Terrabkk summarizes content from the Connect The Dots Podcast, sharing valuable insights that everyone in the real estate industry should listen to at least once. This podcast is based on over 15 years of real experience from Khun Pat Pattharathradol, covering successes, mistakes, and various strategies, along with a wealth of knowledge gathered from talented individuals throughout the industry, all presented in the Connect The Dots Podcast.

          In the first episode of the Connect The Dots Podcast, the discussion begins with the most important aspect and the starting point for many marketing efforts: defining the Target Group.

          Target Group refers to identifying customer segments. The clearer you define your target customers, the higher your sales will be. The products that sell well are those that customers want to buy. Establishing a Target Group is crucial as it serves as the first button on a shirt; if we can correctly identify the Target Group, we will not lose our way, have a clear customer base, and we will learn how to set an effective and accurate Target Group.

          First, Khun Pat Pattharathradol shares his project management philosophy, emphasizing four key aspects for each project:

  1. Feasibility of the project.
  2. Absorption Rate: Monthly sales statistics to determine which products are selling well and which are not.
  3. Branding: Assessing whether the project's brand can compete with surrounding competitors and how strong the brand is.
  4. Our Gut Feeling: Confidence in whether we can execute well.

          In defining the Target Group, Khun Pat Pattharathradol provides insight that there are two important factors involved: Demographic and Psycho graphic.

          Defining Demographic involves numerical parameters that can be determined using statistics such as gender, age, education, income, location, and household size.

          Psycho graphic refers to defining customer segments based on behavior and emotions, which can be categorized as follows:

  1. Personality: What kind of person is the customer? How do they live their life?
  2. Attitude: What do customers believe? What are their attitudes?
  3. Value: What do customers value in life?
  4. Interest: What are customers interested in or what hobbies do they have?
  5. Life style: How do customers conduct their lives?
  6. Behavior: General behavior of customers.