A comprehensive overview of nanoniche marketing – how can it help you?

Marketing in any industry is hard right now, but marketing in real estate is probably the hardest. However, it has worked in the past and there has to be a technique that this marketing sector is using that works in other sectors. There is a technique and it is known as nanoniche marketing. What is nanoniche marketing?

Here’s an example of nano-niche marketing hard at work:

The real estate market in St. Louis is competitive among real estate agents. Around 300 real estate agents sell the same type of properties to clients. However, there is a new real estate business that is growing rapidly and has a great advantage over other businesses. Business is doing so well that it is no longer just in St. Louis but also in other parts of the United States. The business can be found in partnership with other real estate agents in many states.

Without a doubt, the last three years have been hard for the real estate business; after all, it has been falling and falling fast. A real estate agent named John Kejr of Dreamcatcher Real Estate has created a blog with an optional email list of potential clients. He has been able to increase his sales by offering a meticulous type of architecture called Earthships. While most real estate agents were unsure about this method, Kejr took a chance and the business grew.

Examples of most successful nanoniche markets

What is the moral of the story? It’s not to go out on the real estate market and promote Earthships. Many real estate agents have tried this same tactic with excellent results using more nanoniches. For example, a man owns a bus and takes mid-century house hunters on a tour of foreclosed homes. Another example is a woman representing houses made during the 1960s by a specific architect with a cult following. Both real estate agents have email lists of potential clients all over the world and both are quite successful in this recession.

How can you be successful?

Now, how can you be successful in nanoniche marketing if what you have is created for the world market? While it means more work for your marketing team, it doesn’t mean a lot of media buys. Yes, you spend a little more money on salaries but less on ads. This is because you rely on other forms of nano-niche marketing such as blogging, content, and search optimization (SEO). It is also expanding its reach into minute lists and media outlets.

It’s time to divide your market into several nanoniches. Don’t do more than three to start with, as this will give you a better indication of what makes a niche worth investing in, allowing you to apply it to other niche sectors. Create a blog for each nanoniche and do some major SEO on it. Be sure to put these keywords in your URLs, headlines, titles, image tags, and more. Make sure the content you have is noteworthy to get backlinks and then ask for them. Make sure you have an option for people to subscribe via email, have an RSS feed and a downloadable PDF on the topic.

Above all else, know your market. Be sure to serve them relentlessly so you don’t lose them to other customers. Never send potential customers broad marketing messages, and be sure to dedicate your marketing time and efforts to the nano-niche. In time, it will flourish.