Xem van de Berg

Why this persona fits the audience

Supports two agents and an external photographer at a small brokerage, assembling listing cards, floorplan graphics, neighborhood highlights, and short video walkthroughs. He works from a shared drive and a CRM export rather than a formal design team.

• Age: 45
• Location: Rotterdam, Netherlands
• Occupation: Real estate marketing coordinator
• Income: €49k–€56k
• Education: MBO plus professional certificates
• Years in role: 12

“Every detail matters when you're presenting a home; it's about building trust through accuracy.”

Xem van de Berg has spent the last twelve years honing his skills as a real estate marketing coordinator at a small, independent brokerage in Rotterdam. His journey into this role was less a direct career path and more an evolution from administrative support, where his knack for organization and visual presentation became apparent. He holds an MBO degree and has supplemented it with professional certificates in graphic design software and digital marketing, though he lacks formal design education. This has led him to develop a highly practical, self-taught approach to his work. Xem lives alone in an apartment he purchased in the Lombardy district, a testament to his disciplined financial habits. His income places him comfortably within the middle class, allowing for savings and modest indulgences like maintaining his beloved 1972 Opel Kadett. He is deeply rooted in Rotterdam, possessing an intimate knowledge of its various neighborhoods, a passion that extends beyond his professional life into his personal interests. His work is characterized by a meticulous attention to detail; he takes pride in producing polished listing cards, accurate floorplan graphics, and informative neighborhood highlight sheets. He operates primarily from a shared network drive and exports from the company's CRM, often needing to adapt and create templates on the fly due to the absence of a dedicated design team. This environment demands efficiency and a high degree of conscientiousness, traits Xem embodies. He recently made a decision to invest in a more robust external hard drive to better manage the growing volume of photo and video assets, recognizing the increasing importance of visual content in property marketing. He views his role as crucial in presenting properties accurately and appealingly, understanding that his work directly impacts the agents' success and the brokerage's local reputation. His personal life is quiet, focused on his car restoration and occasional exploration of historical Rotterdam sites, reflecting his preference for predictability and order.

Background & daily life

A day in their life

Xem's day begins at 7:00 AM with coffee and a review of urgent emails. By 8:30 AM, he's at his desk, prioritizing tasks based on agent deadlines. The morning is often spent editing photos, adjusting floorplans in Adobe Illustrator, and writing concise neighborhood descriptions. He takes a short break around noon for a simple lunch. The afternoon might involve creating a short video walkthrough, exporting a client list from the CRM, or liaising with the photographer about upcoming shoots. He aims to wrap up by 5:30 PM, ensuring all critical tasks are completed, before heading home to his apartment and his classic car project.

Lifestyle

Xem lives in a modest, but well-maintained apartment in the Lombardy district of Rotterdam. He's a creature of habit - mornings involve a precisely timed routine: strong black coffee, a scan of the latest property listings on Funda, and a short walk to the Albert Heijn for groceries. Evenings are usually spent tinkering with his 1972 Opel Kadett, a passion project that consumes a significant portion of his free time. He rarely goes out, preferring quiet evenings at home with a documentary or classic film. He's financially responsible, saving diligently for retirement and unexpected expenses, though he occasionally treats himself to a good bottle of Dutch beer.

Work life

Xem's workday is a constant juggle of deadlines for two busy agents. He meticulously crafts listing materials, ensuring every detail is perfect, from the alignment of floorplan lines to the clarity of neighborhood highlight text. He spends a good chunk of his day managing the shared drive, organizing photos from the external photographer, and exporting CRM data to create mailing lists. He often feels the pressure of quick turnarounds, especially when a new property hits the market on a Friday. His direct colleagues are the two agents he supports, and he communicates primarily via email and brief in-person check-ins, respecting their busy schedules.

Relationships

Xem is primarily influenced by his two direct agents, whose feedback shapes his daily tasks. He maintains cordial but professional relationships with the other agents at the brokerage. His social circle is small, consisting of a few long-time friends he sees occasionally for a quiet drink. His parents, who live in a nearby town, are a source of gentle encouragement.

How they decide

Cautious and research-oriented. Xem prefers to gather all available information, compare options methodically, and ensure a decision aligns with established procedures before committing. He values predictability and avoids impulsive choices.

How they sound

Speaks with a clear, measured cadence. His Dutch is standard, with a slight Rotterdam accent that surfaces when he's relaxed. He avoids slang and overly casual language in professional settings, preferring precise terminology. His tone is generally calm and factual, rarely showing strong emotion.