Savvy Marketing: Finding the Under-Served Market!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

Lately, as I read blog posts on many subjects including real estate, I am finding that many agents are subscribed to blogging services with what we would refer to as canned goods.  

 

The same title and the same exact wording appears!  The only difference is the photo and the location.  The subjects are trite and uninteresting. It is the same old stuff, and re-packaged with second rate photos.

 

Recently, we responded to an S.O.S from a successful real estate marketing professional who put out this distress signal:  "I have been blogging consistently. Why is no one commenting or following me?"  "Is there anyone out there?"  

 

For those of you who are experiencing the same frustration, here is an important tip: Discover and dominate an under served market niche and blog about it.

 

A niche is a specialized market. It is a market segment or a particular market “space”.  An example of a niche in luxury real estate would be historic homes.

 

When we were in commercial real estate in Beverly Hills we specialized in high end retail and the entertainment industry.  One of our jobs was to find potential tenants for retail stores and shopping centers that we represented exclusively, on Rodeo Drive, or surrounding areas.

In doing some research for an upcoming blog series, we found an excellent analogy for niches by Ray Wert on his Jalopnik.com blog.  He referred to niches as the spaces between the marbles in a Mason jar that is full of marbles.  If you were to pour sand in the jar it would fill those spaces and there would be a surprising amount of room for the sand. 

 

Only when you can no longer add sand is the jar really “full”. The marbles represent what everyone else is doing, the niches exist in those spaces between the marbles that the sand fills.  Essentially, that is how you find the under-served market niche. It is doing what no one else is thinking of doing.

 

To be successful as a blogger in any aspect real estate marketing  you must first identify an uncontested market “space”.  The first place to look is for an under served consumer group.  

 

It must be a niche about which you can write passionately.  It needs to be a market segment for which you can offer an extraordinary promise of value, value that cannot be found elsewhere.

 

And, you must blog in your own unique voice, your authentic style.  That is, if you want to build an audience and be follow-worthy over time.  

 

Essentially, that is how you find the under-served market niche. It is doing what no one else is thinking of doing!

 

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Written by Ron & Alexandra Seigel-

 

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— Ron & Alexandra Seigel, Managing Partners 

 

Comments (38)

Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeffrey DiMuria 321.223.6253 Waves Realty this is not easy for many.  They are more likely to copy success rather than innovate.  A

Oct 05, 2021 08:01 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay You have a wonderful way with words. Yes, you are experts in each area,  And that distinct voice needs to be heard.  Thank you for the feature in one of my favorite groups.  A

Oct 05, 2021 08:03 AM
Bob "RealMan" Timm
Ward County Notary Services - Minot, ND
Owner of Ward Co Notary Services retired RE Broker

Great words of wisdom Ron and Alexandra Seigel . I have not seen any duplicates lately but I admit that since my retirement from real estate I don't search for blog posts like I used to.... I just stick to my favorites here and they are all originals.

Oct 05, 2021 08:10 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bob "RealMan" Timm like you I search among the favorites, but sometimes, I do check on what else is going also.  Hope springs eternal, and I hope to find someone who has something to say...LOL A

Oct 05, 2021 08:39 AM
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Love the analogy, Ron and Alexandra- I tend to pass on by the posts that do not have original content. I'd much rather spend my time reading what someone says..their thoughts and words on a subject. 

Oct 05, 2021 12:27 PM
Wanda Kubat-Nerdin - Wanda Can!
Red Rock Real Estate Brokered by Real - St. George, UT
So Utah Residential, Referral & Relocation REALTOR

Originality still matters in business Ron and Alexandra, I see copy-paste moments and take a pass. I enjoy writing about a multitude of things other than real estate, that can get monotonous!

Oct 05, 2021 01:07 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib we all pass by those posts.  I enjoy reading, and learning or being entertained with something funny.  A

Oct 05, 2021 02:50 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Wanda Kubat-Nerdin - Wanda Can! You are a delightful original, no doubt about it, and I enjoy your posts. A

Oct 05, 2021 02:50 PM
Liz and Bill Spear
RE/MAX Alliance 513.520.5305 www.LizTour.com - Mason, OH
RE/MAX Alliance Cincinnati & Dayton suburbs

It was recognizing that our MLS had (at the time) no designation for patio homes, and then the later realization that it wasn't specifically patio homes, but low maintenance living in general, that defined a good niche for us to explore.  The price point is typically 1.5 to 2x the average area price, and we're working with buyers who aren't attending their first housing rodeo.  Take care of them and they take care of you.  And the side perk is some of those buyers come with houses to sell.

Oct 05, 2021 03:45 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Liz and Bill Spear I had not heard of patio homes until I read your blogs.  So, I loved learning about your niche, and it is a great differentiator.  A

Oct 05, 2021 04:18 PM
Anna Banana Kruchten CRS, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ
602-380-4886

It's blogging tips day - I love it Ron and Alexandra!  Bill wrote a good post too.  Love the analogy of the marble jar.....I have used that when teaching or mentoring agents.  It's so easy to make the point and get them to think. BINGO!

Oct 05, 2021 04:21 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Anna Banana Kruchten CRS, CRB, Phoenix Broker That is such a wonderful analogy and I am so delighted that you are teaching to agents.  I really liked Liz and Bill Spear 's post also.  This post has been on my mind, because so many are copying and pasting.  Happy Tuesday.

Oct 05, 2021 04:34 PM
Anna Banana Kruchten CRS, Phoenix Broker

I see more of this going on lately as well.   They just don't get it.  I've been teaching for many years - simply analogies work the best.

Oct 05, 2021 04:45 PM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

This is excellent advice, Alexandra.  When I first became an agent, I wanted to "farm" my own neighborhood.  However, there was a really successful agent who owned this neighborhood because of his longterm, consistent marketing methods.  However, my kids were on a swim team, and there was no agent competition there.  So, I marketed to the parents of the club, plus other swim club parents in the Greater Sacramento region.  It worked out well.

Oct 05, 2021 05:22 PM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

CONGRATULATIONS Ron and Alexandra, on having this blog FEATURED in the Old Farts Club group!  

Oct 05, 2021 05:22 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat love your strategy of the swim club!  Bravo and Brilliant!  Thank you for the feature!  A

Oct 05, 2021 07:15 PM
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Alexandra, I find that when I write posts and syndicate them to other platforms I get a great many views and few comments... there are only three platforms that focus on comments... AR, FB and Instagram.... this tells me that because of the interactions that I do that generate comments..... the reality is the potential buyers and sellers are stalkers and they see my posts and reach out to me directly but do not comment on the posts... but that is just my observation...Endre

 

What do you say Anna Banana Kruchten CRS, CRB, Phoenix Broker 

Oct 05, 2021 09:38 PM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Ron and Alexandra Seigel ,

What an excellent post and love the analogy of the marbles in the jar! A great way to get your valuable tip across! 

Oct 06, 2021 05:45 AM
Erik Hiss
Keller Williams Capital Partners Realty - Worthington, OH
You can trust me for all your real estate needs!

You have to use your creatvity and blog/type like you're speaking with a friend and/or client. it will eventually flow

Oct 06, 2021 05:45 AM
Dr. Paula McDonald
Beam & Branch Realty - Granbury, TX
Granbury, TX 936-203-0279

Excellent words, "To be successful as a blogger in any aspect real estate marketing  you must first identify an uncontested market “space”.

Oct 06, 2021 03:34 PM
Matthew O'Hare
Osterville, MA

I like the canned goods analogy. I feel like there is a desire by many to get out there and blog but lack either the direction or creativity to accomplish their goal. This can result in that "canned goods" type posting.

Oct 12, 2021 09:27 AM