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And today’s episode is all about how to attract your ideal clients like a magnet right to you--clients you love working with, coming to you, seeking you out as the best real estate agent for them.
Once you’ve got these three steps down, you can then go on to apply them to any marketing tactic that you like–postcards, open houses, social media, your website, etc.
These are unconventional methods and not what you’ll hear elsewhere, but they work like a charm.
Now, it goes without saying, working with clients you love has nothing to do with violating any fair housing laws. It has to do with picking a type of client — not a type of person—such as first-time home buyers.
In today’s episode, you’ll learn the three steps you must take to make this happen, so that you’ll have no problems attracting your ideal clients right to you!
Grab your notebook and your favorite pen and take the time to listen to this podcast to get all the nitty-gritty details.
Step 1 – Define Your Ideal Client
- Don’t be an agent who can help anyone buy or sell anything. Rather, to have more clients, not less, choose a niche to focus on and attract those ideal clients you love working with!
This may sound counterintuitive to what you’ve heard before, but it’s true. The more you niche down, the more people will say “That agent is for ME” and the more clients you will have.
The biggest mistake most real estate agents make is this–not choosing an ideal client, called a niche, to focus on.
It’s the concept of “you can’t be everything to everybody.” That’s wise advice for many areas of your life. But for your real estate business, it encourages you to focus on one type of client … and you’ll stand out even more from other agents because of this.
You want your ideal clients to be able to point you out in a sea of agents and understand you will be the BEST agent for them.
Every fiber of your being will reject this concept, because it goes against everything we are told to do as real estate agents. But, this WORKS.
Some of our students have given niching their all in one last attempt to save their real estate business and they have become mega top-producers. Agents who are now bringing in over a million dollars per year.
Yes, niching works THAT well!
When choosing a niche or an ideal client to focus on, think about what type of client you’d love to work with. If all your clients could be this type of client, who would that be? Start there.
Choosing a niche and defining your ideal client can be tough. So, today’s free download helps you do just that.
Step 2 — Why Should They Choose You?
- Why should your ideal client choose YOU among all the other options (i.e. other real estate agents) AND how can you help them buy or sell a home and remove whatever obstacle has been stopping them?
Once you’ve decided on a niche, now you’ve got to come up with a reason they should choose you. You’ve picked them for a reason, but now they have to easily understand why they should choose you.
This step basically asks “Why you?” What is the unique way that you help this niche make their real estate goals a reality?
In today’s podcast, you’ll learn why you need to answer this two-part question and how to go about it. You’ll see how you can discover or unearth your own unique and specific expertise that will attract these ideal clients to your business.
And again today’s Free Download is a worksheet that can help you determine your unique message and explain WHY your ideal clients should choose you to help them buy or sell a home. It could be something so simple that you don’t even realize it yet, and all you have to do is talk about it!
Step 3 – Now You Gotta Court ‘Em 😉
- Communicate your unique message consistently to the right audience on why they should choose you and how you can help them.
Just like in love, when you have found your perfect mate, you’ve gotta communicate with them often so they know you love them….
The same goes for real estate when you are talking to your ideal client. Love on them! Tell them you love them and why and talk with them consistently!
Dating jokes aside, you’ve got to communicate to your niche correctly and consistently for them to see you, listen to you, and choose you.
Start with a weekly email newsletter to people you know. Ideally, the people you know and the niche you chose are the same!
An email newsletter is free for you to put together, positions you as an expert with people you already know, and adds value to the people who you send it to.
Once you apply these three steps to attracting clients you love to your own real estate business, it will become unstoppable.
This is how you market yourself and your real estate business in a modern way today. Stop all the phone calls, stop all the door-knocking and paying for leads and start having clients come to you!
And remember to get the worksheet (it’s free) and walk through how to apply these steps to your unique brand, your unique business.
It’s time to start working smarter, not harder, in your real estate business so you can the life outside your real estate business that you always wanted.
That’s what we do here at Agent Grad School–we help real estate agents have a highly profitable real estate business you love, and a life outside your business that you love too.
Go to our Become a Student page and learn more about how we can help you become the most successful agent you know!!
To your success,
On today’s episode it’s Valentine’s day coming up later this week. And so we’re going to talk about the three steps to attracting Clients you love and who will love you right back. Welcome to this episode of Confessions of a Top Producing Real Estate Agent I’m your host Jennifer Myers listen. As I share exactly what I did to go from not being able to sell a house for years to becoming one of the top 1% of agents in the U S even opening my own brokerage full of agents helped me serve all the clients that were coming my way. I taught those agents at the same strategies I use. And date two became the top producing agents. Now through this Podcast and agent Grad School dot com, I’m sharing those same modern marketing and business strategies with you.
Most of which I learned from looking outside of the real estate industry, no fluff, no theory, no outdated sales techniques or paying for leads, just the exact steps to get you the real estate business you’ve always wanted. And the life outside of your business, you’ve always wanted to let’s make it happen. And dive into today’s episode. Today’s episode is brought to you by the bench. Bookkeeping. Chances are you did not become a real estate agent to Moonlight as a bookkeeper. I know I didn’t. That’s why I’ve been using bench for all my bookkeeping needs. For years, bench handles all book-keeping for you. So you have time to focus on what matters most helping your clients buy and sell houses.
They give you a team of bookkeepers to handle your bookkeeping. And each month, if they automatically import income and expenses directly from your bank, you don’t have to do a thing. Then your dedicated team of bookkeepers categorizes them for you and creates these awesome monthly financial statements. So you can easily track with just a quick glance, what money is coming in and where your money is going out. What I love most or these reports, they are so easy to read. And they’re beautiful to look at, and you can message your bookkeeping team about questions anytime. But my absolute favorite part is when it comes time to doing my taxes, a complete set of financial statements is makes it so easy. The books are done and my accountant can log right into bench using their own login and get everything they need.
I don’t have to do a thing. So use the agent Grad School friends and family link at agent Grad School dot com forward slash bench and get a free month and 20% off your next six months of bookkeeping. That’s only a few use our friends of agent Grad School link. So go to agent Grad School dot com forward slash bench, and get started today and check off your bookkeeping from your to-do list for good it’s Valentine’s day this week, or at least as this episode is coming out. I don’t know when you’re listening to it, but it’s Valentine’s day a week as of the recording of this episode and what it’s going to come out. So Love is in the air and I thought it would be fun to do an episode on how to have Clients you Love, but not just Clients.
Do you love Clients you love that are coming to you, seeking you out, wanting to work with you and only you and who really love and value you right back. Yes, it is possible to have all the clients you want and need and have them be clients you love working with the ideal clients. You’d love to work with, you know, how you have those clients, you know, and you’re like, wow, if all my clients were like, this, I’d be such a happy camper. My life would be so much easier while you can have that kind of real estate business and have it full of those types of clients. And on today’s episode, I’m going to walk you through the three steps to make that happen. These steps are like a three legged stool. You need all three pieces together to make it work.
So just know that you can’t just do one or the other. You have to do all three at the same time, or it’s not going to work to bring clients to you. So let’s just get started and dive into step one. Now, before I start talking about this step in particular, I know it’s going to sound completely counterintuitive to everything you’ve ever heard before. I know as real estate agents, we are always told we should be able to help anyone buy or sell anything. And the very first step to attracting clients who love has actually to reject that notion and choose a niche to actually choose a niche of clients that you like working with path. That is the first step to attracting more.
Clients not less, it’s choosing, seeing a niche, choosing an ideal client in order to start attracting your ideal client. Your first have to define who that ideal client is with absolute clarity. And I know from working with the students at Aden to grad school, this can feel really hard. And this is something that, you know, really is difficult for people to kind of grasp and really make the commitment to pick one group of people and make that their ideal client and market only to them. So believe me, I know it can feel hard, especially when we’ve been told to find a client anywhere by handing her out card out to everyone and knocking on every door, doing whatever it takes to find somebody who’s willing to buy and sell a house right now, but that’s not actually see how it works.
It’s actually the opposite. The more you niche down, the more people will say, Hey, that agent, that agent is for me. Yeah. One of our students put it this way, which I loved. Finally, she was actually struggling quite a bit with this notion of niching. And she was really, I was like trying to nitch, but she kept not. She kept choosing two niches and I kept being, Nope, you got to pick one. You’ve got to pick one. And then finally she picked one. And once she dove deep into that niche, she realized how many clients she could get. And she said, you know, I realized now from actually doing it, that niching is kind of like an iceberg. It seems like there’s not much when you first look at it and it’s kind of scary, but then you realize how deep it really goes.
Once you dive in and just do it. There’s so much business there that I never saw before, simply because I chose one niche. And this student in particular used to go to all these different events and workshops and all these places to try to get Clients all of these networking events. And these are like business round tables and she would never lead, never leave with a lead. And when she started niching, she started going to less events. And in fact, her first event that she went to, which was geared specifically for this niche that she chose, she ended up walking away with 16 leads. She was in the right place talking to the exact client that she wants.
And that is why she got all those leads. And obviously there was a little bit more involved with that. And we, and we talked about that more and just a few minutes, but I want you to see that that is what niching is all about. So let’s walk through how to choose your niche. And there’s a free download for this episode. That is a worksheet to help you walk through choosing your niche. There’s, it’s called the ideal client profile worksheet. And there’s an exercise that will help you walk through choosing your ideal niche and a bunch of questions for you to answer. So you can get there because I know this can be hard. So let me explain the example of how I picked my niche. Because before I niched, I had been working in real estate for years, trying to be the real estate agent who can sell anything to anybody.
And I constantly felt like I didn’t have any clients, which I didn’t. I did not sell. Like I sold literally like one house my first two years. And I constantly felt like there was no reason for somebody to want to pick me. And the Clients kept slipping through my fingers. It took me years to get here. It took me years to be willing, to let go of trying to help anyone and everyone. And it was only until I decided who my niche was. Did everything click into place? Because once you choose a niche, then you can speak directly to that niche and create marketing materials that makes that ideal client want to work with you and naturally see that you’re different than every other real estate agent.
And you are the agent for them. That’s the goal here. There are so many agents out there and rarely is there a differentiation among them. So be willing to step out of the crowd and be different than everyone else and say, this is who I’m best at helping and why. And that is a step one in doing that is choosing who you’re best. At the more specific you can be about who your ideal client is. This is called an ideal client avatar, where you pick one person and you describe who that one person is, what they want, why they haven’t bought or sold a house. And don’t beat yourself up over this for now. Just know that you need to be thinking about this.
And I understood the concept. It took me a few months of thinking about it and figuring it out and asking the questions that are in that worksheet. That’s the download, the free download for this episode. It didn’t happen automatically. I had to keep going back and How keep having to redefine it. And that is normal. So don’t think that you’re going to get this niche thing figured out in one shot. And don’t even think that it’s going to be a, by the end of this episode, just start knowing that you’ve got to pick a niche and as your mind searches for the answer, it will find the answer. So here’s how I picked my niche again. When I was working in real estate in the beginning, I was never told I had to niche, but once somebody asked me, who are you best at serving?
And are you talking to that, that group of people? I said, absolutely not. And who am I best at serving? I didn’t know how to answer that question. And so I sat for honestly about a year and thought about that question. And I was so new and I had no experience that I didn’t know how to answer that question. But then finally, after continuing to ask myself who am I best at helping? Who can I really help and who would benefit from, from what I know. And I finally realized that it was first-time home buyers, because even though I didn’t have a lot of experience, selling houses are buying a house, helping people buy houses. I have bought a house. I had just bought a house before I became a real estate agent.
It was actually one of the reasons I became a real estate agent is because my first time home buying experience honestly, was not very good. And I said like, wait a second. I feel like I could do a better job than this. And so I became a real estate agent and I, and I didn’t realize that at the time, but that whole story and that whole experience actually was setting me up for the success that I had for my entire real estate career, helping first time homebuyers, you know, it takes a minute to figure it out. And all I knew at that moment was that I really could help first time home buyers. Those were the people that I knew more than that I can actually give value too, that I have the experience to actually help. And so that was the first piece of it.
So that’s the first step in attracting clients who Love is just deciding who and really drilling down. So for me, in particular, it was first-time home buyers at first, but then as I got more and more successful, because as soon as I pick that niche, Oh my gosh, the client’s came out from everywhere. And so as soon as I pick that mid niche and started doing the rest of the steps that you’re going to learn here in a second, I had so many clients that I had to niche one more time. And I niched to a particular area that I served in in that time it was Washington DC. So I helped first time home buyers in Washington, DC. That was my niche. But at first it was just time home buyers, like kind of in the DC, Maryland, Virginia area.
I was willing to help anybody because I really needed a lot of clients. But then when I got busy enough, I got to niche even more. So I wasn’t driving around everywhere. And I still had as many clients as I always wanted and needed and more because I had to give them the other agents in my office. So that’s step one is deciding who you want to target, who is your ideal client and being very specific about what that group of people looks like. And if you need help doing this again, get that free download. You go to college and grad school.com and then go to this episode on the podcast page. And then you’ll see the download for you. It says, like click here and you’ll get the download for free.
And you can ask yourself the same questions I had asked myself to get to that first time home buyer being my niche. So let’s see just a few more tips on how to pick your niche. It’s likely someone that you are a few steps in front of you. So you can see that I had bought my first house and therefore I picked people who had not bought their first house. So that’s one reason I picked my niche. And it can also be somebody that you had an experience in real estate. Like you personally had an experience in real estate that made you want to become an agent in the first place. Again, that was kind of my motivation. I hated buying my first house. And I thought to myself, my goodness, this should be more enjoyable, enjoyable, and they shouldn’t be so hard for a buyer.
And so I took it upon myself to become a real estate agent because I thought, why can’t I make this easier for people? Because my experience was so hard. And then ideally you want to pick a niche where, you know, a lot of people, you can come into contact with a lot of people in the niche you choose. So again, one of the reasons my niche made sense for me at the time was because most of everybody I knew was renting and they were just getting married. They were just on the tip of wanting to buy their first house. And so that’s not why I chose my niche. It’s just, it became, it made sense for me to pick that niche for all the reasons I’m explaining. So another example is one of our students, she was really having a hard time with this idea of picking a niche.
And so she started asking herself those same questions, what experience that I just have in real estate? What pool of people do I have access to that kind of are going through that same thing. And I am, am I a few steps ahead of them that I can show them the way? And through that inquiry, she was able to find that she, her niche just by doing the same exact, a worksheet, the quest asking herself the same questions that are in the worksheet for this episode. So things like, who do I know, what do they need when it comes to real estate? Where are they when it comes to their home? You know what experience that I have that was maybe a struggle when it came to real estate and for her, the struggle was she was trying to buy and sell at the same time and move with small kids from a particular neighborhood.
And she really didn’t wanna leave that neighborhood. But her, her, she, her family as her family grew, they outgrew this house. And she realized because she was in the neighborhoods moms club, but everybody else was having that same problem. And so you can see that that’s why her niche made sense, right? She had been through the experience successfully. She was able to help somebody else go through that experience. And she was in the moms club for that neighborhood. And so she had access to people who were having that experience. And so that’s another way for you to think about who your niche could be. Here are some, just another examples of niches that some of our students have picked first time home buyers in a certain city. That’s a very popular one Clients who needed to buy and sell on a particular neighborhood that she just moved out of.
I just explained that a former teacher who specializes in helping teachers by their first home, that’s a huge one, helping military families who move into a particular city, where there is a base and the, you know, a huge part of the economy. And this real estate agent was also a military family member. There’s even an agent. And I love this as a, she’s not a student of ours, but I found this and I was like, this is a perfect example. There there’s an agent in, I think it’s in Florida, but she specializes in a nudist colony for retirees. You guys, that is her niche and she is killing it. She even has her own show on like HGTV, showing people houses in this one retirement community.
And again, it’s just, it’s, it’s an example of how outlandish your niche can be, but it has to meet certain requirements, which is, it has to be you and uniquely, you, you have to be able to be able to access people that have that same interest. And you have to have an experience where you’ve gone through that situation and you can help other people’s go through it as well, because you’re a few steps ahead of them and you make this less about you, right? You don’t say like, Oh, you know, I, I did this. So you do, it’s less about your experience, but more about how your experience can help that group of people that you’ve chosen.
And just again, I want to reiterate that choosing a niche, choosing a group of ideal clients gives you more. Clients not last because of all the people that fit that niche. And then there are more people in that niche. Once you choose one, then you’ll ever be able to help. For example, first time home buyers in Washington, DC. I thought when I first chose that niche, that I would not have enough people, but when I really started thinking about it, especially when I was like inundated with so many clients, I can barely breathe. I realized, no, there’s so many first time home buyers. And so whatever your niche is, right, it might feel small at first, but as long as there’s like 30 of those people that you can speak to and capture one way or another, then you’ll meet your goals.
And that’s plenty. So here’s the thing. Once you’ve identified your ideal client, someone who you are uniquely qualified to help, like we’ve talked about that you’d love helping all day long. You’ve got to let them know why you say you specialize in helping them. And that leads us to step two. And step two, you need to answer the question. Why should they meaning your ideal client, choose you among all other options, meaning all other real estate agents and how can they buy or sell a home with you. So let me explain that again. Cause I know I chop that up, but essentially why should they, your ideal client choose you among all other options, meaning all other real estate agents and how is it with your help that they can buy or sell a home at all?
Meaning what is it that you do for that group of people that removes the obstacle from them? Not having already done that, meaning why haven’t they already bought or sold a house and what do you do to help remove that ex that obstacle for them? So that’s a two part question. You have to answer both parts. And I’ll give you an example in a second, but first I know at first thought this question seems really difficult to answer in so many times agents go off the deep and about like, Oh, what’s so special about me. First of all, you got into this, this whole real estate business for a reason and you, whatever it is, you bring something unique.
Something about the way that you do this is unique. So you need to tap into that and you need to have confidence that there is a uniqueness about it. And so you might be thinking like no other real estate is answering that question in your right, but the ones that are, and I’ll show you how to answer it in just a second are getting Clients. Those were the ones that have clients coming to them without spending money, without buying leads, without asking for business and having clients seek you out, coming to you because you’ve answered that question. And that was my experience for over a decade when I was doing this and also the same experience that the students at agent Grad School now have, when they finally go deep and they actually commit to a niche, you can’t be on the surface level about this.
You really got to believe in your niche and want to help them and feel like you were really truly in a, not an arrogant way, but truly are the best agent to help them. They’re looking to do. So you’ve got to answer that question. Why you, why you instead of every other real estate agent in town and why you specialize in helping this niche, and you’ve got to explain what you in particular know or have, or do that remove the reason they haven’t bought or sold a house already. So you’re not going to say like, Hey, I specialize in the first time a home buyers, I niche in you because I don’t, I don’t have that much experience in, I bought a house and so I can help you, right?
Like that would have been the first draft, essentially this thought for me in my choosing my niche, but you’ve got to go deeper and you’ve got to answer that question. Why are you uniquely qualified to help that group without saying it? So specifically, it’s more like you’re going to show them not to tell them and they needed to get that you specialize in it about because it’s about them, not about you. So here’s my own personal example. I just think it’s easy to illustrate this theory in this concept with a case of success and what it actually looked like. So again, the first step is I, from my own personal example is I chose first-time home buyers.
And I explained why, but then I needed to come really become really clear before I started going out, looking for a first-time home buyers. I needed to become clear within myself why I was so qualified to help that group and what I could do for that group that they couldn’t do on their own. And so the why that I figured out was that again, I had tied into my experience and I used it as part of my story that because so often first time home buyers, we’re like, Oh, I am so nervous to make the wrong decision and all of this, right. Well, I have that experience. And so I was able to say like, I love helping first time home buyers because of my first time home buying experience, didn’t go very well that only, and this is all true that only after I bought my first home, did I realized that I can qualify for up to $40,000 in down payment assistance to buy my first home?
No one told me the experts. I hired the real estate agent. I hired, never told me that I qualified for this. And frankly, that was more money than I was making in a year. At that time. This was before I became a real estate agent. And so that becomes part of my story and it’s truly my truth. And so that explains why I’m uniquely qualified. And so I say, you know, I don’t want this to happen to any first time home buyer, you know, help, you know about and hopefully qualify for any first-time home buyer buying program that you might. And then I go into what those first time home, right. Home buying programs look like. And so that is how I answered the question. Why should somebody choose me?
You can see that there’s a real reason resonates and also puts a little tiny little bit of fear into like, Oh, I don’t want that to happen to me. And she knows, she knows what she’s doing when it comes to that. So it gives them a reason even for first-time home buyers, honestly, that we’re buying like $2 million houses. They still are appreciated, but that was my why, even though they don’t, they didn’t need those first time home buying programs. And so at first, I didn’t know about those first time home buying programs. And so I made it my job to go become an expert about it, right. So I did not have that skill, but it was the skill that I knew it was there, the way that I would be able to answer, how is it that I’m able to help a buyer a first time home buyer overcome the obstacle of buying a first home, right?
Because normally first time home buyers, they, I think they don’t have enough money or they’re afraid it’s going to be too expensive and on and on and on. So when I sat there and I looked at why aren’t home, first time home buyers wanting to become homeowners. And I looked at those obstacles, I realized that those first time home buyer programs where the thing that was going to solve the obstacle, why they hadn’t bought already among other things, but that’s where I started. And so I started saying exactly what I said, especially I don’t S I don’t say I specialize in homebuyers, but I love helping first-time home buyers, because my experience was not great. And I want to make sure that no, for some home buyer, Mrs.
The opportunity that I missed when I bought my first home, which was getting money to go towards the per my purchase to make it even more affordable. And so you play with the words, right? And depending on where this would be, I would say it differently. And you want to say it like, you know, like it sounds, you know, you don’t want to act too official about it. So you can go to my website on my brokerage website was a, where do you dwell.com? So you can see how that messaging comes into play. But first, before I start communicating it, I first have to decide, who am I talking to? And what is it that is going to be the, my answer to that question. Why should somebody choose me?
And why haven’t they bought or sold a home at all already? And how can I help them overcome that? And so that’s step one and two. Now this doesn’t have to be a huge thing. And again, there’s at the download for today’s email@example.com. Under this episode on the podcast page, it walks you through how to answer that question. It gives you a bunch of questions for you to answer for your unique reason, but I don’t want you to make this a bigger deal than it is. It’s, you’re probably thinking like, Oh, I have to have this like unique thing. And sometimes it can be really simple. For example, you might say, Oh, I used to be a man interior designer, or I studied interior design, you know, in college or whatever it is.
And I include free staging with, if you list your home with me, or maybe you have an Airbnb property and your clients can stay there for a month for free in between houses, or maybe you have a beach house, then you send clients to it. Every time you have an open house for them, I don’t know what it is. That’s what you have to figure out for you. But, but, but it’s in there. And I want you to realize that you can find it. Another approach that I learned from somebody named Craig Proctor was about all about guarantees. So for example, he taught and I never use this, but he used it successfully, but I’ll sell your house in 30 days, or I’ll sell it for free, something like that. Or if you buy and sell your, this one, I did use, if you buy and sell with me, I’ll list your home for 1.5% on my side, right?
We, we called that the loyalty program because you need, that was, that was what, right when you have an audience, right? Our audience in that case was our past clients. And I wanted to answer the question for our past clients. Why should they choose me a second time? And so I created, what’s called the dwell loyalty program. And I said, if you buy and sell with me, I’ll list your home for one and a half percent. You know, that’s the kind of thing that you can do. And it doesn’t have to be revolutionary. It have to change the world. It can just be what would somebody in that niche want? And why don’t you make, why don’t you fulfill that? So it doesn’t matter what it is. It just has to be something that your niche, that your niche would say that that’s awesome.
I want that. Okay. So we got through a step one and step two. And so the next step after you’ve chosen your niche, and after you answered that question, why should they choose you? And how can they buy or sell a home with your help? You have to then communicate this message to this audience consistently over and over and over again. And yes, this is marketing and communication. One on one, but most real estate agents are not doing it. You have to choose an audience. You’ve got to speak directly to that audience in a way that answers, why should they choose you and how you can uniquely help them buy or sell a home.
And you need to love that reason that you feel like you wanna yell from every rooftop. You know, I always said like the gospel of first-time home buyer, like I would just want it to preach about it. Like I loved first time home buyer. I loved helping first time home buyers. I just could talk about it over and over and over again. And then it’s like not in an annoying way, but in a way that was like, I truly believed in this niche. And I truly believe that that was the best person to help them in that niche, accomplish their goals. And you need to, I need to do it consistently. And so what does that really mean consistently in my opinion means, first of all, doing it everywhere that you are, that your name is anywhere like your email signature line, your anywhere, that your name appears, you need to be talking about your niche and you need to be giving a reason explaining that reason.
So let’s start with kind of the easy stuff, whatever communication and marketing that you already have in place, everything from your website to whatever postcards are sending two, being on an open house and went the way that you talk to people to being at a party, whatever it is that you, when you’re thinking, I’m going to try to get a client and I’m going to do this thing. I want you to start thinking about repelling certain people that don’t fit your niche. You know, not in a negative way, but in like a very, like, this is who I am, and this is who I serve. And so one example is like, when I’m on a party and somebody says, Oh, you’re a real estate agent. And I said, yeah, I love helping. First time home buyers buy their first home in Washington DC.
And they go, Oh, that’s so interesting. And they go, yeah, it’s a really cool, like, and then I go into my story, right? And I explained like, there’s these first time home buyer programs. So everywhere that you are already quote unquote marketing from your website to your, whatever it is that you’re doing, just apply this commute, this communication, talk to a niche, explain why you are the best person suited for that niche and why they should choose you and how you help them overcome obstacle. And then you need to keep doing it over and over again. And so what does that mean? It means if you’re sending postcards once a month is not okay. If you are, you need to do it at least every other week. If your posting on social media, once a week, if you send out a client newsletter, You once a week, I need to be talking about this topic.
And, and I will say that you’re, don’t just shout from the rooftops. I help first-time home buyers. Do you know any first-time home buyers? You give them value, added information about how to make their first time home buying more beneficial for them, how they can save money, how they don’t need 20%, right? Whatever your niche is, you need to consistently once a week speak to the same group of people in your audience over and over again about how you make their buying or selling experience easier. So here’s my example. For me, it was not only the website, but it was having a very specific weekly newsletter that I wrote every single week for a decade.
And it explained and explained how first-time home buyers could buy a house. So for example, our articles were things like, you know, why you, don’t, why you don’t need a 20% down to buy your first house, how to increase your credit score, the best loan programs for, you know, if you hardly have any money, you know, what never to do before you start going to open houses, right? So every single week, it wasn’t about do you know any first time home buyers. It was here is information every single week on the same day of the week for us, it was Tuesday. And we sent a little newsletter that all it had was one article about how to make their first time purchase better.
And then we started doing it for our, our past clients, the ones who had already bought a house, we did the same thing. And we did it for people who were first time, homeowners, you know, what kinds of maintenance they have to do, what they shouldn’t spend money on, making sure that they changed their batteries. Right? And so that’s just my example, but don’t worry about that right now. There’s plenty of free trainings that we have about how to have a newsletter. So don’t worry about that right now. All I want you to do right now is whatever marketing quote, unquote that you’re doing now, whether that’s your website, postcards, open houses, whatever it is. I want you to start looking at it and saying, does my ideal client, will they be able to know what my specialty is without me saying the word specialty, will they be able to be interested in working with me just from this marketing piece?
And if not start talking about what it is that you do for that niche. So, as an example, you can look at our website, where do you dwell.com? I already gave you the newsletter example. That’s mainly honestly the only two things that I ever did to market my, and just those two things alone got us, you know, a 180 houses a year, 80 million in sales every single year for over a decade. And we also did some social media posts about the same thing. So it’s really important that when you communicate this message, it is not self-serving it’s instead talking about how you can help those people and giving them value, added information that just gives them information about how they can make this happen on their end and how they can do it with your help.
So choose a niche, choose an audience, answer the question, why they should choose you and how you help them buy and sell houses in any, in a unique way, always communicate that and everything that your clients would see from you and communicate it consistently, which should be once a week or every other week to the same audience. I know it seems like too much, but it’s not. People are bombarded once a week or once every other week is, is exactly. And the, the cadence in the pace that you should be marketing yourself to your audience. And once a month is not enough, I know that’s what we all want to do, but it’s not enough. They’ll forget all about you.
So shout from the rooftops, get your audience to, and your niche to recognize you and see you. And I know this is out of the box, but this is the way this is the foundation to create a business full of ideal clients coming to you, seeking you out, wanting to be your client, wanting to work with you and only you to buy and sell a house. And yes, it’s a little bit harder to figure this out in the beginning. And so don’t beat yourself up if you’re like, what, when you’re thinking about this episode, get the downloads and answer those questions for your particular real estate experience and for your particular, you know, uniqueness, what do you do have every single person listening to this episode has one.
I just want you to tap into it. And so use the question’s in the free download that goes along with this episode at agent Grad School dot com and find what your niche is, and be willing to look for your uniqueness in a way that, that you are excited to help people. So use these three steps in every marketing that you’re doing, whether it’s your website, your postcard, and communicate it, start with whatever you already are doing. And then you can add more later and do it consistently more than you think that you should. And if you want more help with this kind of thing, this is exactly what we teach every aspect of this and more and more detail. This is exactly what we teach at all of our courses and agent Grad School. So we’d love for you to become a student and we can help you to do this in your business.
This is the modern marketing techniques that every one of our courses helps you build in your own real estate business. And we’d love to help you to do so. If you’d like to become a student, go to age and grad school.com, go to the, become a student page, and we’ll see you at school, and we’d love to help you kind of work this out in detail in your own business. So thanks for listening. Talk to you next week. On the next episode of Confessions of a Top Producing Real Estate Agent the Agent Grad School Podcast see you then. Thank you so much for listening to today’s episode. Remember change happens when you take action. So apply what you learned today to your own real estate business. If this episode has helped you subscribe, leave a review and share it with all your real estate agent friends, and as always, if you want even more great resources to create the real estate business you’ve always wanted and have the life you want outside of your business to head over to agent Grad School dot com and sign up for the free weekly trainings, you’ll get free classes, discounts, and other goodies that only go out to real estate agents on that email list.
See you next week right here on Confessions of a Top Producing Real Estate Agent the Agent Grad School Podcast.