Jack of All Trades?

Managing Real Estate Broker with Marketing Coach - Keller Williams Realty Professionals 12345   

You've heard the saying "A Jack of all trades, but a Master of none".

Is this what you are in your real estate market?

It never ceases to amaze me how many real estate agents think that being everything to everyone, everywhere, will get them the most money.  They believe that casting a larger net will bring them in more buyers and sellers, when in actuality, the larger you cast your net, the bigger the holes are.

I had this same philosophy when I first started as a real estate agent.  I had myself spread between two states, since I only lived 8 miles from the state line.  I would run here, there, and everywhere, dealing with whatever prospects I could get.  I cannot tell you the amount of hours (not to mention gasoline) I wasted.

It wasn't until I decided to narrow down my business and focus on one niche, and one area, that my business started to explode.  I became a "specialist", and I made more money.

So where are YOU with YOUR business?  Does this scenario sound familiar?

Are you spreading your marketing (and yourself) all over the place?  Do you "handle" more than one area?  Are you running all across a metropolitan area, and into additional markets, grasping at straws just to grab what business you can get?  

We're in the final quarter of 2011, and if your sales aren't where you want them to be, then you need to take time to sit down and really evaluate your business.  What are your strengths?  What area of real estate do you love?  Where are you getting the majority of your sales?  

It's time to take a cold, hard, look at your business.  2012 is right around the corner, and you need to get your business focused to start the new year out right!

What area of real estate gets you fired up?  What clients do you love to work with?  Is there a particular niche that you enjoy, that you can really help clients with?

It's important to focus on your CLIENTS.  These are the people that you will be working with, so they have to be ones that you WANT to help.  If you focus your business on SERVING your clients (focusing on their needs, fears, desires), you will be amazed at how easy the sales will come.

Make it a priority to get your business really "focused" this coming year!

Posted by



Michelle has over 16 years of internet marketing experience, and has recently developed a program to assist other Realtors in learning how to set up and grow their business utilizing the tools that today's technology provides.  Secret Agent Blueprint teaches Realtors how to harness the internet to create a lead generation system that will generate quality leads for themselves, without paying some high-priced lead company for leads that don't ever amount to anything.  Using today's technology, Realtors can easily dominate their market.

Be sure to check out Secret Agent Blueprint to find out more about this step-by-step program.



Re-Bloggged 1 time:

Re-Blogged By Re-Blogged At
  1. Chris Grace 10/31/2011 04:51 PM
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the truck to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Real Estate Sales and Marketing
Active Rain Newbies
Dedicated Bloggers
Running a Brokerage
The Art Of Marketing You
real estate marketing
real estate market

Comments 71 New Comment

Show All Comments
Karen Crowson
Livermore Wine Country Homes
Alain Pinel Realtors, Pleasanton, CA

Words of wisdom indeed. Focusing on just things now as I finalize my business plan for 2012. Nice post!

November 02, 2011 12:39 PM
Linda Fidgeon
Prudential Page Realty

Thanks for the reminder. its so easy to lose focus in this market and just start running in all directions.

November 02, 2011 12:39 PM
Marshall Brown
Mid America Inspection Services, LLC

Focus is tough when the target keeps moving. Every week there is a new sure fire way to market, a new set of regulations to deal with, tax time around the corner and changing business models to comprehend.

Focus we must, but even focusing requires focus. Professionally home inspectors need to continually upgrade their education, similar to what Realtors must do, and in business focus on marketing to Realtors so that potential clients are aware we are there when they need us to perform the most professional, informative inspection they can obtain.

November 02, 2011 01:01 PM
Murray Scotton
Royal LePage Benchmark

Great reminder and re-inforces my thoughts on geo-farming!

November 02, 2011 01:22 PM
Judy Orr
SW & Near West Chicago suburbs
Classic Realty Group

Michelle, I've been in the biz for a long time, and I wish I had made this my mantra way back when.  I work in the southwest suburbs of Chicago.  Just in my "little" area I work about 41 different villages, most of them small towns that no one could make a living in individually.  Less than a handful of these villages could provide enough transactions for an agent to only work that village. 

I tried to stay within a 30 minute radius of where I lived.  As I've gotten older, gasoline prices higher and just disliking driving in general, I have decided to regroup.  I moved last year to a town that was on the farthest reaches of my service area, and now I am going to focus on 4 villages that border my new town.  Of course, most of my business is still in or near my old area and I am still working them for now.  I'm hoping to refer them out in the future.

I am also upping my average price range.  My older main area probably had a top price of $500,000, and I rarely listed any of those because they were so far and few between.  The towns I now live close to have a lot of high end properties and I'm going to go for them.  2012 is going to be an exciting year for me and I'm gearing up for it now, getting my new print-work done, my new marketing plan, new systems, etc. 

November 02, 2011 01:53 PM
Gene Riemenschneider
Turning Houses into Homes
Home Point Real Estate

I agree with you on some levels, but I also think we have to be flexible based on what the market is doing.

November 02, 2011 01:54 PM
Kimo Jarrett
Kimo's Lifestyle Solutions
WikiWiki Realty

You can be successful and simply focus on making money, not just using one tool to make your money. It depends entirely on your skills, expertise, and who your target market is, doesn't it? My target market is business owners with minimum 5 years, $500k in sales volume, married and whose goal is moving upward. So it doesn't matter to me that I have one or several tools to use for my clients, except that the more tools I have and use the more opportunities I'll have and just as important is the skill to use those tools.  

November 02, 2011 02:28 PM
Lyn Sims and the Blog Dog
Bartlett IL Real Estate & Homes - RE/MAX Suburban

That's a really good idea, wish more agents would follow this advice. I've done that for many years & actually think that maybe it's time to pull in the boundaries again.

November 02, 2011 03:28 PM
Linda Urbick
San Ramon, CA Homes for Sale - 925.415.3046
Keller Williams Realty

Selecting a  niche can be geographic, neighborhood or a particular type of buyer. I have decided to pick a type of buyer within a geographic area. My focus is on one City and a goal of knowing every thing about the neighborhoods that will fit for my niche buyer.

November 02, 2011 03:44 PM
Sylvie Stuart
Home Buying, Home Selling and Investment - Flagstaff, AZ
Keller Williams Check Realty 928-600-2765

Great advice and just in time to evaluate out 2012 Business Plan! Thanks!

November 02, 2011 05:17 PM
Carrie Sampron
ABR SFR & Kathy Sampron (303) 931-3629 Highlands R
Home Smart Realty Group

Michelle: Great suggestion. Thanks! Carrie

November 02, 2011 06:29 PM
Winston Heverly
Winston Realty, Inc.

Being Jack, will lead you to Jill. The hope is you just meet a lot of them. Thanks for sharing your post.

November 02, 2011 11:27 PM
David Popoff
Realtor & Property Manager, Fairfield County, Ct.
DMK Real Estate & Property Mgmt

OH I so agree with you, work smarter not harder, time to take a look at that business plan.

November 03, 2011 08:50 AM
Stephanie/Bob The Ruiz/Miller Team
The Ocala Dream Team
Keller Williams Cornerstone Realty

Hi Michelle.  Excellent point.  I think it applies to your prospecting also.  Focus on one or two area - mine is expireds/FSBOS - and mater those.

November 03, 2011 08:59 AM
Akerly Real Estate Team Manhattan & Brooklyn Real Estate
Akerly Real Estate Team

I theoretically agree with you, but our businesss has been growing differently this year.  We have really focused on building one particular niche, but our business keeps growing elsewhere.  In the long run, I have a feeling the niche will still win out.  You can't be closed to opportunties outside it though.

November 03, 2011 10:09 AM
Michelle Fradella-Barfuss
Author of "Top 10 Mistakes Agents Make When Market
Marketing Coach - Keller Williams Realty Professionals

A LOT of awesome comments!  Thank you all!  Sounds like a lot of agents are on the right track for 2012!!


November 03, 2011 10:21 AM
Tammie White
TW Realty Group, Franklin TN, South of Nashville
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net

This is great advice and probably something we should all take to heart more.

November 04, 2011 12:11 PM
Lise Howe
Assoc. Broker and Attorney Licensed in DC, MD, VA,
Keller Williams Capital Properties

It is so tempting to try to be everything to everyone and we all need to step back and refine our business.

November 04, 2011 12:34 PM
Kasey & John Boles - Jon Gosche Real Estate
Boise, Meridian, Ada/Canyon/Gem/Boise Counties
Jon Gosche Real Estate, Boise ID

We work in the short sale "niche" - listing short sales and you are correct, we make more money having this niche than just being regular listing agents only (though we do that too).  However, I also work a lot with buyers and I find it hard to completely niche that out, especially since some buyers don't know yet if they want to live in certian areas or not and it takes time to figure that out, so I do cover our entire valley which includes 4 counties.  I don't know how to narrow that and still be able to service my clients.  So I will stick with what I'm doing for now, unless anyone has any brilliant ideas :-) Kasey

November 06, 2011 12:25 AM
Matt Robinson
Pensacola Real Estate (850) 292-4000
ERA Emerald Coast Realty

Such great advice, and yet so tough to follow in many cases.  I "specialize" in short sales, and get a ton of referrals because of my "expertise" in that area, and have done very well with it.  However, I still sell a lot of non-short sales, condos, and homes in areas all over the city and in numerous price ranges.  I have always been hesitant to spend a lot of money marketing myself in a specific niche, though I know all the experts say you should. 

April 17, 2012 04:18 PM
Show All Comments

Michelle Fradella-Barfuss

Author of "Top 10 Mistakes Agents Make When Market
Ask me a question
Spam prevention

Accessibility option: listen to a question and answer it!

To submit the form,
drag the balloons to the circle on the side.

Type below the answer to what you hear. Numbers or words, lowercase:

Additional Information