you could specialize in new construction, because you’re used to working with builders and contractors. Don’t claim to be an inspector unless you want to assume liability for problems. But you can certainly point out the strengths and weaknesses of a home, and alert sellers — or buyers — to potential problems before expensive repairs are needed. You Understand Financing: Maybe you used to work in lending. In that case, you could talk about your lending expertise, how you can make sure your clients are getting the best deal on their financing, how you can make sure that sellers will have a less stressful sale. As you probably know, financing is the number one cause of stress in real estate. Other Ideas: I know of a home painter who went into real estate. Strange as it seems, he worked both of these very different jobs at the same time. He would offer to paint the sellers’ house if they would list their home with him! He got several listings this way. Examples are endless. Remember, your niche might be your passion, rather than your expertise. Are you passionate about fishing? The beach? Waterfront properties? Historic districts? Whatever matters to you, it gives you an opportunity to communicate with prospects and clients on uniquely engaging terms. (I’ll explore this in more depth later in the book.) You can literally “speak their language” and use that ability to bond, to earn their trust, and achieve success on their behalf. You can be the person they want to sell their house.
TELLING YOUR CUSTOMERS
Once you’ve figured out why you’re better than your competitors, it’s up to you to capitalize on that difference by communicating it to customers. Here are a couple of tips on how you can tell
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