5 Tips to Create Laser Focus in Your Marketing: #1 There are Riches in Niches
In this edition of our Broker Success Series, Artur Budimir, Account Executive and Broker Success Advisor, talks about the mindset necessary for broker success
More is Less
It’s easy for business owners to get bogged down with the sheer quantity of things that can be done with marketing today.
Customers are demanding more from businesses and competition is fierce for many in the lending and real estate investment space. With all that we are told we “should do,” marketing paralysis can occur when no real guiding strategy is present.
Business owners are simply overwhelmed with the thought of what to do next.
But maybe “more” isn’t the answer? Instead, maybe doing “better” is the solution we seek. And sometimes to realign with that “better” focus, we need to take a step back to understand the way forward.
This comes by way of understanding our prospect’s needs and aligning our solution to solve their problems.
So, let’s take a moment to set aside thoughts about the tools of marketing and think about the intent of what we do.
There are Riches in Niches
For many entrepreneurs, the key to success is to find a niche that is under-served and to exploit it. However, the error many commit is when that rationale doesn’t translate into their marketing efforts.
So much of the marketing you see today is heavily weighted towards product features or generic branding.
Instead, it should be focused on a niche.
Start by asking what is the sweet spot for your company? Do you have a loan or RE investment product that dominates among your product offerings?
A clear understanding of your niche helps create alignment between you and the prospect. Simply put, you have a solution that meets their needs.
Your USP is the Solution
Your Unique Selling Proposition is your calling card, your ace up your sleeve. What can you offer that no other company can offer, match, or beat to solve your prospect’s problem?
What sets you apart from your competitors?
The USP answers the client’s question of “why should I work with YOU?”
More importantly, your USP should be specifically positioned to appeal to customers inside that niche you are targeting.
Artur Budimir has been working with Cogo Capital since 2019, under the tutelage of Lee Arnold. He has rapidly scaled up during his time with the company due to his 10+ years in sales & sales management. Currently as the Account Executive for Cogo Capital, he is solely dedicated to forging new relationships with like-minded lenders to accelerate the continual growth and expansion of Cogo Capital.