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Niching Down Your Real Estate Business

Updated: Oct 28, 2021

I recently had the pleasure of sitting down with Marylin de la Hoz, host of Creative Conversations with Marylin and amazing business strategy coach, to chat about my journey niching down my real estate business.

When the pandemic began, I, like all of you, found myself with an abundance of the scarcest resource there is, at least to working parents, time. Until then, I had always wanted to scale my Miami, FL real estate business through social media marketing, but I had never seemed to get around to it. So, like many of you, I started doing the things I’d always said I would do if only I had the time. For me, that meant creating content for social media and YouTube. Within the first few weeks of quarantine, I created 3 or 4 videos and added a few blog posts to my website. Both had a fair amount of views, but I realized quickly that I was talking and talking, but I didn’t know two fundamental things:

1-who was I talking to?

2-what was I trying to get them to do?

Cue the light bulb graphic.

I decided right then that it was time for me to find my voice, but how? I started reading every book I could find on social media marketing for real estate, listening to all the pod casts and doing all the work. The result? Well, it turns out the answer was sitting right in front of me the whole time.

Listen to my conversation with Marylin as we go down the Niching rabbit hole. You can also find a transcript of our entire convo below. If you need help finding your realtor voice, contact me here. I’ve got your back.


September 17, 2021


The riches truly are in the niches. Janice Garcia has found amazing success in the real estate industry by niching down. She helps families find the absolute right home for them considering all the factors.

She is marrying her knowledge of schools in her area with her experience as a mom looking for the right fit for her kids. These two things help her serve other moms in her community.

She started her real estate career much like anyone else. She joined a firm and started working under a colleague, but their niches just weren’t the same. She ended up on an IG Live with another colleague talking about the importance of factoring in school locations when buying and the response was huge.

That’s when she knew she’d found her place. She was able to marry her passion and knowledge of the local schools with her need to help families find the right fit for their children.

It’s clear that she’s building in the right way for her, which is what is most important when starting and running your own business. Listen in to hear her story and why she is so happy that she’s chosen to be extremely specific in her niche.

My challenge to you, find your specific niche in your industry. Who do you really want to serve?


[01:25] Welcome Janice Garcia to the show.

[02:18] Janice shares her background as a preschool director and how it has helped her realtor career.

[03:51] Why did she niche down into families with children?

[07:22] Reasons you may need support when you realize that your home no longer works for your family.

[09:43] Population growth in your area is another thing to consider. What takes minutes now may take hours later and those commute times are a factor in home buying.

[12:18] How does school choice work in the Miami-Dade area?

[15:15] Don’t forget about after school activities, birthday parties, play dates, etc.

[17:25] It’s time to reflect on your business to better understand who your ideal client is.

[20:56] What was the first success after she niched down that helped her realize she’d made the right choice?

[24:43] It’s the ultimate compliment when peers are asking you about your work and strategies.

[27:15] If you show up just as you are, you’ll build stronger relationships.

[29:03] How showing up pays off.

[31:03] Facebook groups are the perfect place to figure out your niche and speak to them.

[33:56] Why her commute is making Marylin think about buying a new house.

[34:41] Janice’s AHA moments about what her specific niche is.

[37:38] There are so many different ways to approach business that it can be overwhelming.

[41:29] Connect with Janice.

[41:50] My takeaways from this episode.

Learn more about Marylin by checking out her website

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