When deciding how you will be marketing your property, you will have several options from which to choose. You can choose to market in a traditional sense to a broad audience, or you can choose to market to a specific group. It’s called niche marketing and the options are almost endless. Niche marketing allows you to be the expert and raise your credibility.
You might live in an area that makes niche marketing almost obvious, or you might be in an area that requires some in-depth research and planning. To get you started, here are a few ideas.
Some areas are dominated by certain ethnic groups. Marketing to ethnic groups makes sense, especially when they are anchored by a church and stores. You might have areas in your city filled with the rich cultures of Italy, Germany, India, Russia, Romania, Greece, Thailand, and Poland. Other areas are based around religions, like Judaism, Buddhism, Catholicism, Mormonism, or Islam. In both types of communities, there is often a dominant building that is the focus, like a Jewish community center or a large temple. By being savvy and knowing your area, you can help connect newcomers to places that can make them feel right at home right away.
Other niche marketing can revolve around specific buyers, like working with first time homebuyers. Not everyone buying his or her first home is a young person; sometimes people buy their first home because of a life change like a big job promotion or a divorce. Other first time buyers are able to do so because the kids have grown up and they can finally afford to have a small home of their own.
There are geographic ways you can market, particularly if you have a feature like a lake or a gorgeous mountain view that you can sell to people. Some folks are looking for a home on a lake so they can take their boats out or that they can have a shoreside retreat and want someone with that experience to guide them.
If you live near a large employer, it can be a good idea to specialize in marketing to people relocating to the area. It can be hard to find schools and get acclimated to the area, so it’s important to have that information handy for your clients. Specializing in helping people relocate also gives you an in with the company to help get access to their new employees.
Another niche you might want to fill is marketing to people who are looking for green or Earth-friendly living. There are people who are very committed to their causes and want to be able to live out what they believe. Though most homes are not made with any animal products, you can still cater to vegans, especially if you live in an area that is vegan friendly in terms of clothing options and grocery stores.
There is also an importance for politicians and lobbyists to be catered to, as they sometimes need to have temporary housing or part-time housing options. Being able to understand their needs and find just the right homes for them is not only beneficial to their careers but it will establish you as an expert.
As you can see, there are a lot of choices. If you have an idea to market in your area that you think would be a perfect fit, it’s OK to go in that direction. You know your area better than anyone else, and this is your chance to shine.