In my one-on-one coaching program I talk a lot with my clients about the importance of preparation when it comes to marketing their real estate business. In fact, the very first preparation item is the most important thing we’ll do together and that is what we will be discussing this month.

No matter how amazing your service is. No matter how appealing your service is. And no matter how unique your service is – if you try to market and sell to the wrong people – you’ll very quickly go out of business. Nothing is more certain than that.

What I’m saying here is that you must define who your market is BEFORE you do anything else.

There is another crucial thing to mention about your market, and it’s this…

You can’t be “all things to all people.” Just accept this fact.

So why do so many of us try to achieve this? In most cases it’s because we’re frightened to ‘limit’ the number of people we specifically target. We think if we reduce the number of prospects, we’ll risk our whole livelihood…

Nothing could be further from the truth. Let me explain:

A common question I’m often asked is this – “If I limit my market won’t I be reducing the chances of doing business with more people?”

 Of course you will, but to succeed in today’s competitive market place you need to concentrate your marketing on a small number of well chosen segments or niches into which you pour all your resources. A niche market is a specific group of people or businesses that want and need your service, and can afford to pay for it!

Because you are targeting smaller numbers, the same amount of money you were previously using to acquire clients is spread across a smaller number, and therefore you have more to spend on each prospect than you would if your market was bigger. This alone makes you more successful.

In a nutshell your niche market is the segment(s) that represents your best chance of getting a good return for your marketing efforts.

These niches are critical to you.

Of course, if you focus on a smaller group you may not get the business of other people or businesses outside the target group.  However, what actually happens is that you increase the amount of business you receive from your target group.

This is because you are specifically meeting your niche markets needs and requirements. You are saying to them that you are THE company that knows about their situation. No other company specifically meets their needs in this way, and therefore you are seen as the logical company to turn to.

Let’s take my situation as a good example of niche marketing. Very early on in my business life I decided that I was going to solely concentrate on real estate businesses. Since that day I’ve set my stall out as the marketing and business growth specialist for real estate businesses. All of my coaching clients are running real estate businesses.

Everything I do is geared towards real estate businesses. I know what problems you face. I know what frustrations you have. I know what you want and what you need. I can connect with almost every person I meet who runs a real estate business.  In fact, I still run a very successful real estate business myself in addition to coaching, speaking, writing and training which is how it is so easy for me to relate to you and your unique situation.

No other marketing company (to my knowledge) in the US has specifically chosen real estate businesses as their niche market in the exact way that I have.

This simple focus on people like you has made me very successful. For example, do you think you’d have joined my membership site or my one-on-one coaching program if it was relevant to real estate businesses and some other business not related to real estate sales and marketing? Well you may have, but didn’t you feel more comfortable with the fact that all I do is market and grow real estate businesses?

The funny thing about this is that I still get people calling me who run businesses in other industries because they’ve heard about my achievements with real estate businesses. I politely either turn them down or refer them to people I know, like and trust in other industries. Sure, it would be easy for me to take on clients in other industries but I have decided to niche my business only to real estate professionals.

If you can create this bond between you and your niche market(s) I guarantee you’ll grow your business quicker than you could ever imagine.

One huge advantage of niche marketing is that it’s client centered!

Because you’re finding specific value added solutions that meet your niche’s needs and frustrations, this approach is very client centered.

You will quickly establish the reputation that you serve your clients needs before trying to fulfil your own. This alone is a very powerful marketing tool and usually enough for you to dominate the market!

Next month we will focus on how to quickly and easily apply niche marketing to your real estate business.  If you have any questions about niche marketing in the meantime feel free to post them to the member’s only forum and I will get them answered for you quickly.  Also, I have just recently developed two very specific programs only available to Real Estate Toolbox University (www.toolboxu.com)  members.

Secondly, starting in March I will be talking on 5-8 clients per month for one-on-one coaching.  You will receive one of every single product I have ever created and I will take you by the hand and help you step-by-step to explode your business.  This program is perfect for a rookie and even better for a grizzled veteran looking to take their business to a new level and secure it well into the future.  The cost of the program for RMP members is $499 per month with a 6 month commitment.

Note:  If you are not yet a member of the largest real estate marketing site in the world you need to head on over to http://www.RealEstateToolboxU.com and sign up today.

Make it a great day!

Brian Rodgers, Founder
Real Estate Toolbox University