Are you trying to serve EVERY possible real estate client within your marketing area?
That could be a big mistake, even if you think you need every customer / client you can get. It might be that by trying to do it all, you’re wasting time and actually doing less – in terms of dollars in your pocket.
Think about choosing a real estate niche (or two) and concentrating your efforts in that direction. Go about it gradually and in a positive manner. Instead of thinking about who you would exclude, think about who you would like to include a bit more often.
Think about what you already do best, then set your sights on doing more of it. You can still do the other work, but start nudging your career toward the people, property, and activities that you enjoy most by focusing your marketing efforts in their direction.
Direct your real estate copywriting efforts (or your real estate copywriter’s efforts) toward appealing to the clients you want most. Send your real estate prospecting letters to people in the neighborhoods where you want to work. Set up autoresponders on your website that offer information to clients who fit the niches you want to serve.
And decide whether you want to continue serving both buyers and sellers, or whether you’d prefer to specialize.
You may like listings, but feel that you MUST spend more time with buyers. Or you may get a real sense of accomplishment from finding homes for buyers, but feel that you really should be pursuing more listings.
No, you should be doing what you like best, because when you’re enjoying your work you’re more effective and experience greater success.
And what about the kinds of properties?
When you focus your attention on one niche or geographic area, you’ll have the time to learn everything there is to know about that area. Before long you’ll become THE expert. And that “expert status” will help you attract even more clients.
Think about it this way: You have only so many hours in a day. If you spend those hours chasing listings when you’re better at helping buyers find new homes – or if you’re driving all over town with buyers when you’re really good at getting new listings – it just might not be the most profitable use of your time. Apply that same kind of thinking to the properties themselves.
When it comes to real estate marketing, the truth is that when you try to appeal to everyone, you actually appeal to no one.
Just food for thought…
Image courtesy of David Castillo Dominici / FreeDigitalPhotos.net
