Agents have been finding success with niches for years. This isn't news. What I've noticed lately (kind of like what I wrote about blogging lately) is that even though it's a good idea, most of us still aren't putting this simple idea into practice.
Bottom line: trying to be everything to everyone points you directly on the path to burnout. Also, today's consumers are sophisticated enough to know better. Consider this: does your slogan sound something like "Your Real Estate Consultant for Life" or "I can show you any home, anywhere, any time..." The old school, tried and true slogans don't work anymore. You might as well say "I'm desperate and will work with anyone who'll have me." This is likely not the objective truth, but that's the message you're communicating to consumers. Buyers and sellers want a specialist. What's your specialty?
Jackie Youngblood, an associate with Peterman-Wall Real Estate in central Florida markets properties to nudists. She says "...no niche is too peculiar."
From an article I just read on Realtor.org, here are some other niches practitioners have found success with:
· Jamie Adams' real estate office is in the stadium complex that is home to the Texas Rangers Major League Baseball team. Adams is also founder of MVP Agent -- a national real estate referral network that offers real estate services for professional athletes.
· Valerie Fitzgerald - owner of Valerie Fitzgerald and Associates in Beverley Hills, Calif. - has carved out a niche market working with high-profile individuals who want privacy above all else.
· Kathryn Higgins of DJK Residential in New York City specializes in finding properties for pet owners.
· Scott McKinney, an associate with IBR Realty in Oregon, is successfully marketing himself among clients who are in the military.
· Wade Tread, broker of Vermont Country Real Estate in Woodstock, has had more than 30 years of experience in restoring and selling antique and historic homes.
· Peter Thornton of Legacy Homes in Florida and Maine primarily sells waterfront property, particularly to people who want homes in both states.
· Pete Baldwin, broker of Platinum Realty Network in Flagstaff, Ariz., uses his construction knowledge to specialize in selling log homes.
A little extra thought can put a niche into your real estate practice. Make better, more efficient use of your time. Get clients who already trust you can help them with their specific needs, because your expertise is the reason they called you to begin with. The market is tough. Now more than ever is a time to adapt, learn new things and employ new concepts into your business. Including a niche is one of the most basic things you can do to target new business, increase your market share and grow your business and improve the return on your time.
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