Define Your Target Audience to Boost Success
Choosing a niche means greater focus for the public-facing brand, but real estate pros can still work in the market where they started.
TALLAHASSEE, Fla. — Real estate professionals who are just starting out often say "yes" to every opportunity; then once a foundation of business is built, they can shift to focus on targeted growth.
Choosing a niche doesn't mean the business shuns its original client base or referrals. Defining the target audience means that marketing, branding, and other efforts will be focused on what the agent wants to be known for.
Agents can still answer the calls, follow-up on referrals, and work in the market where they started. But the public-facing brand will have greater focus. Specializing in lifestyle, property type or a community will be memorable, compared to the agent who is a generalist.
Additionally, agents who align their business to a target market they are passionate about, their energy is vibrant, conversation is easier, and agents can be more authentic. Most people enter the real estate industry seeking freedom – of time, income, and fulfillment – not just to "get by."
Passion about a niche energizes agents in their work and makes them more effective. Agents also can be unique and bold to make them memorable and competitive in the market. Real estate pros who are clear about who they serve will find greater success.
Source: Inman (05/07/25) Schlekeway, Nick
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