User Persona Comparison
Exploring user personas for VMA's product & service offerings. Version 1.
Beginning by looking at the specific wants, needs and frustrations of Architects, Property Developers, Property Marketing Agency and Real Estate bodies. As the technology
develops/is fine tuned and is adopted by the aforementioned segments, more personas will need to be developed.
Architect
Antonio
Property
Developer
Dan
Property
Marketing
Agency Alex
Real Estate
Eduardo
"Colour in certain places has the great
value of making the outlines and
structural planes seem more
energetic."
"The project is at risk of running over
budget and is behind after being held
up by pen pushers. We haven't sold as
many off plan as we'd hoped to."
"We need to give this new
development and unique edge. We
have budget restraints of xyz."
"I'm here to sell the property, not
market it."
Age: 40s-50s
Work: Architect
Family: Married, kids
Location: Melbourne
Character: Type
Age: 40s-50s
Work: Director
Family: Married, kids
Location: Melbourne
Character: Type
Age: 30s
Work: Mark
Family: Engaged
Location: Melbourne
Character: Type
Age: 40s
Work: Director
Family: Married, kids
Location: Melbourne
Character: Type
Personality
Personality
Personality
Personality
Introvert
Extrovert
Introvert
Extrovert
Introvert
Extrovert
Introvert
Extrovert
Analytical
Creative
Analytical
Creative
Analytical
Creative
Analytical
Creative
Conservative
Liberal
Conservative
Liberal
Conservative
Liberal
Conservative
Liberal
Passive
Active
Passive
Active
Passive
Active
Passive
Active
Goals
Goals
Create some of the most
recognisable structures on the city
skyline. Leave a design legacy.
Work with leading property
developers to actualise vision.
Create a 'first' or 'biggest' or ,
'smartest'.
Frustrations
Losing projects.
Vision not being articulated or
visualise
Engineering and planning
constraints that alter project vision.
Goals
Sell the most apartments predevelopment stage.
Buy land, develop, sell.
Develop the most beautiful
properties on the skyline.
Goals
Having a sleek client portfolio.
Access to the best creative services
to give projects cutting edge and
allowing PMA to stand out against
competition.
Become the most established and
trusted PMA in the city or country.
Frustrations
Planning permission process,
running to budget, running to
timeframe & selling properties.
Adhering to constraints, accurate
quoting of BOM & having the right
marketing strategy to reach buyers.
Timely process of manually quoting
and ticking boxes. Trying to sell
something that doesn't exist yet.
Reliant on buyer's ability to visualise.
Frustrations
Budget restraints passed on by PD.
Having a similar offering in a flooded
market.
Reaching the right people, gaining
qualified leads that can be
measured.
Have the sleekest developments in
his portfolio.
Sell off plan properties, quickly.
Have an exclusive partnership with
some of the biggest PDs.
Frustrations
Buyer reach and accessibility as well
as not being able to exemplify the
full look & feel of something that isn't
built.
Not harnessing new technologies to
adapt to the shifting market.
Technology taking the buyer away
from the human interaction. Hard to
sell them on other properties unless
face-to-face?
Bio
Bio
Bio
Bio
Architect Antonio can adopt VMA's CGI
stills and technology to communicate
design, avoid any
planning/development issues early
(e.g shadows).
Property Developer Dan can harness
the technology for a variety of factors;
satisfy planning permissions with
verified views,
more accurate and efficient bill of
materials quotes with BIM integration,
marketing collateral with CGI renders
and VR & app experiences, ​qualified
lead generation and unique data
capture with the analytics collected
from VR and app experiences.
Property Marketing Agency Alex can
be an early adopter of the technology
and offer their clients something
different. They can also use the
technology to capture real time results
and report back how many leads the
app has captured along with other user
data that may be of interest to the PD.
Real Estate Eduardo should have a VR
marketing suite in his office so his
clients (potential buyers) can
experience all the pre-development
properties in his portfolio.
Architect would work with team to take
plans and sketches to architectural
visualisation stage, then can begin
working within constraints for planning
approval (e.g verified views).
Apps can also be repurposed for
property management purposes once
the development is completed.
This gives Eduardo a leading edge in
the real estate game. Use of the
application also allows Eduardo to get
real time data that he can track and
share with the PD. This will help ol' Ed
to get his cut of any sales that
originated from the user's sign in on
his VR pod.
Preferred Channels
Preferred Channels
Preferred Channels
Preferred Channels
Traditional Ads
Traditional Ads
Traditional Ads
Traditional Ads
Online & Social Media
Online & Social Media
Online & Social Media
Online & Social Media
Referral
Referral
Referral
Referral
Guerrilla Efforts & PR
Guerrilla Efforts & PR
Guerrilla Efforts & PR
Guerrilla Efforts & PR
User Persona Comparison
Exploring user personas for VMA's product & service offerings. Version 1.
Beginning by looking at the specific wants, needs and frustrations of Architects, Property Developers, Property Marketing Agency and Real Estate bodies. As the technology
develops/is fine tuned and is adopted by the aforementioned segments, more personas will need to be developed.
Architect
Antonio
Property
Developer
Dan
Property
Marketing
Agency Alex
Real Estate
Eduardo
"Colour in certain places has the great
value of making the outlines and
structural planes seem more
energetic."
"The project is at risk of running over
budget and is behind after being held
up by pen pushers. We haven't sold as
many off plan as we'd hoped to."
"We need to give this new
development and unique edge. We
have budget restraints of xyz."
"I'm here to sell the property, not
market it."
Age: 40s-50s
Work: Architect
Family: Married, kids
Location: Melbourne
Character: Type
Age: 40s-50s
Work: Director
Family: Married, kids
Location: Melbourne
Character: Type
Age: 30s
Work: Mark
Family: Engaged
Location: Melbourne
Character: Type
Age: 40s
Work: Director
Family: Married, kids
Location: Melbourne
Character: Type
Personality
Personality
Personality
Personality
Introvert
Extrovert
Introvert
Extrovert
Introvert
Extrovert
Introvert
Extrovert
Analytical
Creative
Analytical
Creative
Analytical
Creative
Analytical
Creative
Conservative
Liberal
Conservative
Liberal
Conservative
Liberal
Conservative
Liberal
Passive
Active
Passive
Active
Passive
Active
Passive
Active
Goals
Create some of the most
recognisable structures on the city
skyline. Leave a design legacy.
Work with leading property
developers to actualise vision.
Create a 'first' or 'biggest' or ,
'smartest'.
Frustrations
Losing projects.
Vision not being articulated or
visualise
Engineering and planning
constraints that alter project vision.
Goals
Sell the most apartments predevelopment stage.
Buy land, develop, sell.
Develop the most beautiful
properties on the skyline.
Frustrations
Planning permission process,
running to budget, running to
timeframe & selling properties.
Adhering to constraints, accurate
quoting of BOM & having the right
marketing strategy to reach buyers.
Timely process of manually quoting
and ticking boxes. Trying to sell
something that doesn't exist yet.
Reliant on buyer's ability to visualise.
Goals
Having a sleek client portfolio.
Access to the best creative services
to give projects cutting edge and
allowing PMA to stand out against
competition.
Become the most established and
trusted PMA in the city or country.
Frustrations
Budget restraints passed on by PD.
Having a similar offering in a flooded
market.
Reaching the right people, gaining
qualified leads that can be
measured.
Goals
Have the sleekest developments in
his portfolio.
Sell off plan properties, quickly.
Have an exclusive partnership with
some of the biggest PDs.
Frustrations
Buyer reach and accessibility as well
as not being able to exemplify the
full look & feel of something that isn't
built.
Not harnessing new technologies to
adapt to the shifting market.
Technology taking the buyer away
from the human interaction. Hard to
sell them on other properties unless
face-to-face?
Bio
Bio
Bio
Bio
Architect Antonio can adopt VMA's CGI
stills and technology to communicate
design, avoid any
planning/development issues early
(e.g shadows).
Property Developer Dan can harness
the technology for a variety of factors;
satisfy planning permissions with
verified views,
more accurate and efficient bill of
materials quotes with BIM integration,
marketing collateral with CGI renders
and VR & app experiences, ​qualified
lead generation and unique data
capture with the analytics collected
from VR and app experiences.
Property Marketing Agency Alex can
be an early adopter of the technology
and offer their clients something
different. They can also use the
technology to capture real time results
and report back how many leads the
app has captured along with other user
data that may be of interest to the PD.
Real Estate Eduardo should have a VR
marketing suite in his office so his
clients (potential buyers) can
experience all the pre-development
properties in his portfolio.
Architect would work with team to take
plans and sketches to architectural
visualisation stage, then can begin
working within constraints for planning
approval (e.g verified views).
Apps can also be repurposed for
property management purposes once
the development is completed.
This gives Eduardo a leading edge in
the real estate game. Use of the
application also allows Eduardo to get
real time data that he can track and
share with the PD. This will help ol' Ed
to get his cut of any sales that
originated from the user's sign in on
his VR pod.
Preferred Channels
Preferred Channels
Preferred Channels
Preferred Channels
Traditional Ads
Traditional Ads
Traditional Ads
Traditional Ads
Online & Social Media
Online & Social Media
Online & Social Media
Online & Social Media
Referral
Referral
Referral
Referral
Guerrilla Efforts & PR
Guerrilla Efforts & PR
Guerrilla Efforts & PR
Guerrilla Efforts & PR