"Let us help you find your dream home"
"We will work with you to find the home of your dreams"
"Come look at this beautifully landscaped paradise"
Blah Blah Blah………….ZZZZZzzzzzzzzzzz” It’s tough. I don’t envy the real estate agents predicament. Many say the same things, like those NYC deli’s with the “World’s BEST Coffee” signs. Many of those delicatessens have those meaningless signs on their windows. They DON’T stop people in their tracks and make em’ race inside to buy that coffee.
Some real estate companies repeat their names; XYZ Real Estate …..123 Realtors ….ABC Homes…. You get the picture. I get it….. agents and brokers want the words Real Estate or Homes in the title of their firms. Heck, I would too. It’s logical.
Apart from the name one chooses for their firm, I still feel that creating a niche is part of the “How do I stand out from the other real estate firms” answer. I know a few real estate agents who only specialize in divorced clients. Others I know specialize with widows, or clients who are teachers, or military personnel. Over time, they’ve become the ‘go-to’ people for the particular niche of clients they service. Out of state people might eventually seek them out too, and not just locals.
These real estate agents and brokers attend conferences for certain niche groups they work with. An agent who primarily works with doctors might want to attend a medical conference. Makes sense, right? An agent working with teachers might want to attend a higher education conference to stay current. Agents, brokers and their support staff members will become experts understanding the world of their niche clients better than the average competitor. Out of state people seek them out and not just locals.
In keeping with the 'niche' theme, agents and brokers will hopefully post Blogs, Videos, and Tweet out informational (educational) tid-bits specifically relating to (or benefitting) their niche client base. This stuff will most likely show up on Google searches for future prospective 'niche' clients to benefit from. The more times a real estate professional posts insightful information focusing and benefitting a niche, the more likely their names will come up when people do Google searches.
Its also rather important for a real estate firm to not act as a pushy salesperson, or constantly showcase ones listings. Constantly posting nothing but ones sale or rental listings on their own website (or the various Social Media sites) is boring. Sure, real estate folks have to showcase their listings, but also share articles and facts that will educate their niche audience. This will help that office stand out from other real estate firms who ONLY post their listings, and nothing else.
Besides good ole’ word of mouth, focusing on a helping a specific segment market can be a quiver in the real estate professionals arsenal to help them stand out.
Every delicatessen in New York City has those darn “World’s BEST coffee” signs up on their windows. Those signs mean nothing. For many walking by, these signs are invisible and do not attract people’s attention. Get rid of those signs and think of creative ways to really stand out. Maybe, it’s by working on developing and nurturing a niche market.
“We sell the World’s BEST Coffee….. Blah….Blah……..Blah…….ZZZZZZZzzzzzzzzz”
Marty Morua
The Corcoran Real Estate Group
