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What’s your specialty?
Buyers and sellers are looking for someone with your expertise … if only they knew you had it.
by Linda Brakeall If you had a heart attack, would you rather consult a general practitioner or a heart specialist? Why? Because heart specialist says, "I know all about your problem." And aren’t those the words we all want to hear?
Many professionals position themselves as specialists. Doctors do it. Lawyers do it. Dentists do it. Even many chefs, landscapers, decorators, and CPAs specialize in one segment of the market they know inside out. They become a knowledgeable resource and the ultimate expert in their field. And everyone likes to work with an expert.
In this age of finely tuned niche marketing, I find surprisingly few real estate agents or firms who position themselves as specialists. You probably are a specialist of some kind or another. I’m sure there is something that you do better than most other agents. What is it? And how do you get the word out?
First, ask yourself which customers you like to work with best. When and where are you most effective? Is there a particular type of property or area that you could sell and talk about all day long?
For example, if you are bilingual, you might position yourself as the agent who specializes in the Korean or Hispanic community. Most things are tough enough to understand in your native language. If English were not my first language, I’d really appreciate having someone explain things to me in my mother tongue!
Do you love working with people who have never bought real estate before? Does that bring out the nurturer, the teacher, or the counselor in you? Position yourself as the first-time-buyer specialist. Do you remember buying your first home? If you were not experienced in real estate at that time, I’m sure you remember how confusing and even scary it was. These people need someone willing to take the time to explain all the details and point out the potential benefits and pitfalls.
Are you really good at distinguishing the fixer-uppers with real potential from the money pits? That takes a certain amount of experience and expertise that not everyone has. Do you know the ins and outs of waterfront property, condos, a particular ZIP code, lofts, high-end homes, duplexes, vacation homes, older homes, new homes? Do you like to cater to seniors, first-timers, move-up buyers, members of a certain community? Then say so. (Though you may specialize in a certain type of client, you must follow fair-housing laws and not discriminate against any protected class.)
Once you figure out what your specialty is, add that catchy phrase to your business card, put it on your marketing materials, yard signs, your e-mail signature, write press releases, give talks at civic, social, and service clubs to let people know what you do and how good you are. Then, the next time someone says they’re looking for someone who speaks French and can help them find a home built in the 1920s, you can say, "That’s my specialty!"
Linda Brakeall GRI, CREA, CRB, specializes in sales and marketing for REALTORS® and is co-author of Unlocking the Secrets of Successful Women in Business. For more information about her, e-mail Susie@frogpondgroup.com.
Illustration © Artville.
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