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Niches Might be the Answer

Written by Posted On Friday, 21 August 2015 08:26
Niches Might be the Answer

"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

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Marty Morua

During, and after college, I was lucky, and privileged, to develop deep client relationships in my professional careers. Luck is preparation meeting opportunity, and it’s a wonderfully prized feeling knowing what inspires and makes you want to wake up every morning. When I meet new friends who want to know more about my background I always encourage them to read my LinkedIn profile. You can easily find me there by clicking the LinkedIn icon on this page.

Born in Prague, Czechoslovakia during the Soviet invasion, I came to America as a child, but my real story began in the early 1990’s. During the pre-internet years I worked my way up to becoming a seasoned real estate associate broker. Years later, luck carved a path to help me become one of the first Senior Relationship Managers at the second largest on-line Wall Street brokerage firm.

Both careers dealt with people’s financial futures coupled with lots of emotional hand-holding. What I enjoyed most was the long-term client relationship building aspect.

My story though is NOT about me, and never has been. It’s always been about those I've touched and how customers and clients have motivated me. In my careers, whether in person, over the phones or email, I've been humbled being a rescuer of the sometimes fragile relationships that have been passed onto me by others.
Emotions do play a BIG role in the decision making process. Connecting on an emotional level has allowed long lasting relationships to maintain themselves in all of my careers. My belief is whether you are selling, buying or renting real estate, it is a team effort relationship that must be embraced. Regardless of how small or big of a financial decision you make, I plan on maintaining a long-lasting relationship well after I’ve helped in this process.

When I came to the United States my family moved to The Bronx. For the past 16 years I’ve lived in the Inwood section of upper Manhattan with my wife and young daughter. 2015 has opened a new chapter in my life and I will once again embrace my love of building powerful relationships through the Real Estate industry. I hope to have a chance to educate and possibly inspire you through your process.

www.corcoran.com/nyc/Agents/Display/14075?tIndividualOnly=True
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