He knows how to write a good headline, does our Seth.
In his post Advice for real estate agents (quit now!) he lays out the argument for micro-segmenting your audience and dominating it. It’s a strategy that works as well for real estate agents as it does for any other service business.
The first is to become the expert in what you do. Which means micro-specialization. Who is the single-best agent for condos in your zip code? Or for single family homes for large families? Who is the one and the only best person to turn to if you’re looking for investment property in this part of town?
As I wrote in The Dip, you’re either the best in the world (where ‘world’ can be a tiny slice of the environment) or you’re invisible.
This means being Draconian in your choices. No, you can’t also do a little of this or a little of that. Best in your world means burning your other bridges and obsessing.
I am fabulous at what I do, which is understanding and communicating about the new ‘conversational’ nature of the online world and how businesses can benefit from it.
But I cannot talk to you about offline PR strategy, I cannot talk to you about print production issues, I cannot even talk to you about non-business applications and implications of Social Media within communities of interest (but I know someone who can and is the best in Australia at it).
So even though Australia may be small in population terms, because that population is fractured into six or seven main geographic spots (the capital cities) the implications of Seth’s arguments still hold.
The opportunity during the current pause (and yes, it’s a pause) is to find, one by one, the people who would benefit from hearing from you and then earn the right to talk to them. Earn the right to send them a newsletter or a regular update or a subscription to your blog. NOT to talk about what matters to you, but to give them information (real information, not just data) that matters to them. Visit dailycandy.com to see an example of what people like to hear.
The opportunity is to reinvent the way you interact with citizens, with prospects, with the mildly interested and with your past clients. The opportunity, in other words, is to stop waiting around for the phone to ring and instead figure out how to do what you do best… connect buyers and sellers in a way that makes them both confident.
Some of you will stick with the standard business card with the standard photo, the standard office and the standard ad strategy and the standard approach to making the phone ring. It’s going to be a long haul if that’s your route.
I’m betting, though, that the best of you will end up with a business model that will survive, thrive and prosper. Best time to start is right now.
Indeed it is. Thanks, Seth.
I encourage you to read his whole post.