How do you segment a real estate development?
The three most common segmentations in real estate development are: · Socioeconomic level · Life stage · Psychographic

The vast majority of real estate developers in the region only segment their product by the socioeconomic level of the user. They mistakenly believe that the size of the product, in terms of livable square meters, is a segmentation, but this is not correct. The size of a property does not imply segmenting the user by life stage.

It's rare to find a real estate development in the region that, in addition to socioeconomic level and life stage segmentation, includes psychographic segmentation.

What is Psychographic Real Estate Segmentation?
Psychographic segmentation is a market segmentation technique where groups are formed based on psychological traits influencing consumption habits. Some of these include social status, daily activities, eating habits, opinions on certain topics, etc.

Applying psychographic segmentation to real estate developments is about leveraging user preferences, for instance:

· Houses or apartments segmented for social individuals. · Houses or apartments segmented for "intimate" individuals. · Houses or apartments segmented for tech-savvy individuals. · Houses or apartments segmented for health and fitness enthusiasts.

What is a psychographic variable?
What is a psychographic variable? Psychographic Variables: Personality, lifestyles, interests, tastes, concerns, opinions, values. Behavioral Variables: Brand loyalty, sought-after benefits (price, quality, among others).

How can I psychographically segment my real estate project?
Through deep market studies in the region targeted for service, analyzing, among many other factors: · The existing offer. · The market size. · Market growth and market share, among others.

What is the purpose of psychographically segmenting a real estate development or project?
Through effective segmentation, a quicker absorption of a real estate product is achieved. By targeting a more specific consumer, it results in consumer reflexivity, loyalty, and emotional engagement, which encourages consumption.

The above has been proven in real estate developments with sales that quadruple the average for the region, within the same price range and with features similar to the competition.