Same thing for the medical field. Who do you want to hire to help you if you need brain surgery? Who do you want to help you if you need to get a root canal on your teeth? We both know you’re going to say you’d hire a brain surgeon for your surgery and a dentist to perform your root canal. But let me ask you a question. Would you hire an amazing dentist — the best dentist in the entire world, with accolades out the wazoo — to perform surgery on your brain? The answer is no, of course not. The same thing applies in reverse. You wouldn’t hire that brain surgeon — even the best brain surgeon on earth — to do a root canal on your teeth. That’s the reason you want to specialize. People want to work with an expert. You can position yourself as an expert, grow your business in your niche, and then grow your business outside of your niche. Your expertise in a core area — your niche — will be your entryway to meeting an enormous number of people with properties to buy or sell within that niche. You’ll quickly become an expert in your core area of focus, and it will be so much easier to get people to work with you. Let’s say someone wants to buy a mountain property, and you’re the local expert at mountain properties. Are they going to want to work with you or the agent who does a little bit of everything — waterfront homes, historic homes, golf course properties — you name it? Of course, the person interested in buying a mountain property will prefer to work with the mountain property expert.
AVOIDING "TYPECASTING"
Here’s one of the biggest concerns that most agents have: “I don’t want to get stereotyped as only selling homes in that niche.” I can understand your concern. Let’s look at the movie industry. A good actor doesn’t want to be typecast, either. Actors hate to hear casting directors say, “Hey, you’re only the funny actor. You’re
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