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If you want to stand out from the other agents in your area, you need to set yourself apart. Establishing yourself in a niche market is an effective way to do this. Niche marketing is when you choose a specialty to focus your business on.

In real estate, your niche could be a certain kind of customer, like veterans or empty nesters, a certain kind of house, specific loan types, or even a shared hobby or interest. Having a niche doesn’t mean that you don’t work with people outside your specific niche; it’s just where you focus your business. Here are three reasons you should specialize in a niche.

  1. Be the Expert

You can be one of hundreds of agents in your area or you can be the number one agent specializing in a specific niche. As a specialist, you’ll likely have less competition. Many real estate agents hope to cast as wide a net as possible to get leads. By focusing on a more targeted market, you’ll learn the ins and outs that allow you to fine-tune your process and become a more obvious choice for those in your niche. After all, why would a person work with a general real estate agent when there’s an agent who specializes in exactly what they need? This will help you stand out.

  1. Build a Community

Specializing in a niche can also help you tap into pocket communities. As you build your referral base within a community, you can build a reputation as that community’s real estate agent. This creates brand loyalty and can create more referrals and repeat business both in your niche and among your niche’s connections.

  1. Lower Marketing Costs

A more targeted audience means you can spend less on marketing and advertising. Instead of trying to reach as many people as possible, you can focus your time and resources on reaching the right people. Also, because you have a specific group in mind for your marketing and advertising, you can create more effective messages and thereby improve your return on investment for each campaign you run.

To learn about possible niche markets, check out this article on Finding a Fantastic Niche. If you’re ready to start optimizing your website’s SEO to attract buyers and sellers in your niche to your website, Homes.com SEO Fuel can help. Our team of SEO specialists can help you identify and target keywords that will help you rank higher in search results. Learn more here.