Being a specialist does not guarantee you a full roster of clients, but great knowledge of your niche married with a fantastic client experience IS a winning combination. Very few businesses lend themselves to specialized niches more than real estate sales. The industry divides itself into very specific categories:
The list goes on and on. Then there are the never ending sub categories. In residential alone we have: single family homes, multi-family homes, condominiums and co-ops, and resort properties. Yikes! To make a statement and OWN your niche, you have to combine expertise, service, and a unique and powerful client experience.
Enter Whitetail Properties!
Their specialty is hunting, fishing, and country homes in the heartland of America. You may have seen their show on HGT, Living Country, where they find dream properties for their clients. Now there are lots of real estate firms that specialize in country living, but the gang at Whitetail Properties have a dominate position. The reason, they create a connection between their knowledge, service, and a killer client experience.
Here’s what it looks like:
- They have an extensive meeting with their clients to identify everything they are looking for. Then, they ask secondary questions like, “What else have you dreamed about?” This opens the door to something beyond the desire for a country hunting and fishing home.
- Whitetail Properties then teams two realtors to develop properties for the clients in a kind of in-house competition. This creates a sense of urgency to the challenge of fitting the client to the property.
- The kicker, the key client experience piece is what gives Whitetail Properties their advantage. They CREATE an experience on each property that gives the perspective buyers a sense of what it might be like to live on the property. This might be a four wheeler excursion or a fishing trip to a pond on the property, or maybe camping on a ridge overlooking the properties stream. They take time to plan the excursion, to make it an adventure and it is always the piece that closes the deal.
This is a true client experience and by adding that one piece, the adventures, Whitetail Properties has put itself at the top of the real estate firms specializing in hunting, fishing, and farming properties.
So, what can you do? Put this idea to the test. Storyboard and sketch out ideas that can add a level of EXPERIENCE to your client interactions. Discover a way to add something that can take your client experience ONE LEVEL ABOVE and change the way your clients EXPERIENCE your service.
PS: The Whitetail Properties gang is so successful at their mission, that their branded merchandise is almost impossible to keep on the shelf. By having hats, shirts, and everything else that can hold their logo, they extend their brand beyond their niche!
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