The best way to stand out from the pack in just about every industry is by specializing. Carving out a specific role in the marketplace allows you to reach a defined audience. It is a way to develop a custom-built client base for the role you want to occupy in the market. For real estate marketers, this remains true. The real estate industry is crowded, with lots of great and talented real estate agents out there. Standing apart from these agents can be done in various ways, but one of the best is to specialize within a certain niche.
Many different real estate niches present great opportunities for agents looking for a more defined group to market to. Once you know who you are trying to reach, you can build your lead generation around that audience. You can market to the kind of people that fit your niche and build your content around them. This will lead to a more defined, structured campaign with a higher likelihood of succeeding.
Let’s look at four different real estate niches agents can choose to target to stand apart from their competition.
Families Upsizing
There comes a time in many families’ lives where the place they were living simply doesn’t offer the space they need. In this situation, when the current living space is no longer getting the job done, it comes time to purchase a more spacious home. According to Statista, 81% of homes purchased in 2020 were detached single-family homes, so this is a major niche to target. Marketing to this niche means focusing on the family aspect. This means talking about the relevant schools nearby, the parks, the family-friendly attractions. This major niche can yield big results as families purchase larger, more expensive property.
Empty Nesters Downsizing
On the opposite ends of things, once many people purchase larger homes for their growing family, there will come a time when that home may be too spacious. For many parents, once their kids age up and move out, the need for such a large home doesn’t remain. It comes time to sell the home, typically when the market is hot, and purchase a smaller property. Marketing to people whose children have moved on and are looking to downsize means you can focus on more adult features, like premier restaurants and shopping destinations in the neighborhood, cultural attractions, and more. It is a smaller niche but a defined one with a clear home type.
Investors
While some people are purchasing homes because they want a new place to live, it is a simple and unsentimental investment for others. For many, real estate is nothing more than a financial opportunity to purchase an asset and re-sell it at a higher price later on. If this is the situation, marketing to this kind of person requires different tactics. You are building your marketing case around the home entirely as an asset, trying to show the investor that it will see a high ROI in the near future. This is a more by-the-numbers approach, but for many real estate agents, that will work better for them.
Luxury
Just about every real estate agent would like to sell the most expensive homes to the highest-budget buyers. This has the biggest payout for agents, so of course, there is a very clear imperative for this niche to be a highly sought-after one. While this is a highly competitive niche, many find success in it, and there are long-established marketing tactics. Branding yourself as a luxury real estate agent and targeting the luxury real estate niche works best for experienced agents. Emphasizing elegance and luxury in marketing, showcasing the homes being sold with high-quality video tours, and utilizing higher-budget lead generation strategies are things luxury real estate agents do.
StreetText and Targeting Your Niche
A high-quality lead generation strategy will help you develop your client list and reach your targeted niche. Lead generation can be done in various ways, but social media marketing is the current ideal. It allows you to reach a massive number of people cost-effectively, with geo-targeting and demographic-based outreach. This is a huge asset for a real estate marketer trying to narrow their scope to a specific niche.
StreetText is a Facebook lead generation platform built specifically for real estate marketers. It allows agents to create customizable Facebook Ads that have built-in lead capture funnels that will help you schedule more appointments than ever before with high-quality prospective clients. Facebook is the largest social network with billions of monthly users, and StreetText helps agents utilize this platform to its fullest potential. With features that allow you to target specific users, you can better connect with the niche of your choosing.
Start a 7-day trial with StreetText to find out how to book more appointments with better leads.
