Most of the home builders and developers Neon Ambition has worked with know that their target market is either a renter, first-, second- or third-time home buyer, or even an empty-nester. The way you would sell to each is likely very different, and your marketing should reflect those differences. Even focusing in on second- or third-time home buyers, this segment could be interested in a $350K home or a $850K home, making them unique from one another. This, in a nutshell, is why we need personas.