If the Internet is helping us realize anything, it's that it's real crowded out there in cyber space. Just go to any search engine and type in "real estate, your town and state" and see how many sites come up.

It's staggering and overwhelming and it's only going to get worse. Upwards of 15,000 new web sites are registered every month!

This should give us all a better idea of how the general public must feel when they're looking for an agent in our local areas.

What have you done to tweak your own marketing plan to make it easier for your prospects to find you, both on the web and at home? How have you separated yourself from all of the other agents in town to make it easier to be found?

What one, concise and consistent marketing message do you use to attract new prospects and customers to your business? Is your message customer-benefit oriented or is it still just about YOU and your business?

Both on and off the net your prospects use your marketing message to prequalify you.

Take the example of the Internet, again. When your prospect enters "real estate, Phoenix, AZ" and 487 agent and company web sites come up, what criteria are they most likely to use to choose the first site to visit? The META TAG TITLES and DESCRIPTIONS of those sites that accompany the site name.

When presented by the search engines with so many choices, your prospects will use your META TAGS to prequalify and eliminate you. The same is true for your off line marketing message. Is your message saying exactly what you want it to in order to attract prospects to your business?

This is not an article about META TAGS, specifically. It is about putting some focus and benefits in your messages so more prospects and customers can identify and find you. Unique benefits and tailored services appeal to specific segments of every real estate market. .

By specializing in specific and unique consumer markets you will be better able to define the exact services and benefits that will attract your specific target.

The most common mistake most agents make is to think that by expanding their market and the areas they will service and reach, they will get more business. However, today, nothing could be further from the truth.

Narrowing your focus as much as possible and becoming an expert on the needs, benefits and services required by a particular niche market will increase the likelihood of attracting more prospects and more customers to your business.

Why? Because our lives aren't becoming less cluttered and slower paced. They're getting more frantic and more hectic. We're all working longer hours and weekends. As we all continue to be inundated and bombarded by an increasing array of advertising and marketing from every conceivable product and service area, the less time, energy and effort we all spend on sorting and sifting through those messages.

As little as 2 years ago, I would toss anything that wasn't addressed specifically to me and didn't have a 30 cent stamp on it. Now, it still has to have a real 33 cent stamp, be hand addressed and say something relevant to my particular needs. Otherwise, I simply don't have the time.

Becoming known as a specialist within a smaller niche market helps to solve that problem for your prospects and for you.

As an example, let's say you're in the market for a new computer. You know of 6 places right off the bat that sell the exact machine you think you need.

You've done your homework. You've searched and compared manufacturers, machines, peripherals, accessories, and upgrades, all on the Internet. Now you've narrowed it down to 3 machines and 3 places where you can purchase them.

The first might be the Internet itself, right from the manufacturer. Even when you account for shipping and tech support from who knows where, you still think it's a good deal.

Your local BestBuys also carries the computer you want and the salesman (once you found one) seemed to talk a good game. He appeared to know more than you about all the RAM and MEGS, etc., so that's still a possibility, too.

Then, there's also the flier that came through your office last week about the guy who sells computers and works exclusively with insurance and real estate agents. This particular salesperson has made it a point to know all the different applications agents use the most, all of the software they require for their database management, their web site and off line publishing, buyer and listing presentations and marketing as well as MLS access.

His price was competitive and it came with free in-office set up, software installation, Internet connection, 2 hours of one-on-one, on-site instruction as well as a guarantee of only $50$/hr for on-site trouble shooting for as long as you own the computer

Seems an easy choice for most of us. This particular salesperson doesn't just sell computers, he sells peace of mind and solutions to unique needs.

As our customers continue to have 24/7 access to more and more real estate information, it's the specialized knowledge and specific and unique services you perform that will set you apart and help you attract more business.

Specialization and niche marketing are here to stay for all industries, especially real estate.

Take the lead today by Getting Niched so you can Corner Your Market and Get Noticed, tomorrow.

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Published: February 16, 2000

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