100 Niches for Real Estate Specialists

Posted by on Feb 19, 2014 in Marketing, Niche Strategies, Real Estate | 11 comments

100 Niches for Real Estate Specialists

Niche marketing is a powerful strategy that works especially well in real estate. The reasons are numerous. Even though most agents agree that specialization makes sense, they often mistakenly believe they can’t apply this approach to their situation.

If you’re in the “wouldn’t work for me” camp, maybe the solution is to expand your thoughts about how to define a niche. With this in mind, I’ve compiled 100 different ways to specialize in real estate. (Plus, here are more tips on how to convert a real estate niche into a full-blown marketing strategy.)


Niches based on particular types of housing

Some homes deserve distinct labels that attract certain types of buyers. An agent who forms a strong connection with these homes will have a natural advantage in attracting those buyers.

This might imply defining your niche by a historical time period or architectural style, such as:

1. Victorians (or “painted ladies”)

2. Colonials

3. Bungalows

4. Brownstones

5. Mid-century modern

6. Arts and Crafts

7. Cape Cod

Or a niche could be based on a construction technique:

8. Log homes

9. Post and beam

10. Manufactured housing

Or general descriptors like:

11. High-rises

12. Condos

13. Town homes

14. Lofts

15. Luxury homes

16. New construction

Niches based on types of housing can also be oriented towards recreational activities:

17. Lake homes

18. Ski homes

19. Golf course homes

20. Equine properties

21. Pilots/private landing strips

22. Ocean-front property

23. Inns and guest houses

24. Hobby farms


Location-based niches

Real estate agents probably use geography more than any other characteristic to describe their niche. Depending on the size of your market, a location-based niche can be defined by:

25. (Name of) county

26. (Name of) city

27. (Name of) suburb

28. Neighborhood name(s)

It’s also possible to drill down further into specific locations, such as:

29. A particular subdivision

30. A gated community

31. An area that feeds into a particular school district

32. An urban financial district (or transportation center, shopping district, etc.)

33. The downtown area of a major suburb

34. An active adult community

35. The area surrounding a university


Niches based on types of buyers and sellers

The vast majority of home buyers start their search on the Internet. Beyond aligning your services to certain types of property or locations, you can further refine your niche by speaking directly to buyers’ (and sellers’) interests, including:

36. First-time buyers

37. Move-up buyers

38. Second-home buyers

39. Investors

40. Distressed properties

41. Fixer-uppers

42. Sellers attempting to go it alone (FSBO)

Buyers and sellers can also have unique housing interests based on their current circumstances or stage of life, such as:

43. Young and single women/men

44. Young couples

45. Growing families

46. Single moms/dads

47. Empty nesters

48. Retirees

49. Widows/widowers

50. Elders who are aging in place

51. Adult children caring for aging parents

52. Families wanting multi-generational living arrangements

Another way to think about groups of buyers or sellers is in terms of the housing-related interests they share:

53. Downsizing

54. Eco-friendly homes

55. Urban farming

56. Walkable communities

57. Working from home

Try expanding your thinking to include the international landscape:

58. Foreign investors in U.S. properties

59. Overseas buyers of second homes

60. Relocating workers on temporary visas

61. Housing for international students

62. Members of local immigrant communities

63. Buyers of second homes in other countries

64. People who want to retire abroad


Knowledge and skills can define your niche

If you’ve taken time to earn special real estate designations or cultivated expertise in a particular topic that can assist clients, this is another viable way to cultivate a niche. For example…

In terms of designations earned, you can present yourself as an expert in:

65. Representing buyers (ABR®)

66. Seniors’ home buying and selling needs (SRES®)

67. Global/international real estate transactions (CIPS®)

68. Sustainable and eco-friendly housing (GREEN)

69. Resorts and second homes (RSPS)

70. Distressed property specialist (SFR)

71. Negotiation expert (CNE)

Certain types of buyers will be drawn to an agent who can support them with other specialized assistance, such as:

72. Re-entry from foreclosure/bankruptcy

73. Home buyer assistance programs

74. Assisting military families

75. Veterans’ programs

76. Relocation services

77. Ability to speak another language


Shared hobbies and interests

Don’t limit your thinking to property-related considerations. It may also make sense to incorporate some aspect of your personal interests, allowing you to connect more readily with clients who share those interests or are passionate about similar causes, including:

78. Love to cook

79. Home decorating

80. Gardening

81. Owners/lovers of dogs, cats or other pets

82. Pet rescue

83. Do-it-yourselfers

84. Sports (that you play)

85. College/professional teams (that you support)

86. Involvement in community sports (coaching a youth team)

87. Charitable organizations/volunteering

88. Travel

89. Music


Beyond residential real estate

Of course the real estate market isn’t limited to single-family properties and other residences. Successful niches can also be built upon:

90. Office buildings

91. Retail facilities

92. Multifamily housing

93. Empty lots/custom homes

94. New home developments

95. Farms/ranches

96. Manufacturing facilities


Other related niches

Finally, a few more niches to consider that pair nicely with real estate services:

97. Rentals

98. Property management

99. Staging

100. Moving services


There you have it: 100 options. Countless more could be added to the list, and many can be woven together to create additional interesting and unique real estate niches. The possibilities are truly unlimited.

Hopefully these ideas get your own thoughts flowing about ways to specialize in real estate. I’d love to hear more about how you’re cultivating your niche. Please drop me a note or comment below.



Julie Collins

Since 2002, Julie Collins has been teaching real estate agents how to be more successful in articles published by the National Association of REALTORS®. (She helps NAR produce at least two dozen newsletters each year.) That's how she knows real estate. But Julie knows marketing too, with over 30 years of strategic and tactical experience. Blending these strengths, she helps real estate agents learn how to leverage their marketing techniques and build a more profitable and rewarding real estate practice.

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  1. avatar

    Great Article! I’m a new agent and looking to define my niche now before I set off into the day to day work.
    Thanks again Julie!

    • avatar

      Thanks Kevin! Best wishes developing your real estate niche and please keep me posted on your efforts.

    • avatar

      Glad to see new agents who understand the value of finding a niche!

      Keep up the good work.

  2. avatar

    Thanks Julie,
    This is great and help a lot.

  3. avatar

    What a fantastic resource Julie, very insightful and a huge help. I was searching for sub-niches of the Real Estate Agent profession when I came across this, but a great find. Thank you. Would be great to see a similar post detailing all the different real estate related service providers that buyers and sellers come in contact with during the cycle of a house sale or purchase.

    • avatar

      Stewart, thanks for taking time to share your positive feedback — and the suggestion for another post!

  4. avatar

    Great compilation. But, the list appears to be more exhaustive than really required.

  5. avatar

    Thanks Julie, very inspiring and a real eye (and mind) opener for me …. being a real estate agent as an hobby (passion); it gives me useful ideas to narrow and specialize my scope. Certainly because it’s important to stay in line with one’s own business ethical principles (doing the best professional service for a right and honest price). By the way, still searching for an international business partner to cooperate.

    • avatar

      Paul, Thanks for taking time to comment and best wishes for future success. Regarding international partners, have you investigated NAR’s Global division? They offer training for the Certified International Property Specialist (CIPS) designation, an worldwide directory of CIPS designees, and lots of other resources for making global connections. You can learn more here: http://www.realtor.org/global

      • avatar

        Once again, thanks Julie ….. very useful information.
        All the best with the business.

  6. avatar

    Thanks a lot Julie for this great article and the time you have invested.

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