Jack of All Trades?

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

You've heard the saying "A Jack of all trades, but a Master of none".

Is this what you are in your real estate market?

It never ceases to amaze me how many real estate agents think that being everything to everyone, everywhere, will get them the most money.  They believe that casting a larger net will bring them in more buyers and sellers, when in actuality, the larger you cast your net, the bigger the holes are.

I had this same philosophy when I first started as a real estate agent.  I had myself spread between two states, since I only lived 8 miles from the state line.  I would run here, there, and everywhere, dealing with whatever prospects I could get.  I cannot tell you the amount of hours (not to mention gasoline) I wasted.

It wasn't until I decided to narrow down my business and focus on one niche, and one area, that my business started to explode.  I became a "specialist", and I made more money.

So where are YOU with YOUR business?  Does this scenario sound familiar?

Are you spreading your marketing (and yourself) all over the place?  Do you "handle" more than one area?  Are you running all across a metropolitan area, and into additional markets, grasping at straws just to grab what business you can get?  

We're in the final quarter of 2011, and if your sales aren't where you want them to be, then you need to take time to sit down and really evaluate your business.  What are your strengths?  What area of real estate do you love?  Where are you getting the majority of your sales?  

It's time to take a cold, hard, look at your business.  2012 is right around the corner, and you need to get your business focused to start the new year out right!

What area of real estate gets you fired up?  What clients do you love to work with?  Is there a particular niche that you enjoy, that you can really help clients with?

It's important to focus on your CLIENTS.  These are the people that you will be working with, so they have to be ones that you WANT to help.  If you focus your business on SERVING your clients (focusing on their needs, fears, desires), you will be amazed at how easy the sales will come.

Make it a priority to get your business really "focused" this coming year!

Posted by



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 (71)

Karen Crowson
Coldwell Banker Residential Brokerage - Rancho Bernardo, CA
Your Agent for Change

Words of wisdom indeed. Focusing on just things now as I finalize my business plan for 2012. Nice post!

Nov 02, 2011 05:39 AM
Linda Fidgeon
Berkshire Hathaway Homeservices Page Realty - Wrentham, MA
Make your next move your best move!

Thanks for the reminder. its so easy to lose focus in this market and just start running in all directions.

Nov 02, 2011 05:39 AM
Marshall Brown
Mid America Inspection Services, LLC - Fargo, ND

Focus is tough when the target keeps moving. Every week there is a new sure fire way to market, a new set of regulations to deal with, tax time around the corner and changing business models to comprehend.

Focus we must, but even focusing requires focus. Professionally home inspectors need to continually upgrade their education, similar to what Realtors must do, and in business focus on marketing to Realtors so that potential clients are aware we are there when they need us to perform the most professional, informative inspection they can obtain.

Nov 02, 2011 06:01 AM
Murray Scotton
Royal LePage Benchmark - Calgary, AB

Great reminder and re-inforces my thoughts on geo-farming!

Nov 02, 2011 06:22 AM
Judy Orr
HomeSmart Realty Group - Orland Park, IL
SW & Near West Chicago suburbs

Michelle, I've been in the biz for a long time, and I wish I had made this my mantra way back when.  I work in the southwest suburbs of Chicago.  Just in my "little" area I work about 41 different villages, most of them small towns that no one could make a living in individually.  Less than a handful of these villages could provide enough transactions for an agent to only work that village. 

I tried to stay within a 30 minute radius of where I lived.  As I've gotten older, gasoline prices higher and just disliking driving in general, I have decided to regroup.  I moved last year to a town that was on the farthest reaches of my service area, and now I am going to focus on 4 villages that border my new town.  Of course, most of my business is still in or near my old area and I am still working them for now.  I'm hoping to refer them out in the future.

I am also upping my average price range.  My older main area probably had a top price of $500,000, and I rarely listed any of those because they were so far and few between.  The towns I now live close to have a lot of high end properties and I'm going to go for them.  2012 is going to be an exciting year for me and I'm gearing up for it now, getting my new print-work done, my new marketing plan, new systems, etc. 

Nov 02, 2011 06:53 AM
Gene Riemenschneider
Home Point Real Estate - Brentwood, CA
Turning Houses into Homes

I agree with you on some levels, but I also think we have to be flexible based on what the market is doing.

Nov 02, 2011 06:54 AM
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

You can be successful and simply focus on making money, not just using one tool to make your money. It depends entirely on your skills, expertise, and who your target market is, doesn't it? My target market is business owners with minimum 5 years, $500k in sales volume, married and whose goal is moving upward. So it doesn't matter to me that I have one or several tools to use for my clients, except that the more tools I have and use the more opportunities I'll have and just as important is the skill to use those tools.  

Nov 02, 2011 07:28 AM
Lyn Sims and the Blog Dog
Streamwood, Elgin IL Real Estate - RE/MAX Suburban - Bartlett, IL

That's a really good idea, wish more agents would follow this advice. I've done that for many years & actually think that maybe it's time to pull in the boundaries again.

Nov 02, 2011 08:28 AM
Linda Urbick
RealtyOne Group - San Ramon, CA
Selling San Ramon Valley - 925-786-5132

Selecting a  niche can be geographic, neighborhood or a particular type of buyer. I have decided to pick a type of buyer within a geographic area. My focus is on one City and a goal of knowing every thing about the neighborhoods that will fit for my niche buyer.

Nov 02, 2011 08:44 AM
Sylvie Stuart
Realty One Group Mountain Desert 928-600-2765 - Flagstaff, AZ
Home Buying, Home Selling and Investment - Flagsta

Great advice and just in time to evaluate out 2012 Business Plan! Thanks!

Nov 02, 2011 10:17 AM
Carrie Sampron
Home Smart Realty Group - Highlands Ranch, CO
ABR SFR & Kathy Sampron (303) 931-3629 Highlands R

Michelle: Great suggestion. Thanks! Carrie

Nov 02, 2011 11:29 AM
Winston Heverly
Winston Realty, Inc. - Atlantis, FL

Being Jack, will lead you to Jill. The hope is you just meet a lot of them. Thanks for sharing your post.

Nov 02, 2011 04:27 PM
David Popoff
DMK Real Estate - Darien, CT
Realtor®,SRS, Green ~ Fairfield County, Ct

OH I so agree with you, work smarter not harder, time to take a look at that business plan.

Nov 03, 2011 01:50 AM
Bob Miller
Keller Williams Cornerstone Realty - Ocala, FL
The Ocala Dream Team

Hi Michelle.  Excellent point.  I think it applies to your prospecting also.  Focus on one or two area - mine is expireds/FSBOS - and mater those.

Nov 03, 2011 01:59 AM
Kate Akerly
Kaminsky Group - Manhattan Beach, CA
Manhattan Beach Residential Sales

I theoretically agree with you, but our businesss has been growing differently this year.  We have really focused on building one particular niche, but our business keeps growing elsewhere.  In the long run, I have a feeling the niche will still win out.  You can't be closed to opportunties outside it though.

Nov 03, 2011 03:09 AM
Michelle Fradella-Barfuss
Broker, Marketing Coach, Trainer - iPro Realty Network - Salt Lake City, UT
Author of "Top 10 Mistakes Agents Make When Market

A LOT of awesome comments!  Thank you all!  Sounds like a lot of agents are on the right track for 2012!!


Nov 03, 2011 03:21 AM
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

This is great advice and probably something we should all take to heart more.

Nov 04, 2011 05:11 AM
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker in DC, MD, VA and attorney in DC

It is so tempting to try to be everything to everyone and we all need to step back and refine our business.

Nov 04, 2011 05:34 AM
Kasey & John Boles
Jon Gosche Real Estate, LLC - BoiseMeridianRealEstate.com - Boise, ID
Boise & Meridian, ID Ada/Canyon/Gem/Boise Counties

We work in the short sale "niche" - listing short sales and you are correct, we make more money having this niche than just being regular listing agents only (though we do that too).  However, I also work a lot with buyers and I find it hard to completely niche that out, especially since some buyers don't know yet if they want to live in certian areas or not and it takes time to figure that out, so I do cover our entire valley which includes 4 counties.  I don't know how to narrow that and still be able to service my clients.  So I will stick with what I'm doing for now, unless anyone has any brilliant ideas :-) Kasey

Nov 05, 2011 05:25 PM
Matt Robinson
Professional Investors Guild - Pensacola, FL

Such great advice, and yet so tough to follow in many cases.  I "specialize" in short sales, and get a ton of referrals because of my "expertise" in that area, and have done very well with it.  However, I still sell a lot of non-short sales, condos, and homes in areas all over the city and in numerous price ranges.  I have always been hesitant to spend a lot of money marketing myself in a specific niche, though I know all the experts say you should. 

Apr 17, 2012 09:18 AM