What Kind of Business Are You Trying to Attract?
If this has been your philosophy up to now, it’s not surprising that you’re struggling to attract new clients. Plus, you may not be seeing momentum in your business because you’re too spread out. I’ll also venture a guess that you’re burnt out or don’t love your job as much as you could.
The problem is you can’t develop a marketing strategy unless you know who you’re trying to attract. Think of it like driving to somewhere new. You need to have an address to input into the navigation before you can receive directions. If you lack a specific destination (i.e. an ideal client), you can’t receive any directions (i.e. you can’t develop a marketing strategy).
Overcoming the Fear of Excluding Potential Clients
Take this quote from Meredith Hill: “When you speak to everyone, you speak to no one.” Seth Godin expressed the same when he said, “Your business will transform the day you recognize that everyone is not your customer.”
Figure out who your ideal clients are and what they want so badly that they’ll do anything to have it. Then, start marketing to these clients using their language. This is how you win and attract customers. In fact, realizing this can have a huge impact on your business. It will almost certainly set you apart from the vast majority of the competition.
Identifying Your Ideal Clients
1. Who Do You Enjoy Working With?
Think back over your career. Who were the clients you liked working with the most? Write down their names.
2. What Types of Transactions Do You Enjoy Most?
Maybe you like first-time home sales or luxury listings. Perhaps you enjoy assisting veterans or first responders. Whatever resonates with you, write it down.
3. What Do All the Above Have in Common?
Look at the answers you have for questions one and two. What commonalities can you find between them? This is your ideal client. For this exercise to work, avoid surface level answers. Instead, dig deep, thinking about factors like: Price range Area The age of your clients Whether buyers paid with cash or used loans
Growing Your Sphere of Influence
However, every marketing decision you make and every marketing dollar you spend should be aimed at that ideal client.
Plus, you should spend at least part of every day growing your sphere and client base with your ideal client avatar in mind.
If you ever feel stuck, or if the fear about excluding people starts to gnaw at you, remember:
“Broad is broke and niche is rich.”