Real Estate Agents and Mortgage Professionals know how difficult it is to be the “go-to” resource for every type of home buyer and referral partner. It’s a time-consuming circus act and it usually won’t result in dealing with folks who will do business the way you do. Conversely, some people believe that finding your niche or target audience(s) will narrow your scope of prospective clients and referral partners.
So why would you want to set your sights on a particular niche as opposed to building your brand on the premise that you are everything to everybody?
To begin with, the “jack of all trades” persona can backfire and actually leave the consumer with the distinct feeling that you are the master of none. Defining who your target audience is and then crafting your marketing to meet the needs of that niche can and will increase your results IF you do your homework.
How? It’s simple. A niche that you are passionate about is something you will eat, sleep and breathe. Your target niche isn’t just a group of people who you are pushing marketing propaganda and advice out to. They are a group you care deeply about, are prepared to go the extra mile for and excited and willing to serve.
Define Your Niche Real Estate Market/Target Audience
Step 1 – What are you passionate about? What excites you about your career?
Working with first time home buyers
Helping single moms achieve home ownership
Assisting families in buying a second or vacation home
Working with seniors
Using your website or blog to target a specific neighborhood
Creating a social media site for a specific group within your market
Helping out-of-state buyers relocate to your area
Step 2 – Find & Understand Your Target Market
Be Specific. Buyers and Sellers isn’t enough…
Are they first-time home buyers who recently graduated college?
Single or married? Kids? Age? Annual household income?
What industry do they work in?
Where does this group spend time and what are their interests?
Are they tech savvy? Do they use social media? Texting? Apps?
Step 3 – Create a Marketing Campaign to Attract Your Target Market
The marketing campaign should be delivered the way your target audience is likely to engage with it. For example, if your target audience is young first-time home buyers then you may want to incorporate social media promotions into the mix.
Don’t limit your marketing to ads, social media posts and emails. Even your Bio can and should address the following:
Wants & Needs
Once you define your target audience, how will you identify them? Will it be their job title? Where they found you? This is just as important as defining the audience so you know when you’re in front of them and you can tailor your message accordingly. To learn more about creating a social media plan for your target audience, download our Free Beginner’s Guide to Creating a Social Media Plan. Happy Marketing!