The first step to developing a solid marketing strategy and business model is to identify your target market or niche. Many real estate professionals, especially those new to the profession, target all consumers — perhaps only limiting their efforts to a specific geographic area.

However, geo-targeting is not enough. As the old marketing saying goes, “If you target everyone, you won’t reach ANYONE.” And you’re mistaken if you think focusing on a specific group within the entire market will mean you’ll be missing out on all of that extra business.

Consider your own purchasing decisions as a consumer. Do you seek out professionals who have a particular expertise? Market saturation, especially the online market, demands that service professionals become specialists.

A niche is important because it:

• Defines you as an expert.

• Acts as a competition “buffer.”

• Laser-focuses your marketing messages, thereby making them far more effective.

• Assures your target audience that you are the right one for the job.

• Assists you in selecting keywords for your blog or Web site.

• Makes market research easier.

Roadmap to a Niche

To identify your niche, do the following:

1. Consider your interests and strengths — and the market. Who is underserved or not served at all? If you are targeting senior golf enthusiasts, not only should you have an indepth