3 Myths About Specializing

Published on June 24, 2013

by Nikki Buckelew

We all know that when you narrow your focus you increase your results. So why is it that so many agents resist specialization?

Myth #1:  I will lose other opportunities.

Reality: When you create a specialty, you elevate yourself and increase your overall credibility. Just as cardiac surgeons are still looked upon as capable general physicians, they are also seen as superior in their field. People understand that not only could they do a heart bypass, they can also put 4 stitches in your kid’s knee.

Not only will the people in your sphere see you in a different light, you will stand out as people research agents online looking for someone who really knows their stuff.

Myth #2: I will limit my opportunities.

Reality: By specializing you actually increase your opportunities. Your uniqueness opens doors that wouldn’t otherwise be opened by someone in “general” real estate.

A great example of this is shared by a client of mine. Cindy wrote:

“I have been trying to speak at my local chamber meetings for about a year and they kept putting me off. When I told them I wanted to speak about the complexities and challenges seniors face when they are selling their home and moving into a senior community, they jumped on it and asked how soon I could be ready!”

More exposure and more meaningful conversations increases opportunities. To get more exposure and have more conversations, agents must differentiate themselves and stop being average.

Myth #3: Someone else in my market is already doing it.

Reality: There is more than enough business for you despite the fact someone else beat you to the gate. Just like there is plenty of business for multiple cardiac surgeons, there are plenty of sales for multiple real estate specialists.


Consider that in 2012 NAR says 1 in 4 home sellers was 65 year old or older. As a seniors specialist, there is plenty of business to go around. The same is true for luxury, farms and ranch, first time buyers, condos, and all other specialties.

Gary Keller, Founder of Keller Williams Realty, says in his most recent book, The One Thing,Success demands singleness of purpose. You need to be doing fewer things for more effect instead of doing more things with side effects. It is those who concentrate on but one thing at a time who advance in this world.”

Narrowing your focus to get better and more results just makes sense.

What is your specialty?

For more information about specializing in seniors real estate, visit www.seniorsrealestateinstitute.com



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