Opening More Doors

I get so much junk mail that I usually sort through my letters and envelopes right over the garbage can so the unwanted paper goes straight into the bin. I can spot a piece of bad marketing a mile away so not much mail ever makes it onto my desk. But the other day, something unique caught my eye. A postcard from a realtor duo specializing in condominiums.

I checked out their website and saw that they actually don’t just sell condos, they also have some homes listed for sale. But for this post card marketing campaign, they decided to target a select group of home owners - those living in condos.

Choosing a niche or specialty area for your business can feel scary. In the beginning, is common to feel like you’re narrowing your chances of reaching people or making a sale, whatever your goal may be. It often seems like you’re limiting your options, potentially cutting off huge groups of potential customers by targeting just a few.

If you trust the ability of that laser beam focus to work for your business, often what happens is the opposite. By speaking to a specific target audience, you are forced to more clearly define what you do and the value it brings to that group of people.

The result? You make it easy for people to find you. You also help people refer business to you because they know exactly what you do. You’ve presented your business as being uniquely qualified to know that niche market inside and out. In this case, instead of being one of many thousands of generic realtors, these two have uniquely positioned themselves as the top condo realtors in the area. Every condo door in the city is now open to them as a potential sale.

Try talking to a specific group of your customers now and then and see if more than one door for new opportunities opens for your business.

-Whitney Keyes