Divide and conquer

When you ask real estate associates and brokers to identify their target market, a blank stare is often the typical response.  Re-state the question as to what type of customers they’re trying to get, and they’ll say:  “Everyone.”

Unless your company name is Nike or Coke, you can’t afford to advertise to everyone.  So you’re going to need to narrow your focus to a group that small enough to reach with regular marketing messages, but large enough to provide enough customers to achieve your business goals.

Target a group that you have a connection with … people with some unifying characteristic you can use to focus your communications.  How about dog owners?  Physicians, golfers, military veterans, and gardening enthusiasts are among groups you could consider.

These groups often have their own magazines or newsletters you could advertise in.  And because they like getting together with friends with similar interests, they can be a great source of referrals.

Broadcasting is dead.  Narrow-casting is alive and well for the savvy real estate marketer.


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