Sunday, May 19, 2024

niches

    Every year when  2023 RealTrends + Tom Ferry “The Thousand” list comes out, it’s topped by an agent who holds the Guinness World Record for home sales. 

    “He only sells new-construction residential properties and he works with volume builders only,” according to Katie Warner at BusinessInsider.com.

    On 2023’s list, Ben Caballero, had 6178 sides, resulting in $3,060,878,784 in volume – nearly double the volume of the agent in second place.

    Surprisingly, new construction isn’t a particularly popular niche. With numbers like Caballero’s however, it should be.

    If you’d like to get in on some of this impressive income, you may want to give new home sales a whirl. 

    Do you have what it takes?

    John Rymer at ProBuilder.com lists traits to look for when hiring a “New-Home Sales Superstar.”

    • Avid goal setter
    • Ask the right questions
    • Financing expert
    • Passionate about new-home sales
    • Exudes enthusiasm
    • Takes responsibility for results
    • First into the office, last to leave
    • Perfected the follow-up process
    • Always showing value
    • Persistent and fearless closer

    If this list sounds like you, selling new construction may just be your dream career.

    First, the cons

    Let’s get the bad news out of the way up front.

    Just as with the broker under which you choose to hang your license, so goes the builder. Some value ethics and high standards. Others, not so much.

    So, choosing the right builder may be challenging.

    Then, there is the commission structure and, no, you may not be making the percentage you are accustomed to.

    More often than not, when you sign on to become a new home sales consultant, you are no longer an independent contractor, but an employee of the builder. 

    Naturally, there are other cons, but these are the ones that agents should carefully consider.

    The Move Up Market Series is shown above. To learn more, click here.

    The pros of working with a builder

    The obvious plus of becoming a new home sales consultant is that prospects come to you. No more cold calling and chasing after business. 

    As an employee, you’ll most likely receive benefits, such as medical and dental. 

    If being a business owner doesn’t agree with you, but you hope to remain in the industry, becoming a new-home sales consultant may just be a smart move for you.

    How to get your foot in the door

    Your best bet is to visit a few sites, introduce yourself and get to know the reps. Don’t be afraid to ask plenty of questions. Everybody has to start somewhere so they may be sympathetic to what you’re going through. 

    Do some research on your own. Learn all you can about:

    • The different architectural home styles
    • Blueprints (and how to read them)
    • Home construction methods and materials
    • Site layout and design

    “All it takes is a little bit of time for an agent to understand builders — why they do what they do — to reap the rewards the new-home market can deliver,” according to Caballero.


    When you have time…below are some marketing tools to help support your success.

    1. Put Your Real Estate Business a Step Above with Your Own Branded Magazin

    Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct, response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card!Click Here

    2. The Free 6-Month Done-For-You Strategic Marketing Planner

    The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

    3. The Free Online Real Estate Business Plan

    The Real Estate Business Plan allows you to enter your business goals for the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your financial goals.   – Click Here

    4. The Become a Listing Legend Free eBook 

    This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

    Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here


      Welcome to the world of real estate, you soon-to-be-wildly successful agent. Your spanking new license, hung with a broker you probably just recently met, is your ticket to the big bucks – or so the story goes.

      Between now and then, you may be hungry. You may be frightened about the future. You most likely will be financially challenged. Your sole focus will definitely be on securing one client – one deal – to help you stay in business long enough to get to the next one.

      The ideal vehicle to get you to that deal – indeed, the very bedrock of your nascent real estate business — is personal branding.

      Creating an impression, and the reputation you will eventually build, combine to generate your personal brand. Constructing your brand is job number one as soon as you’ve hung your license. Everything else falls into place once this is accomplished.

      Read on for three essential tips guaranteed to help you fire up the iron and stick it strategically to your hide.

      1. What makes you Remarkable?

      “Unique” is a word that gets tossed around a great deal when it comes to discussions on branding. Among real estate agents, however, commonalities are more obvious than differences.

      Let’s face it; the basic duties of every real estate agent are the same: you list homes, fill out paperwork, show houses and act as your client’s intermediary.

      This is where personal branding comes into play. What makes you different from most of the others? Perhaps it’s your education – an agent with a Juris doctorate or even a staging certificate has an angle that many other agents lack.

      Previous careers often play into an agent’s branding efforts as well.

      As a former TV news anchor, Bob Sokoler with Re/Max Properties East in Louisville, KY is undoubtedly the best real estate video producer among the agents in the area. It makes him stand out, and he uses that as part of his branding.

      Answer the following questions to help determine what makes you different:

      • What are your interests and passions? What motivates you?
      • What are your strengths? What behaviors, attitudes and abilities have consistently produced positive outcomes in your life?
      • Consider your education and previous work experience.

      Get clear on what makes you remarkable. Those qualities, those aspects of you, are what will keep you from being a dime-a-dozen agent.

      Then, state those qualities, commodities, or even quirks in a declarative statement that helps you get a handle on your brand. “I am a high-end real estate agent giving the sophisticated consumer a stylish and tailor-made real estate experience,” wrote a luxury agent.

      2. Who is your Target Client?

      Radio DJs are taught early in their careers to get a clear image of who they’re talking to every time they open the microphone. They’re told to imagine one person and to speak directly to him or her.

      Define your target client. It may help to create an actual profile of this person. For instance, if your passion for golf has led you to decide to concentrate on golf course homes, your ideal client is, obviously, someone who plays a lot of golf. Is he retired with lots of spare time or a weekend warrior that hits the links as soon as the tie comes off? Golf isn’t cheap, so this client most likely has disposable income.

      Once you know who your target client is, you’ll be in a better position to start thinking about how you’ll brand yourself to attract this client and others like him.

       “A brand has to resonate with the target market by standing out in the sea of sameness, and fit like a glove based on one’s personal preferences,” suggests Ron & Alexandra Seigel of Napa Consultants, International

      3. Try it on

      You know what sets you apart, you have a handle on the types of clients you’ll attract, now you need to try some stuff on and see how they fit and how they’ll be perceived in the marketplace.

      “Are you flashy, edgy, comforting, or sophisticated? Does that fit the consumer base you’re looking for?” asks Seattle broker Sam DeBord.

      The “feel” you want to promote dictates how you’ll build the basics of your brand, such as “logos, fonts, colors and graphics that fit the theme and relate it to your customers,” DeBord says

      Once you’ve found a good fit, you’ll need to build that brand into your website, blog, business cards, brochures, and everything else that makes up your business’s public face.

      “Not every agent can be the top salesperson in town, but each can find their own branding niche:  dog-friendly agent, houseboat sales team, modern design brokerage, stone-cold investment-negotiation expert,” DeBord explains.

      “Then find visual guidelines and a business process to inform your specific customers that you are the right professional for their needs.”

      What will you be known for in the marketplace? It pays to take the time to figure that out.

      Are you ready to go after a specific generational niche? If so, create your targeted list HERE, then launch a scheduled Campaign in just minutes.


      The Call to Action postcard campaign is the perfect direct mail marketing tool to get prospects reaching out to you. And, for 3 more days, get 10% off Call To Action Campaigns.

      Shown above: Call to Action postcard campaign, available in the FARM campaign section. Learn More, HERE.

      HOW TO LAUNCH A CALL TO ACTION CAMPAIGN.

      Hit the “CLICK HERE” link, below (from a desktop or laptop computer) and choose the Call to Action Series.

      USE PROMO CODE: ACTION10 to get 10% off the first month of a Call to Action Campaign.

      Schedule a Call to Action postcard campaign, now, CLICK HERE!

      This sale expires on 10/30/21. Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.


      PLUS: When you have time…below are some helpful tools to support your success.

      1. The Free 12 Month Done-For-You Strategic Marketing Plan

      The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

      2. The Free Interactive Real Estate Business Plan

      The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

      3. The Automated Way to Become a Neighborhood Brand

      Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

      4. The Free Real Estate Mailing List Guide

      This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

      The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

      5. The Become a Listing Legend Free eBook 

      This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

      Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

      6. The Free Online ROI Calculator

      This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

      Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

      7. The Free Real Estate Marketing Guide “CRUSH IT” 

      This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

      The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here

        Millennials and baby boomers own the real estate market. While the former comprises the largest buyer pool (37%), the latter comes in quite close, at 32%, according to NAR’s 2021 Generational Trend report.

        The problem with agents being so hyper-focused on millennials is that few have homes to sell. In fact, only 22% of them are sellers.

        Boomers, on the other hand, are large and in charge of the seller’s market, owning 32% of it, right behind them, however, is that forgotten generation, Gen X.

        While many veteran listing agents typically don’t actively pursue buyers, it may be time to change your strategy.

        Members of Generation X, (age 45 to 56) are among the most likely to consider selling and for several reasons. Chief among them is to find a home that better fits their new normal: no more commute, working from home, homeschooling kids, and finding a large home so Mom and Dad can move in.

        Gen X is in the house

        While baby boomers hold the most money, Gen Xers earn the most of all living generations. They lost a lot during the recession – more than any other group. But, they’re currently the only generation to reclaim all the money lost.

        Here’s what our research has turned up about Gen X’s home shopping wish list:

        • Most want a single-family home, single-story, 3 or 4 bedrooms, 2,315 square feet of living space or more.
        • The top 3 features on the wish list include exterior lighting, a laundry room, and Energy Star® rated appliances.
        • They crave extra storage space and room for a “relaxed” home office.
        • They care more about the home’s features than the neighborhood.

        If you list a home that fits this description, hold it open, at least virtually, and laser-target Gen X buyers because the chances are good that they’ll be visiting or viewing.

        How to reach these buyer/sellers

        Chances are good this cohort has a house to sell as well, so targeting them is a brilliant strategy.

        Suggest that the homeowners create some obvious storage solutions in the garage and stage them just enough to show that they truly are storage solutions. In other words, don’t pack them full of stuff.

        If clients are replacing any appliances, convince them to go with Energy Star® certified appliances.

        When staging the home, ensure that your clients’ laundry room looks amazing. You’ll find brilliant tips at:

        If the home would work as a multi-generational home, let buyers know that up front, in your listing description and other marketing materials. Gen X is the largest cohort seeking these homes and their numbers grow every year.

        As the generation most likely to have children younger than 18 living in the home, Gen X also craves space for the youngins.

        This is why they’re the generation purchasing the largest and second most expensive homes.

        Finally, if you sell real estate in the following cities (listed in order of popularity, most popular first), you’d be crazy not to target Gen X. These cities are getting the most searches from this generation, according to Lending Tree research:

        • Memphis, Tennessee
        • Jacksonville, Florida
        • Atlanta, Georgia
        • Washington, D.C
        • Orlando Florida

        Are you ready to go after a specific generational niche? If so, create your targeted list HERE, then launch a scheduled Campaign in just minutes.


        The Call to Action postcard campaign is the perfect direct mail marketing tool to get prospects reaching out to you. And, right now, get 10% off Call To Action Campaigns.

        Shown above: Call to Action postcard campaign, available in the FARM campaign section. Learn More, HERE.

        HOW TO LAUNCH A CALL TO ACTION CAMPAIGN.

        Hit the “CLICK HERE” link, below (from a desktop or laptop computer) and choose the Call to Action Series.

        USE PROMO CODE: ACTION10 to get 10% off the first month of a Call to Action Campaign.

        Schedule a Call to Action postcard campaign, now, CLICK HERE!

        This sale expires on 10/30/21. Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you with your success.


        PLUS: When you have time…below are some helpful tools to support your success.

        1. The Free 12 Month Done-For-You Strategic Marketing Plan

        The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, Niche Marketing, Get More Listings, Geographic Farming, and Sphere of Influence. –Click Here

        2. The Free Interactive Real Estate Business Plan

        The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals.  – Click Here

        3. The Automated Way to Become a Neighborhood Brand

        Become branded in a specific neighborhood with a 12X15 marketing piece sent automatically each month to an exclusive carrier route. Watch this video to learn more or Click Here.

        4. The Free Real Estate Mailing List Guide

        This image has an empty alt attribute; its file name is Real-Estate-Mailing-List-Guide2-3-D-999x1024.jpg

        The Real Estate Mailing List Guide outlines the top tools for generating targeted prospecting lists including Baby Boomers, Empty Nesters, Investors, Lifestyle Interests, High-Income Renters, Move-Up Markets, and more. The Guide also defines done-for-you marketing campaigns to match these markets. –Click Here

        5. The Become a Listing Legend Free eBook 

        This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

        Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

        6. The Free Online ROI Calculator

        This image has an empty alt attribute; its file name is ROI-calculator-b-233x300.jpg

        Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! –Click Here

        7. The Free Real Estate Marketing Guide “CRUSH IT” 

        This image has an empty alt attribute; its file name is CRUSH-IT-Guide-3-d-298x300.jpg

        The “Crush It” Guide includes easy steps to launching an effective direct mail marketing campaign, how to create a targeted prospect list, the perfect way to layout marketing materials for success, seven opportunities available to target in your area right now. –Click Here