Daily Real Estate News  |  November 20, 2007  |   Turn Your Business Into a Niche Boutique
Transform your business from just another brokerage into a niche-focused boutique and you’ll score big sales, says sales trainer Craig A. Lerch, CRS®, GRI, CEO of Outrageous Attitude Inc. in Abington, Pa.

A broker’s job should be to “treat others as they would like to be treated,” Lerch said last week at the 2007 REALTORS® Conference & Expo in Las Vegas. But becoming a boutique means more than being nice, he said. You have to adjust your own style so that it’s compatible with your client’s personality traits.

Try to discern whether people are detail- and information-oriented, fun-loving socializers, calm nurturers, or impatient and action-oriented types.

Providing customized, detailed service also requires creating a memorable space for conducting business. A large “Welcome” sign is indispensable, as is a wide assortment of beverages to suit every taste. “Make sure you have Pepsi and Coke because people often prefer one more than the other,” he said.

Lerch, who's familiar with many offices with successful boutique approaches, gave an example of one broker who fills his office with unusual branded freebies such as tattoos, seat cushions, coolers, and bibs. People are invited to take what they want whenever they come in, turning themselves into walking billboards for the business.

If you decide to stock up on giveaways, he suggested having logo-bearing pet items, which will be popular with your pet-loving clients. “Many people will appreciate bags of dog biscuits or cat toys more than things for their children,” he said.

Office exteriors and interiors should conform to a thoughtful color and branding strategy. Inviting visual elements, like awnings, flower boxes, and lights can make a difference, as can comfortable outdoor seating areas in mild temperature zones. “And don’t turn off all the lights when you leave,” Lerch added. “Leave soft accent lights on at night.”

He also recommended displaying pictures of homes in the window, before and after they were staged. That will give consumers a clear idea of the value you offer.

Finally, never leave your prospects waiting. “You need to take care of people the second they come into your office,” says Lerch.

— REALTOR® Magazine Online