When I tour the country talking to realtors, lenders and others about building a niche I inevitably have to demystify the process of creating and building a brand. Professionals who've spend years or decades in the mortgage, banking or real estate industry often neglect to portray themselves as the experts that they are. The solution to this problem is surprisingly simple.
Become a teacher.
Relax, I'm not suggesting that you abandon the years you've invested in learning about your current profession to join Teach for America (although that's a noble thing to do if it's your passion). Rather, I recommend that you start sharing your knowledge and give back to your community. Teach what you already know to those who are just learning.
There are some great ways to do this:
•1. Blogs and Podcast- Two of my favorite methods for reaching and teaching, blogs and podcasts let you create information and send it to those who are actively seeking it.
•2. V-casts- Even better, video podcasts add a name to the face.
•3. Write articles- OK, this may seem a bit "low-tech", but an article in your local paper or sent out over the Internet waves can do a lot to cement your credibility as an expert in your field. Just be sure to include a resource box at the end.
Why do these methods work? Think about it. There is an active audience already looking for what you have to offer. All you need to do is give it to them. Creating a niche is about doing exactly that. By becoming a trusted educator for this group of learners, you are building a solid foundation for future business relationships.
The best sales people don't sell anything. They offer information and solutions. You've got valuable information to share with people who need it. Why not become a teacher, and create a niche market at the same time?
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