Niche Marketing – What a concept!

by Kris Berg

Realtor, Associate Broker

Author website

Do you have a “macro-niche within a niche“?

Do I need one?

It’s something to think about. No, not becoming a nudist Realtor® (thank goodness – that could get ugly), but finding your distinct value proposition. How about the music business? By combining your non-real estate expertise with your real estate knowledge, you can become the defacto specialist within a very small but lucrative sphere.

My non-real estate expertise… hum. Well, there is the really good Chicken Divan I made last night. “The Agent for People Who Like Do-Ahead Casseroles”. Nah, that doesn’t really speak to me. How about my prowess with a glue gun? “Your Crafty Realtor®!” On second thought, that probably wouldn’t work. Double-entandres can backfire.

Okay, then. I have given this proposition a lot of thought (a lot of thought = one cup of coffee) and have come up with an untapped yet potentially lucrative niche on which I will focus my efforts in 2008.

I am going to marry the concepts of making a living in representing people in the purchases and sales of homes and earning a living doing same. Earn a living? Crazy talk, you say. Isn’t it enough that I like floppy hats and the letter “E” (uppercase only), and you do too? This is a business of relationships!

Shticks are for those who seek unearned income. Gimmicks are for those don’t place much value in their actual services and are surprised when the consumers don’t value their services as a result. Stupid agent tricks are for stoopid agents who don’t respect their client base enough to know that the vast majority want the best person for the job at the best value. Attila the Hun would have market share today if he could demonstrate superior skills and a history of superior results. Although, I suppose the Huns could be considered a macro-niche within a pillaging, nomadic niche.

I think, I know, I am pretty good at what I do. I also know that after eleven years in the business, I don’t know everything, I haven’t seen everything, and I likely never will. I suspect even Russell Shaw would admit to as much. I do know that I spend arguably far too much time continuing to learn more, to offer more value, and to better my services. Can your “List with Me and Enter to Win a Free Pony” Neighborhood Specialist say the same thing? Maybe. Or, he could be a pillaging nomad who is trying to reach his unearned income goals for the year. Make him earn it.

So, my “niche” will be like-minded people who appreciate professional representation, a progressive and agressive approach to service, knowledge, ethics, honesty and dedication. I will continue to attempt to appeal to this niche through the quality of my website, my marketing of my listings, my service to all of my clients, and my thoughts expressed on this and my own blog. Perhaps this is too broad a target audience, but it is an audience which I see too few agents courting. Opportunity abounds!

By the way, I like the entire Jessica Simpson footwear line and the color Goldenrod.