Jack of All Trades?

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

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.



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  1. Chris Grace 10/31/2011 04:51 PM
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Comments 71 New Comment

Michelle Fradella-Barfuss
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
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

Michelle Fradella-Barfuss

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Marketing for Real Estate has changed over the past decade, and in order to keep up with and dominate the competition, you need to be online. Find out how to use Internet Marketing in your Real Estate Business.