Ten or fifteen years ago, the internet was starting to see wide adoption… or at least beginning to start to see wide adoption. Local businesses started going online… and they all had the same thought…
I can sell my product/service to the WHOLE WORLD!!!
And honestly, that is the thought that most of us STILL go through as we adopt our businesses to the online world. I can’t tell you how many real estate agents think that getting a website up and running is the key to providing relocation services to Kuwaiti Oil Sheiks. Since they have a website, the WORLD should beat a path to their door… right?
But a funny thing started happening on the way to getting business from the whole world. A lot of businesses figured out that they could actually more effectively market to the people that lived up the street. Funny, huh?
But, the World Wide Web is amazingly efficient at bringing us information from around the corner. We can find out about the county variance for a cell tower in the next subdivision. We can check out reviews for local lawn service companies. We can look at the newest homes for sale in our own neighborhood before the ink could dry on a flyer.
The hottest thing on the web right now is to be LOCAL. Rather than being “just another fish”, through writing about what is happening right in your own area, you can be the “big fish”. Instead of trying to “own Atlanta”… or even better, the 13 county area that makes up the Atlanta Metropolitan Statistical Area, try narrowing yourself down to something like MidTown… or Sugarloaf… or Peachtree Corners.
Most agents think that if they place any limits on their area, they will lose business… but my dad used to always say something that addressed this VERY well…
A Generalist knows less and less about more and more until he knows NOTHING about EVERTHING…
Of course, there is a danger in going too far. Trying to be THE agent for split level, synthetic stucco homes in upscale golf communities is likely not going to get you very far… not a lot of call for that… Dear old dad also used to say…
A Specialist knows more and more about less and less until he knows EVERYTHING about NOTHING…
So, don’t be afraid to find a niche. Don’t be afraid to limit yourself to a niche. Don’t pick one that is a dead end… and don’t pick one that isn’t actually a niche.
My final quote sums up who NOT to be…
I specialize in buyers, sellers and investors all over metro Atlanta…
Really? That sounds more like you don’t specialize in anything… Instead…
I specialize in Lilburn, GA, as well as properties with big garages all over the Gwinnett County area near Atlanta.
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