Specialization Breeds Excellence in Real Estate

Your website should have lots of information both on the local real estate market and on local listings.  That way, your website will appeal to both people actively seeking a home now and those who are still researching.

The ones who are not yet ready to buy or sell typically want lots of information on the local real estate market and some updates on new listings and recently sold listings.  The people who are ready to buy or sell will mostly want new listing updates.  So make sure your website’s content caters to both types.  When they sign up for your mailing list have them indicate in the signup form if they’re actively seeking a home now or are simply doing research.  If it’s the latter ask them to indicate about when they plan to start actively searching for a new home.

Your Website Should Reflect Your Target Market

Conventional sales wisdom says it’s best to be a generalist and serve large markets.  The thinking is if you restrict yourself to smaller markets, you’ll have fewer opportunities because they’re smaller markets.  In fact, the opposite is true.  You’ll have more opportunities by specializing in a few or even one small market than large markets.  Here’s why.

Specialization Breeds Excellence

You cannot be all things to all people in any walk of life.  The more things you try to be, the weaker you’ll be at all of them: the jack of all trades and master of none.  But the fewer things you focus on, the more you’ll excel at any one of them.  Focus on one thing and you’ll become a master of it.  The more you master a single thing, the more you’ll become known for it.

There are literally thousands of real estate professionals in any large city (eg. Toronto) who, when asked what geographic areas they work in, will tell you they handle listings in that large, multi-million population city and perhaps even several other smaller nearby suburban areas.  All of their branding (print ads, website, etc.) reflects this.  On the surface, there is little to distinguish any of the these people from one another in terms of “who’s better, who’s best”.

 

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