Real Estate Marketing - Capture Clients in Your Niche

Services for Real Estate Pros with Marte Cliff Copywriting

Real Estate Marketing - Use your website to capture clients in your chosen niche.

If you have just one real estate niche that you focus on exclusively, your website probably reflects that fact. But what if you're just trying to develop a new niche, or what if you are both a generalist and a specialist?

You can still use your website to market to your niche. And you can use your website to capture clients in your niche.

  • First, create a web page especially for them.
  • Fill it with information specific to their needs and wants.
  • Then, write a special report that will give them additional information, and offer it in exchange for their name and email address.
  • Follow up with drip marketing.

When you continue to contact them with small gifts of useful information they'll begin to think of you as THE person they need when they're ready to buy or sell.

So what kind of special report?A gift wrapped in gold

For expired listings, a "Why didn't it sell?" report giving the most common reasons why a listing expires off the market unsold. My expired listing letter set offers this report, or you can get it as a stand-alone at my e-junkie shop.

For FSBO's, a checklist of forms they need, safety tips, or simply things they need to do and consider. My FSBO letter set also offers such a report.

For distressed homeowners, use a report spelling out the alternatives to foreclosure - and why short sales aren't as impossible as their friends have led them to believe.

For a geographic neighborhood, a market report focused on just that neighborhood is always good. So is a report outlining future plans for the area (things you've learned by attending city meetings, etc.) If you're really tuned in to the neighborhood, you could even do a "coming events" report. Remember, in a geographic area you do want to get acquainted and build trust with everyone - including homeowners who aren't yet ready to sell.

For an upscale neighborhood, how about a report showing the most wanted or latest amenities?

For almost any sellers you could offer a report on this season's most wanted paint or flooring colors. Or how about a report on why you recommend staging?

What if you prefer buyers?

Give them a checklist of things to do before they begin house-hunting, and tell them why each is important.

Instruct them on how to effectively communicate their wants and needs to you, their agent. (Tell them why "I'll know it when I see it" doesn't help their chances of finding the right home.)

If you're targeting apartment dwellers, write a report about home prices vs. rents in your area - and of course remind them that rents do go up over time, while fixed rate mortgages can only rise in accordance with taxes and insurance.

No matter what niche you've chosen, you know things your prospects don't know, but should know.

So put some of it on a web page, offer more of it in a special report in exchange for their names and addresses, and then dish out more small gifts of information with a drip marketing campaign.

See my prospecting letters page for ideas - and to pick up the drip marketing letters you need for follow-up.

Speaking of gifts... follow this link for some free letters from Copy by Marte.

Comments (9)

Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...A Local Expert in all The Hamptons

Marte: YOU are something else!!! You have delved deeply into your personal "talent bag" and shared your most valuable information about your best techniques for business! I loved the letters, both Prospecting and your "drip" marketing letters...Doesn't it strike you that when you share some of your most personal ideas for better business, you get it back big time in another form. I admire that ability to understand the way this concept works--I have tried it too and have been able to gain a better connection with my fellow agents and members right here on AR! Thank you for your prized and creative techniques! And I must mention that your prices are beyond reasonable for the work you have done on them..

Jan 05, 2013 06:14 AM
Charles Stallions
Charles Stallions Real Estate Services - Pensacola, FL
850-476-4494 - Pensacola, Pace or Gulf Breeze, Fl.

Great advice and so much sharing and caring, I enjoy the plans and will have to take away an idea or two.

Jan 05, 2013 06:22 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Paula - Thank you. Did you know that someone could blush, sitting all alone at a computer with not even the dog watching? Your words are very kind - and appreciated.

Charles - Thanks. I hope my ideas give you plenty more ideas to run with.

Jan 05, 2013 06:31 AM
Suesan Jenifer Therriault
JTHIS-Professional Home Inspection Team - Blakeslee, PA
"Inspecting every purchase as if it were my own".

Great post. I visited your website and book marked if for further reading. Lots of good information. Thank you, I'll be checking in often to see what you're up to.

Jan 05, 2013 11:10 PM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Thanks Suesan, glad to have you!

Jan 06, 2013 02:11 AM
Connie Harvey
Pilkerton Realtors - Brentwood, TN
Realtor - Nashville TN Real Estate

Marte, I did set up a separate page on my website and tried to include good information. I didn't put together a good drip marketing plan. Need to work on this.

Jan 06, 2013 03:44 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Connie - It all takes time, so one step at a time is a good plan. What always gets my mind going is that you need to do THIS before you do THAT, but before you can finish THIS you must first do something to THAT. Seems like it all goes around in a big circle.

Jan 06, 2013 04:39 AM
Dan Derito
Success! Real Estate - Brockton, MA

As usual, excellent advice Marte.  It may be time to call in the young guns to work on my site, be they ever so much more hip than I am

Jan 06, 2013 08:16 AM
Marte Cliff
Marte Cliff Copywriting - Priest River, ID
Your real estate writer

Dan - Yes, I wish my "young gun" lived a bit closer and could come and help me. I tried to add a Google + button to one of my pages today and I got absolutely nowhere.

Jan 06, 2013 08:24 AM