Top Marketing Strategies for Habitat for Humanity

Habitat for Humanity User Persona

Name:

Maria Garcia

Age :

32

Gender :

Female

Occupation :

Certified Nursing Assistant

Industry :

Healthcare

Education :

High School Diploma

Preferred platforms

GOALS

• Provide a stable and safe home for her two young children, allowing them to grow and thrive in a secure environment
• Build equity and create a lasting financial legacy for her family through homeownership
• Become an active and engaged member of her community, contributing to its overall well-being

Frustrations

• Struggling to save for a down payment and manage expenses on a tight budget
• Feeling overwhelmed by the homebuying process and intimidated by legal and financial complexities
• Worrying about the safety and well-being of her children in their current inadequate living conditions

Name:

James Thompson

Age :

28

Gender :

Male

Occupation :

Retail Sales Associate

Industry :

Retail

Education :

Some College

Preferred platforms

GOALS

• Achieve financial independence and break free from the cycle of renting
• Create a comfortable and personalized living space where he can relax and pursue his hobbies
• Build a sense of pride and accomplishment through homeownership

Frustrations

• Facing stagnant wages and increasing living costs, making it difficult to save for a home
• Feeling limited in his housing options due to a limited budget and poor credit history
• Lacking knowledge and support in navigating the complex homebuying process

Name:

Sarah Chen

Age :

55

Gender :

Female

Occupation :

Customer Service Representative

Industry :

Customer Service

Education :

Associate's Degree, Business Administration

Preferred platforms

GOALS

• Find a safe and affordable home after experiencing a recent job loss and financial hardship
• Secure a stable living environment to rebuild her life and focus on her health and well-being
• Connect with her community and build new relationships in a supportive environment

Frustrations

• Dealing with the emotional and financial stress of job loss and housing insecurity
• Navigating the challenges of finding affordable housing as a senior on a fixed income
• Feeling isolated and overwhelmed by the process of rebuilding her life after a setback

Habitat for Humanity Geographic and Demographic Insights

Geographic Insights: Habitat for Humanity's largest user base is in the US and Canada, reflecting North America's significant need for affordable housing solutions.

Demographic Insights: Habitat for Humanity's target audience skews slightly towards women. The largest age groups are 25-34 and 35-44, reflecting families seeking affordable housing.

Habitat for Humanity Socio-economic Profile

Household and Income Insights: Habitat for Humanity primarily targets low to medium-income households, with a focus on families with 2-4 members, aligning with their affordable housing mission.

Educational and Employment Insights: Most target users have some college or high school education, with a significant portion in full-time employment, reflecting those struggling with housing affordability despite working.

Habitat for Humanity Behavioral Insights

Interest-Based Insights: Target users show interest in home improvement, budgeting, family activities, reflecting their desire for better living, financial stability, and family-oriented environments.

Technology and Social Media Usage: Users prefer Facebook and YouTube, indicating engagement with visual content. Usage across desktop and mobile suggests diverse access and preference for online information.

Habitat for Humanity Top Competitors