Niche Marketing: Make Them An Offer They Can’t Refuse

By
Services for Real Estate Pros with RealSupport Inc.

RealSupport recently made a postcard for one of their clients in the Indianapolis area. The postcard was marketed towards a very specific demographic - waterfront homeowners whose listings had expired.

You see, Randy Worrell’s entire business revolves around waterfront homes in Indianapolis. His definition of waterfront is not restricted to homes on lakes - he considers homes on reservoirs, ponds, rivers, and deeded boat docks all to fall under his realm of expertise.

Many of you cringe at the thought of taking on such a specific market. Your immediate reaction is - But that excludes me from so many potential buyers and sellers!  What you don't realize, though, is that positioning yourself as the Home Buyers or Home Sellers Real Estate Agent, can exclude you from just as many opportunities.

If you are living in Indianapolis and you are looking for a waterfront home, who are you going to go to? Randy Worrell. If you were to search "Waterfront Homes" in Indiana, who do you think is the very first search result to pop up? Randy Worrell's Homes on Water Website. If your waterfront home had expired off the market, and you received a postcard in the mail telling you that you can get your home listed on a website - with an audience of 4,500 visitors a year only looking for waterfront homes - would you contact the agent who sent it to you? You probably would.

You know why? Because Randy has proven his value to this customer. He has made them an irresistible offer and he has put himself in the position of being the only one in his area that does what he does.

With all this said, we understand that it is not easy to completely change your business plan and ignore all of the clients who don't match up to your niche. But there are little things you can have your Real Estate Virtual Assistant do to put yourself in a similar situation as Randy.

- Choose one market that you work with more than others, and feature a special page for them on your website. For example, if you are great with elderly home buyers, why not have a page just for them on your website? Have your Virtual Assistant research a few great resources for the elderly and compile a list of links and tips for your website.

- Find a service that you offer that you think is worthy of advertising more. Giving onsite market appraisals, home staging consultations, providing entertaining tours for your area - whatever service you provide that you can really brag about. Position yourself as the expert in that area and send out a postcard that you are providing this service - free of charge - to new homebuyers or current homeowners in your area.

- For more great tips on how to Find Your Real Estate Niche, check out my previous blog on the topic.

So go ahead. Make them an offer they can’t refuse. Let us know how it turns out. I have a feeling it’s going to be good.

Stacey Clarke
Marketing & Copywriting Coordinator

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Rainmaker
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Gwen Fowler-CRS- 864-638-3599 SC Mountains & Lakes--
Gwen Fowler Real Estate, Inc - Salem, SC
Gwen Fowler Real Estate, Inc.

Speak softly and carry a big stick...same theory.  I think we are moving more toward permission marketing and people are blocking out anything that is not on their mind at the moment, we can no longer barge in and get their attention.

Nov 05, 2010 01:32 AM #1
Rainmaker
334,052
Ty Lacroix
Envelope Real Estate Brokerage Inc - London, ON

I believe in Niche Marketing and am interested in your services on helping me redifine and optimize my pages.

Ty

Nov 06, 2010 09:14 PM #2
Rainmaker
310,899
RealSupport, Inc.
RealSupport Inc. - Schaumburg, IL
- Virtual Real Estate Marketing

You're right Gwen!  We really want to get their attention, not because we're forcing our way into their world, but because we have something they genuinely want!  Thanks for stopping by!

Ty- I'm so glad to hear you're interested in our services!  Erica mentioned she talked with you and we'd love to help out in any way we can.  We look forward to working with you!

Nov 10, 2010 04:59 AM #3
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Rainmaker
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RealSupport, Inc.

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