In the United States there are over one million doctors practicing medicine and over one million lawyers. These numbers are high, but they are not stopping people from going into these fields. Parents aren’t telling their children not to be a doctor because there are too many out there already. By this logic, there is no reason to feel your profession is saturated either. BUT, you must rise above all the noise to stand out. The best way to do this is to showcase where you shine and where you, and only you, bring a unique quality to your service.
As an example, I recently worked with a real estate agent to boost his business. Now let’s talk about a busy field, there are over 2 million real estate agents in the country and quite a few in his Indianapolis area. We created a plan for him to rise above the noise. The first thing we did was look for the unique angle that sets him apart from all his competitors. He has just started in real estate, but has spent over 30 years as a contractor and has successfully flipped many houses. Here is his niche! John can go into any house and immediately estimate costs for repairs or see value where everyone else sees a dump.
Now that we identified his unique value, we honed in on his ideal client. Which prospective house buyers would need this extra service? We came up with two audiences:
- First Time Home Buyers that only have the resources for a fixer upper knowing they can invest in it over time.
- Those looking for an investment property.
With our audience nailed down we dove into creating a marketing strategy that attracts this clientele. The questions we asked ourselves included:
- What information will these two audiences seek out?
They want to know how to evaluate a house to determine if it’s a money-pit or a diamond-in-the-ruff.
- Where do they spend their time online?
The first audience spends time on social media: Facebook, Instagram, Pinterest.
The second audience spends time on social media as well, but may be more professional and could be reached on LinkedIn or with in-person events.
- How much time do they need to hire an agent?
The first audience may need a few months to be ready to make that leap.
The second audience has likely been through this process before and may be ready in a shorter window. This second audience is also more likely to have existing relationships with other agents.
- What are the characteristics they are looking for in an agent?
Both groups are looking for a professional that they can trust. The extra skill set of contractor knowledge would be an added bonus.
By analyzing all of this information, the biggest value to John’s niche is the information he provides. This became the foundation for his marketing plan. In the plan we outlined separate webinars for first time home buyers and those getting into real estate investment. Emails and freebies will outline all the things to look for when evaluating a fixer upper with detail on cost estimates. His website will include how-to guides for home repair. He is accessible with free intro calls, the webinars, and in-person events. This plan sets John up to become a trusted resource for those considering the purchase of a fixer-upper. All of this adds up to a trusted, knowledgeable, accessible brand that attracts clients ready to sign a new real estate agent.
This is just one example, but the formula is the same for any business.
- Identify your unique offering that complements your service.
- Define the specific audience that would resonate with your niche.
- Profile the audience to prepare your marketing plan.
- Use the above information to create a marketing strategy based on your niche offering including your website, your freebies, your emails, your funnels, your advertising, and your on- and off-line events.