The Client

At a business event, I met a realtor looking to get serious about her brand so she could increase her sales. Realty is a tough first business where most agents don’t even make a single sale in a year, and you have to love humans to be successful because much of the work is client service and coordination.

One of the misnomers with realty though, is that people think that growth in this field is all about word-of-mouth and being willing to take whatever comes your way. But, that’s hardly true because of The Power of Niche.

The Power of Niche

As an introduction to The Power of Niche, one of the most successful men I’ve ever met, I interviewed from his Honda Jet while his personal pilot flew us to Dallas. His specialty is in the building and leasing of storefronts exclusively to Dollar General, and he owned over 60 of them at the time I interviewed him. So don’t think for a moment that you need to have some great portfolio of clients and skills. He had a $6M private jet with one specialty and one client.

Getting good at one thing not only gives you the option to train a team and scale, it gives you the opportunity to standardize your craft for better quality control and throughput, and also to gain a leg up on competition in marketing and quality of outcomes. That is what I mean by The Power of Niche.

Back to Realty

Going back to real-estate sales, Many extremely successful realtors specialize in selling commercial buildings, luxury homes, organizing military family relocations (PCS), trading rental properties, flipping, and more if you can believe it. What you need in order to take advantage of one, and to get clients to think they’re better off with you— the specialist, is a great system that optimizes the process for that particular kind of client, and some rudimentary marketing that lets them know you’re there for them.

The particular agent I met as a client was near a military base in the state's second largest city, with no other agents of that niche readily appearing in search or LLM, so you can guess what my recommendation was:

Realty for Military Relocation

1. Gather Resources: To start, we could get contacts with military movers, get friendly with the relocation office at the fort, and get really familiar with the neighborhoods that are going to be the best for those clients. Now we have the information to better advise our client on their unique needs and even communicate on their behalf if necessary.

   
   

2. Build a Plan for your Clients: We'd build a system where we could follow a checklist with our clients to make sure that they were scheduled to move in with all of their belongings before their reporting date.

   
   

3. Get the word out: Then, all we’d need to do is send simple Google or Instagram ads geo-located around other forts and training locations declaring our specialty and urging would-be clients to book a call through a Calendly link if they were moving to the nearby fort. No waiting for the referral mill, no over-complicated funnels, and clients with predictable needs.

   
   

4. Scale (if desired): There are plenty of people who will be happy to run this process for you at a standard income. Once you've gotten settled with your client process, you can start by finding an assistant and beginning to grow the team towards greater throughput.