Interviews from multiple renters and home buyers and secondary research sources helped build out the renters and home buyer personas. Info provided by the main stakeholder Lisa and competitive analysis formed the property management persona. This persona does not have an empathy map since there was less primary research available.

Roz has just been accepted to a job in a faster pace, bigger city that is significantly far away. She has a limited amount of time to do research on specific places to move, curate a list of must-haves, budget, pack, and move herself. The timing of the start of the new job and the actual move are making life a little chaotic.

Since Roz has a background in research she takes to running down word-of-mouth recommendations from friends, family, and coworkers and scouring the rental apps and webs for leads. Since she has set aside a specific amount of money each month for rent and living expenses she is competing with a lot of renters with the same budget and needs in the areas she has figured out might be best for work routes, location accommodations, and travel time to work, friends, and family.

She’s pretty self sufficient and is ready to move herself and plans to live alone. She is worried that she may not find a place in time and has even taken to looking at alternatives to just get set up for her new job. She is trying to take all these life changes in stride and avoid being overwhelmed. She is overall excited for the prospect of new adventures unfolding for her future.

“I obsessively research and investigate everything on my own.”

The Lawrences are ready to buy their first home. They are a lovely couple that have already moved a few times for higher education and pursuing their careers moving from the midwest all the way out to the west coast. They have been busily studying the best ways to save and budget for a new home- going as far as taking a class on first time home buying and reading up on the subject.

They are ready to buy a home to have room to grow and start a family all their own. They have heard from some of their coworkers about the pitfalls of buying a new home in the current competitive buyers market, but along with those stories of warning are some highly recommended realtors and mortgage brokers to check out.

This couple likes to plan ahead and have already known enough from their classes and talking to their friends and family members that are homeowners to get pre approved for their mortgage to speed along the process. They are ready to be home owning neighbors in their community.

“When we were serious- we said okay, we’ve got the money- let’s do this.”

The Hamiltons had the opportunity to renovate their little home to allow for a small separate apartment. They have been in their home for a few years and hoping the extra income will ease the bills that keep coming. They are all ready to get started but are pretty overwhelmed with the entire rental process and keeping up with the ever changing local renter / landlord policies.

They are both busy with their jobs and raising their toddler Annabelle. They essentially have three full-time jobs. They want to do a good job taking care of their renter and be responsible landlords. They just don’t have the time needed to handle the upkeep of their home and apartment or the needs of the renter. They are willing to put aside some of the income they have to just have support in the form of a property manager to keep their quality renter.

They need someone that is full service, friendly, local, affordable, and responsive. This list of must-haves is a lot harder to find in the competitive property market than they thought.

“We need help with managing our rental property while meeting the needs of our renter.”