Niche-ing Means Never Having to Say You're Sorry
So, I got some nasty emails from realtors who didn't like my "Why Realtors Are Saps..., and other mysteries" article (I put the (r)egistered trademark symbol in there - give me a break!) but those emails just reinforce the lesson that I was making with the article originally. Trying to please everyone is a recipe for poverty.
My business is helping realtors who either (a) get it or (b) want to get it. It's not to waste my time worrying about some idiot who either is (a) struggling with his real estate business and limping along unwilling to change his business M.O. or (b) the super agent who is simply killing it and making $100K a month and spending her weekends in Caribbean. The first one isn't going to be a customer because he's too stubborn or backwards or clueless to make a change. The second one isn't going to be a customer because she doesn't have a problem.
Having a Niche means never having to say You're Sorry. If my nasty email writer is offended or put off by what I wrote, that should, for me as a business person, be the equivalent of getting one of those "Return to Sender" emails that says, "The person that you were sending to is not at this address.". It's just that, in this case, the message is, "The TYPE of person that you were sending to is not at this address."
Good! When you're marketing for clients, you want to DECLARE who you are and who you want to work with. Those are the only people that you should (from a financial perspective) care about. Who cares if your mother likes your marketing materials? She's probably not your target marked. Who cares if your colleagues like your marketing materials? The only people that matter (again, from a business perspective - I'm not trying to make a moral, existential point here!) are the people who either ARE or who ARE GOING TO pay you money.
Save yourself the grief of worrying about what non-customers think about you and keep your business priorities straight!
My business is helping realtors who either (a) get it or (b) want to get it. It's not to waste my time worrying about some idiot who either is (a) struggling with his real estate business and limping along unwilling to change his business M.O. or (b) the super agent who is simply killing it and making $100K a month and spending her weekends in Caribbean. The first one isn't going to be a customer because he's too stubborn or backwards or clueless to make a change. The second one isn't going to be a customer because she doesn't have a problem.
Having a Niche means never having to say You're Sorry. If my nasty email writer is offended or put off by what I wrote, that should, for me as a business person, be the equivalent of getting one of those "Return to Sender" emails that says, "The person that you were sending to is not at this address.". It's just that, in this case, the message is, "The TYPE of person that you were sending to is not at this address."
Good! When you're marketing for clients, you want to DECLARE who you are and who you want to work with. Those are the only people that you should (from a financial perspective) care about. Who cares if your mother likes your marketing materials? She's probably not your target marked. Who cares if your colleagues like your marketing materials? The only people that matter (again, from a business perspective - I'm not trying to make a moral, existential point here!) are the people who either ARE or who ARE GOING TO pay you money.
Save yourself the grief of worrying about what non-customers think about you and keep your business priorities straight!
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