The dog days of real estate
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real estate March 1st, 2008“Dogs are the new children,” Djuna Woods says when I reach her in her Coldwell Banker office in Menlo Park.
Although Woods’ words have precious little to do with real estate, as an elevator pitch it’s hard to do better than a single sentence which cleverly defines her target client and makes a sweeping generalization about our culture.
In a market where many real estate agents are struggling to distinguish themselves from the property hoi polloi, carving out a niche has become the requisite exercise in individual branding. For agents willing to spend a fat wad, an entire industry has sprung up to help them identify their hidden specialty.
Neighborhood specialists have always existed. More recently, agents began marketing themselves as “experts” in certain architectural styles — be they Victorians, brownstones or green housing. Others have developed an expertise in a process — such as remodeling or re-zoning. But increasingly, niches have taken a turn toward the personal by defining the very essence of the client.
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