Selling real estate is hard work. But nobody can be an expert in every aspect of the job. Specializing in a specific area can position you to serve a steady stream of clients seeking your specific expertise, opening the door to a new marketing opportunity and a more focused business opportunity.

What does it take to become a specialist and determine what niche to pursue?

• Analyze your market – Do you serve in an area of predominantly young families? Work-from-home professionals? Seniors? Do you live near a military base? A commercial hub? An underserved community? Determining the answer can point you to specialties such as relocation, baby boomers or millennials.
• Identify your passion – What part of your job do most enjoy? Handing the keys to first-time buyers? Helping downsizing retirees? Working to ‘green’ the local environment? What certifications or designations do you already have that can help you focus your efforts?
• Know your geographic area – Focusing your marketing efforts in a specific area can help you become an expert in certain markets and neighborhoods, increasing your presence in those areas.
• Target your favored clientele – Do you prefer working with buyers? With sellers? Do you excel at listing? Negotiating? You may wish to work exclusively with one or the other side of the business.
• Use your SOI – Your sphere of influence in the groups and organizations where you spend your spare time can help you determine your career niche. Your volunteer influence in youth groups, church groups, senior centers or sports clubs offers relationships you can readily tap into to market your skills and specialties.
• Get certified – The National Association of REALTORS® (NAR) offers online courses to certify you as a designated specialist in areas ranging from Accredited Buyers Representative (ABR) to International Property Specialist (CIPS) to Senior Real Estate Specialist (SRES) and many more. Perusing the list at NAR.Realtor/Education may help you identify the designations most likely to enhance your skill set and boost your career income and enjoyment.