P RO F I L E R
REAL
E S TAT E
ICP QUESTION
GUIDE
Demographics and personal data
• What’s your age group?
• What’s your highest education level?
• What do you do for work?
• What’s your gender?
• Are you married?
• Do you have children?
• How many properties do you own/have you owned?
Financial situation
• What is your current financial status?
• What’s your household income?
• What’s your monthly budget?
• When you started looking for a real estate agent, were you financially
prepared to move, or were you waiting to overcome some obstacle or receive
an influx of cash?
• Were you working with a lender before you came to us?
• Did you save money over a period of time to purchase a home, or did you
have a sudden influx of money (such as receiving an inheritance, selling a
company, or getting an insurance payoff)?
Major influencers and online behavior
• Which social media platforms do you use every day?
• Which social media platforms do you use on a weekly basis?
• Where do you go for information about available real estate opportunities?
• How do you stay up-to-date with current information about real estate in
your area?
Hopes and goals
• What goals did your family have with regard to moving?
• How did using [your real estate services] help your family reach their goals?
• How did you decide where you wanted to move to?
• What motivated you to put your house on the market?
• What features were most important to you in a new home?
pain points
• What was your family’s biggest challenge when it came to real estate
services?
• Did you have a deadline to find a new real estate opportunity or sell your
home?
• How has using our services helped you overcome those challenges?
Price sensitivity
• At what price would you consider [type of real estate service] to be so
expensive that you would not consider using it?
• At what price would you consider [type of real estate service] to be so cheap
that you doubt the quality?
• At what price would you consider [type of real estate service] to be
somewhat expensive, but still an option?
• At what price would you consider [type of real estate service] to be a great
deal?
Decision factors and purchase process
• Where did you first hear about us?
• Why did you decide to work with us?
• Were you working with another real estate agency before working with us? If
so, why did you switch?
• How long were you searching for a home before you started working with us?
• How did you set requirements for your real estate purchase decision?
Common objections
• What main concerns did you have about purchasing a new home/selling your
home?
• How did your real estate agent help you deal with your concerns?
Use of your services
• How do you prefer to communicate with your real estate agent?
• Did our services live up to your expectations?
• How did your real estate agent help your family?
• How did working with your real estate agent benefit you as an individual?
• What price did you expect to get for your home? How did your real estate
agent help you get that price?
• What were you expecting to pay for a new home? How did your real estate
agent help you stay within your budget?
