LANDING YOUR

IDEAL CLIENT
Real Estate Niche Selection
 3 Hours CE

AMERICAN R E A L E S TAT E UNIVERSITY

AG 01
02
Course Intro
Market Segments: Demo, Psycho, Geo

EN
03 Your Ideal Client
04 Certifications & Designations
05 Power of Specialization
06 Targeting Your Niche

DA
07 Additional Resources
 DO YOU FIND YOURSELF
STUCK WITH
• Clients that you WISH you had never met
• More Buyers when you really want Sellers
• More Sellers when you really want Buyers
• Clients that aren’t serious about moving forward
• Leads that don’t bring people that you WANT to work with
 Hello!
Like many of my fellow real estate agents,
I manage listings and buyer needs on a daily
basis. To keep new clients coming my way and to
nurture relationships within my referral network,
I focus on marketing  strategies that optimize my  
budget and expand my personal brand.

This is the approach that I learned while

completing  my MBA over 10 years ago at a Top
30 b-school. It's also what I used to manage
multi-million dollar product portfolios for 16-

MARKETING
years as a Corporate Marketing professional.
That is, until I made a brave, bold move in 2018
to become  
a full-time Mompreneur.

WITH MICAELA Happy Marketing!

 What’s A
Niche
A subset of the market that shares
common needs, characteristics, and
wants that can be uniquely addressed
with products or services, and is
accessible using a customized
marketing communication strategy.

MARKETING WITH MICAELA

SO NICE TO MEET you.
L et’s find out who YOU currently work with and why you chose them.

Do you connect with the right people?

Were the last 3 clients that came your way YOUR Ideal Client?
Do you know WHO your Ideal Client is?
 M A R K E T
W H AT A R E T H E
SEGMENTS
 Market Segments
Consists of characteristics of many of the
Federally protected classes, such as age, gender,
marital status, and other factors such as ethnicity,
income, and education.
Demo
graph
01
• RENTERS

• FIRST TIME HOME BUYERS

• MOVE-UP BUYERS

ics
• SENIORS
 Market Segments
Psycho
A way to categorize people on factors of social
class, lifestyle, and personality; these
characteristics may or may not be observable, but
are usually easy to generalize.

graphi
02
• INTERESTS

• LIFESTYLE

• BELIEFS

cs
• PROFESSION
 Market Segments
Groups clients in a particular location or area, and
various needs, wants, and cultural characteristics
can be assigned to members within proximity of
the location or area.
Geo
grap
03
• CITY

• COUNTY

hics
• NEIGHBORHOOD

• SUBDIVISION
WHO IS
YOUR
Ideal Client
Your Ideal Client Profile should be crafted
around who you want to work with as a real
estate professional. This is someone that you
may have worked with in the past, and would
like to have more clients that resemble this
Ideal Client for you to derive a sense of
fulfilment in the hard work that you do. When
the phone rings and you see that it’s your
Ideal Client calling, you look forward to
picking up and addressing any of their real
estate needs.
 IDEAL
WHO IS YOUR
CLIENT
DEFINE THE SIZE
OF YOUR MARKET SIZ
E.
Find out how many people are within your desired niche
by getting creative with the information available to
you.
 1
S A M P L E TA R G E T N I C H E

RENTERS
- List pull service

- Online publications: RentCafe.com

- Market reporting services

I D E N T I F Y W H AT ’ S
I M P O RTA N T IDEN
TIFY.
What matters to the members of your target niche is key
to understanding their motivations, fears, and
anticipations.
 2
S A M P L E TA R G E T N I C H E

NEIGHBORHOOD
- Local ordinances

- Community points of interest

- Support for local business

ASSESS HOW YOU
M AY M E E T N E E D S ASSE
SS.
Assess what may be identified about the characteristics
common among your target audience in the space of the
unique value you’re able to deliver.
 3
S A M P L E TA R G E T N I C H E

PROFESSIONALS
- Teachers: Weekend showings

- Doctors: Luxury price points

- Truck Drivers: Proximity

DETERMINE HOW
YOU WILL REACH REA
CH.
The members of your target audience likely hang out in
many of the same places. Find out where those places
are and meet them there.
 4
S A M P L E TA R G E T N I C H E

FIRST-TIMERS
- Social media

- Mobile devices

- Seminars
INTRODUCE INTR
YOURSELF
When you meet the members of your target niche where
they like to hang out, introduce yourself initially, and
ODU
CE.
then more over time from every angle of value you’re
able to deliver to them.
 5
S A M P L E TA R G E T N I C H E

SUBDIVISION
- Direct mail postcards

- Special reports on market activity

- NextDoor App
NOTIFY ON HOW TO
WORK WITH YOU NOTI
FY.
Notify members of your target niche on all of the ways
that can reach you, and make it easy for them to provide
you with information to schedule appointments with
you.
 6
MAKE IT EASY TO FIND YOU

CONTACT
- Your Website, Phone, Email

- Facebook

- Instagram

- LinkedIn
 FOCUS + FOCUS + FOCUS + FOCUS
EXTREME SPECIALIZATION = SUCCESS
«I cannot give you FOCUS + FOCUS + FOCUS + FOCUS
the formula for
1-3 Target niche audiences is the maximum number for
success, but I can optimal success; overlap may exist to further promote a
laser focus and extreme specialization

give you the formula

for failure: Try to
please everybody»

~ Herbert Bayard Swope,

Journalist FOCUS
 N I C H E O V E R L A P E X A M P L E

SENIORS WHO ARE INVESTORS

Intention Alignment
Efficiency Opportunity Understanding
 N I C H E O V E R L A P E X A M P L E

FTHB WITH KIDS UNDER AGE 10

Intention Alignment
Efficiency Opportunity Understanding
 N I C H E O V E R L A P E X A M P L E

EDUCATORS THAT ARE MOVE-UP BUYERS

Intention Alignment
Efficiency Opportunity Understanding
C E R T I F I&C A T I O N S
D E S I G N AT I O N S
 BUYERS
1
designations
NAR
The Accredited Buyer Representative®

SELLERS
Seller Representation Specialist®
2

SENIORS
3 Seniors Real Estate Specialist
 I N T E R N AT I O N A L
4
designations
NAR
Certified International Property
Specialist®

M I L I TA RY
Military Relocation Professional®
5

DISTRESSED PROPERT IES

6 Short Sale & Foreclosure Resource®
 The Accredited Buyer ’s Representative (ABR®) designation is
designed for real estate buyer agents who focus on working
directly with buyer-clients. When you decide to earn your
ABR®, you gain:

BUYERS
 Earning The ABR®
ED UC AT I ON
Valuable real estate education that elevates your skills
and knowledge in the eyes of home buyers. 

U PD AT ES
Ongoing specialized information, programs and updates
that help you stay on top of the issues and trends
associated with buyer representation. 

A CC ESS
Access to members-only benefits such as marketing
tools and resources, which provide an additional
competitive edge for ABR® designees.
 Resources for ABM® Designees
Customizable Marketing Tools The Home Buyer’s Toolkit - a handy
guide to walk consumers through the home-buying process
ABR® Print Shop - allows members to customize marketing
materials conveniently online
Consumer One-Sheets - free, printable handouts on topics to address
in a buyer-counseling session or while working with buyer-clients
Online Referral Database - helps you pinpoint additional referral
opportunities
ABR® Network - members-only online networking community
ABR® App - access members-only benefits on-the-go
A Home Buyer’s Seminar Guide - gives instructions on how to plan
and present your own home buyer’s seminar 
 The Seller Representative Specialist (SRS) designation is the
premier credential in seller representation.   It is designed to
elevate professional standards and enhance personal
performance.  The designation is awarded to real estate
practitioners by the Real Estate Business Institute (REBI) who
meet specific educational and practical experience criteria .

SELLERS
 Earning The SRS®
LEAR N TO
 Increase listings and grow your business
 Demonstrate and communicate your value package to seller
clients
 Understand and apply the Code of Ethics & Standards of Practice
 Understand
 Comply with state license laws when representing sellers
 Understand and apply methods, tools, and techniques to provide
support and services that sellers want and need
A CC ESS
Access to members-only benefits such as marketing tools and
resources, webinars and videos for SRS® designees.
 Resources for SRS® Designees
Customizable Marketing Tools
Membership elite group of trained seller advocates
Access to member-only education, resources services
“Find An SRS” Online Directory for the public to
access
Direct member to member referral opportunities
Subscription to the bi-monthly digital magazine
SRS social media – Facebook, LinkedIn, Twitter
Exclusive, member-only webinars and videos.
 Baby Boomers represent the largest and wealthiest group of
buyers and sellers in the country. Understand what motivates
this growing market and how to address their needs with the
prestigious SRES® (Seniors Real Estate Specialist®)
designation.

SENIORS
 Earning The SRES®
L EA RN
 Identify the power of generational demographics
 Develop and maintain relationship marketing skills
 Counsel rather than sell to the 50+ market
 Distinguish the key differences in housing options
 Understand the implications of tax laws, probate and
estate planning

A CC ESS
Access to members-only benefits such as marketing
tools and resources, which provide an additional
competitive edge for SRES® designees.
 Resources for SRES® Designees
Customizable Marketing Tools
SRES® Consumer Web Site (www.sres.org)
Monthly Consumer Newsletter
Moving On Booklet
SRES® Business Partners
Personalized Profile at www.SeniorsRealEstate.com.
Monthly Free Webinars
Online SRES® Community
Referral network of 13,000 members in the U.S. and
Canada
 International real estate opportunities are everywhere. New
people move to the U.S. from other countries every day and
foreign-born individuals residing in the U.S. move to new
markets. Americans in your current market invest in property
overseas. No matter which international audience you cater to,
the Certified International Property Specialist (CIPS) designation
will provide you with the knowledge, research, network and tools
to globalize your business. .
 Earning The CIPS®
ED UC AT I ON
This course addresses real estate practices in Asia and
The Pacific with emphasis on cultural influences,
economic trends and assessment of investment
opportunities. An extra chapter on working with the
Japanese is also included.

A CC ESS
Access to members-only benefits such as marketing
tools and resources, which provide an additional
competitive edge for CIPS® designees.
 Resources for CIPS® Designees
Marketing Tools - Listing in the “Find a CIPS” online directory,
Customizable postcards, web banner ads, press release
Technology Tools - CIPS App that provides translation, area and
currency conversion, time zone calculation, and international
holidays
CIPS resource browser toolbar
Tips and Technique - Global Perspectives print newsletter
Access to CIPS webinars, member-only online communities
Invitations to exclusive events at NAR meetings
Referral contract form
 The Military Relocation Professional (MRP) certification is for
real estate professionals who want to work with current and
former military service members. The MRP certification program
educates REALTORS® about working with U.S. service
members and their families and veterans to find the housing
solutions that best suit their needs and to take full advantage of
available benefits and support.

MILITARY
 Earning The MRP®
LEAR N
 Understanding of the processes and procedures involved in a
military relocation and how these impact service members’
relocation and housing choices
 Ability to provide information to help members through a rent or
buy, sell or rent decision-making process
 Ability to identify and provide services that help service
members sell or find and purchase suitable homes
 The knowledge of the military relocation process you need to
guide service members through the real estate transaction
 Ability to explain the basics of VA financing
 Access to the members-only marketing tools and resources
 Resources for MRP® Designees

MRP Marketing Materials - NAR

has professionally-designed these advertisements
to make it easy to generate interest with military
and veteran home buyers and sellers.
Use of MRP logo and name
Differentiation as an MRP in the online directories
at REALTOR.com® and REALTOR.org 
Downloadable MRP Certificate  
Customizable Press Release
 For many real estate professionals, short sales and foreclosures
are the new “traditional” real estate transaction. Knowing how to
help sellers maneuver the complexities of short sales as well as
help buyers pursue short sale and foreclosure opportunities are
not merely good skills to have in today’s market—they are
critical. And while short sales and foreclosures are not for the
faint of heart, agents with the proper tools and training can use

DISTRESSED
these specialty areas to build their business for the long term .
 Earning The SFR®

L EA RN

 Direct distressed sellers to finance, tax, and legal professionals

 Qualify sellers for short sales
 Develop a short-sale package and negotiate with lenders.
 Tap into buyer demand, Safeguard your commission
 Limit risk while protecting buyers.

A CC ESS
Access to members-only benefits such as marketing
tools and resources, which provide an additional
competitive edge for SRF® designees.
 Resources for SFR® Designees
 Customizable Marketing Tools - including postcards, ads,
logos, and consumer handouts
 Education in classroom and online formats that fit your
schedule and wallet.
 Training on both the buyer and seller side of short sale and
foreclosure transactions.
 Free Webinars that you can download anytime, anywhere.
 Access to SFR logo and marketing materials.
 Differentiation as an SFR at www.realtor.com and
www.realtor.org.
 THE POWER
S P E C I A L I Z AT I O N
OF
Real estate agents W h o S p e c i a l i z e E a r n M o r e O AT s

O A T
CONVERT LEADS GET REFERRALS GET CLOSINGS
O P P O RT U N I T I E S A D V O C AT E S TRANSACTIONS
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 Personal Branding
What value you bring and how it can
be told as well as showed
Web Content Social Media
The online resume that serves Communicating an understanding of
integrates your personal brand and the needs, wants, interests, and
content communications concerns of your niche

F F
O
C
U
target I
N
D
S Direct Mail Email
Introductions of who you are, how Delivery of valuable information
you can help and insights on a recurring basis

Display Ads
Efforts to generate leads from social
media channels
 W H AT I D O

№
MARKETING Q&A
01
B I - M O N T H LY L I V E

Live access to me on workshops

twice a month on Facebook live or
Instagram
№
ONLINE INSTRUCTION

02
F O R R E A L E S TAT E A G E N T S

Personal Branding

Content Marketing

Real Estate Marketing Budgets

@MicaelaTheRealtor

For Details, Visit www.MarketingWithMicaela.com

Thank YOU for joining
If you need to go further into next steps, send an email to

Info@MarketingWithMicaela.com to
receive my free 5-day mini-course on Landing Your Ideal Client.

Check the website for American Real Estate

University for upcoming dates on continuing education,
certification, and designation programs available for live, in-
person instruction.