Niche Marketing in Real Estate 101

If you’re looking for ways to find new clients and boost your business, focusing your marketing efforts on specific segments of prospective homebuyers might be a successful strategy! Niche marketing in real estate allows you to better serve your buyers’ needs, fulfill their wish lists and match them with the homes of their dreams. Most importantly, you’ll set yourself up to effectively serve targeted groups, obtain referrals and grow your client list! Here are some resources we’ve assembled to help with niche marketing in real estate:

New construction buyers

A growing number of homebuyers have been seeking brand-new builds in recent years as resale inventory has declined in the wake of the pandemic. Many prospects choose to buy new-construction homes because they’ve grown weary of renting; desire modern layouts, features and appliances; and hope to build equity. Richmond American has been helping to connect homebuyers with brand-new, never-been-lived-in homes for decades. Our innovative floor plans and impressive included features have been a mainstay in American real estate since 1977 and your clients will appreciate our dedication to making the dream of homeownership a reality. They’ll also appreciate our special offers, designed to help them on their homebuying journey by making the process more affordable!

Buyers searching in a specific area

Every homebuyer has a general idea of where they want to live, and many have narrowed their options to a specific radius or community. Attending community events, learning about local amenities and familiarizing yourself with the neighborhoods your clients are potentially looking in is a great way to impress prospective homebuyers. Strive to make yourself a go-to resource for them to bounce questions of regarding a specific area. We can help you achieve this goal! In addition to boasting dynamic layouts, our homes are located in desirable neighborhoods with appealing amenities, such as community pools, fitness centers, sports courts and more. We have interest lists for regions and communities from coast-to-coast that you and your clients can join, and we also have local experts on hand to help you learn all about our neighborhoods and homes. Call today! 

First-time homebuyers

A demographic that can present unique challenges and opportunities, first-time homebuyers typically have more questions than repeat buyers and will be relying on you to have as many of the answers as possible. You can save time and impress your clients by sharing our First-time Homebuyer Guide with them. We’ve been helping brand-new buyers get into new homes for decades and this guide contains a handy collection of worksheets, checklists and more! When targeting rookie homebuyers as part of your niche marketing in real estate gameplan, be ready to help educate them with credit score tips, mortgage basics and more.

Military homebuyers

If your clients are current or former members of the U.S. military, they may be entitled to exclusive benefits and incentives that civilians don’t have access to. Several Richmond American communities are located near military bases, so we work with active-duty and veteran buyers on a daily basis. Our Military Homebuyer Guide shares what we’ve learned over the years to help your clients who qualify for VA financing make informed decisions when buying a new home. If this is your niche, it will help to make yourself familiar with the ins and outs of VA loans, BAH and more. If you can be an expert, your clients may recommend you to incoming military families, which could help secure you within this prominent group.

Luxury homebuyers

For clients that enjoy the finer things, Richmond American’s Aspire™ Collection offers the estate-sized homesites, designer details, smartly planned spaces and luxury features that truly elevate a home and enrich the homeowner experience. In addition to upscale features like professional kitchens and multi-slide patio doors, many Aspire plans offer attached or detached guest accommodations. Higher end clients will expect personalized service, so don’t be afraid to go above and beyond. Like with any niche, the better you’re able to cater to your customer base, the more likely you are to get referrals from friends and colleagues of your clients.

Multigenerational households

A growing trend among American households, multigenerational living is made much more convenient by a home that includes a dedicated suite for family members. A key aspect of facilitating this niche homebuying group is to educate yourself on the new homes available to meet their specific needs. Don’t be afraid to ask questions so you can empathize with this niche’s unique challenges. Richmond American’s Modern Living™ suites are a great product for homebuyers in search of a good multi-generational setup. In addition to a generous bedroom and bathroom, these homes may even include a private entry, living room, laundry room and kitchenette.

Boat & RV owners

If you have clients looking for storage space for their boats, RVs and other toys, Richmond American’s UltraGarage® is a fantastic option. This attached, extra-tall garage is designed to house a range of vehicles and/or accommodate other storage needs. In addition to the convenience of having their vehicle close by, buying a home with an UltraGarage® can help your buyers avoid costly parking and storage fees. Remind clients that this big bay can protect their vehicles from the elements, and if they ever decide to sell their RV or snowmobiles, they can convert the large space into a home gym, workshop and more.

We hope that these resources help you generate business, better serve your current clients and make the most of your marketing in real estate efforts!