Four Ways to Find Your Niche in the Market

BY

Bobbi Pronin

.

February 11, 2025

An agent shakes hands with clients outside a home

 

We live in the age of specialization. Physicians typically know which aspect of medicine they will practice. So do lawyers, architects, technicians, and the list goes on. That’s because the bodies of knowledge in most career fields are far too large to excel in every area, and consumers take comfort in knowing the provider they choose is a specialist in the service they require.

Real estate agents, too, have discovered the value of specialization; of branding themselves as experts in niche areas of the market – first-time buyers, relocating families, the upscale market, to name a few.

Specializing in one or two areas can be key to building your career, and there are numerous classes and webinars available from the National Association of Realtors (NAR) as well as from state and local REALTOR® boards that can certify you as an expert.

So, how do you go from generalist to expert?

  1. Do Some Soul-Searching: Which areas of your business do you most enjoy? Helping downsizing seniors? Selling second or vacation homes? Helping eco-conscious buyers and sellers find or market a home with ‘green’ features?

  2. Peruse the Possibilities: Check the NAR website for a list of certifications and designations. You may find niche areas of the business you had never considered – At Home with Diversity designation (AHWD), Home Finance Resource certification (HFR), Military Relocation Professional (MPR).

  3. Put in the Work: Certifications and designations require study for a specific number of hours. But online courses make it easy and flexible, so you can keep working while you learn.

  4. Pitch Your Niche: Once you’ve earned your certification, shout it out every way you can – on your website, on social media, in newsletters and client meetings.

You can’t be everything to everyone. Narrowing your focus can make you the local expert, expanding your value to potential customers and giving you the freedom to work with the clients you want to reach.

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This material is not intended to be relied upon as a statement of the law, and is not to be construed as legal, tax or investment advice. You are encouraged to consult your legal, tax or investment professional for specific advice. The material is meant for general illustration and/or informational purposes only. Although the information has been gathered from sources believed to be reliable, no representation is made as to its accuracy. Intended for distribution to only one per individual for marketing purposes only on behalf of our company. Not for reproduction. 

About Bobbi Pronin

Bobbi Pronin is an award-winning writer based in Orange County, Calif. A former news editor with more than 30 years of experience in journalism and corporate communications, she has specialized in real estate topics for over a decade.

Bobbi is not an employee of Anywhere Integrated Services or affiliated with its title companies.

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