Strategies for Brand Development

In the marketing-heavy, advertisement-inundated world of the 21st century, making your business stand out from the crowd is harder than ever. More and more businesses are marketing to niche audiences in order to have a point of differentiation from the competition. Marketing to very specific groups who are likely to need your services is much more effective and affordable than trying to get attention marketing to everyone.

This is particularly true in the real estate business, where many agents are discovering that targeting a niche audience brings great rewards.

Discover Your Strengths

What segment of the market do you know best? And what market group knows you best? This is where you should devote your marketing dollars. Rather than trying to open doors, why not go through the doors you already have a foot in?

Your sphere of influence and current clients are your most valuable source of future business. Take a look at your client list. What do these people have in common? Make a list of the things that your average customers have in common with each other. Then, market yourself to fit those needs, such as price range, area, specific interests, etc.

Discover Your Passions

Draw on your unique identity. Look at the things you enjoy in life, and incorporate them into your business. If you like to ride your Harley on the weekends, network with the people you meet. Make your love of motorcycles part of your professional image. If you are a golf expert, use it to your advantage.

Remember not to be obnoxious about your hobby, but make sure that people know about your interests. You will attract others who have similar interests and hobbies.

Dig In!

Once you have found your niche market, build your business services and marketing efforts around it. It is simplest to focus on one niche, but that won’t always generate the business volume you want. Many times, you will have to develop two or three strong, small niches, such as Harley enthusiasts and relocation specialization. You will need to develop specific marketing materials for each niche, but it is better than being a generalist and getting lost in the crowd.

Build partnerships with other area businesses. If you are marketing to golfers, get to know a reputable golf shop. Ask them if you can leave business cards or brochures in their shop. Funnel your clients to them, and they will likely do the same for you. Beyond that, you can be a helpful resource to your customers in areas beyond your business.

Don’t forget to incorporate your niche markets and business friends into your website. Include links to these businesses in return for the same on their websites.

While instituting your brand into niche markets will involve expenses, your marketing costs will be reduced in the long run. Many of your contacts will be made in person, and your advertising efforts will be more focused and less costly than city-wide ads.

Niche marketing will make your job easier and more fun. Take time to work on your business, brainstorming for new ideas regularly. The rewards will be great!

-Gina.