Of course a licensed agent can sell anywhere in an entire state, but if you want to put yourself in the same league as top producers, then think hyperlocal, not “everywhere”.
In his best-selling book, “Category of One”, author Joe Calloway shares how being an “inch wide and a zillion feet deep” as an industry expert pays off every time. You may “know” the general market, but even the best statistics and data may be limiting the vision your clients are craving.
To really own your market, you must elevate your expertise from “general” knowledge to “focused” and here are four reasons why:
1. Today’s consumer requires real guidance in the buying and selling process that goes beyond experience. The latest tools, systems, platforms, and data capture make it easier for consumers to get any information from just about anywhere on the net. While those sources are good for preliminary searches on where someone wants to live, consumers need a professional (that’s you!) who knows how to “interpret” that data as it applies to their needs.
2. The highest demand from consumers today is to go deep on smaller geographic areas. They want information about the neighborhood, and sometimes even street-specific details that require deeper legwork that you won’t find on the internet. Buyers today can easily access property information online to help them narrow down their preferences from a geographic viewpoint, or even demographically, but they need a hyperlocal expert who is invested in the actual data and specific nuances of that marketplace that can only come from really knowing and studying the specifics of a given area.
3. Becoming highly versed in all areas of your marketplace allows you to develop a marketing message that will gain traction with clients who want to work with, and are willing to pay for, expert help. To develop this level of differentiation, focus on studying the target neighborhood by actually walking through the area, visiting all open houses, frequenting the local coffee shops, restaurants, and stores--and make sure you cover local events in the community that makes you a “regular” participant in that neighborhood.
4. If you work in a more rural area, compile specific reporting that includes list to sale percentages, up-to-the-minute days on the market, and specific examples that offer deeper content than your client can find through online searches. Give your buyers as much local information as they need to make an informed decision. People don’t want to make mistakes when investing in a home or property, so go beyond statistics by sharing personal insights like the best local coffee houses, restaurants, community events or customs that your buyer may find interesting. Professionals who really “know” an area are the key to a successful transaction.
Choose to go from being a “general” agent to hyperlocal expert. You will become the go-to agent in your community, and set yourself above the majority of agents who sell “everywhere.”
