Niche Strategies

Number Crunching: Does Real Estate Specialization Pay Off?

Posted by on Jul 30, 2015 in Marketing, Niche Strategies, Real Estate | 0 comments

Number Crunching: Does Real Estate Specialization Pay Off?

When asked about tightening the focus of their real estate business, most agents reply, “I don’t want to limit my opportunities!” The problem is, this answer is often based on opinion (or fear) more than facts. It also reflects a lack of understanding the power of niche marketing. Let me explain. Less Can Be More Consider this scenario: There are 800 agents competing for 550 homes sold each year, on average, in your broader market. Assuming you’re all “generalists” with comparable visibility, the odds of getting any one listing are 1 in 800. Sure, eventually you’ll land some...

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The Ins and Outs of Picking a Real Estate Niche

Posted by on Mar 18, 2015 in Marketing, Niche Strategies, Real Estate | 0 comments

The Ins and Outs of Picking a Real Estate Niche

I’m a firm believer in the power of niche marketing. (Here’s why.) Most real estate professionals agree that specialization is an attractive strategy. Even so, do you find it difficult to pinpoint a niche that feels like a good fit? The problem is not a lack of possibilities. Rather, it’s deciding WHICH niche is most promising for your personal circumstances. Picking the right opportunity means studying your options from two distinctly different perspectives: Outward — Which market characteristics point to attractive niche opportunities? Inward — What are my own unique strengths...

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Real Estate Marketing Niches: Success Story from the LGBT Community

Posted by on Apr 5, 2014 in Marketing, Niche Strategies, Real Estate | 0 comments

Real Estate Marketing Niches: Success Story from the LGBT Community

Authenticity. It’s been a buzzword for years, but how often do you actually see it in practice? And when I say authenticity, I’m not talking about the watered-down definition, when a person is “only” sincere, genuine and honest. Instead, I’m referring to the no holds barred, take me or leave me, ain’t holdin’ nothin’ back form of authenticity. I haven’t met many people who are totally comfortable putting all their cards on the table. (Admittedly, there are also good arguments against this approach.) However, at the recent  NAR Tech Edge meeting in Chicago I had the...

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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...

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6 Reasons Niche Marketing is a Great Strategy for Real Estate Agents

Posted by on Sep 30, 2013 in Marketing, Niche Strategies, Real Estate | 2 comments

6 Reasons Niche Marketing is a Great Strategy for Real Estate Agents

Niche marketing is a tried-and-true strategy that works especially well for real estate agents. Why? The simple answer is that any business built on one person or a small team usually finds it very difficult to stand out and compete successfully in a large and crowded field. But if that same business decides to zero in on a particular segment of the market, they have a very good chance of attracting people who are interested in that niche. Other compelling reasons: 1. Marketing becomes easier – Real estate generalists are a dime a dozen. But if you can articulate exactly what type of...

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