By Sam Panetta, BROKER COACH
You want to niche down — but you’re wondering if targeting first home buyers in a single state is enough.
My take?
Absolutely. And here’s why.
Two Ways Your Niche Speaks to the Market
When we niche, we send our message out in two distinct ways:
- Stated — This is explicit. Think of it like your Instagram or TikTok bio:
“I help first home buyers purchase their first home in Adelaide.”
No confusion. The audience knows exactly who you help. - Suggested — This comes through in your content.
It’s in your tone, your character, your examples, and the people who resonate with you. Even without stating it every time, your audience feels that you’re for them.
Defining vs. Doing
Defining a niche is important.
But the real work? Consistently marketing to them.
That’s where most brokers tap out — not because they can’t niche, but because they underestimate the volume of marketing required to get cut-through.
When It’s Paid Ads
If you’re running ads, you’ve got to nail:
- The creative
- The copywriting
- The call to action
Then you’ve got to keep turning the dial — bigger budgets, longer time frames, constant testing.
When It’s Content Marketing
With content, it’s about producing a shitload of volume.
Not random posts — valuable, targeted content your ideal audience genuinely wants.
And not just once in a while — over and over, refining and improving as you go.
The Harsh Truth About Volume
Nearly everyone underestimates it.
Even with the perfect niche, if you’re not marketing 10x harder than you think you need to, you won’t get the traction you’re chasing.
Pick your niche.
Then 10x the marketing.
That’s how you win — whether it’s first home buyers in Adelaide or any other space.
For niche clarity, a mortgage broker coach may combine a stated niche with a suggested niche shown through content.
