Lesson #2: How Real Estate Agents Can Choose A Niche To Get More Clients

30 Day Marketing Challenge

agent grads school 30 day marketing you challenge, lesson #2 : niching

Even though it may seem counterintuitive at first and go against what you’ve likely heard before, in order for your marketing to resonate with anyone, they need to feel like you are talking just to them.

As author Marie Forleo so perfectly says, “If you are talking to everybody, you are talking to nobody.”

That’s completely right.

When your marketing is focused on trying to cast a wide net, trying to get everyone out there to want to use you as their agent, all it does is fall flat.  

No one can hear you because they don’t think you are talking to them and your marketing (and you) will start to blend in and look the same as every other real estate agent’s out there.

And, we learned in last week’s Marketing You (from home) Challenge, lesson #1, the golden ticket to having all the clients you’ll ever need is being able to answer that question:

 “Why Should Someone Choose YOU, Among All Other Options, including Doing Nothing At All,”

Dan Kennedy, author and marketing strategist

For real estate agents, that means you need to answer this question for your potential clients, current clients and past clients:

Why should someone choose YOU as their real estate agent, among all other real estate agents and other options out there, including not doing anything at all.”

For example: 

Why should your past clients, choose YOU as their real estate agent to refer to their friends, when they could just not refer anyone at all.  


Why should someone choose YOU as their real estate agent to buy their first home, among all other options available to them, including continuing to rent. 

In order to answer this question and to have your marketing work for you to bring you clients like bees to honey, you need to decide WHO you are talking TO. That is the first step.

You’ve got to choose just ONE group of clients and talk to THEM.

I know this sounds counterintuitive, like you’ll get less clients, not more, but that’s one of the biggest misconceptions agents have about how to have more clients. 

This concept is called “niching” and it is without a doubt the way to get more clients, not less.

Our students push back on this concept every time, because this concept of narrowing who you market yourself to seems limiting.  

They say, “Won’t narrowing my focus and talking to LESS people get me LESS clients?”  

Yes, that seems logical, but it’s actually quite the opposite.

When you niche down and focus your attention to ONE group of people, you set yourself apart and that group of people feels like you are talking right to them and feel like you are the agent for them.

“Niching leads to MORE clients for real estate agents, not less.”

–Jennifer Myers, Agent Grad School Founder & Master Instructor

Now, of course, I’m not talking about discriminating in any way.  That’s not what choosing a group of clients for marketing purposes is about.  

Let me be even more clear about this:  I’m specifically saying do NOT choose a group of clients in a way that creates any fair housing law violations.   

I’m talking about picking an ideal client that has nothing to do with any of the protected classes. 

Here are a few good examples of certain groups of people you could focus your marketing on: 

  • People living in a specific geographic neighborhood, 
  • First-time home buyers, 
  • Move-up buyers who need to buy and sell at the same time,   
  • Those who need help with selling a home that a has been left to them in a will and they have no interest in keeping, or 
  • Teachers who want to become homeowners.    

There’s even an agent who specializes in helping nudists buy homes in the nudist colony she lives in and who got a show on HGTV!  Who would have thought THAT would have worked, but she is very successful. See how niching WORKS!  

One Agent Grad School student, Yvonne, said it best one day in class. She said:

 “Niching is like an iceberg.  It seems small at first glance, but when you get closer and dive deep you realize how huge it is and how deep it goes.  I keep seeing the potential for how to reach even more people in my niche now that I’m down in it.  I finally realize that niching is the best way to get more clients, not less.

This is a perfect example of how doing the work, not just thinking about it, leads to clarity.  She didn’t realize just how vast her niche was until she started marketing herself to teachers and working with more teachers.   

That’s why today’s episode includes a worksheet called, “How to Pick a Niche.” Use it to help you do the work and figure out what your niche should be. 

Access Agent Grad School's How to Pick Your Niche Worksheet

I asked Yvonne to join me on today’s episode of Confessions of A Top-Producing Real Estate Agent and explain how she chose her niche and the results she’s seen.  

You’ll learn:

  • Why choosing a niche leads to more clients even though you’ll spend much less time trying to get clients.
  • How Yvonne got 16 teacher leads in just a few short hours after choosing her niche.
  • What steps you can take to figure out your niche.
  • Why having a niche can lead to complete clarity about how to get clients.
  • How choosing a niche can take your real estate business from blah to inspiring again.

Yvonne’s inspiring story not only shows the power of niching, but will help you push through and choose the right niche for you too. 

Don’t forget, I’m teaching a live class in our FREE, closed mastermind group, The Art Of Being a Top Producing Real Estate Agent on Wednesday, April 8th, 2020 at 9am PT/12 noon ET.   Join here. And, if you missed the live class, the replay is always there for you to watch anytime. We dive really deeper and give students an opportunity to ask questions that can help you choose your niche, so watch it anytime to help you with your niche decision even more.  

All you need to do to join our FREE, closed Facebook group, The Art of Being A Top Producing Real Estate Agent, is answer a few quick questions.  And you’re in if you are an active real estate agent who’s willing to take massive action in their business and help others do the same. 

See you there!

To your success,


Hey there!

Agent Grad School is the best online business school for modern real estate agents. We teach a proven system to have a successful real estate career using smart, unconventional strategies and modern marketing methods to attract clients. 

about your instructor

Hi, I'm Jennifer!  
I'm a real estate agent, creator of Agent Grad School and host of the podcast Confessions of A Top Producing Real Estate Agent. I teach real estate agents the exact steps I used to become one of the top 1% of agents in the US using online marketing and modern, out-of-the-box business strategies.  

Never miss an episode

Want to know when new podcast episodes are released so you can stay on top of your game and implement the latest strategies that work in today's fast-paced market? 

Get on the List. it's free!

most popular episode right now

listen now!

Become an Agent Grad School Student

The podcast is only the tip of the iceberg.  As an Agent Grad School student, you get so much more. 

Like what you hear?

The Biggest Mistake Almost Every Real Estate Agent Makes (and how to make sure you don't)

To Be Or Not To Be (On a Team)…That Is The Question

How I Went from Rock Bottom to Real Millionaire Agent & How Agent Grad School Came to Be

From Fear to Fearless (and becoming a Top-Producer at the same time)

How to Grow Your Business By Six Figures This Year

Pick The Right Brokerage For YOU Whether You’re A New Agent, Top Agent or Anywhere In Between

Why You DON’T Need A Facebook Business Page

How to Succeed In Real Estate When You’re Short On Time

You'll hear from our most successful students and get my "real talk" advice about how to launch and grow your real estate business.  No fluff, no theory, no outdated sales techniques, or paying for leads.  But, be prepared, what you hear will likely be the opposite of what you are hearing everywhere else.  

Most Popular Episodes

- Jennifer Myers, Agent Grad School

If you have to ask for business, your business isn't working. Stop bugging everyone you know for clients and have them coming to you instead.

subscribe on itunes

subscribe on stitcher

subscribe on spotify

This is too good to miss

Hey, real estate agents...

subscribe + Enjoy!

Hey there!

Agent Grad School is the best online business school for modern real estate agents. We teach a proven system to have a successful real estate career using smart, unconventional strategies and modern marketing methods to attract clients. 

About your Instructor

Hi, I'm Jennifer!
 I'm a real estate agent, creator of Agent Grad School and podcast host. I teach real estate agents the exact steps I used to become one of the top 1% of agents in the US using online marketing and business strategies you won't hear anywhere else. 

free classes

Become a student

want to know how we can help you?

schedule your free consultation