IS FINDING A NICHE

Is Finding A Niche Market Right for You?

A lot of Realtors® take the ‘jack of all trades’ approach to their businesses, and some are extremely successful with doing it all and doing it well. But taking that approach can also make it hard to stand out if there are a lot of agents in your area taking the same approach.

If you’re looking for a way to stand out from the rest, finding a niche market might be the way to go. Although it might sound limiting at first, with the right branding and marketing, your specialty and expertise may help you lock up a market after you become well known for being the ‘go to’ Realtor® in a certain demographic. Having a niche helps you target your marketing, making it more effective, until eventually people are seeking you out as you build your reputation as the foremost expert in your particular niche. Despite the benefits of taking on a specialty, it’s still something that only a small percentage of Realtors® do, which means you have a great opportunity to get in on the ground floor in your area by being ahead of what is sure to be a looming real estate trend.

You want to claim your stake on the niche that best fits not only your passions, but something that fills a void in your market. If this all sounds good to you, the next step is finding your niche! Here are a few things you need to consider:

There are two approaches to having a specialty, one that is truly your all-consuming passion or a sort of revolving niche, one that changes with the market

In addition to creating a thriving business, finding a niche may even unlock a hidden passion. Does your area have a large historic home inventory? Are you passionate about helping first time home buyers realize their dreams? Having a personal connection to what you specialize in is always a great way to start out. If you’re passionate about something, you’re almost guaranteed to have the work ethic it takes to have success in a niche market. Once you hone in on a niche, make sure the market data backs up your focus.

Another approach is changing with the market. If you’re truly an expert in a few areas of the business, it might be good to have sort of a revolving niche. In a down market you might specialize in short sales and foreclosures. When things pick up, you may take your innovative approaches and start applying them to luxury homes.

Whether you take the consistent niche approach or the flexible one, it’s really all about figuring out what best suits you and your market.

Fill a void in your market

Maybe you don’t have an instant passion for one particular niche. In that case, there are several areas you can consider. A lot of it will start with really researching and analyzing your market and having a good eye for what future trends will be. Is there a certain demographic that is surging in your area? Cater your business to serve them. Maybe you are fluent in Spanish and your area is seeing a rise in a Latino population, who are emigrating from other countries. Or perhaps, you live in an area that has a larger retirement population. There are numerous demographics that truly need expert real estate advice. Be the one to fill it.

You can also focus on a particular neighborhood or gated community. Helping people navigate the ins and outs of a particular HOA can be a lifesaver.

Are you already serving a niche?

Of course, sometimes you may already have a niche and are unaware of it. Maybe you are already dealing with a lot of first-time homebuyers. Look over your sales records and see what might already be there, then make it official. Figure out why you’re drawn to that area and then nail down the reasons you’ve excelled with that niche and use it to create a marketing plan and branding.

Find ways to really sell your expertise

Once you figure out your niche, get the training, designations, and certifications that will enhance your expertise. Another way to let it be known that you are the ‘go to’ Realtor® in your particular niche is to become a resource online. Create a website with informative blogs and marketing information. Make a mark on social media where you can link back to your site, so potential clients can actually interact with you.

There is a lot to consider when you’re thinking of going the niche market way with your business, but if you consider everything carefully and focus in on something you can be passionate about, the rewards could be a major win for you and for your clients.

KENDRA HAVEMEIER

For years, Kendra Havemeier worked in corporate America, serving as an area manager for ALDO Group and overseeing three stores around Grand Rapids and Kalamazoo. On a whim, a colleague suggested that she explore getting into real estate. Kendra took him seriously. “I’m so glad I took that chance and dove into the real estate industry,” she says. “I haven’t looked back since.”

Today, Kendra is a Partner and Associate Broker at her growing office, Bellabay Grand Rapids. She runs an office team there. On top of training and mentoring upcoming agents, she has made a name for herself as a tireless advocate for her clients. through hoops to ask a question; I’m right there.”

For her outstanding service, Kendra has won a terrific reputation around Grand Rapids, with the vast majority of her volume coming from either repeat clients or referrals. In fact, she continues advising her clients long after the deals are done, keeping in touch long-term to ensure that they are thriving in their new homes. Every Christmas, she even goes so far as to prepare them gift baskets—all topped off with a hand-written card. “I love finding ways to make the transaction personal,” she says. “At Bellabay, we genuinely care about the wellbeing and happiness of our clients.”

When listing a property, Kendra and her team offer a unique blend of traditional and modern strategies. After preparing a home with professional cleaning, staging and photography, she proceeds to market the listing over an array of digital and social media platforms. Meanwhile, her remarkable open houses showcase the full potential of a property. Through it all, though, Kendra keeps the sale running smoothly and without a hint of stress. “We cover all the bases for our clients,” she says. “But it’s important not to let them get overwhelmed. We’re always looking for ways to simplify the process.”

Elsewhere, Kendra prefers a hands-on approach with her buyers, guiding them through all the nuances of their transaction. Notably, she stresses the importance of accessibility while handling a purchase. “My clients know that they can get in touch with me at a moment’s notice. They will never have to jump Outside of her career, Kendra has taken an active role in her community. On top of serving on the Beautification Committee for the Association on Brower Lake, she sponsors at the Fourth of July Fun Run in Michigan. Elsewhere, she serves as a member of the Rockford Chamber of Commerce. Passionate about education, she is also involved with the Our Savior Lutheran church and school. When she’s not working, Kendra can be found spending time on the lake or relaxing at home with a cozy jigsaw puzzle.

As for the future, Kendra has a straightforward plan: “Keep growing.” In the months ahead, she will continue adding onto her team to reach an even greater portion of Grand Rapids. Meanwhile, she looks forward to the new clients and deals that lie ahead. “My career allows me to meet someone new every day,” she says. “There’s nothing more fulfilling than getting to know a client and helping them make the right decision.”

To learn more about Kendra Havemeier, call (616) 821-5525 email kendrahavemeier@gmail.com or visit http://havemeierhomes.com

LAURIE LIONNET

Laurie Lionnet began her real estate career 5 years ago, after working in sales for most of her life. “In the past 20 years before real estate, I covered a third of the United States for two different companies,” she explains. “I was looking to change positions and find something that would keep me closer to home. My best friend and my sister are both agents, and they suggested I would be good at it, and I’ve been doing it ever since.” In the past few years Laurie’s business has really taken off, thanks to her strong relationships with clients who value her commitment and dedication to them.

As a Keller Williams agent, Laurie serves all of metro New Orleans. The majority of her business comes from repeat and referral clients, an impressive feat that speaks to the trust and loyalty she inspires. “I’m always available to my clients,” Laurie says. “It’s everybody’s biggest deal, and you have to treat it that way.”

Clients value Laurie’s excellent work ethic, and the way she “digs deep” on their behalf, leaving no stone unturned in the housing search. “I work with a lot of investors,” Laurie says, “and I take the initiative for them. I don’t wait for properties to come on the market. Vacant land is scarce, so I find the vacant land, track down the owners, and contact them, sometimes even knocking on their front door to introduce myself and ask if they would be interested in selling. I’ve had a lot of success with that approach.” All this adds up to results that speak for themselves: last year, Laurie did a little over $21 million in volume all by herself. This year, she added an administrative assistant and a transaction coordinator to help handle all that business, and she is currently on track to match last year’s volume.

Laurie gives back to her community by participating in KW Kares, donating a percentage of her commission on every closing to charity. She also donates to St. Jude Children’s Research Hospital. When she is not working, Laurie loves traveling, gardening, and spending time with her grandkids.

In the future, Laurie plans to continue growing her business, bringing on more people to help her oversee the operation so she can step back a bit in a few years. Laurie’s indomitable work ethic ensures that she will continue to bring about great results for herself and her clients. “One of my favorite things about real estate is that I’ve always been a workaholic, but now I get compensated for it,” she says with a laugh. More than anything, Laurie looks forward to continuing to serve her clients and get them the best deal possible.

Laurie stays in touch with past clients via mailers and phone calls, as well as social media like Facebook. Social media also plays a large part in how Laurie markets her listings, since it’s such a powerful tool for exposing a listing to the widest audience possible. To that end, Laurie also sends out “just listed” cards to publicize homes for sale, sending out on average about 300 cards to specific demographics for each new listing. “I also do a lot of networking with other high-performing agents,” Laurie says. “I have a group of agents that continuously bring me buyers.”

To find out more about Laurie Lionnet, call 504-455-0100 or 504-462-9376 (cell), email laurielionnet@kw.com, or visit her online at www.laurielionnet.com