Wanting to work with everyone is common. You’re a Real Estate Agent, and you want to be able to serve as many people as possible, and that’s great, but you want to market to one specific group at a time. When you cast a wider marketing net, you end up diluting your message.
Not only does your message end up getting watered down, but you also become just like everyone else in your field. What are you doing to differentiate yourself? How do you stand out in an overcrowded market that has everyone clamoring for the same business?
You need to speak to people directly. Last week I wrote about getting face to face with expireds, but today is about speaking directly to a lot of people at once. Creating a very specific target market that when they see your advertisement, they feel a connection with you. For example, I was at an epropertysites seminar at the Mission Viejo Country Club last week. As an example, Chris Bates threw out (as a joke) having a poodle niche. That’s right, only marketing to people who have poodles. Silly, yes, but apply it to your business. Horse property, beach-front property, condos, retirement communities, vacation homes, military families. You need to choose something that works with your demographics, your expertise, and your personality.
When you found this article, were you searching for a Virtual Assistant? If you were a lawyer searching for a Virtual Assistant and you read the title “Creating a Real Estate Niche” would you have clicked on it? No, probably not. You clicked on it because I was speaking directly to YOU, the real estate agent.
My challenge for you: The next blog post you write, your next tweet, or status update on your Facebook Page, direct it toward a specific group of people in your target market. Does the house have a huge backyard? Write a post to dog lovers in Huntington Beach, California. Does it have a pool with a swim-up bar and a dance floor on the deck? Call out to the party people. When you write your message for someone specific, they’re much more likely to find it.