How to Real Estate Today
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How to Real Estate Today
25: Consumers Want Experts— What Are You An Expert In?
In this episode, Rebecca Green and Kim Borcherding discuss the significance of branding and niching down in the real estate industry. They share personal experiences and insights on how understanding your ideal client can streamline communication and enhance business success. The conversation emphasizes the importance of consistency in messaging, overcoming fears associated with niching down, and practical steps to identify and serve a targeted audience. They also highlight success stories of agents who have effectively implemented these strategies and the role of operational structure in achieving business goals.
Takeaways
- Your brand encompasses your messaging, not just your image, colors and logos.
- Valuing your energy is crucial in business.
- Finding alignment with your target audience enhances business flow.
- Narrowing your focus can lead to greater success.
- Consistency in messaging leads to better results.
- Niche marketing is becoming essential in real estate.
- Understanding your past clients helps identify your niche.
- Success stories can inspire and guide your own journey.
- Operational structure is key to delivering your message effectively.
✨ Let’s Keep the Conversation Going
We’re all about building rooms where agents can grow, collaborate, and thrive.
Rebecca brings 33+ years of real estate experience into RebeccaGreen.co
where she coaches agents on the four pillars of success: Health + Wellness, Operations + Systems, Community + Collaboration, Marketing + Branding. Inside the CEO Agent Community, you’ll find coaching, courses, done-for-you marketing tools, media days, implementation sessions, and the strategies that help agents scale smarter—not busier. You can also connect with her local Oregon + Washington team at SellingPortlandRealEstate.com
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Kim is the founder of Hey Clever Collective —a community designed to help agents build businesses they actually love. She’s all about collaboration, creativity, and showing agents how to tap into their unique strengths.
Together, we’re creating conversations, sharing strategies, and opening doors for agents who want more—more balance, more profitability, and more community. Come hang out with us, learn with us, and let’s build something bigger than a business… let’s build a life you love.
Rebecca Green
Hey there, welcome to How to Real Estate Today. I'm Rebecca Green. I'm here with my co-host Kim Borcherding and we're gonna talk about branding today and niching down and not being afraid of that. So Kim, you've had a huge transition in your business over the last two years. Is that about right?
Kim Borcherding
Yeah, I mean, 18 months, we've kind of been on that same journey. Like talk to me a little bit about your vision for the business and like how really understanding who you were talking to made everything that you were communicating easier. Because I think that's something agents forget. Your brand is not just your color and your image. Your brand is actually your messaging too.
Kim Borcherding
Yep. Yeah, well, first I'm talk about, so yeah, I'm in a transition here, but also when I had my real estate career, I did not do this well. So I'm learning along the way. So I wanna remind people if this seems something that you haven't thought about or considered, don't feel alone because that was me for a very long time. And then about two years ago, decided to kind of move away from my production business and kind of focus on building a different business and that is Clever Collective. And I then finally took all the lessons I've been learning on my podcasts and webinars and conferences and all the things and putting them into action. And so for me, just really getting clear on who the right people that I wanted to do business with. And that was very clear.
Kim Borcherding
And then just really be unapologetic about it. Like I, if you come to one of my things, I talk about it, you know, very clearly, very directly. And I also say like, and if that's not you, that's okay too. But I really, you know, I care about alignment. I care about synergy. And I now I'm at a stage of my life approaching 50 where I truly value my energy as the most important resource.
Rebecca Green
Thank you.
Kim Borcherding
And I don't want to put my energy into something that you don't have the reciprocity. There's not the flow. So when you find alignment and you find, you know, your target audience and you speak to them very clearly, there's just this energy flow that makes everything feels easier. And that's another thing I'm leaning into more ease in my life. And so for me, my like my alpha, my alpha client is an agent that works by referral because that's how I work. I want people who care, who have heart, who care about repeat business. They need to be growth-minded. I'm building a room for growth-minded agents. And if that is not you, that is fine. This is just not the right space because we're just not gonna connect on what we're talking about. It's not gonna add value to you. Yeah, growth agent, growth.
Rebecca Green
Yeah.
Kim Borcherding
Work agents, work with everyone, and then open to new business partnerships. Like for us, like we want to do business with you. I'm not pouring into you for my health, you know? Like this is a business, not just a hobby. So I need to find agents who are open to that as well. And even then, and so my group, Clever Collective, is now, you were invited in by me and or you get referred in.
Rebecca Green
Yeah.
Kim Borcherding
Or maybe reach out to me on social media and we schedule a call and it's kind of an interview. Like we're simply gonna have a conversation. Is this a fit for you? Is this a fit for me? And I'm very clear about what my filter is and if it's a fit and they're interested, I'll invite them to an event and if not, that's okay too. And that has been working really well, guys. It's working so well. People appreciate what we're doing and also for us,
Rebecca Green
I don't know.
Rebecca Green
Yeah.
Kim Borcherding
We're doing business with Brent. Also, Brent only want to work with good And if you're not a good agent,
Rebecca Green
Yeah. You don't want anything to do with it. And I think that I think what you're saying too is like, once you have honed in on who your ideal client is and you really embrace that as a part of your brand and you're really clear on that, it's so much easier to gain momentum, right? Because you are, you know, so funneled and so targeted in your approach that the, try and explain to agents, like it's agents tend to be scared about leaving people out. So if I niche down and I'm trying to speak to just the relocation buyer, I'm going to miss my neighbor. If I'm trying to speak to the retiring client that wants to downsize or upsize or right size, like I'm going to miss my neighbor. And what I encourage them to think about is niching down doesn't mean that you're still not a great real estate agent. You're just directing your message to the client you really want to help. And that attraction that, you know, your vibe attracts your tribe makes, like you were saying, makes everything you're doing that much easier, right? Like it makes, it makes your flow easier. It is a more natural attraction almost with that client than just a random person who wants to sell real estate or who wants to sell a piece of real estate or wants to buy a piece of real estate. And so that niching down component for me is something I actually haven't done a great job of in my real estate business because I worked by referral, but I also worked so many relocation buyers and so many relocation, I worked with so many relocation companies. I was getting business, that was my referral base. I was getting business directly from those people, but my messaging wasn't niched down because I had clients all over the place, right? I had, when you work relocation, you are showing them different towns, different areas, different kinds of houses, right?
Rebecca Green
Like you're not just a Portland broker or a Houston, Texas broker or, you know, a Franklin, Tennessee broker because they have to see all these different pockets, right? So, you know, I've started thinking a lot about different buckets. You know, you can be a relocation specialist. You can be a neighborhood specialist. You can be a first time home buyer specialist. You could be a specialist for the retiree and, you know, engaging in.
Rebecca Green
Conversations with agents about that, there's almost a fear. And how do you tell an agent to push through that fear? Because if they just tunnel their messaging, it'll go that much faster and that much harder. I think that the attraction comes quicker.
Kim Borcherding
Yeah, I absolutely. But I also think in the market where a lot of agents are doing less deals, there's a fear of, you know, less deals. And so if you're like, Hey, actually, there's a gal in my group I love she really is focusing on multi-generational living. Like that's, that's a real market. That is a big deal. Like I'm about to engage in that myself. Like that's a very specific thing. And somebody who knows that really well, but she's getting a ton of traction. Just like, this is who I serve.
Rebecca Green
Now.
Kim Borcherding
This is what I'm best at and in her social media and her branding and her resources all talks about that. And again, I think for me, if you're just saying as a consumer, like I want the expert at whatever that is. Like, you know, we just did a podcast with Shine Consulting, you know, I wanted somebody who was like an expert at image consulting and clothes and styling, like that's what it, and color and all that, because that's not my lane. So, but I understand why people might be afraid. so, and whatever that is, so how,
Rebecca Green
Yeah.
Kim Borcherding
Let me ask you, Rebecca, if you're telling somebody you should do that, what, how does, how does somebody do that? How does somebody figure out what, what they should kind of drill down on?
Rebecca Green
Been ruminating on the whole idea that in everything that we communicate out in some way, shape or form, we should be addressing, this is who I am. This is what I do. This is where I do it. And this is who I serve. Right? You know, that is, it's easy to say, I'm Rebecca Green. I'm a real estate agent in Portland, Oregon. Right? So like, this is who I am. This is what I do.
Rebecca Green
When it comes down to like, is who I serve, that's where agents get a little squirrely. And I understand, and I understand the fear component and the market has shifted, but I am leading further into what you said about consumers really wanting the expert. And if we continue, if we understand who we're serving, we can speak to that so much clearer. And so for me in my own business,
Rebecca Green
You know, we moved to the country, we left the city, we moved to the country, we bought a farm property. I think that's whole niche market. You know, leaving the city and taking on the country life. What does that look like? There could be, you know, a lot of marketing directed towards that. But, you know, getting agents to fully understand who it is that they want to serve really makes life easier.
Rebecca Green
And I think it is a hard fear to overcome. And I'm working with so many agents right now trying to get them over the hump. If they would just try it and commit to it, I think they'd immediately see the results. Because consistency in anything is the compound interest. So the consistency in the messaging, like you were talking about the multi-generational living.
Rebecca Green
I'm here to serve people looking for multi-generational living. Immediately, the consumer is like, wait, they've done this before? I can glean from their experience. That is so much different than saying, I'm a real estate agent in Portland, Oregon. Yes, so are 7,468 other people. I mean, really?
Kim Borcherding
Well, coach me through Rebecca. Okay, so pretend I'm a coaching client of yours and you're telling me that I need to niche down. will say the word. Is it niche? Is it niche? I don't know. I think I avoid saying the word honestly because I'm like, I'm not to say, right? So pretend I am one of your coaching clients and you're giving me this advice and I'm like, how do I do that? How do I do that? Give me the exercise questions, walk me through that.
Rebecca Green
Yes.
Rebecca Green
Please, please, please.
Rebecca Green
Yeah. Yeah.
Rebecca Green
Yes, it's, yeah. Yeah. I have it through Otter Business Plan. Like, I think it's really important to analyze who your past clients have been, right? Where are your past clients coming from? Are they coming from people you know in your community? Where are your past clients coming from?
Kim Borcherding
Okay, so let me ask you, so am I looking one year, two years, three years, five years?
Rebecca Green
Think you look three years. think you look, you know, overall, mean, definitely the last 12 months because our businesses transition and shift. But for example, I have one gal in my coaching program right now. And when I said, let's talk about where your business, you know, where's your business coming from? She said that when she looked at it, most of her business came from people she knew inside of her kid's school. Like she met them in school.
Rebecca Green
And she met them through her children and sports activities and whatnot. To me, that screams you are a neighborhood specialist. You are a neighborhood broker and you should just keep hitting the home run with that. Right?
Kim Borcherding
Okay, that is okay. So neighborhood brokerage just like working that neighborhood that goes to that school like that is that we're saying.
Rebecca Green
Yeah, so like, I mean, you could really niche down. Every market is different. Portland is kind of an interesting thing because we've got Eastside and we have Westside and, you know, you have so many different pockets within Portland. for her with where her business is coming from, my suggestion to her, and she's somewhere in, she's in Arizona, my suggestion to her is to take her town and all of the content that she pushes out is speaking to her town.
Rebecca Green
And because she's so vested in sports and she's so vested in the kids schools, like talk a lot about that for the relocating buyer coming to your town. Right? So, you know, interested in relocating to Gilbert, Arizona. You know, here's what you should know about schools. And for her, that's not eliminating the people she's already doing business with inside of the school, right? Because she's still talking about their community.
Rebecca Green
You know, really honing in on, you have, are you coming to Gilbert, Arizona and you have children looking for great soccer programs. Here's the, you know, here's the rundown, right? Just continuing to speak to everything she's living on a daily basis, but also where her past clients are coming from. In the past, she had really approached her marketing in the sense that,
Rebecca Green
You know, Gilbert, Arizona is a pretty big area and there are all these different towns around it. So like I'm, right. Like I'm an Arizona broker, you know.
Kim Borcherding
I don't know much about it. was like West Valley, East Valley. And what I do know, it's big. And there's a lot to know about the.
Rebecca Green
Yeah!
Rebecca Green
Yes. like hone in and be just be the neighborhood expert. So like in her market, that makes sense. In the Portland market, right? know, Portland's kind of tricky. what are you a, you know, what is the specialty in a bigger metropolitan area? Right? Like what is the specialty? So like you can be that neighborhood expert, you know, maybe you're the condo. And when condos were really booming, there were a handful of agents that were marketing to the fact that they were
Rebecca Green
Condo specialists in Portland, Oregon, condo specialists in, you know, high rise buildings, right? Like they were, and they were owning it. And I think that's because they were really niching down and they were communicating. know everything that's happened in every building in the Pearl district, we're your go-to. So, you could also have somebody who is really just focused on relocation. If you're in a market where a lot of people are relocating,
Kim Borcherding
Yeah.
Rebecca Green
Ask yourself, know, ask yourself what are the top 10 things people ask you when you connect with them? You know, Portland is the weather, right? So if I were gonna do Portland relocate, like relocating to Portland, Oregon, here's what you need to know. If I was gonna niche into that relocation specialist for Portland, I'd say immediately, the weather's not that bad. Don't let people fool you. You know what I mean? Like here are the things you need to know about relocating to the city. Use your past experience for,
Rebecca Green
What other people have asked you and then continue to deliver that messaging over and over and over again. You could also be a specialist like you were talking about, the multi-generational specialist or an investment specialist. I'm working with people looking to seek four plexes or investors, are you looking to house hack? Here are a couple of ways. There are so many different ideas.
Rebecca Green
That don't have to limit you or create any kind of limitation on your business. In fact, I think it actually enhances your business. And that's just a hard conversation to have with people or a hard thing for people to get their head around.
Kim Borcherding
Yeah, here's a challenge. So here's a I'm gonna go challenging idea. What are your thoughts about, again, being a neighborhood specialist and turnover in a neighborhood because I have an opinion. So let me tell you, you just give them more color. I kind of saw myself as like a Selwood specialist, you know, a neighborhood in Southeast Portland. That's where I lived. Like I knew it. Like I knew all that like, but
Rebecca Green
Okay.
Rebecca Green
Yeah.
Rebecca Green
Mm-hmm.
Kim Borcherding
As I progressed through my career, what I truly realized, there was not that much turnover. was a really, people got there, they stayed in their houses. The profile of person, they just didn't move up. There was just not a ton of turnover and I didn't really recognize that. I was just too on my curio to know. And then I look at some other neighborhoods.
Kim Borcherding
Where there's just a lot more movement in the neighborhood. There's people move up buyers. There's just more people moving out. Like there's just more movement. So more houses come on the market. Where Selwood, it was just not enough. Was that like a freak thing that may be specific to that neighborhood? I just felt that. I knew it really well, but there was just not that many transactions because, yeah, people didn't seem to move as much as compared to some other areas of the city. What are your thoughts on that?
Rebecca Green
Yeah.
Rebecca Green
Yeah, definitely, when people, when agents come to me and they are in maybe a smaller market, I do ask them to pull some numbers about the turnover because that can be, you know, that can be something to look at. I think it's, you know, here, Selwood, for example, while I talked to a gal not too long ago, I think her town, I think there were 858 people in her town.
Kim Borcherding
Yeah.
Rebecca Green
And she was worried about just marketing to that town. And I was like, I get it, but how many transactions are happening in your town of only 858 people? There was something like 48 deals a year. And I'm like, okay, how many deals a year do you wanna do? 24. So you have to get half the business in the town. Go for it.
Rebecca Green
Because of those 48 transactions in the course of the year that were happening, they were being sold like one person did one deal, another person did six deals, another person did four deals, another person did one deal. You don't think there was not a heavy concentration in this one agent owned this town? So I was like, girlfriend, take that town over. Do all 48 of the transactions, right? Be the only person that people consider.
Kim Borcherding
Yep.
Rebecca Green
When it comes to listing. And the only way to do that is to actually stake your claim and own the fact that that's your town, right? So unless there's no deals happening in your market, I think it's okay to niche down as much as you possibly can. And like Selwood, Selwood is like Selwood, you could do Selwood, Moreland, East Moreland. Like there are...
Rebecca Green
Three pockets there and maybe it's about schools or maybe it is. So there's always a way to do it, but I find like agents are always looking for a reason not to do it.
Kim Borcherding
Yeah. Yeah. Yeah. I got the, you, do you have a success story of somebody you've maybe you've coached Rebecca who took your advice and did it and did it well that you can kind of share anecdotally.
Rebecca Green
Yeah, that's great. Yeah. So I can tell you, yes, I have one agent who is just working on her true brand identity right now. She's just going through the shift of, I'm speaking to everybody, I wanna sell to everyone, and she's decided that she's gonna target first-time home buyers. There's also on the misconception, I would say, about first-time home buyers.
Rebecca Green
People automatically, agents often, I'll say first time home buyers and they'll say, I don't wanna work in that price point. Last year I sold to a first time home buyer and they bought a $1.3 million house. First time home buyers don't necessarily mean the lowest price point in your market. And so people have to change that too, right? So I have one gal, she just is like, okay, I'm gonna work strictly on first time home buyers.
Rebecca Green
And has really been putting out high quality content that we've worked together on that talks about, you know, all the questions you didn't know you had to ask. And so she, from cold leads and cold marketing and through, well, I mean, some of it's come through her sphere. She is on deal seven for the last 12 months, first time home buyers. She only did 12 to 14 deals a year.
Rebecca Green
So seven of them have been first time homebuyers since we started on this process. I feel like that's a huge success and it's all very price points. so, you know, her education and repetition creates confidence. You've heard me say that a million times. So if you're continually having a conversation with first time homebuyers and you're continually getting questions from first time homebuyers, you know exactly what other first time homebuyers are thinking. And you don't, right?
Kim Borcherding
Yeah.
Rebecca Green
So you can speak to that now that the conversation is clearer, which is another reason to niche down. The information that you're able to put out and deliver is so much more concise because you've got all of this great experience and perspective from all the different conversations with people. Just like Shine Consultants, you mentioned like Shine Consultants for anyone who's listening and didn't see our last podcast.
Rebecca Green
They are stylists, they are helping people up their image in their wardrobes, and they're doing it from the inside out. They are a good example of the consistency in their messaging because they are not continuing to promote, it's all about the clothes you're wearing. Their messages talks about coming from within. So they're setting their self apart.
Rebecca Green
From other stylists or from other consultants that do similar work. I just think in any business, it's super important. And in real estate, I know I forgot about it for a lot of years, almost all my years. I didn't really speak to one audience. And so as the market tightens and as I think agents, the good agents,
Rebecca Green
The good agents, the level of good agents, the level of mediocre agents and the level of not great agents, I think the gap is widening by the second. So you better be able to speak to something really, really well in order to continue to hit the home runs is my opinion.
Kim Borcherding
Yeah, very much.
Kim Borcherding
Yeah. And to be honest, I tell like, even like, we gotta take like my clever collective, I would rather have a room of 12 agents who are the right agents and the right people than 50. That's not that that aren't aligned or not the right fit. Like I want you to come to a thing like, my God, these are my people. This is who I want to interact with. These are my peers. Like be okay with, you know, unapologetic about
Rebecca Green
Yeah.
Rebecca Green
Thank
Kim Borcherding
Who you're serving, who you are, and who's the right fit for you. And again, doesn't mean we don't love everyone. Like, and for me, I'm like, this has been hard because I love people. I love all kinds of people. Like, oh my God, like, yes, you know? But when it came to business, I was like, love you, can have a chat, cough, whatever. But if we're doing business together, it just makes sense that we're in alignment. And then with clients, like I'd rather do 12.
Kim Borcherding
Like I have a friend, I love it. Like she's actually trying to do less deals, her price point, only one that works in this area is doing YouTube specifically. And she just wants to do like $12 million houses, like 12, $1 million in production. She doesn't want to be running her butt everywhere. She's got a daughter she's trying to raise, doesn't want to be running everywhere, showing a bunch of properties. She wants the...
Rebecca Green
That's awesome.
Kim Borcherding
And in her market, that's a luxury price point and 12 transaction. Great. So all of her marketing, everything is moving to this one community in Florida for the luxury buyer. And was like, that's so smart. Shoot, I'd rather do 12, $1 million deals than 30 and do the same volume.
Rebecca Green
And she's deaching down, she's deaching down.
Rebecca Green
Yeah.
Rebecca Green
Another agent that I've worked with. Here's another concept of niching down. I another agent that I work with that her primary focus is keeping her clients in her space for life and helping them find the right agent wherever they move. So she has a very small network, but she does millions of dollars of business in referrals because she has created
Rebecca Green
This niche concept that I'm your agent for life no matter where you go. And she will spend her time finding the right agent for the sister or the brother or the daughter or the parents in New Jersey or New York or Florida. And so she's built an amazing referral business. And that is a niche. That is a niche market that she has created. So she doesn't do any social media.
Rebecca Green
She does a ton of email marketing to her people and she's constantly delivering the message and she's been doing it for years. She's constantly delivering the message that I'm not your agent in Haddonfield, New Jersey. I'm your agent in anywhere USA. Don't forget that. She says it over and over again. I just helped Sarah and Mark buy a house in Florida.
Rebecca Green
I just helped Joe and Susan's daughter relocate to Portland, Oregon. That's the base of her newsletter content. She's just repeating the same messaging over and over so her people understand that, know that, and come to her. And so when you think about that idea, you're like, whoa, is she turning people, new people away? She never wanted new people. So she's not losing business. She's gaining more of the right business.
Rebecca Green
By not actually bringing the new people into her space.
Kim Borcherding
Yeah, I love that. And that's actually that's on my roadmap to that's a part of my business. I mean, I do that now. I do it. But but not in a very intentional executed way like that. Because I love that. I love that business. And I love helping people and I love figuring out but yeah, super smart. I love that idea as well. So are you Yeah, so do you have work that you're going to be doing on this topic for yourself and your business, Rebecca?
Rebecca Green
Yeah, so there's all different ways to do it.
Rebecca Green
Yeah, interesting. I've been kind of going through the process for my real estate side on my coaching space. I've definitely gone through the identifying the ideal client and just like in the sales business, the real estate sales business, I've taken the people I've spoken to and the people I've coached are the ones that have come to me for one-on-ones and the right ideal client shows up every time in every conversation I have with myself.
Rebecca Green
And that ideal client in the coaching space is people who really want to build a business or brokerages that want to actually change their profit margins. So I, you know, I really am working to help agents build more, excuse me, more scalable, profitable businesses and the same thing with small brokerages or teams. And so that's my ideal coaching client, right? I don't want somebody that is just here to do the job.
Rebecca Green
I want somebody that wants to build a business that they can retire on, right? And that is a super unique, that's a super unique broker. So that's one thing. So I'm working on that for sure. On the sales side, you know, I'm starting to build teams in different markets and I'm really working with my agents in those different markets to hone who they are inside of that market. And for my own business, you know, I'm...
Rebecca Green
I'm not sure that I'm going to stay in the real estate sales for that much longer. I think it's really helping my team. I'm looking for a agent partner in each one of my markets where they can just mirror and match and work directly with my clients, where I can really help them get stronger at negotiating and making sure the client service and the level of service that I've, the standard that I've held is something that they can carry through.
Kim Borcherding
No!
Rebecca Green
So, you I'm really focused on who my ideal coaching client is, maybe more than my ideal real estate client. Yeah.
Kim Borcherding
What are the markets that you are looking to build teams in?
Rebecca Green
Yes, so we have central Oregon, of course Portland. am looking, we moved out to the gorge. So I am looking for an agent to help in the gorge. I have somebody in Washington in the Seattle, just outside of Seattle that I'm working with right now. Also another agent that does Astoria and a different part of Washington and Oregon up there.
Rebecca Green
So really just expanding in Oregon and Washington, but looking for agents in other markets that want to plug and play business model with website and design and tech, everything all rolled into one is really what I'm focusing on from a real estate sales standpoint.
Kim Borcherding
I love that guys. That's something I would again, would have made so many different decisions in my career if I were built in again, but definitely finding a plug and play, somebody operational would have been a much better choice than kind of trying to build it out my own way when I didn't really know how to run a real estate business. Again, I was good at the client servicing, the negotiating, the sale, you know that, but the operational piece about
Rebecca Green
Yeah.
Kim Borcherding
Running a business in real estate was a big giant gap of knowledge. So I could see some being invaluable partnering with you in those markets and yeah, learning from your experience. I love that for you.
Rebecca Green
Thank you. And I love that. I always talk about, even here we're talking about marketing and we're talking about niching down and we're talking about creating your ideal client avatar and really honing in on who that is. I always still start with operations. And why do I start with operations? Because if you're not clear on how you're gonna deliver the message, now that you've got the message, what's the vehicle in which you're gonna put it out there?
Rebecca Green
Right? You know what mean? So it's like, you have to have the operational, you have to have that structure in place, even when it comes down to figuring out how to deliver the messaging to your ideal client. So the operational part ties into almost everything that I speak to agents about. But that niching down thing.
Kim Borcherding
Nobody goes into real estate for operations. That's such an afterthought, such an afterthought.
Rebecca Green
Now.
Rebecca Green
It's even interesting to me that real estate on a whole, we've talked a lot about what you don't learn in school, real estate on a whole and brokerages on a whole talk to agents about just go sell houses. And that to me is such an antiquated way of doing business. And so this niching down and this really honing in on a very targeted group of people, I think is...
Rebecca Green
Has always been a smart way to do business, but it's becoming a necessary way to do business, right? It's not just about selling and like, you know, no, no one talks about operations. No one talks about, you know, all of the different things that you need in, you know, to run a business. No one talks about any of that stuff, but, and also I don't think a lot of real estate brokerages talk to their agents about niching down because ultimately they're pushing sell as many houses as possible.
Kim Borcherding
And let me tell you, they definitely don't care if you're getting burned out.
Rebecca Green
Right?
Rebecca Green:Yeah. Whole other podcast, whole other series. Right.
Kim Borcherding
Zero. Zero. Zero F's if you're losing your mind or your marriage or your health or you know may not zero but very little from my experience.
Rebecca Green
Totally, totally. You know, and that's the thing too, when you niche down and you're dealing with a more targeted group of people, I think you're not, I'm positive you're not running yourself ragged in the same way because you know, when you're a general, I'll just call it a general real estate agent and you're selling some investment properties and you're helping the random first time home buyer and you're helping the random person, you know, relocate to the area and you're helping the random person who is
Rebecca Green
You know, has to sell before they buy, right? Like, how do you educate yourself on all of those things to the nth degree? The answer is it's not possible. So like 33 years later, I can look back and I can say, oh, okay, yeah, I've sold 48 houses to people that were multi-generational. So I've gained experience there. It took me 33 years to have those 48 people that I sold to. Do you know what I mean?
Kim Borcherding
Yeah. Yeah.
Rebecca Green
Whereas the younger, agent or, not younger by age, but younger by number of years in the business, who's like, I'm only selling houses to people who want a house hack. They want to buy an $850,000 house. They're going to rent half of it out because they really can only afford the mortgage payment on a $650,000 house. The ones that are so focused on that, their learning curve and their education has been fast-tracked.
Kim Borcherding
Totally. I will say, I'll give you an example. So I was the one with all the random business that was my business. here, here, like everything. I went to a conference this spring and there was an agent who spoke at it, who I was so impressed with. She was a newer agent. She was in Spokane, Washington and maybe three years, but essentially his focus is just on new construction, new construction and all her resources. All of, I was so impressed with her presentation.
Rebecca Green
Yes.
Kim Borcherding
And that was who she was. She bought a new house and talked about the experience, but she just does that. And even her social media, like, I don't know, like so much of it, it's just new construction. What builder, what this, what, you know, who's giving discounts, who's not, what you don't need to know. Like everything's new construction, you know? And I was like, it was so smart. And that was a really smart way to, yeah, really smart way to do this.
Rebecca Green
Think about it. I love that. And so smart, but also think about it. Like when she gets up every day, she knows exactly the information she needs to go find. She needs to figure out who has incentives. She like knows exactly what her job is for the day. Who's building what, what is new, what has just launched, what are the, you know.
Rebecca Green
Who has what interest rates because builders are offering deals. I love that. I think new construction, that's another example of a niche market. So anyone listening, we've given you probably in this conversation, 10 different niches. Like, do you want to work with people who are retiring or multi-generational? Do you want to work with people who are just looking to house hack? Do you want to do just new construction? Are you the neighborhood expert because everybody at the...
Kim Borcherding
Thank
Rebecca Green
Soccer field knows your name, know own it. Are you in a small town and you're afraid to limit your market? No, go take the whole market over We've just given so many different niches which I also think people are Resisted to because when you say niche down they're like, well, what does that mean? You know, is it just is it is it just like my the people that live on my street? You know, but there are a million different ways to find a very targeted audience
Kim Borcherding
Yeah.
Rebecca Green
And then you're just delivering to them over and over again.
Kim Borcherding
Yeah, find them, serve them, be the best at that. Be the best at that. So, okay.
Rebecca Green
Yeah. All right. Well, we are looking forward to hearing what you're niching into. So shoot us a message or leave us a comment and let's connect on that.
Kim Borcherding
Yeah, also actually, and if you're listening to our podcast and you're enjoying it, you're finding value, we'd be so grateful if you would take the time to write us a review wherever you're listening to. So we have not been really making an effort to collect reviews, but I think we're starting to change that. So yeah, if you find value in our conversations, please leave us a review.
Rebecca Green
Love it. And if there are also any topics you're interested in hearing about, as Kim mentioned earlier, when we were chatting, we're never short of words, either of us. We're always happy to talk about anything. So if there's something you want to hear about, we'd love to know. Thanks so much for listening and we'll see you next time.
