1. Helps Set You Apart
Whether you choose a specific location, property type, client category or other niche, you are declaring what makes you different from the sea of other agents in your market area who pretty much do the same thing. Versus blending in with the crowd, you stand out – and in a good way!
When you jump in and become a guru in a niche, you establish yourself as the resident expert in that area. This gives you credibility within your niche market. And that credibility helps you build client trust, which is essential to your success. Consumers value experts and they are more likely to choose you as their real estate agent when they trust your knowledge and expertise.
3. Simplifies Your Marketing
Once you identify your niche, you get clearer on who your ideal client is, and that understanding helps you find the most effective opportunities for marketing to them. It’s also easier to define your value proposition and tailor your message to appeal to those who are most likely to hire you. As an added bonus, you may also reduce marketing costs as you don’t have to spread as wide of a net
As a niche agent, you can optimize your website with content and keywords that put you in front of prospects searching online for someone with your specific expertise. Creating pertinent content for social media channels as well can get you noticed by potential clients outside of your website and other marketing efforts. In short, you can get increased visibility in front of the right people.
Being known as the go-to agent for a specific market not only results in clients seeking you out. It also makes it more obvious what type of client others should refer to you, and that can result in people sending more business your way. Also, because your past/existing clients likely associate with “birds of a feather” – who also fit your niche – you can tap into a loyal referral source.
If you do decide to carve out a niche, here are some tips.
1. Keep in mind that not all niches are created equal. Do your homework before you settle on your choice. Consider the competition and earning potential for the option you’re looking at, and whether it is lucrative enough for you to meet your income goals.
2. Pinpoint your passion and consider what niche is best suited for your strong suits. For example, do you enjoy and are you especially good at working with a specific client type such as first-time buyers or seniors? Are you well connected in particular geographic areas like up-andcoming or high-turnover neighborhoods? What’s your success in working with certain property types like luxury residences, green homes, or short sale homes? There’s a niche for most every interest. So, get creative and think outside the box.
3. Consider taking continuing education courses or getting certified in your niche area. Look into what educational opportunities are out there, including continuing education courses offered by the Ben Farmer School of Real Estate. Our courses are online. So, you can work them into your busy schedule; take them anywhere, anytime.
No matter what niche you choose, the very act of doing so can give you a leg up in the real estate business. Start branding yourself as an expert in your niche from the get-go. And, work your niche passionately and consistently to score success.