Finding Riches in Niches

By
Real Estate Broker/Owner with Franklin Homes Realty LLC

Finding Riches in NichesWhen 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.

Posted by
Tammie White, Managing Broker/Owner
CLHMS, CRS, GRI, SFR
Franklin Homes Realty LLC
Franklin, TN
(615) 495-0752 
GET REAL. GET LOCAL.
 
This posting with the content written here and photographs displayed are the intellectual property and opinions of Tammie White of Franklin Homes Realty LLC. Any party who uses this material without the written permission of Tammie White is subject to copyright infringement and possible lawsuit.
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Rainmaker
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Kathleen Daniels
KD Realty - 408.972.1822 - San Jose, CA
San Jose Homes for Sale-Probate & Trust Specialist

Tammie White - Amen to that.  I remember the journey of you waiting for your broker status so you could open the gates to your Franklin kingdom.  You saw the light and built it ... and they came ... and will continue to come.  You are an inspiration!!! 

Apr 03, 2017 01:25 PM #1
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Jeff Dowler, CRS
eXp Realty of California - Carlsbad, CA
The Southern California Relocation Dude

Hi Tammy

There's a very good lesson here for many. I was never told early on about focusing on a niche and it took at while to figure it out. Congratulations on your success.

Jeff

Apr 03, 2017 01:34 PM #2
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Dick Greenberg
New Paradigm Partners LLC - Fort Collins, CO
Northern Colorado Residential Real Estate

Hi Tammy - Great story. You picked the right niche and worked at it the right way - your success is well-earned.

Apr 03, 2017 02:01 PM #3
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Michelle Edwards
Realty One Group Trilogy - San Bernardino, CA
Licensed Realtor® in California and Nevada

Very inspiring, thank you for sharing!

Apr 03, 2017 02:21 PM #4
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Anna Banana Kruchten Broker, CRB, CRS
HomeSmart International - Phoenix, AZ
602-380-4886

Tammy you've done a fantastic job building your Franklin TN niche!

Apr 03, 2017 04:14 PM #5
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Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Great post Tammie White  but then again all your posts are wonderful .This was is ful of richness in Niches 

Apr 03, 2017 06:32 PM #6
Rainmaker
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marti garaughty
garaughty.com - Montreal, QC
a highly caffeinated creative type...

marti garaughty, abstract art, graphic design, marketing, WordPress consultant

Apr 03, 2017 06:37 PM #7
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Margaret Rome Baltimore 410-530-2400
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

Tammie White Excellent post on your niche and what a great title!

Apr 03, 2017 09:10 PM #8
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Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

Kathleen - It was definitely a longer journey than I'd hoped.

Jeff - I think it's the best kept secret in real estate.

Dick - As always, thanks for your support.

Michelle - Thanks for stopping by.

Anna - It's been the key to success for me.

Hannah - Thanks.

Marti - Thank you for the feature.

Margaret - It's absolutely true.

Apr 03, 2017 09:57 PM #9
Rainmaker
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Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

"Finding Riches in Niches."  I love that title line, Tammie.  Also, a great story to go along with it.

Apr 04, 2017 08:16 AM #10
Rainmaker
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Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

Excellent post Tammie, as usual. I love your story!

Apr 05, 2017 07:27 PM #12
Rainer
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Melissa Jackson
Century 21 Alliance Properties - Azle, TX
Helping You Make The Right Move

Excellent post explaining how you found your niche.  

Apr 06, 2017 12:02 PM #13
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Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Tammie - congratulations on your niche focus. This point is made over and over again to marketing a business.  Less is More!

Apr 10, 2017 10:54 AM #14
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Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

Myrl - Thanks.

Corinne - You are absolutely right, I do.

Evelyn - Great contest.

Melissa - Thanks for stopping by.

Grant - AMEN!!

Apr 10, 2017 10:56 AM #15
Rainmaker
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Elva Branson-Lee
Solid Source Realty GA - Atlanta, GA
CDPE - Atlanta Real Estate & Short Sale Agent

I made a similar mistake as a newbie trying to service all of Atlanta metro. It only took a few months of that for me to realize the error of my ways, so when I started the short sale team, I focused on the south metro. Much better results. Now that I'm branching into more traditional sales, I'm focusing even tighter -- like you, I'm choosing the suburban town where I live, shop and play. Thanks for this encouraging post.

May 03, 2017 04:24 PM #16
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Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Good for you on defining your niche and then capitalizing on it with your brokerage. 

May 03, 2017 09:12 PM #17
Rainmaker
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Kasey & John Boles
Jon Gosche Real Estate, LLC - BoiseMeridianRealEstate.com - Boise, ID
Boise & Meridian, ID Ada/Canyon/Gem/Boise Counties

Excellent.  Your story shows just exactly how a niche can benefit your clients and your business.  Great post! -Kasey

May 04, 2017 12:03 PM #18
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Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

Elva - All the best in pursuing your niche.

Mick - Thanks.

Kasey - Just because we narrow our focus so we're easier to find, doesn't mean our business will decrease.

May 07, 2017 11:27 AM #19
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