A Spicy Pursuit: What Specialty Is Missing In Your Marketplace?

By
Services for Real Estate Pros with Napa Consultants

One of the best ways to stand out from the crowd in luxury or other real estate marketing is to find the under served market niche, or filling a need in your marketplace.  In order to find it, one has to do quite a bit of research, because at first glance the market may look crowded. It is not unusual to assume that every niche in the real estate market is already taken.  Here is an example of a business that did just that (pictured above).

 

In one of the markets we frequent here in Santa Barbara, the spice and seasonings aisle takes up over one quarter of the space. It is our source to find the rare spice or seasoning for a dish we are making.

 

Food experts advise that spices diminish in flavor over time. They are susceptible to heat, moisture and light.  Furthermore, they are sold in quantities that are too large for an average household to use up in a short period of time as they have at best one to two-year lifetime of flavor. 

 

Spicely Organics found the under served market niche among the  biggest spice producers in the food industry.  Gelson’s Market added more shelf space to their spice aisle to accommodate them. Thanks to Spicely Organics you don’t have to go out of your way to assure yourself that certain spices may be a detriment to your diet because how they are produced. Everything is certified for every type of food problem. 

 

Furthermore, they sell them in small batches, which means that you don’t have to worry about the shelf life of your purchase.  There is enough for two or three uses.  It may seem more expensive than that big bottle you are used to buying in terms of quantity, however, this beats the competition in terms of quality

 

In the realm of real estate, we have heard many success stories of agents who specialize in what may seem to many who will take any listing “crazy niches”. We can assure you that those who specialize in just condos, for instance, or just properties they personally like, or just historical properties, or land are thriving regardless of the market conditions.  

 

These agents researched what was missing in their marketplace and became experts, and the go to agents in those niches. What Specialty is missing in your marketplace?

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
2,281,805
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

Spicey post...

Jun 20, 2018 06:03 AM #28
Rainmaker
3,782,409
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat  Thank you for the feature,and I love the coincidence of your needing anise seed. That is one spice, I have not used yet.  A

Jun 20, 2018 07:14 AM #29
Rainmaker
3,782,409
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

James Dray that niche is there, and I have seen so many unusual one that work.  We have a guy here who only takes listings of $4million and up and they have to be architecturally significant. In SF there is an agent who takes listings $8 million and up.   Some just do new developments and specialize there.  Some only work with athletes.  A

Jun 20, 2018 07:17 AM #30
Rainmaker
567,027
John Marshall - FORE!
The K Company Realty - Cherry Hills Village, CO
Specializing in Golf Course Properties

Specialization is the key to success and finding the underserved niche will prove priceless to the agent willing to dig a little. Thanks again for great fodder for my niche training classes.

Jun 20, 2018 08:29 AM #31
Ambassador
1,591,599
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

You remind me to go through the spice drawer and check dates!  Ha. Love the story and the anology to real estate. So happy to see another gold star. D

Jun 20, 2018 08:39 AM #32
Ambassador
2,695,032
Anna Banana Kruchten CRB, CRS 602-380-4886
Phoenix Property Shoppe - Phoenix, AZ
Arizona's Top Banana!

Very clever analogy! Spicing up our niches is the best way of creating repeat and referral clients. Now why do I feel like cooking up something fun :)

Jun 20, 2018 10:39 AM #33
Rainmaker
3,782,409
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Anna Banana Kruchten CRB, CRS, Broker I am slowly emptying our spice section and will be replacing them...as I need them.  A

Jun 20, 2018 10:57 AM #34
Rainmaker
3,782,409
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Marshall - FORE! One of these days, when we are in Denver visiting the family, it would be fun to meet up.  A

Jun 20, 2018 10:58 AM #35
Rainmaker
2,899,706
Michael Jacobs
Coldwell Banker Residential Brokerage - Pasadena, CA
Los Angeles Pasadena Area Real Estate 818.516.4393

Hello Alexandra and Ron - smart matters. This post underscores the value. 

Jun 20, 2018 11:11 AM #36
Rainmaker
3,782,409
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD  we went through ours recently, and I still need to toss out a few of them...there will be room on that shelf now. LOL.  Thank you for you nice words. A

Jun 20, 2018 03:44 PM #37
Rainmaker
3,782,409
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lynn B. Friedman thank you for your nice words, yes, it does beat the competition.  For us quality has always been worth more than quantitty.  A

Jun 20, 2018 03:45 PM #38
Rainmaker
1,192,250
Kat Palmiotti
Grand Lux Realty, 914-419-0270, kat@thehousekat.com - Monroe, NY
The House Kat

What a wonderful example of a niche.

I do a lot of cooking, and recently went through my spice rack/drawer/cabinet. I had a ton of spices, but many were very old, and therefore, fairly useless. I got rid of all the old stuff, and have purchased new as I need them. But many of my spices only get used once in a great while, so it's really a waste of money. I would love to purchase a batch that only has 2/3 uses. Oregano? I need a large container. Basil? The same. Cardamom? Not so much.

Jun 21, 2018 04:10 AM #39
Rainmaker
24,688
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Custom Home Design

Good idea to research the missing market niche!  I was told recently by a builder friend of mine that the going trend was transitional style design, not the regional favorite: Contemporary Mediterranean or some other period style.  What's the New Thing in your areas?  

Jun 21, 2018 11:13 AM #40
Rainmaker
3,782,409
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Henry there is definitely a Green focus here as well as Universal design.   We have been working on a lux condo project that is all focused on Universal design in Florida. The Spanish look remains a favorite here in Santa Barbara.  It reinforces the identity of the area.  A

Jun 21, 2018 11:20 AM #41
Rainmaker
350,843
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL Real Estate GRI, SRES,GREEN,PSA

Ron and Alexandra, you have consistently brought us information that clearly describes why finding a niche and working it is so important.

If you swim in the big pond with the multitude, how will you be found?

Loved your spice illustration.

Thanks for continuing to bring us great information to make our businesses better.

Jun 21, 2018 02:42 PM #42
Ambassador
1,393,863
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

I developed my specialty somewhat by happenstance but a lot driven by a desire to excel at something that could not be matched, Real Estate agents have little understanding of investment and I knew I could dominate and I have. It isn't bragging if it's the truth.

Jun 21, 2018 07:20 PM #43
Ambassador
1,299,727
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-755-2905

There was a tiny window of time here at Fishhawk Lake, when our favorite Realtor, whom we had used to buy two properties, was retiring and moving away. My hubby, who knew I'd wanted to be in real estate but never had the time or money to be successful, said, Gayle, here's your opportunity! 

14 years later and still thriving! Love what I do in my tiny 200ish homes resort-lake community!

Jun 21, 2018 07:23 PM #44
Rainmaker
3,782,409
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kat Palmiotti we agree with you when it comes to spices.  I needed a little bit of Ole Bay Seasoning, and ended up with a huge can, because it is all I could find, prior to discovering this. Fortunately, we grow a lot of oregano given our weather...and basil is available fresh year round here.  Wishing you a delightful weekend.  A

Jun 22, 2018 01:39 PM #45
Rainmaker
3,782,409
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

John Wiley swimming in the big pond is akin to swimming with the sharks in bloody waters.  Branding is finding your own special pond. A

Jun 22, 2018 01:41 PM #46
Rainmaker
889,666
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Great analogy. I can relate as spices lose zest!  There are so many niches in business, depending on location.  Specializing in horses, wells, septic systems, dogs, construction type, condos, homes, downtown lofts, the list is vast!

Jun 22, 2018 08:05 PM #47
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