What If You Don't Belong To Any Specific Group? Who Do You Market To?

Mortgage and Lending with Bank of England (NMLS#418481) NMLS# 1046286


 Who Do You Market To When You Don't Belong To Any One Group!

three women of different ethnic backgrounds


I've been reading through some of the profiles here on Activerain and I've noticed something.  Actually, I've noticed it before, but didn't give it a whole bunch of thought until now.  The thing that I've noticed is that I don't belong to any specific group that I can market to.

Here in St. Louis there are Realtors who are Gay and who market to the Gay community or Bosnian Agents who market primarily to Bosnians.  I haven't bounced into her lately, but there is also a deaf agent who pretty much only works with other deaf people.

Well, I'm not Gay or Bosnian or Deaf.  I'm Straight. Bosnian Flag

I'm Irish, Polish and probably a few other ethnicities mixed in, but don't speak any other language other than English (which I've been told that I'm not the best at). I was in the Navy as a Seabee, but only as a reservist.  I'm not religious, so I don't have a church to market to.  I went to Mizzou, but my friends from there are pretty much scattered across the state and around the world.

So, what's a straight, non-ethnic, non religious agent to do?  I can't even join an agnostic society because I'm not 100% sure that I'm agnostic?  I've thought about trying to join some groups, but between my business, my girlfriend and my kids I barely have time to hang with my current friends.  That's not to mention having the time to occasionally tie a good one on!  

I was curious if any of you are in a similar situation or if you might have some suggestions?  Please feel free to comment or to contact me.

R.B. "Bob" Mitchell

ValueList Real Estate Services, Inc. 


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Paul David Hiebing
Grampp Realty: Real Estate in the Quad-Cities - Bettendorf, IA
Quad-City REALTOR®, @ Grampp, Realty of The Q.C.

I've found that there are basically three types of REALTORS in this business:

1) The "Shotgun Approach" agents who try to be all things to all people-- They never develop one or two specific "Niche" markets that can help support them, and then usually end up leaving the business after a year or two of chasing their tails round and around.....

2) The 'Newby" agents who have listened to way too many "experts" about how easy it is to become fabulously rich by buying and selling homes for clients, but never realize how much time, effort and money it takes to become successful in this business.... They simply wait around the office waiting for the that "million dollar floor call" that never comes and end of broke and disillusioned after a short period of time...

3) The agents who realize its better to become a master at a few "Niche" markets, concentrate their time, money and effort on those niches, become sucsessfull at them, and then develop a nice business that can keep them in food clothing and shelter... And with experience, they can eventually wander outside thier specific niches and build a good clientele...

I started out in the first-time home buyers market because of my strong belief in the importance of home ownership for all who are ready and able to buy.. I spent my first two years in the business learning that market and sharpening my skills at it..  

Through a strange series of events, (too long to go into here and now).. I became involved in the pre-foreclosure short-sale market (as a result of a first time buyer).. found that I like it, sharpened my skills at it, and have become successful at it as well..

I still list and sell other homes (new construction, duplexes, condos, etc) but I never forget what "niches" butter my bread....

My suggestion to you is to ask yourself what one or two specific niches do you (or would you) prefer to work with--- when you determine the answer to that question, read, study and perfect your skills...

Then, you can enjoy the work and reap the benefits 


Mar 29, 2007 06:42 AM #1
Tina Howell
RE/MAX DFW Associates VI - Little Elm, TX
Little Elm & Frisco Area Real Estate
I agree with Paul.  If you can't find a niche based on "people" find one based on "housing-type" (second homes, condos, moveups, etc.  Become an expert at it and the clientle will follow.  Best of luck :)
Mar 29, 2007 07:05 AM #2
Anthony Clark
Clark Partners - Fayetteville, AR
Real Estate. It's About Lifestyle!

Bob  I've never heard any Realtor - ever - say that they can't find a niche!  You're the first  :)  Typically it's the other extreme and they're trying to market to a group that is too small.  Anyhow, I thik Paul and Tina gave you some good advice.

Before you read on to my boring take on this, read Mariana Wagner's niche post. 

Not knowing anything about you, I might suggest the following:

Do you golf?  How about specializing in golf course/resort communities?

How old are you?  How about considering the needs of seniors or empty-nesters?

Are you green?  How about reaching out to the green community by sponsoring an Earth Day booth?  Oops, you'll have to wait another year for that one.

In my opinion, my neighborhood is a niche.  I want to "own" my neighborhood and be the expert!  The only one my neighbors even consider asking for real estate assistance.

You'll find your niche!  It's out there somewhere. 


Apr 23, 2007 04:48 PM #3
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R. B. "Bob" Mitchell - Loan Officer Raleigh/Durham

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