As a business owner or independent contractor, it is incredibly tempting to market to everyone and anyone. After all, business is business, so why not make sure you get as much of it as possible, from as many angles as possible?

You're a Realtor? Great, why wouldn't you want to assist that investor, the first-time home buyer, and the developer?

Do you own a coffee shop? Well, busy parents like coffee, and so do high schoolers, and the digital nomads borrowing your wifi do, too.

"You can't do everything, but you can do one thing, and then another and another." - George Leonard 

The concept of the Client Avatar is simple: Imagine your ideal client, the one that you would happily serve every day. Define them in detail, and then tailor everything you do in your business to serve that person.

You define things like:

  • Basic details – name, age, stage of life, career, income, single/married, kids, pets
  • Personality traits – values, interests,
  • Needs & struggles – what problems they have that they need you to solve
  • Goals & dreams – what they’re hoping for in the future, and how they might position themselves to reach those goals
  • Financial habits – where they spend time, how they make decisions, income, and financial situation

By giving your ideal client a face, a name, even a backstory, you make your marketing and branding more focused and direct. Instead of speaking vaguely to “people out there,” you’re speaking directly to that perfect avatar.

Get creative, go through multiple iterations, give them a name! My client avatar in my real estate business is a couple, called "Jamie & Sam". I wrote out their whole profile in depth and pinned it above my desk.

Before I make a post, or a video, or decide on new collateral, or source information for my newsletter, I ask myself—would Jamie and Sam like this? Would it interest them? Would it make them want to work with me?

They may be fictional, but after all, I know everything about them! I know that:

  • They are busy, hardworking professionals between the ages of 24-39. They are high-earners and excelled in their careers at an early age.
  • They are easygoing, technologically savvy, and enjoy traveling. They have a good sense of humor.
  • They are comfortable making tough decisions and like to do their own research, but will still ask for my advice and opinion.

Over time, it becomes easier and easier to focus your efforts solely on that perfect client.

Once you have that picture, hold it up against your existing business. Does your brand, website, marketing, social media, and client experience speak to that person? Does it also feel authentic to you?

That balance is where your brand becomes a magnet for the right people.

Think of it like a spotlight: you can keep moving it across the stage with no target, or you can focus it on one spot and see everything there in sharp detail. Your client avatar is that spotlight.

You'll still work with other types of clients—many of my favorite clients hardly fit the "Jamie & Sam" profile at all. The reality is, people who aren’t exactly like your avatar will still find you—and they’ll be drawn in by the strength of your message, not turned away by it. The clearer you are about who you serve best, the more confident and compelling your brand becomes. Anyone turned away is likely someone you did not want to work with in the first place, so let them go.

Don’t be afraid to narrow your focus. Get specific. Give your avatar a name, a voice, a life. Then, let them guide your decisions. Over time, you’ll find that your brand doesn’t just attract more clients—it attracts the right ones.

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