When I first got my real estate license in 2007, I was not only new to real estate but also new to my area. I was told by other agents in my market that the only way to be successful here was to sell real estate in the entire Nashville market. Unfortunately, I took that bad advice and found myself trucking buyers all over the countryside looking for homes.
It didn't help me and it sure didn't help my buyers. I just didn't know enough about the areas I was selling. I did this for four years with growing frustration and very little pay off.
I lived in Franklin, shopped in Franklin, dined in Franklin and worshipped in Franklin. It seemed to me the best way to really be successful was to do what other agents were NOT--focus on selling Franklin real estate, specifically to home buyers. So in 2011, I stopped blogging about the entire Nashville area and began focusing on Franklin only. I created a website with lots of content about buying and selling a home in Franklin, Tennessee.
An interesting thing began to happen. Instead of having less business because of my very narrow focus, I started getting more business. As it turns out, home buyers were craving information about Franklin. Information other real estate agents weren't providing.
When choosing my niche, I went with geographic location rather than lifestyle or property type. Like many agents, I enjoy working with lots of different buyers looking for lots of different properties. I have sold everything from a small $100K condo to a $1.5M Brownstone; all in Franklin.
Now, not all buyers who begin their home search in Franklin end up buying here. I have also sold homes in the nearby communities of Brentwood, Fairview, Nolensville, Spring Hill and Thompson's Station. However, the bulk of my business comes from Franklin home buyers and sellers. In the last five years, 75% of my business has been Franklin home sales.
I know Franklin really well. I have built a business on knowing more than the average agent about Franklin. I have connections with people in the community who keep me informed. I then share that information with my buyers and sellers. It's hard to do that for every community in the Nashville area.
When I made this decision, I had no idea the impact it would make on my business. Many agents thought I'd be gone in pretty short order but I've continued to thrive. Every year is better than the year before. I had no idea I would find riches in niches but that's exactly what happened.
As a result, I opened an independent brokerage two years ago and named it Franklin Homes Realty LLC. Could I have named it Tammie White Realty? Of course, but who would Google that? A lot of people Google Franklin TN real estate or Franklin TN homes for sale. That's where the bulk of my business comes from. Do I still get people who are interested in buying in Nashville? I do, but I refer that business out.
I don't worry about where my next deal will come from. By creating a niche and providing content on my website, I've established a regular pipeline. Best of all, I don't have to cold call or spend lots of money on direct mail. Buyers find me from my internet presence. All because I focus on a niche--a niche that has been quite lucrative for me.
If you're looking to buy in Franklin, Tennessee or you know someone who is, send them my way. You won't be sorry you did.