Why should you care about FOMO?
Because FOMO (fear of missing out) has stopped numerous agents from choosing and pursuing a niche.
Many, especially new agents, tell me that they don’t want to choose a niche because they don’t want to exclude anyone. They need every buyer or seller they can get. We can all understand that, but it still isn’t the best way to build a business.
By failing to specialize, they DO miss out.
First they miss out on becoming an expert at anything. If you recall the old saying “Jack of all trades and
master of none,” it applies to them.
What those operating under FOMO don’t understand is that creating a niche doesn’t mean excluding anyone. It simply means focusing your marketing in one area and becoming THE expert in that area.
It could be a large subdivision (or two); it could be one section of a large city; and it could be a specific type of home. Some might specialize in starter homes while another specializes in high-end homes. Some might prefer condos, waterfront homes, equestrian ranchettes, historical homes, or homes on golf courses. Others might want to help clients buy or sell ranch properties or unimproved land.
And then there are the clients with specific needs. Those going through a divorce or dealing with probate need an agent with specific knowledge and skills. People facing foreclosure or needing short sales need yet another kind of expertise on their side.
Then, those whose concern about FOMO prevents them from developing a niche miss out on the referrals that come from being an expert.
Whatever niche you choose, becoming THE expert will lead to more closed transactions and more referrals from satisfied clients.
And now… operating under FOMO can do you even more harm.
Why? Because you’ll miss out on recommendations from AI assistants.
Consumers are asking AI questions about whether they even need an agent, as I explained in this article: Why should anyone hire you to sell their home?
They’re also asking who in their community is most likely to give them the help and guidance they need for their specific situation, neighborhood, or type of property.
- AI doesn’t give them the names of generalists in your city or county.
- It gives them the names of agents whose bios and other web pages demonstrate excellent customer service plus the knowledge and skills needed to fulfill the needs they’ve stated.
AI assistants are looking for:
- explicit niche signal (“divorce”)
- location signal (“Seattle”)
- proof signal (“works with attorneys and courts for the benefit of both parties”)
- trust signal (“reviews, years, transaction history”)
To quote Neil Patel: “AI assistants build answers from published content. If the clearest, most useful answer to a question in your space lives on your site, you’re what they draw from. If it doesn’t, your competitor is.”
It’s not only about the content that your site visitors see…
It’s also about the behind-the-scenes technological issues such as proper use of robots.txt. According to Neil Patel, small mistakes in technology can hurt you both in terms of organic search and AI recommendations.
If you’d like to “Be the answer” when prospects in your area ask AI for a recommendation, you don’t have to try to figure it all out on your own.
You can get help (at a reasonable price) when you visit Pulse Estate | Be the Answer. Win More Business.
