Carving Out a Niche in Your Marketplace

Last Tuesday, I attended our weekly Keller Williams/ Benchmark Property Advisors Sales Meeting regarding our Market Plan and Stategies in going forward within our market.  In the 7 years in the real estate marketplace, I have noticed that successful real estate professionals have defined their niche in the market.  My partner Bruce is no different.  He has a clear picture of whom we are marketing to and what message we relay to our customers and keeps us focused.  He has experience in the investing market, fix & flip opportunities, commercial property sales and has tremendous knowledge in 1031 Exchanges.  This is his passion and is extremely important in todays competitive market place.  This is not to say we do not focus on two, three or even four niches in the market.  I noticed that some agents and real estate teams waste their marketing dollars on advertising and activities which are not specifically targeted to their niche. 

In listening to my partner Bruce in the sales meeting and over the years, the first thing I can say is "do not fear creating a niche for yourself in the market".  Benchmark Property Advisors/Keller Williams Real Estate, LLC has focused doing this for many years and have been very succesfull. Many Agents/Teams think that this will narrow their sales volume and clients, BUT on the contrary, they see an increase in volume because they are establishing themsleves as a leader in that category.  (we do)

Being unique in the marketplace today is imperative for a real estate professional.  With so much competition for the same Sellers and Buyers, our goal is to carve out a niche or TWO and market ourselves crazy - BUT in an intentional, targeted way.  This should be your goal as well.  Not just in real estate but life in general.

During a listing presentation, do you always dread the question, "So, why should we hire you instead of another agent?  What can you offer us that your colleagues can't?  Personally, I look forward to those questions.  Simple because WE ARE FOCUSED on our clients needs.  A well defined niche will help answer these questions and will impress potential clients.

Like Burce, the key to being unique and successful is to assess yourself and determine in what areas of life you are most interested.  Bruce of course in interested in Investment properties for our clients, 1031 Exchange programs to help our clients on taxes gains, Fix & Flip opportunities, and ways our clients can "Create Wealth Through Real Estate".  I ask myself all the time "What do our clients have in common?"  We get to know what is important to our clients and provide it to them, often.  This leads to more referrals within our niche and helps establish us as a leader.

Benchmark Property Advisors does a great deal of research in our marketing communities.  We talk to the public, attend and hold community seminars and activities, host a Real Estate Today Radio Show every Saturday and give surveys and needed market information.  This helps us carve out and maintain our niche.  Do you like horse back riding on the weekends?  My wife and I do.  A good niche for me has been to establish myself as the real estate espert for sales on horse property.  Bruce hates horses.  Therefore, my niche in Benchmark Property Advisors is knowledge in Wells, Septic issues, Soil Problems, Leach Feld Issues, Toxic Grasses, Meth Issues, etc.

On the other hand, my other partner, James, has a passion niche in Suberban Living and First Time Home Buyers.  He has extensive knowledge in available State and County Grants, Money available for First Time Buyers, Mortgage Programs, High End Home marketing, Hi Tech Web marketing, Teaching County Partnership Programs, and much more.

ANYWAY, while I was sitting in our Sales Meeting my mind was wondering how diversified our team Benchmark Property Advisors really is and how proud that we all use each others assests for the best interest of OUR clients.  We are a success and will always help those who have any real estate needs and/or have any real estate questions.  Always feel free to call us at 303-350-1781 with your real estate needs.  If you find more than one niche that you are interested in life, It's OK.  You, as us in Benchmark Properties Advisors, can have more than one but remember to have a passion for each.   We do and are successfully able to market ourselves in all of them and cover all the needs that our clients are wanting.