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Niche Marketing for Real Estate Agents

Niche Marketing for Real Estate Agents

Due to the challenges of today’s tough real estate market, more and more real estate agents are leaving the business. This exodus is creating an unprecedented opportunity for market-savvy real estate agents to step up and grab massive amounts of market share! The easiest way to focus your marketing efforts is to select a niche and focus on that group. Here are some niches you can consider:

A farm – This is the easiest niche for most agents to understand. A farm can be a subdivision, an area like waterfront houses on a certain street, or even a county if it’s small. Some great ways to start becoming an expert in an area are to visit all the homes currently listed for sale in the neighborhood, visit all the FSBOs that currently have their homes available, and offer open houses for agents that have current listings. Let the FSBOs know when you are going to have your house open so you can coordinate with them to have theirs open too. Send postcards to homeowners and also start a neighborhood newsletter that provides sales information and relevant neighborhood information.

First-time homebuyers: These are people who need the experience and connections that a real estate agent can provide. You can send postcards or walk through apartment complexes to reach these buyers, renters are great first time homebuyers! Offer to provide “lunch and learn” to large area employers who have a younger workforce that needs to find housing solutions. You can partner with affordable housing government agencies in your area, finding out the requirements for buyers to qualify. Offer to send them “hot” listings that are in good standing and meet the pricing requirements of their programs. Be sure to preview and keep open all the homes in these price ranges you can get your hands on so you know which ones will be worth taking your clients to!

Luxury home buyers and sellers: This one may feel like a farm, but it’s a little different. Targeting high-end buyers and sellers will result in higher commissions AND higher expenses. Make sure your marketing materials are professionally designed to appeal to people in a top-tier demographic. Target international buyers by showing luxury properties on your website and blog (if you don’t have your own listings, “borrow” some of the other agents in your office after asking permission). Be sure to include information about marinas, yacht clubs, tennis clubs, country clubs, and golf courses on your website. If there are high-end retail areas in your market, list those stores and also any five-star restaurants that may be nearby. Join your local country club and support regional arts councils.

Baby Boomers: If you live in a hot climate, this group is for you! Find out about all the 55+ and retirement communities in your area and post them on your website or blog. Familiarize yourself with the restrictions of the different communities (some allow pets, some don’t, some allow one person to be under 55, some require everyone to be over 62). Advertise in senior magazines in your area, focusing on your experience as a benefit to finding the perfect retirement home. Have a pool of vendors you can recommend if they need property management services while traveling north for the summer or visiting family for extended periods.

Those are just four of the thousands of different niches you can choose from! Whether you love sailing or golfing, working with buyers or sellers, kids or dogs, there’s a niche for someone like you. Pick something today and focus on it with all your energy and you can capture more of the market than you ever thought possible!

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