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Module 1: Foundation & Market Positioning
Learning Objective
Map three essential client archetypes to tailor your marketing and sales approach for each segment.
Today's Lesson
The New Homeowner Upgrader — Recently purchased a home ($450K-$700K). They bought the location but hate the dated kitchen and builder-grade baths. Projects: kitchen, bath, basement, whole-home. Budget: $75K-$200K. Message: 'Make your new house feel like home.'
The Empty Nester Renovator — Raised their family in a home they love. The kids are grown. They've tolerated the dated kitchen for 20 years. Now it's their turn. Projects: dream kitchen, aging-in-place, main-floor master. Budget: $100K-$300K. Message: 'You've earned this.'
The Lifestyle Investor — Views their home as both residence and appreciating asset. ROI-conscious but willing to invest in high-return improvements. Projects: pre-listing updates, rental renovations. Budget: $50K-$150K. Message: 'Invest wisely, live beautifully.'
Each archetype should have dedicated landing pages, ad creative, and email sequences.
Action Items
- Identify which client type represents your current biggest revenue source
- Write a targeted marketing headline for each client archetype
- List 3 neighborhoods where each client type is concentrated
- Create a spreadsheet tracking which archetype each new lead matches
Clozo Academy Proprietary Curriculum — The Remodeling Growth System