Why Most Brokers Stay Forgettable

I see this all the time on broker websites.

“We specialize in:

• First time buyers

• Investors

• Commercial

• Private lending

• Construction

• Reverse mortgages

• Refinances

• Everything under the sun"

And maybe technically, it’s true.

You can do all those things.

But when you say you specialize in everything, nobody believes you specialize in anything.

It reminds me of golf.

When people first learn to swing a club, their instinct is to scoop the ball into the air.

It seems logical.

Except it is completely wrong.

You actually need to hit down on the ball for it to go up.

Business is often the same way.

Most brokers think, “The wider the net I cast, the more business I will get.”

Usually the opposite happens.

Your messaging gets weaker.

Your audience gets confused.

And you become interchangeable with every other broker.

The brokers who grow the fastest are often the ones who become known for something specific.

Not because they can only do one thing.

Because people remember specialists.

There is an old saying: “There are riches in niches.”

I think that is especially true in mortgages.