In his book Networking with the Affluent, Tom Stanley refers to professional with many clients in many different fields as a "1 of 1's" (meaning you have 1 client in this business and 1 client in that business, etc.). Is that how you're operating your business? The book goes on to give example after example of high earning (200k/year +) professionals who target specific industries. Tom Stanley gives credit for reasons this works, because you become very involved with the people and the causes of a specific industry. You learn to speak their language. So let's say for example you have an outsourcing company. You have a writer, a VA, and a graphic designer on staff. (If it were me these people would all be located in the Philippines cuz it's so cheap to hire them) Instead of taking on just any 'ol client who'd give you money - what if you only worked with Realtors? You could be THE outsource-staffing company for Realtors. Realtor needs a logo? They come to you. Realtor needs an article for a local newspaper column? They come to you. Realtor needs advice on getting started in a new town? They come to you. And they come to you because you've made a commitment to their industry, and you've learned what works and what doesn't by constantly talking with your other Realtor clients and staying up on the industry news. How many more articles could your writer create in an hour if they didn't have to do as much research (once someone understands real estate that's all they'd have to focus on) ? Not to mention, if you have clients from different parts of the country, you could give them very similar articles - 2 birds 1 stone. Your graphic designer could create 5 or 6 templates and basically copy and paste new Realtors names, pictures, and websites in a heart beat. That kind of speed makes everyone happy. The more clients you work with, and the more industry events you go too, the more you're going to climb the Realtor social ladder. Pretty soon you're on a first name basis with the heads of their trade organizations and are asked to speak at their events. Those are endorsements and business contacts you couldn't buy if you wanted too. Consider it food for thought. Instead of being a 1 of 1's - consider picking a specific industry (could be anything - Realtors, CPAs, Financial Advisors, Insurance, etc.) and become the connected go-to guy everyone knows, likes, and trusts.
Interesting approach. Offering your services as a realtor internet marketing consultant is an easier sell than say a 'general' marketer. And, say, if you work with just one realtor in a brokerage, then chances are that realtor will recommend you to their colleagues within that brokerage if they need work done, too!
Very true seanjohn. You're seen as someone who understand Realtors and their problems. Plus once you get to understand Realtors needs, it puts you in a position to create products and services uniquely positioned for them. For example many real estate agents pay $65 a month for webhosting. The reason is the hosting company has a backend that attaches the Realtors site with the MLS system so they can easily find listings to show customers. A person could easily recreate the same thing using an iFrame and charge $59/month. And I believe many people would change to you simply on the "why pay more for the same thing" USP.
