CHAPTER 10 Develop a Niche and Establish Yourself as the Best
Why would I suggest that you develop a niche expertise and then promote yourself as an expert in the niche? Won’t that limit you in your marketplace? What about people who want to buy or sell a house but who are outside that niche? Won’t they refuse to work with you? Fortunately, that’s not the case. Let me tell you a story about an agent who benefited from the niche strategy. I know an agent who developed a really good niche. She became the best at helping people buy or sell all the types of properties in her specific area of specialization. She’s in a small market; she’s not in a big, huge market. The average house price is around $200,000, and yet she’s selling $30 million to $40 million a year consistently! She sold $35 million in volume back in 2012, when the housing market was just starting to recover from recession. That niche has really given her a great business. Here’s what’s interesting; only half of the houses that she sells are in her small niche. She gets lots of other business from people who aren’t buying or selling a house in her low-end bracket. Here’s why it happens. That niche is like rocket fuel for her real estate business. People who are buying a house or selling a house within her niche hire her because she’s the expert in that niche. They put their house on the market with her, get to know her, realize she’s an amazing Realtor®, and as a result, she meets a lot of people.
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