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.”
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.
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.
- 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.
See you there!
To your success,
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.
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