08/31/2026
One of the most overlooked parts of building a successful real estate business is becoming known for something specific. A lot of agents are so afraid of excluding potential clients that their marketing becomes, “I can help anybody buy or sell anything, anywhere.” Technically, that may be true. From a marketing perspective, though, it doesn't give people much to remember.
Think about the agents you immediately associate with luxury homes, first-time buyers, relocation, downsizing, new construction, investors, or a particular neighborhood. Their positioning has done some of the marketing for them because when someone mentions that specific need, their name comes to mind.
That doesn't mean you have to turn away everyone outside your specialty. It means you should make it incredibly easy for your network to understand who you especially enjoy serving and what problems you are particularly good at solving.
Ask yourself this week: If one of my past clients were describing me to a friend, what would I WANT them to say I'm the go-to person for?
If you don't know the answer yet, that's worth working on. Because being good at real estate can get you clients, but becoming known for something can build you a reputation.
~ Fontineese