Targeting your marketing efforts is easier said than done. A lot of agents are finding themselves in scramble mode right now. Just trying to get “it” done. For many, that “it” is just maintaining the basics like client interactions and daily administrative tasks. But if you’re not prospecting then what happens when the “keeping up” with your current business ends, and you’re left without new listings or buyers? Ummm, I think you know the answer to that!
If hiring an assistant or marketing coordinator is not in the cards for you right now, you need to find a way to organize your marketing efforts and concentrate on sharing your expertise with the right network. One simple way to elevate your expertise above the competition is by obtaining a designation or specializing in certain types of real estate transactions. Do you have several green builders in your area, as well as knowledge of sustainable home features? You may want to consider becoming an EcoBroker, a special designation for environmentally concerned real estate professionals.
Recently, I was invited to dinner by my friend John Harper, who introduced me to Ginny Mees. While enjoying our “wine & dine” evening, I asked Ginny and her husband Paul (both agents) how they’re able to be so successful in such a challenging real estate market. Ginny smiled, and responded with, “I do what I know best!” What she knows best are the challenges facing independent women homeowners. She focuses her marketing efforts (both online & offline) on women who are going through divorce, widowed, etc.
In fact, Ginny created an online network (SingleWomenHomeowner.com) that brings together experts in women homeownership issues and consumers with questions based on location. Ginny also shares tools and resources that can help others who want to focus in this direction. FYI- Ginny didn’t do this alone, she consulted with 2 top experts, Kelly Lise Murray and Wendy Waselle of DivorceThisHouse, who educate real estate agents by providing a CE/CLE course to learn about the specific laws affecting divorced women.
I’m not suggesting you go out and create an online network overnight, but you can easily connect with locals in your area based on your expertise or topic via Facebook, Twitter, ActiveRain and other existing social media tools. For example, create an interest based group on Facebook (i.e. Living Green in Danville). Share your FB Group/Fan Page on all your marketing pieces, as well as a few tips for sustainable living. Join local environmental interest groups, offer to speak on green living at events, create an ebook for download on your blog, be the green living local advisor to your market area. If you blog, share articles about green initiatives, new recycling laws, local sustainable businesses, people making a difference, etc.
MyTechOpinion: Finding your niche means drawing upon your own skill-set and developing your prior knowledge so that you can provide your top-notch expertise to clients who are looking for someone just like you. It doesn’t mean that you become a jack of all-trades with your hand in every cookie jar so that you can display 42 designations on your business card. Remember, do what you know best and success will follow!
Yup, I like. Along the same lines of what I say but in a different way. Be authentic. Create a personal brand out of that authenticity so you know and understand what it is you have conversations about, the rest will fall into place.
Even more, I loved your choice of image for this post. I had the exact same thinking when coming up with an analogy of what it feels like to be part of a Niche. It's like catching wave, it takes work and timing to get up to speed but once on it the momentum is freeing. Freedom from running around in a frantic state spending everything you have to service the next client.
Well said
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Paul,
I have to say, I LOVE your surfing-niche marketing analogy….too smart! I just really liked the picture!
Stopped by your blog….looks like you're the new kid on the block but have some really insightful advice and strategies to offer. PS- Congrats on your marriage and finding a love that's fiery and fun…those are the best ones, if I do say so myself!
I look forward to more of your smart and stylish comments and craziness! Woohoo!
Here are some great videos of Kelly Lise Murray talking about Divorce This House
http://tinyurl.com/nkb4b5
Thanks NikNik. I have been in advertising,design and branding for some time but now re-tooling things to connect with my passion of Real Estate, creative and community (niche – my own advice – oi). The blog is new-ish and culled down. My business site is in business planning mode. It's everything I can do to hold back and do the BP first before publishing. I am really excited about it. Thanks for tweeting that bit too BTW.
I agree… It is hard for agents to be "everything to everyone." Finding a niche and working with like-minded people sure can make life a lot more fun.
I tried to download the Twitter eBook from two different computers. Seems to be a problem as I can't get it from either place. Can you send me another link or a pdf? Thanks. Your site is excellent. I'm really enjoying the information and finding it useful. I work with real estate agents in the Beverly Hills area to help them increase their exposure (and their business) without increasing their advertising dollars.
John- Thanks for shooting and sharing all those helpful videos!
Nick- You know this strategy well!
Jean- Our server was down briefly…but you should have received the copy of "Twitter for Real Estate Twits" I sent you directly! Let me know if you have any questions!
Great advice. Niches are becoming more and more important every day. If you can successfully carve out your own niche, it is hard to displace you no matter what.
I love this post! In fact, I'm bookmarking it to send to my real estate ezine readers when I mail them tomorrow.
I've harped about creating a niche for a long time, but you bring the message home with a creative example of how it can work to go beyond niches like "first time buyers" or "waterfront mansions."
Far too many of the agents I meet in my role as a real estate copywriter have no direction whatsoever. They're afraid to go after a niche for fear of missing a customer in some other area. I can understand that if they live in a small community – because some niches would only have one listing or sale in a year's time – but for those in large communities, creating a niche is really the only sensible way to go.
No one can be an expert on everything, but any ambitious, intelligent, and motivated agent can become the "go to" person in their own niche.
Marte Cliff, Real Estate Copywriter
writer@marte-cliff.com
Does anyone know of some good resources for developing a niche? I have a few in mind but need some avenues to cultivate them.
John: I could tell you but my good friend Dave DeBruyn says it in this video of him speaking at a technology meet-up here in here Vancouver Canada. http://bit.ly/3VPnR1
I think you made a good suggestion about adding a special designation–e.g., "EcoBroker"–or specializing in a niche. A lot of times it's not hard to get some type of special certification for these.
[...] 5 Carving your Niche [...]
Hi Nik Nik! Great Post…What you are suggesting "Niche", also known as "Hyper Local" Marketing can be simple really
We teach our Agents the Social Media Four Square (Twitter, Facebook Fan Page, Linked In, and YouTube – Along with a Blog on Posterous as their "Hub" {Just to start, then we migrate them to WordPress})..combine that with a 30 min per Day commitment, YES I said JUST 30 minutes and you will be well on your way to "Dominating" your Market space….Wait, I almost forgot 8-/ …
…the "Hyper Local" part..we also develop a Brand Strategy around a Geographical or Social Farm throughout that Four Square… We are seeing an Adaption Rate of about %37 amongst the 200 Agents, and results as fast as (No kidding here, I swear to you, you know me) Blog Posts reaching page #1 of Google (for 6,340,000 results) 20 Minutes!!! (Ok, so that was just one very good post, but its true!) for most we see Page #1 in about 20 days…
Love reading your stuff, (Check out our New Blog!)
@CBRELongBeach
Interesting write up. I was interviewed for my use of technology to sell real estate along with the tools I use to seal the deal. There is additional information on this article on my website: http://www.willmansor.com.
http://www.willmansour.com…love the MAC keyboard
http://www.parallels.com/news/id,24141
If realtors would focus on the demographics of the customers they want to service, and market to them instead of trying to catch every fish in the ocean, success would be a lot easier. That's easy to say, but hard to do. i know because I battle those demons every day myself.
The days of "All About the Agent" are gone. It's about being a community/neighborhood expert. That means knowing everything there is to know, sharing blogs and videos that provide valuable info about lifestyle!
I am wondering if any marketing firms are working specifically with real estate clients? Do the firms write separate blogs for each client or is there some way to use the same blog for all?