Buyer Personas
Who is actually coming to kastle.com — and what does each one need that the current site fails to provide?
Personas derived from Kastle's sales team interviews, industry research, and review of job postings on LinkedIn for roles matching Kastle's known buyer profile. These are composite archetypes, not named individuals.
🏢
The CRE Property Manager
VP of Property Operations or Senior Property Manager · CRE firm managing 8–40 buildings
Primary Persona
P1
Who They Are
Manages 8–40 commercial properties across a metro area or region
Reports to the CFO, COO, or ownership group
Responsible for tenant satisfaction, NOI, and operational efficiency
Evaluates 3–5 security vendors per year; final decision-maker or key influencer
Attends BOMA, IREM, or regional CRE conferences
Their Pain Points
Managing 3+ security vendors across different properties
3 a.m. calls when a badge reader fails
Tenant complaints about access friction
Contractor credential chaos during building renovations
No way to see access events across the portfolio in one view
What They Need from the Site
Immediate proof that Kastle handles portfolio-scale properties
Named case study from a similar-sized CRE firm
Specific stat: how many buildings, tenants, credentials managed
Evidence of 24/7 support — real people, not a chatbot
Simple path to "get a security assessment" — not 13 fields
Current Site Failure Mode
Lands on homepage hero with no CTA. Sees "Managed Security Solutions" headline. Finds a generic contact form with 13 fields. Has no way to confirm Kastle has handled portfolios like theirs. Leaves.
Redesign Solution
CRE entry point in audience-first nav. Hero CTA: "Get a Security Assessment." Case study: named CRE client, specific property count, measurable outcome. 5-field form. Trust signal: "3,600+ properties."
Best Content for This Persona: CRE solution page → "How a 24-Property DC Portfolio Cut Security Costs 35%" (case study) → Occupancy Barometer tool → Security Assessment CTA
💻
The Enterprise IT / Security Director
Director or VP of IT Security · Large enterprise, financial services, or law firm
Primary Persona
P1
Who They Are
Responsible for both logical (cyber) and physical (access) security convergence
Managing offices in multiple states, sometimes globally
Reports to the CISO or CTO; budget authority $500K+
Cares deeply about integration: Active Directory, HRIS, identity management
Risk-averse; due diligence takes 3–6 months minimum
Their Pain Points
Physical and logical access living in separate silos
Slow or manual offboarding when employees leave
Vendor can't integrate with Azure AD / Okta
Compliance audit trails missing for physical access
Legacy hardware that "just works" preventing modernization
What They Need from the Site
Technical depth: Aliro standard, HRIS integration, Active Directory sync
Security compliance documentation (FedRAMP, SOC 2 references)
Proof of enterprise scale: number of credentials managed, uptime SLA
Case study from a peer organization (financial services, law, professional services)
White paper or technical guide for IT evaluation
Current Site Failure Mode
Finds "Enterprise" buried in nav. Solution pages lead with marketing copy, not technical specs. No downloadable integration guide. 13-field form asks for company size upfront — before the buyer is ready to disclose. Bounces to Verkada.
Redesign Solution
Enterprise entry point in primary nav. EverPresence platform page with Aliro/HRIS spec detail. Technical guide gated download (3-field email capture). Security Readiness Assessment — IT-specific variant — routes to enterprise-focused SDR.
Best Content for This Persona: Enterprise IT page → EverPresence platform detail → "Physical Security Integration Checklist" (gated guide) → Peer case study → Technical demo request
🏠
The Multifamily Operator
VP of Operations or Director of Facilities · Apartment REIT or regional multifamily operator
Secondary Persona
P2
Who They Are
Operating 500–5,000 units across 5–20 communities
Answers to an asset manager or investor group on occupancy and NOI
Primary concern: resident experience and retention, not just security
Increasingly evaluated by residents on smart home / smart building tech
Decision influenced by leasing team (resident complaints) and maintenance staff (ease of use)
Their Pain Points
Key management at scale — physical fobs for 2,000 residents
Package and delivery access friction for residents
Overnight security incidents (tailgating, unauthorized entry)
Residents comparing them to competitors with "smart building" features
High turnover: re-keying units costs thousands per year per property
What They Need from the Site
Mobile credential story: Apple Wallet, Google Wallet, no separate app required
VideoGuarding story: overnight monitoring without on-site guards
Case study showing improved resident satisfaction scores
"Re-keying eliminated" or cost-per-unit comparison against traditional fob systems
Visitor management for delivery, service staff, and guests
Current Site Failure Mode
"Multifamily" is buried under Facility Type. The page leads with technology specs. Mobile credential story is there but not hero-level prominent. No resident satisfaction data. Bounces to a competitor with a clearer multifamily story.
Redesign Solution
Multifamily entry point in primary nav. Page leads with: "Residents love mobile credentials. Owners love the cost savings." VideoGuarding prominently featured for overnight coverage story. Resident satisfaction case study above the fold.
Best Content for This Persona: Multifamily landing page → Mobile credentials explainer → VideoGuarding overnight monitoring → "Why residents prefer mobile access" blog post → Security Assessment CTA
🏛️
The Government / Education Facilities Director
Facilities Director or Chief of Security · Federal agency, municipality, or university
Tertiary Persona
P3
Who They Are
Operates under procurement regulations (GSA, FISMA, state purchasing rules)
Long sales cycles (12–24 months) with RFP requirements
Security must meet compliance frameworks (FICAM, FIPS 201, PIV)
Budgets are fixed annual allocations — not flexible like private sector
Decision committee includes legal, IT, HR, and facilities
Their Pain Points
Legacy access control hardware that can't be updated remotely
Compliance requirements that most vendors can't meet
Need to demonstrate value within fixed budget cycles
Cannot tolerate downtime or vendor instability
Visitor management for contractors and visiting delegations
What They Need from the Site
FISMA compliance documentation prominently available
GSA schedule or contract vehicle references
FedRAMP or equivalent cloud authorization status
Government-specific case studies (agencies, municipalities)
Long-term relationship evidence (average client tenure 10+ years)
Current Site Failure Mode
Government is a sub-page buried in "Industries." FISMA and FICAM compliance are not prominent. No GSA schedule reference. No government case studies. The 13-field form asks for everything except the one thing this buyer needs: a compliance briefing.
Redesign Solution
Government & Education as a top-level nav entry. Compliance badges (FISMA, FIPS 201) prominently displayed. "Get a Government Security Assessment" — a distinct CTA variant. Federal case study above the fold. Separate conversion path from the commercial funnel.
Best Content for This Persona: Government & Education page → Compliance documentation → Long-term partnership story → "Get a Government Security Assessment" CTA → Compliance briefing download
Summary Comparison
One Site. Four Journeys.
| Dimension | CRE Property Mgr | Enterprise IT | Multifamily Operator | Gov / Education |
|---|---|---|---|---|
Decision timeline | 30–90 days | 3–6 months | 60–120 days | 12–24 months |
Primary concern | Operational simplicity | Integration & compliance | Resident experience | Regulatory compliance |
Content type needed | Named case study + portfolio stats | Technical specs + integration guide | Resident satisfaction + cost ROI | Compliance docs + long-term proof |
Hero CTA preference | Get a Security Assessment | Request Technical Demo | See Mobile Credentials in Action | Get a Government Assessment |
Ideal nav entry | Commercial Real Estate | Enterprise & Multi-Site | Multifamily Residential | Government & Education |
Peer proof that converts | Named CRE firm, # of properties | Named enterprise, integration specifics | Named operator, resident satisfaction score | Named agency, compliance certification |
The IA Implication
These four personas share one thing: they all need to self-identify immediately upon arriving at kastle.com. The current site makes them translate Kastle's internal structure into their own reality. The redesign inverts that — the primary navigation says their name first, and everything downstream is tailored to their journey. One site, four clearly marked doors. Every buyer finds their path in under 10 seconds.
Meet Your Buyer
Four doors, one site — live and interactive
Live Demo
Pages → Homepage
Audience segmentation cards visible in the homepage hero. All four entry points live.
Conversion Strategy
Context → Conversion Strategy
Three funnel tiers mapped to each persona's intent stage.
Business Case
Context → Business Case
Nav-by-org-chart problem documented with research citations.
Overview
Context → Overview
P0/P1/P2 prioritization framing for audience-first navigation and conversion flow.