Investor personas
How 7 investor personas lifted qualified leads by 12%
Turning demographic and behavioural data into personas that shaped acquisition planning.
Built from customer data
Better fit enquiries
More efficient acquisition
The challenge
Investors were being marketed to as one group.
Property investors differ hugely in budget, experience and intent. Treating them as one audience diluted every message.
The business needed a clear picture of who its best investors were.
What mattered most
The strategy
Know the investor before you buy the click.
I built personas from real customer data and used them directly in acquisition.
- 01Built investor personas using demographic and behavioural data.
- 02Segmented investors by characteristics, intent and potential value.
- 03Used personas directly in acquisition planning and creative.
- 04Refined personas as new lead data arrived.
The evidence
The numbers behind the result.
Graphs use the exact figures from the engagement. Where raw totals were not available, values are indexed to a starting point of 100.
Persona impact
Better fit, lower cost
Change against the starting position. Reductions shown in green are improvements.
The outcome
Acquisition aimed at real investors.
Seven core personas now guide targeting and messaging. Qualified lead rate rose 12% and CPL fell 6%.
Capabilities demonstrated
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A personal point of view
What I’m seeing, testing and learning in PPC right now.
I’m John Iliopoulos, a PPC and growth marketer with over 10 years in the industry. PPC Supreme is where I share my take on what’s changing, experiments I’m running, things that genuinely work and the lessons behind the results.
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