Time and time again, we have discussions with Real Estate Agents, whether they are just starting out or have been in the business awhile as to online marketing strategies or more specifically should they or should they not focus on a specific target market.
Keep in mind the Golden Rule of Marketing and the age old question as to why anyone would buy or pay attention to anything unless it answers the question: “What Is In It For Me?” Keep in mind that the truly successful in life are the people who can provide this answer the best.
So the question is: Is this answer really the same for everyone? I am sure we all know that this is not the case… Would a first time home buyer be looking for the same info as a luxury home buyer.
Benefits of Specializing Can Include:
- Being able to work with clients who you are truly passionate about – ex. love Modern Homes or First Time Home Buyers – why not focus your energy on them primarily
- Become Recognized As An Expert – People like individuals who know what they are talking about. By choosing a specific area or realm of real estate, you can greatly enhance your knowledge in that area. Not to mention when the market isn’t doing as well – people like to choose people who exude success and knowledge.
- Target Markets Are Usually Less Competitive – By choosing a specialty, your marketing dollars can be extended further. Imagine how many flyers you could send out to a specific community or to high rise condos only versus trying to mail out flyers to your entire city.
- High Value Marketing – Through a focused initiative, you can concentrate on unique marketing that engages and benefits your desired target. I certainly wouldn’t market a luxury home the same way as an average single family home. Luxury homes are typically harder to sell, so you will want to decide on high-impact and detail-oriented components.
Another option to consider is perhaps focusing on a few target markets – many Real Estate Agents consider the benefits of having a “brand focused” website and then “Target Marketed” secondary websites.
Target Markets To Consider Include:
- Community Real Estate Specific Marketing
- Luxury Real Estate Marketing
- Military or other “group” focused marketing
- First Time Home Buyer Marketing
- Condo Focused Marketing
- Senior Home Buying Marketing
- Golf Resort Marketing
- City Focused Marketing
- Newly Wed’s Focused Marketing
- Single’s Focused Marketing
- Pet Lover Focused Marketing
- “Specific Architectural Style” Focused Marketing
- And the list goes on…
Keep in mind that to truly ensure the success of a targeted website – time, thoughts and uniqueness are what’s going to drive home the value.
Interested in discussing a project like this, we would love to advise on ideas and ways to implement them. Remember to focus on what you are passionate about!
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