What's Your Niche?

Managing Real Estate Broker with Broker, Marketing Coach, Trainer - iPro Realty Network Utah 9130327-AB00  

Like many new agents, when I first started out in Real Estate I thought I could "take on the world" because I didn't want to miss out on any opportunities to find business and make a sale.  What I didn't realize back then is that casting your net wide makes for large holes in the net, and less business actually ends up in your net.  

I have seen agents that set out to cover areas as large as an hour drive in all directions.  How effective do you think you can be in your business when you are trying to handle things that are 2 hours apart from each other?

It's important to really narrow down what "niche" you want to work in, or have the passion for.  Maybe you're an agent that loves to work with first-time home buyers.  Or maybe you're a special kind of agent that loves handling with foreclosures - dealing with kicking people out of their homes, getting properties cleaned out, handling repairs and maintainence, etc.  You can specialize in a certain aspect of Real Estate, or narrow it down to a specific geographical area (or neighborhood).

Whatever it is that you have a passion for in this business is really where you need to stack all of your chips. You may have heard this comparison before, but it really is true - Specialists make more money than Generalists. Would you rather be a "jack of all trades, but a master of none" or would you like to be the "specialist" that everyone turns to in your niche?  Think in terms of doctors - a General Practitioner doesn't make as much money as an Edocrynologist, Podiatrist, Heart Specialist, or Brain Surgeon.  

After I got going in Real Estate, and realized this truth, I started focusing on my passion - New Construction. It was when I started really focusing on contractors, land, and developments, that my business really started to take off.  I took training on new construction, talked to builders, asked questions and got myself very familiar with the whole process and what to look for.  

When you market your business online, it's extremely important to narrow down your niche.  The more specific your sites are about the business you handle, the better chance you have of showing up in the search engines, and the more targeted your prospects will be.  The amount of traffic that you get will be lower, but the prospects that DO come to your site are going to be looking for what you have to offer, which means that you have a better chance of converting those prospects into clients.  There will also be less competition online because most agents don't know how to make their sites niche-specific.

Sit down and take a long look at your business, and think about what you enjoy, what you have the most experience with.  Then start to focus all that you do on that particular niche.  I think you will begin to see great changes in your business!


If you are interested in finding out more about how to capture quality leads, be sure to check out my free video "7 Secrets to Dominating Your Real Estate Market" at http://leadgenerationforrealestate.com


Michelle Fradella-Barfuss



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Michelle has over 16 years of internet marketing experience, and has recently developed a program to assist other Realtors in learning how to set up and grow their business utilizing the tools that today's technology provides.  Secret Agent Blueprint teaches Realtors how to harness the internet to create a lead generation system that will generate quality leads for themselves, without paying some high-priced lead company for leads that don't ever amount to anything.  Using today's technology, Realtors can easily dominate their market.

Be sure to check out Secret Agent Blueprint to find out more about this step-by-step program.


Comments (4)

Michael (Mike) Robinson
Broadmoor Realty, Inc. - Long Beach, CA

Thanks for reminding us that in this day of specialization, we need to define our expertise...

Apr 26, 2011 03:40 AM
Robert Rauf
HomeBridge Financial Services (NJ) - Toms River, NJ

We all need to carve out a niche.... jack of all=master of NONE!

Apr 26, 2011 03:48 AM
Joan Cox
House to Home, Inc. - Denver Real Estate - 720-231-6373 - Denver, CO
Denver Real Estate - Selling One Home at a Time

Michelle, great post, and one many agents should think about.     Many agents do try to "do it all", but it works better with a NICHE!

Apr 29, 2011 01:09 AM
The Niche Agent
The Niche Agent
Your Niche Is Our Niche

Great post and awesome insight! As a niche marketing person, Its nice to see other agents who "Get it". Keep up the good work and happy niche'ing.


The Niche Agent


Jan 20, 2014 02:15 PM

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