If you're out there marketing for new listings but not having much luck, the problem could be that your target is too large.
In an effort to market to an entire city, your message must necessarily be generic. Probably TOO generic to appeal to any of them, except by chance.
Those are the ads we see that say "I'm really great, so hire me."
And of course, by now we all know that marketing is never about you - it's about your prospects and what matters to them. It's about you only in what you can do to solve their problems or satisfy their wants and needs.
When you change your tactics and market to a niche, you can say things that matter to the people in that niche.
You can talk about their concerns, their needs, their interests.
You can address issues that matter to people in their position - whether that be folks who have to short sell or the affluent looking to move up.
And, when you're using direct mail, you can spend less money to get better results.
Even spending the same money, you'll get far better results by mailing to 100 people ten times than to 1,000 people only once.
Statistics show that one mailing will likely get you less than a 1% response.
Read more about response rates here.
What about Geographic Territories?
Aren't those residents all individuals, with different interests and needs?
Yes, they may have different reasons for selling, but their homes will all be in a similar price range and thus will appeal to similar buyers.
When you make the effort to become the neighborhood expert, you'll be the person in the best position to represent their homes to the buying public.
The second reason to choose a niche ...
You can become the expert.
When you focus your energies on one segment of the market you can become the agent who knows the most about that market. You can become a recognized expert, able to answer questions and solve problems that other agents can't.
If yours is a geographic niche... In addition to knowing everything about the schools, the zoning, the taxes, the services, and the people to seek when your clients need help, you'll be familiar with the homes that are for sale and have sold.
If yours is a more specialized niche, such as probate or divorce, you'll know the procedures and the problems - and when to tell your client they need to speak with an attorney.
Do you need prospecting letters?
Click here to choose from more than 40 sets of letters.
Image courtesy of jscreationzs at freedigitalimages.net
Hello Marte ... "Great Post" and VB really needs to study his tactics of exposure better, thanks for the reminder and your post has been featured to the group:
Comments(58)