Do you know who your clients are?
If you’ve studied marketing of any kind, you’ve probably heard
“The riches are in the niches” or “if you’re marketing to everyone, you’re marketing to no one”
But what does that really mean?
In this video we’ll go over that as well as 3 tips on How to figure out who your ideal client really is!
Hey everyone, I’m Pete Stagl with Servant 360°, if you’re new here, we share tips and strategies that help Realtors just like you, sell more houses, faster and for more money. Make sure to like and subscribe to always be notified when we release these weekly videos!
So who’s your ideal client. If it’s anyone with a pulse, how are you going to market to them? You need to have a specific clientele that you’re marketing to. So you’re speaking directly to them. I see tons of social posts that say, Hey, I’m a realtor. I can help you buy or sell.. And that’s all the posts are doing is just saying, Hey, I’m a realtor.
Hey, I’m a realtor. Hey, I’m a realtor. There’s no reason for them to be working with them. There’s no specific people that they’re looking to help. I was chatting with a client recently. She’s the wife of a police officer. And I walked her through, who her ideal client was and she was just marketing to anybody.
She didn’t know how to really market directly to the people that she wanted to work with. And so I was walking her through the process of figuring out how to figure out who she wants to work with. And, with her specifically, I found that, most of her clients are fellow public safety officers, police officers, firefighters, eMS and whatnot. And , she was working with those because that’s who she is around all the time. That’s who she knows how to help. And she really likes that because if it’s effectively her friends and family, that she that she’s helping find new houses and sell their current houses. Now as I was talking to her, once we figured out that’s who she likes to work with, it’s very easy to
market to that particular subset. In that particular instance, there, there’s a lot of concerns with privacy and making sure that the officer’s identity is and home address, isn’t publicized to everybody. And so there’s a lot of things that, that she knows being the wife of an APD officer.
Not every realtor knows such as, you don’t want to have their uniform hanging around. You don’t want the, there, if their home, their police car sitting out front any number of that type of stuff that kind of points out that, Hey, an APD officer, lives here. And so it protects the privacy of the officer.
It protects the safety cause you don’t want that. I put out there into the world. And so she’s in a really unique position because she knows this. And, because she’s the wife of a police officer she lives this every day. And so she knows how to talk to the, these particular clients how to allay their fears and to just overall market the property appropriately so that it doesn’t put any undue risk to her clients.
Now everybody can do that same thing. Everybody needs to find their ideal client and work on marketing to them. And I’m not saying that you’re not going to take all the clients you’re going to take all the clients that you want to. And it may not always be the ideal ones, but your marketing is to speak directly to those specific people. So how do you figure out who your ideal client is? I’ve got three tips to help you with that. Really there’s three questions to answer.
So who do you enjoy working with? That’s one. So take a look at all your clients. Who did you most enjoy? Where did they come from? What similarities do they have between each other, which clients energized you and you really enjoyed to help them and serve them.
And which clients you don’t like working with. This is just as important. If you don’t like working with a certain subset of buyers or sellers or what have you make sure you write that down, make sure you figure that out. And it may be that you don’t like relocation because you’re talking to people who are not here, or it may be that you don’t like working with first time home buyers because they do require a lot more work.
But knowing ahead of time the group of people that you’ve liked to work with and. Want to do most of your business with, and the ones that you don’t want to work with. By putting that down and really figuring that out, you’ll be able to start marketing towards the people that you do want.
And that brings us to tip number two. Who do you want to work with? Do you want to work with and guide first time home buyers? Relocation. Military that we have the movie industry here do you like to help and, advised the new and growing families. Do you want to specialize in distress situations such as death or divorce?
If you have a life experience that. Can lend itself to knowing some of the decisions, maybe you were in the military, maybe you moved here with a spouse who got moved here for job. Maybe you’ve been through a divorce or a family member that passed away that you had to deal with the probate and everything like that.
But who do you like to work with? Who do you like to advise? Figuring that out can go a long way. So tip three, again, another question here is who do you have an affinity for? And, this kind of goes back to what I was saying before about, if you have life experience that can help you out here, what kind of group of people do you hang around the most?
What’s your background. You worked at the labs, a hospital, military movie industry. If you’ve got this affinity for a specific group of people that may be who you want to work with, you have the experience that you’ve been in their shoes.
You know that the pitfalls that maybe not everybody knows. A lot of realtors are working with the, that their life experience. And if they haven’t done a whole lot of, mobile homes, for instance, it’s not going to be as beneficial to the client to work with that particular realtor versus somebody who does that every day.
So what, what hobbies do you have? Maybe you golf or racquetball or any sort of, hobbies and sports there.
Maybe that’s the type of people that you want to, market to.
So once you figure out who you want to work with, it’s much easier to speak directly to them in your marketing. And that’s what they mean when , the richest of the niches or you are marketing to everybody. You’re not really marketing anybody is you need to have a specific group of people that you’re talking to.
It’s much easier to, rather than saying. Hey, I’m a realtor. I can help you buy or sell. Now you’re talking to specific people, like I was go back to the client. I was talking about, she can market directly to those public safety officers. And fire and whatnot, because she’s speaking their language, she’s speaking directly to them and saying, Hey, I’ve been in your shoes.
I’ve helped X amount of people through the situation you’re working through. I know how to do this. I can guide you through this and who do you think the client’s going to go with? They’re going to go with, Joe Schmoe, realtor, who, says, Hey, I can help buy and sell your house.
Or the one that speaks and says, Hey, I know what you’re going through. I know the pitfalls and everything to look out for. I’ve been there. Let me guide you through this potentially stressful time of your life. They’re going to go with the one who knows and who’s been there and who understands that client the best.
And if you’re marketing towards people that you want to work with and how best to serve them, it’s just so much easier to work with them. You speak their language
so those are the three tips, three questions, really ask yourself, sit down and, really take a look at it who you want to work with. First one was, who do you enjoy working with? Second one was who do you want to work with? Sometimes, the people that you enjoy aren’t necessarily going to be the ones that you want to work with all the time.
And number three, who do you have an affinity for? Once you figure out who you really want to work with who you’re best suited to help.
That’s going to be much easier to market to them.
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Realtors shouldn’t have to put up with inconsistent results from their marketing providers. At Servant 360° we provide consistent quality photos, floor plans, virtual tours and videos that help Realtors, just like you sell more houses faster, and for more money.
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