Whether it’s cars, food or movies, everyone has a passion. This is could be your niche, and according to Kelly Mitchell, CEO of CaffeinatorTV, it’s something that should be incorporated into any real estate marketing plan.
“Without a niche, you become a pebble on the beach of real estate agents. With it, both your name and company rise to the top of your audience’s mind.” This is the philosophy that Mitchell shared during the Homes.com Secrets of Top Selling Agents Webinar “7 Ways to Find Your Niche and Own It,” in which she shared how beneficial a niche can be for connecting with clients or prospects and staying top of mind.
“In my opinion, a niche is something that describes an aspect of you that you are very passionate about, that helps people put you in a category in their mind,” Mitchell says. “When you have something that is permeating everything you do, that is a niche.”
Like most real estate professionals just starting out in their career, Mitchell wanted to be everything to everyone and was set on pursuing every connection possible. Unfortunately, she soon came to realize that this was not the right strategy and that it was actually keeping her from reaching the success she was searching for. “That journey took me into some unsavory territory, dealing with people I didn’t like, and it made me miserable and it was really challenging,” she says. “I was not having fun in that space and couldn’t wait for the day to end.”
Because of this, Mitchell decided to reevaluate her strategy and found that her passion for wine and caffeine could help her get to where she wanted to be. “There are so many things I can talk about in the space of these two, and because I’m passionate, the opportunities are innumerable,” Mitchell says. “When you find yourself a niche or niches, it’s easier to find and share content and inspire others. If you are knowledgeable and passionate about it, it’s the best way to serve your clients.”
Since competition in the real estate industry is fierce, connecting with clients and prospects in a way that sets you apart from everyone else can be invaluable. Mitchell explains that once you find your niche, it can be used to attract clients that share these same interests. Think about it from the shoes of your clients and prospects. If you were searching for someone to help you buy or sell a home, wouldn’t you rather work with someone that shares the same interests as you than someone who does not?
“A niche is an element or elements of your personal brand. The glue that will hold everything together,” she says. “When you show that you are passionate about something, you can express it and use it to communicate to other people.”
How to Find Your Niche
“Write down some of the words you think of when you think of yourself: What are your interests? What are you passionate about? Take real estate out of the equation,” she says. “An expert can be so in 60 days, focus is the operative word. You become knowledgeable as an expert.”
Whether you realize it or not, everyone has a niche. The problem that most real estate professionals struggle with is trying to figure out what it is. To help make this a little bit easier, Mitchell recommends asking yourself the following questions:
1. What am I passionate about?
2. If I wasn’t working right now, what would I be doing?
3. What am I most excited and interested in?
4. Who is my ideal client?
5. If I could be anything or anyone in the world, who would that be?
6. When I read, what kind of books/articles are most compelling to me?
7. How can these interests intersect with my business? Where are the commonalities or complements?
Throughout the webinar, many attendees shared examples of their niches like health and fitness, biking, motorcycles, community events and many more. “Once you formulate your niche, all other things you do will become intertwined and easier,” Mitchell concludes. Find your niche and discover the relationships that grow from it.
For more marketing best practices from top industry pros, register for the next Secrets of Top Selling Agents webinar “Negotiate Like You Mean It! Strategies for Win-Win Results Every Time,” with Lee Barrett, President/Owner, Barrett & Co., Inc.
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