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21 Niche Specialties to Expand Your Business

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In a competitive real estate market, you may want to consider expanding your sphere by specializing in a niche. You may find that this can become an excellent way to get future referrals. 

What is Niche Marketing?

Niche marketing targets a specific segment of the overall market. In real estate, it could be a category of people or a geographic area.

What Are Some Types of Niche Clients?  

Think about the types of people you have enjoyed working with in the past. What appealed to you when working with them? Perhaps it is helping a family buy their first home. Or it could be finding the perfect vacation home that a client has been seeking.

Niche Clients/Properties to Consider:

  1. Empty Nesters. 
  2. Families Relocating.
  3. First-Time Home Buyers. 
  4. Investors.
  5. Military Families. 
  6. Millennials. 
  7. Multigenerational Families. 
  8. Over-55 Buyers.    
  9. Renovators.
  10. Second Home Buyers.  
  11. Vacation Home Buyers.  
  12. Veterans.   
  13. Age-Restricted Neighborhoods.
  14. Commercial Properties. 
  15. Equestrian Properties. 
  16. Green Housing. 
  17. Golf Communities.
  18. Luxury Homes.
  19. New Construction.
  20. Smart Homes. 
  21. Waterfront Properties.

How Do You Establish Yourself as a Niche Expert?

The National Association of REALTORS® offers a variety of programs for agents to become credentialed in genres including:  

  • Accredited Buyer’s Representative / ABR®
  • Accredited Land Consultant / ALC
  • Certified Commercial Investment Member / CCIM
  • Certified International Property Specialist / CIPS
  • Certified Property Manager® / CPM®
  • Certified Real Estate Brokerage Manager / CRB
  • Certified Residential Specialist / CRS
  • Counselor of Real Estate® / CRE®
  • General Accredited Appraiser / GAA
  • NAR’s GREEN Designation / GREEN
  • Graduate, REALTOR® Institute / GRI
  • Performance Management Network / PMN
  • REALTOR® Association Certified Executive / RCE
  • Residential Accredited Appraiser / RAA
  • Seller Representative Specialist / SRS
  • Society of Industrial and Office REALTORS® / SIOR
  • Seniors Real Estate Specialist® / SRES®
  • NAR Family Certifications
  • At Home With Diversity® / AHWD
  • Broker Price Opinion Resource / BPOR
  • Certified Real Estate Team Specialist / C-RETS
  • Digital Marketing: Social Media
  • e-PRO®
  • Home Finance Resource (HFR)
  • Inside Sales Agent
  • Luxury Homes Certification / LHC
  • Military Relocation Professional / MRP
  • Pricing Strategy Advisor / PSA
  • Real Estate Investing / REI
  • Real Estate Negotiation Expert / RENE
  • Resort & Second-Home Property Specialist / RSPS
  • Short Sales & Foreclosure Resource / SFR®
  • Smart Home

What are Ways to Reach Potential Niche Clients?   

Working by referral is a great way to build up your sphere niche. If you help a client find their dream niche property, ask them to refer you to others who may be looking for that type of property as well. Soon you will become known as “the” agent who can best serve this type of niche.

If you want to expand your digital presence, it’s not enough to just have a Facebook page. In order to reach the demographic you want to serve, you need to post relevant content and place targeted ads.

A quality, updated website is a must. Include a blog that has pertinent content that your clients will find useful and informative. Check out Buffini & Company’s blogs and resources for relevant, updated content and inspiration to share with your clients.

Establish a strong SEO (search engine optimization) process. You want to rank high in Google searches for your niche. You may wish to work with a marketing specialist or social media strategist to help you with this process as it can be a bit confusing.  

Don’t forget traditional methods such as direct mailings. With so many people concentrating on online marketing, a well-designed, informative postcard or flyer that is mailed will stand out.

How Do You Meet Potential Clients?

Networking is key. You need to be where your potential clients are. Join civic, businesses, social and special interest groups. Volunteer for organizations.

Connecting with others who are associated with your niche is also important. For example, if you want to specialize in new construction, network with developers. It’s important that you establish that you are committed to a mutually beneficial partnership. 

Specializing in a niche is a great way to work with clients that you are excited about working with in your business. As you learn more about your niche, it will establish you as a trusted resource for that type of client or category. Clients will want to refer their friends and family to you, as will other agents.

Do you want to learn innovative and creative ways to grow your network and your business? We’ve got you! Sign up today for a free Business Consultation with a Buffini & Company expert.

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