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July 24, 2021

Serving, Not Selling: Meeting Your Real Estate Niche Needs

No matter what niche you serve, being able to meet them where they are at, and provide information relevant to them is key to communicating your value.  

When the general public thinks about “real estate professionals”, the first image that comes to mind is a pleasant person wearing a smile and professional clothing, possibly driving clients around to homes for sale, or hosting open houses. There are many other mental images that come to mind as well, but what they don’t often picture are specific niches, for example, those real estate agents who serve the Latino community. 

One of my Power Agents® is one such real estate agent, and she found herself struggling lately to reach those she was trying hardest to help. She has been marketing herself to them, but has gotten little headway, and was seeking advice on how to reach this community of homeowners and first-time buyers.

I went to her profile to see what she had been doing and noticed one problem right away — none of her social media posts or offered resources were in Spanish! They were automated postings (which aren’t a bad thing), but when trying to communicate her value to the Latino community by offering information from those marketing content sites (which are not in Spanish), those who don’t speak or read English well were dismissing it — and that’s the opposite of what we want!  

I also noted this Power Agent’s® lack of personal posts, which was doing very little to help with client engagement. I suggested to her to post some of her personal posts in Spanish to show her efforts to connect with the Latino community and thus, begin to communicate her value to them.  

Pro Social Media Tip

For every 6-7 helpful and personalized posts that allow people to know who you are and what you are about – you can post a listing or open house or real estate specific. All work and no personality is not a great recipe for social media success. 

Resources for the Spanish-Speaking Population 

Here at Power Headquarters, we realized recently how this community had grown rapidly in the last few years and was becoming a large portion of the homeowners in America, and we started translating many of our flyers, letters, eGuides, and other client resources into Spanish to allow those agents who serve these communities to meet the Spanish-speaking buyers and sellers where they were.  

Here is the press release that was sent out across the newswire recently to announce this new feature of the Power Program®. 

My Recommendations 

I gave her this example post: take one of the Spanish pieces from our Power Program® and use it to create a social media post to say, “Here’s a tip for anybody who’s looking to buy or sell a property.” Post the Spanish version of the resource (and if you don’t want to alienate the non-Latino residents in your farm area, post the English version as well).  

With the Latino community making up over half of ALL home purchases currently, being able to offer resources in Spanish will be of tremendous value to the Spanish-speaking community. The real estate transaction is already complicated enough, but for those who don’t speak English as their first language, or those that don’t speak much English at all, being able to help them through this process will communicate your value to this niche through this form of service. 

Meet Your Niche Where They Are

Whatever niche you serve, being able to truly serve your community means you need to meet them where they are at. Whether there are language barriers or physical limitations, taking the time to show our potential clients that we understand their unique needs is what serving really is.  

TIP: For a related article on an alternative niche, check out this article on marketing yourself to builders.  

What’s Next? 

Are you ready to start taking things to the Next Level®? If you don’t already know what you need to do to get to your next level, we can help!  

Power Agents®, for more strategies for targeting your chosen niche, check out the amazing content in the Farming, Self-promotion, and Mailings tab in the Classroom.  Whether you need a boost of confidence or empowering dialogues, Darryl will help you get the skills you need to be the go-to agent for the buyers and sellers in your farm area. 


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