Shrink the Pond: Stand Out in a Swarming Market by Finding Your NicheBy Tom McMakin
Editor's Note: This was originally published on RISMedia's blog, Housecall. See what else is cookin' now at blog.rismedia.com:
In order for clients to list with you, not only do they have to be aware you exist, but also, they have to think of you as their best choice in a sea of alternatives; however, in a world where you might have 1,000 direct competitors within a 25-mile radius, that can be difficult. The question is: How do you stand out? Successful REALTORS® niche what they do, and they're able to articulate what they do, who they serve and how they're unique in a short, pithy sentence—their elevator pitch. Do this well and potential clients will remember you later when they need what you offer or when someone asks them for a recommendation. The foundation on which niches are built are a handful of meta-categories we carry around with us all the time, like an organizer into which we file the hundreds of businesses we run across every day. These meta-categories are "first," "best" and "biggest":
To successfully niche your business, decide what you are good at and then define it by geography, company size or another quantifier. Then, practice a succinct pitch in which you can truthfully say:
Tom McMakin is the author of "How Clients Buy" (Wiley, 2017) and the CEO of PIE, a marketing services firm focused on the professional services industry. He can be reached at tmcmakin@profitableideas.com. |
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