Bullseye!

Have you ever heard that “you can’t be everything to everyone?” Do you understand what this little saying really means? Well by the end of today’s post you’ll understand exactly what it means and how you can use what they mean to increase the amount of business you are currently doing.

Lots of Real Estate Agents, Realtors, Brokers and just about every one else that falls into the RE professional category uses what is commonly know as the shotgun approach. The shotgun approach is an analogy for a wide spread approach to business. The large majority of RE pros take this approach with their businesses, not the wisest choice in my opinion.

Ok let me play devils advocate for a moment. We all know that if you throw enough shit at a wall something is bound to stick right? So when a Agent goes out and uses the shotgun technique they may call, flyer, door knock ect an area regardless of the types of property found in this area. Of course if you spend enough time in an area and get in front of enough people you are bound to come up with something.

Lets switch gears here and look at things from a different prospective. Now lets say you are targeting a certain style property in a specific area of your town. This can be a certain property type in a certain zip code or community. Now that you know who you are going after you can craft your marketing message accordingly to maximize your chances of getting business from these people. This is called target marketing.

Target marketing is nothing new but it is not used as much as it should be especially in RE. Traditionally RE offices and some brokers teach the numbers game, you’ve heard of this right? Knock on X amount of doors and you will get X amount of business or call X amount of people and you will get X amount of to work with you, sound familiar now? This is one way of getting business and in my opinion it is a very labor-intensive way of getting business.

Personally I would rather have a clearly defined target market I am going after that I can then solicit with specific material designed and crafted for their needs. This technique of target marketing allows you to contact less people while being able to get more business with less work. So lets say the area and property type you are going after has 25 people who fit your target market. Now instead of randomly contacting 200 people in hopes of drumming up business you only have to contact 25.

The beauty of this approach is when you are contacting the people in your target market your not saying “hello I am the local Realtor Come do Business with me.” With target marketing  you already know what your markets challenge is and have the solution waiting for them. With this strategy your conversation goes something like this. “Hello Mr/Mrs Smith I understand that blank right now and I can help you out big time by doing blank”.

Give this strategy a shot and see what types of results you are able to achieve. My guess is once you use this strategy in your business you won’t want to go back to your old ways.  Make sure you subscribe comment and rate my blog post and be sure to leave me a Google voice message telling me about your experience with target marketing.