Beyond 'Real Estate': How I Found My Niche (And How You Can Too)
- John Cruz
- Mar 11
- 4 min read
Like many real estate agents, I was advised to find a niche. But the common suggestions—specializing in first-time homebuyers, luxury homes, and the like—felt impersonal and uninspiring. They weren’t my idea of a niche.
I was told that my niche would reveal itself over time. Now, ten years later, it has finally emerged—but not in the way I expected.
When I discovered a method to identify my real estate niche, I was excited to share it with others so they can do the same. I remember sitting in broker school, listening to the topic of what everyone's "niche" was, and seeing a sea of blank faces staring back through the screen. It was clear: how to find your niche wasn’t something we were taught and waiting ten years isn't part of any agents short term $$$ goals.
So, I want to share the method that finally worked for me. And if you're reading this, my goal is to help you find your niche too.
The funny thing is, I wasn’t actively searching for a niche when I found mine. Instead, I was focusing on discovering my passions, applying the concept of IKIGAI (Myers, 2018)—a Japanese word that means "a reason for being"—to my next career move. IKIGAI emphasizes finding purpose where your passions, skills, what the world needs, and what you can be paid for intersect. It helps you identify your dream job.
My career coach and business strategy professor both mentioned it, so I figured, if two smart guys are talking about a Japanese word, I should probably investigate it.
Applying the IKIGAI concept wasn’t straightforward. At first, I wanted someone to point me to my passions. I wanted a map. However, despite all the coaching and education, I still needed to know myself and what I was truly passionate about.
Ironically, I wasn’t even looking for a real estate career at the time. I was aiming for a position at Google, leveraging my PMP certification and project management experience—another passion of mine.
My journey to discovering my passion for real estate wasn’t direct. I often struggled to implement advice I received because it didn’t guide me in a way that truly helped me pinpoint my passion or to find my niche. So, I kept looking—and eventually found a method that worked for me.
Now, my goal is to share that method with you. I’ll provide videos, blogs, documents, and links to guide you on your own niche-discovery journey. I believe my story and method can help other agents identify their niche and turn it into a reality.
Let's Get Straight to It: Niche Discovery Using the Normal Distribution Curve
I found my niche using the normal distribution curve. I know what you're thinking: “The normal distribution curve? Boring!” But hear me out.
As I reflected on my varied life experiences—everything from being a moving helper at 15 to purchasing and remodeling homes, managing Airbnbs, and project management—I discovered a recurring theme: real estate was my true passion.
It's something I’ve pursued wholeheartedly, whether I was being compensated or not, employed or not.
This normal distribution exercise isn’t just about finding your one passion; It’s worth repeating to ensure your results are as accurate and thorough as possible. During my exercise, I also uncovered other passions, like project management and fishing. If fishing had turned out to be my strongest passion, I’d probably be organizing real estate fishing events today, and I still might.
The goal here is to turn your qualitative experiences into quantitative data, helping you identify patterns. By doing this, you’ll uncover your strengths and how they can shape your real estate career.
Start Finding Your Real Estate Niche
Reflect on Your Experiences: List past jobs, hobbies, life events, core values, chronologically list anything and everything. It is okay for words to repeat- we're counting on it.
Identify Themes: Look for recurring patterns or passions.
Consider the Extremes: Where do your unique experiences place you on the normal distribution curve?
Ask Yourself: What problems can you solve for others using your unique perspective?
Visualize and Strategize
What is the Normal Distribution Curve?
The normal distribution curve, also known as the bell curve (Indeed, 2024), is a graph used in statistics to show how data points are distributed. The peak of the curve represents the average value, and the width shows how varied the data points are.
In business, this concept is used to identify patterns, spot trends, and make data-driven decisions. While it’s often seen as a dry topic, it’s actually a powerful tool that can help you recognize your unique strengths and align them with the right niche in real estate.
A Weird Way to Find Passion, Right?
I know it might sound odd to use a statistical concept to find your passion, but trust me—this approach works.
My goal is to assist real estate agents in identifying their unique strengths and building fulfilling careers using the normal distribution approach. I want to encourage agents to step outside of traditional paths and discover their own niche.
If you’re a real estate licensee looking for a fresh perspective, I invite you to join me on this journey.
Need additional help? We created an affordable program called "Find Your Real Estate Niche" using the strategic consulting process, specifically adapted for agents, teams, and brokers who want to find their niche and break away from conventional real estate paths guided by a structured process.
Join our community and start discovering your unique real estate niche.
References
Indeed, E. T. (2024). FAQ: What Is Normal Distribution? (And How To Use It). Indeed Career Guide. https://www.indeed.com/career-advice/career-development/normal-distribution
Comments