To all the agents in the house,
Okay, this is not about the culture of Keller Williams (but please keep sending me thoughts on that), the viability of brokerage business models, the Justice Department's National Association of Realtors probe, low housing inventory, or any of the B-I-G big topics that we've discussed the last few months.
It is about something I've been idly curious about. Why don't more of you market yourselves as some type of specialist?
Here's a couple of examples of what I mean, agents who profess a specialty:
Alanna Strei was a lieutenant in the Navy reserve for 10 years. Today, she is an agent affiliated with eXp in San Diego, helping move her clients through the Veterans Administration loan process. Strei markets herself as a "Military Realtor," a certified VA loan expert, and military relocation expert.
On the other coast, Susan Jacobs is a broker in Gainesville, Virginia with Samson Properties, and a "certified divorce real estate expert."
"I help family law attorneys complete their case file as it pertains to real property," Jacobs writes on her Linkedin page. "I help divorcing couples make informed decisions where there is real property involved."
There are other specialists I've come across with less specific foci, like Sandy Williams of eXp Realty in Sarasota, Florida, who examines sales of newly built homes. On the high end, Kofi Nartey of Side claims an expertise in working with professional athletes.
The more specific the specialty, my guess is, the better at drumming up business. There are a lot of people with military backgrounds in San Diego. So when searching for an agent it would seem logical to pick Strei, or another agent, who specifically advertises as a military specialist.
I dare not comment on the rate of unhappy couples in Northern Virginia. But, again, Jacobs would seem well positioned if someone going through a divorce is Googling for local real estate agents (or seeking a reference from their family law attorney).
If I started out as an agent, I might pick an expertise in helping buyers in their 20s and 30s, or buyers who need homes that double as a performance space, or buyers that are new to a region. Anything to distinguish myself.
Agents, what do you think? Have you tried to claim a speciality? Why or why not?
Please send me your thoughts anonymously at mblake@housingwire.com.
Sincerely,
Matthew Blake
EmoticonEmoticon