34. How Specific Niches Became My Game-Changer in Real Estate

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“Is it possible for adding a niche offer to actually set you apart as the go-to expert in your field?”

Today's episode of The Work From Anywhere Agent dives deep into this question as Dolly shares her meeting experience with a financial advisor specializing in empty nesters planning for retirement. This encounter made her realize that honing in on a specific niche not only distinguishes you from the crowd but also positions you as the unrivaled expert within that space.

Throughout the episode, Dolly reflects on her personal journey and how her experience with the probate process inspired her to develop a unique offer for inherited property. She explores how leveraging emotional storytelling and tailored solutions can turn a complex process into a seamless experience, keeping both clients and referral partners invested in what you do.

Curious to learn more about crafting offers that are irresistibly engaging and how they can elevate your real estate business? This episode is packed with insights that might just transform your approach.

Join the conversation in our Business Systems for Realtors Facebook group or explore our 7-Day Funnel Challenge to continue building your niche expertise. Ready to elevate your niche strategy? Tune in now!

Episode Transcript

Alexa (00:00):
There's something to be said for niche offers, right?
So when we think about goinginto a specific niche yes, we
talk about the marketing and wetalk about all the fun stuff,
right, we talk about how it'seasier to get referrals.
But when you really lean into aniche and you start building an
offer around it, all of asudden you no longer fall into

(00:20):
the same category as everybodyelse.
You become the standard forthat type of transaction, and so
let me explain what I mean.
So I just had a meeting todaywith a financial advisor who
specifically works with emptynesters who are retirement
planning and like wanting tomake sure that their money is
made through retirement, right.
And so he works with a lot ofelder law attorneys.

(00:41):
He works with a lot of CPAsthat get referred to him when
people need to adjust theirplans, and that's all he does,
right?
Like can he do a financial planfor somebody else?
Yeah, sure, of course he can.
He can definitely do that, hehas the licenses for it, but
that's not the clientele that heworks with.
And so when I first got on theZoom call with him, he was
introduced to us by one of ourprobate attorneys, and when I

(01:03):
first got on the call with him,he was kind of a little
skeptical, right, because realestate agents are always trying
to get somebody's business.
They're always trying to get infront of somebody, right.
And so when I started askinghim questions and then just
jumped into our offer and how wespecialize in working with
inherited property, you can seethe light in their eyes change.
It is the craziest thing wherethey are now invested in helping

(01:27):
you, especially when you canlayer a story on top of it.
And so when I have thesemeetings with referral partners
who fall into these categories,I always start with the why.
Why did I pick this type ofclient to work with?
And so if you've been aroundhere for a while, you know that
my dad passed away, my familywent through the probate process
and it was a nightmare, and sothat became sort of the

(01:47):
foundation for dealing withinherited property.
But as we've started to buildon our inherited property offer,
what I'm finding is that peoplego oh wow, I didn't know that
this was such a big issue andall of a sudden we now become
the only person that would everget a referral from them for
that specific thing.
So I'm going to walk youthrough the way that we explain

(02:10):
this and how we talk about it,and so maybe you can start
thinking about for your ownbusiness like a unique niche, a
unique offer that you can puttogether so that when somebody
asks, like, how are youdifferent, you actually have an
answer for that, you actuallyhave an offer that makes them
invested in what you do.
So for us, we always say thatwhen somebody inherits property,

(02:32):
the most stressful part of thatprocess is figuring out what to
do with all the stuff in theproperty, and I'll usually pause
there for a second and I givethem a second to think about it.
Right?
Because when somebody passesaway and sometimes I'll even
give the visual like, let's say,somebody passes away and they
now have all the mail that theyripped open sitting on the
counter, they have theirtoothbrushes, they have the

(02:54):
medicine that they were takingsitting on the nightstand next
to them, the dishes are still inthe sink or the dishwasher
right, and now all the stuff isjust there, and sometimes, if
I'm really feeling it, I'll evengo into.
You know, it really makes youthink about how insignificant
all the stuff that we have is.
When you think about someone'shere and then they're gone.
And then now there's all thisstuff that's still here, right,

(03:16):
and that like really pulls attheir emotional heartstrings,
because we're not just talkingabout the real estate, we're
talking about our legacy, we'retalking about the mortality of
humans, right, it gets reallydeep.
And so I get them like superinvested in this.
And so then I talk about how alot of families it's like going
back into the houses Now it'ssuper overwhelming because you

(03:37):
have to get rid of all thisstuff.
But you're grieving, right,you're trying to figure out how
do you release all of this andhow do you figure out the
vendors to come and take care ofall of it.
And so I always explain to themthat we take care of all of it,
like from the very beginning.
They hand us the keys, we letthem go in, take out whatever
stuff they need to, and then wecoordinate all of the removal of

(03:59):
the stuff.
Sometimes that means having anestate sale company come in,
sometimes that means junkremoval, sometimes it means
donations, whatever that ends upbeing.
Now, to be clear, I'm not theone who does this, right, I have
a vendor partner who, they area moving concierge, and so they
coordinate all of this.
So literally all I do is referthe business to her and I end up

(04:20):
taking the listing.
But by being able to presentthis as one all in experience,
the clients love it.
The attorneys go crazy over it,and most attorneys, when I walk
them through this whole thing,they always have some story
about a client who they had togo to the storage unit with the
client because it was twosisters and they couldn't get
along and they couldn't decidewho was gonna get what.

(04:41):
So they sat there for sevenhours and even though they got
to bill for it, they still hadto sit there for seven hours
while they fought over everysingle thing.
And so in situations like that,I explained to them that one of
our vendor partners willactually go in and catalog the
entire property, like everysingle thing that's in there, so
that the attorney or the heirsget a PDF copy of pictures,

(05:04):
itemization, the whole nineright, and they can go through
the PDF and decide who gets what.
And then from there we canagain use the estate sale
companies or take some stuff toauction, whatever it ends up
being.
But again, the power ofleverage here is so important
because I'm essentially asalesperson for my vendor
partner, but I benefit by beingable to get the listing and so

(05:28):
taking that a step further.
Then I always talk about how, ininherited property and in a lot
of cases the property is superdated they haven't done any sort
of renovations, maybe theyhaven't really maintained the
property really well, and inmany cases there's not really
any funds left in the estate inorder to get the property ready
for the market.
And so most agents and this ishow I'll present it to them is

(05:50):
most agents are just going tofocus on the fact that the
property needs a lot of work andthey're going to sell it for a
rock bottom price and they'regoing to encourage the client to
accept a lowball offer from aninvestor.
And so I present it to them aswe actually have a contractor
come in, we get estimates forall of the repairs that need to
be done.
We then do virtual renderingsof what that repair would end up

(06:12):
looking like, what thoserenovations would end up looking
like, and then we actuallymarket the listing as almost
like a renovation project, ormore so along the lines of a new
construction right.
And so instead of just sellinglike a plot of land on new
construction, they sell thedesigns, they sell the whole
property and the builder willcome in and actually build the
property for them.

(06:33):
We basically do the same thing,and so we've been very
successful in helping ourclients actually sell very
quickly and for top dollar,because we're able to sell the
vision, not just the property orthe situation that it's in.
And so by presenting those twothings right, like very specific
issues that inherited propertyis gonna end up facing and how

(06:56):
we solve for those issues, wehave now solidified in that
person's brain that anytime theyhear the words inherited
property or probate or trust, oryou know, my mom passed away
and I have to figure out what todo with her house that is how
we get those referrals.
And so I want you to startthinking about when it comes to
your niches is how do you notjust have a good story around it

(07:18):
, but how do you build an offerthat is so highly tailored to
that particular niche that noagent will ever be able to hold
a candle to you without havingthe processes and the
relationships and the systemsand you right, and to the story
that you're selling them in thisprocess?
And so that is the episode fortoday.
So, as always, please join inon our daily Facebook discussion

(07:41):
in the Business Systems forRealtors Facebook group, and I
will see you in the next episode.