You know what FOMO is don’t you? It’s Fear of Missing Out – and a whole lot of agents suffer from it. Unfortunately, it’s also the reason why so many agents fail to prosper.
FOMO is the ailment that prevents agents from choosing a territory or a niche.
It causes them to try to be everywhere and serve everyone, because if they don’t, they might miss a listing or a buyer. “The riches are in the niches” just doesn’t resonate with them.
If you’re suffering from FOMO, consider this:
Saying yes to a niche doesn’t mean saying no to all others.
Just because you specialize in helping seniors relocate doesn’t mean you can’t help a divorcing couple sell their home, or help a young couple purchase their first home.
What it means is that your marketing is targeted toward seniors who want to relocate. It also means you’ve studied and paid attention to what matters to relocating seniors. It means you’re aware of issues they might face when relocating.
The same is true no matter what niche (or niches) you choose.
Choosing a niche means you can become THE expert – the one who gets more and more referrals because you do such a stellar job for your clients.
Saying yes to a niche means attracting more clients, especially if you’re in a major metropolitan area. In addition, it means you can spend less time and money on marketing, because your efforts are focused.
Think how you would feel if you wanted to choose an agent to help you buy or sell a home – and you were faced with 2,000 choices.
How would you begin to pick the right one?
Would you put them all on a cork board, toss a dart, and see who came up? Probably not.
You might decide to go with a franchise office that you were familiar with, but then what? That franchise could have hundreds of agents. How can you choose the one who will serve you best?
First, you might do a search for someone who said they specialized in your geographic area. Then you might look for someone who specialized in helping people just like you. You might narrow that down by reading agent bios – just to see if there’s a personality that shines out and appeals to you, or if someone shows the expertise you need.
How to develop and nurture your niche…
First, learn all you can, so you can answer questions from a position of knowledge. You don’t want to claim expertise in a neighborhood if you can’t answer questions about the zoning, the services, or the school district.
Then begin by prospecting to people who own or want to own property in that niche – whether it’s a geographical area, a specific situation, or a specific type of home or property.
If you don’t want to write your letters yourself, you’ll find a variety of niche-specific prospecting letters here.
Use your web pages and your blog posts to showcase your expertise by providing more and more information relevant to the niche. When you add more and more information about your niche to your website, you become more and more likely to be found in an Internet search – and to become the agent of choice.
Remember to mention your niche in your agent bio as well. If there’s an interesting story about why you chose it, tell the story!
mage courtesy of Sira Anamwong at FreeDigitalPhotos.net
Niche courtesy of Stuart Miles @ freedigitalphotos.net