To specialize or not?

Getting a mortgage is probably the least interesting chore involved with the homebuying process, perhaps considered a necessary evil, so you would probably do better by focusing on the more positive aspects of meeting buyers' emotional needs.  One exception might be if you focus part of your marketing on first time homebuyers; an audience that may find your financing expertise to be especially appealing.

A great way to figure out how to market yourself is to get a group of friends together and brainstorm about the different directions you are considering. Have your friends imagine that they are members of your target audience, then ask them to toss out their ideas of what their emotional needs or emotional states would be. And always remember that a target audience is always a narrowly defined group of PEOPLE, not towns, developments, or cities. In other words, doctors and other medical personnel are a target audience (aka niche audience). Babyboomers are not. Each group will have different emotional needs and must be addressed differently. For example, wealthy people may be rather arrogant,d might resent being "talked down to", and might actually enjoy spending more money than they really needs to spend. A first time home buyer, on the other hand, might be fearful and cautious and might appreciate your efforts to educate them.

No matter which direction you take, you will be most successful if, instead of thinking about marketing yourself as a real estate agent, you put yourself in your prospective clients' shoes and focus on meeting their needs.