Real estate marketing can be difficult. You’re not just selling something cheap that people can buy on a whim. You’re selling one of the most important items people will ever purchase – a home! How do you turn leads into clients? How do you market yourself? How do you build up a clientele?
To illustrate some ideas on real estate marketing, I’m going to use an analogy.
Slackline Real Estate Marketing Analogy
Have any of you tried slacklining? Let me tell you, it’s not easy. It’s something that takes a lot of practice. You have to find the best way to distribute your weight so you can have perfect balance as you walk across. As you get more and more comfortable, soon you can walk across forwards then backwards and even bounce up and down on the line.
While at first it takes a lot of focus, once you master it, you no longer have to think about it. It’s something you can pretty much do in your sleep. You now have an ability that not many people have. To be able to walk across a thin line several feet above the ground is something to be proud of, it’s a skill that sets you apart.
What Does this Have to Do with Real Estate?
Think of the slack line as a niche or a focus. You have to walk the line that you can be good at!
If you’re too broad in your marketing efforts, trying to reach everyone and everything, progress and success will be minimal. As Entrepreneur.com said, “No business – particularly a small one – can be all things to all people.”
Many realtors try to go broad in their real estate marketing. It’s the easy route that everyone wants to take, but it doesn’t create an identity.
Creating an identity is vital for your success! If you want people to recognize and know you, you must stand out in your area of expertise.
You have to learn to walk a narrow line so you can stand out above everyone else.
Find your Niche
How can you find your niche? Discover something you’re passionate about and something you may have more knowledge on!
Do you love playing golf? Focus on selling in golf course communities. Do you love staying up with the new home trends? Fill your social media with photos of white cabinet kitchens and wood flooring!
Maybe pick a certain demographic you focus on or a specific zip code.
Then whatever you decide, stick with it.
You can pick a few different niches, but, if you do, market each individually. Don’t start mixing everything together – that would completely defeat the purpose of niche marketing.
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Make Niche Marketing Work for You
I always tell my clients that “narrow and deep is the way to traction, not broad and wide.” Broad and wide is like driving a Toyota on a sandy beach. You’ll be spinning your wheels, but you won’t have any traction; you won’t get anywhere.
Once you pick a focus, you’ll start attracting the people that are interested in that specific area. You’ll also find yourself becoming more and more knowledgeable on the topic.
Share this knowledge with your consumers. Show them you’re an expert in this area. Let them know that if they want to own a home on a golf course, you’re going to be the best Realtor for the job!
Although you won’t reach everyone in your real estate marketing, those you do reach will be more quality leads. QUALITY NOT QUANTITY! You may have less Facebook followers or visitors to your webpage, but those that do follow you and go to your website are more serious and will be willing to spend more time and effort researching you and your content.
The most important part of making niche marketing work for you is TIME! According to Jeff Olson, author of “The Slight Edge,” time is an important element that’s often forgotten. “Consistently repeated daily actions + time = unconquerable results.”
Many people aren’t willing to put in the time, are you? Are you ready to succeed?
Niche marketing is sure to make you stand out in a crowded market! Take the time and energy to walk that slackline and create an identity. Soon enough you’ll be walking above all your competition confidently and easily!
It won’t be easy to achieve this, but if you’re PATIENT and CONSISTENT, you’ll get there, and the success will be so worth it!
Why is niche marketing important? Check out this article by The Design Trust for more insight – CLICK HERE.