you missed any of the personas I’ve already written about, you can read them here.
Like the Straight Arrows, these homeowners find you offline. However, they have a very different behavior once they go online. Rather than responding to you immediately, the Reputation Detectives continue their process by investigating your online reputation. They go to Web sites like Yelp, Angie’s List and Google. They are looking for reviews others have written about your company, and to understand what your customers think of you.
These homeowners are focused on avoiding being scammed. Moreover, they don’t want high-pressure sales tactics. Rather, they want a reputable home improvement company that will do a quality job on their project. As with Straight Arrows, their objective is not to minimize every last dollar they pay you. They will spend extra money so long as they’re convinced they’re not being “taken.”
Next Up: The Product Geek