The Secret to Growth Isn’t More Leads—It’s More Focus.

Know your customer and uncover the power of finding your niche

We often talk about knowing your customer - but let’s be honest, most of us start by chasing any customer. Early in our careers, we say yes to everyone because we’re trying to build momentum, get experience, and make a living. And that’s okay,  it’s part of the journey.

But there comes a point where more isn’t better….better is better.
The moment you start narrowing your focus, clarity replaces chaos. You stop competing for attention and start attracting alignment.

Whether you’re a real estate agent, business owner, or leader building a team or brand -  your success depends on knowing exactly who you serve and why.

I had the opportunity to work with a group of Canadian realtors and here are five truths we shared to help you find your niche and get to know your customer deeply.

1. Start with Self-Awareness

Your niche starts with you.
It’s not about demographics, it’s about alignment. Who gives you energy? What type of client do you genuinely enjoy serving? Where do you naturally build trust?

When you choose a niche that aligns with your strengths and values, the work feels lighter  and your results reflect it. Authenticity attracts.

At one point in time I would put up with a lot, knowing full well that I wasn’t in alignment with the other party. It didn’t take long to figure out that if I am not vibing with the leader or partner on the other side, it is going to be a tough road ahead. 

2. Study Your Past Wins

Patterns tell powerful stories.
Look back at your last ten clients or projects. Who were your best experiences? What do they have in common? What problem were you great at solving for them?

Most of us already have a niche; we just haven’t named it yet. 

3. Listen Beyond the Sale

Your customers are constantly telling you what matters most  - not through their words, but through their emotions.

Your customers are always communicating. Pay attention to the frustrations, fears, and little victories that come up in conversation or even more powerful these days is how they show up online or in comments on your content or that of your competitors. 

When you understand why someone is buying -  not just what they’re buying - you move from being a salesperson to being a trusted guide. That’s where connection happens.

4. Build an Identity, Not Just a Market

People don’t buy houses, services, or products - they buy belonging or an emotion that comes with it.
Your niche isn’t a target audience, it’s a shared identity.

Instead of saying “I work with first-time homebuyers,” try, “I help young families build roots in communities they love.”

The difference? One is transactional. The other is transformational. You are showing emotional investment. 

5. Test, Tweak, Repeat

Finding your niche isn’t a one-time exercise, it’s about continuous improvement.

Try new things. Run small experiments. Post content that speaks directly to your ideal client. Partner locally.

Pay attention to what sticks - that’s your compass.  Clarity comes from action, listening to feedback and evolving - not just planning (trust me I have been guilty of this). 

The Leadership Lesson

In business and leadership, focus is freedom.
When you know who you serve best, you stop trying to please everyone  and start showing up with more confidence, clarity, and purpose.

You’ll build stronger relationships, make better decisions, and attract the kind of people who value what you uniquely bring to the table.

In the end, the best leaders, the most successful brands, aren't trying to serve everyone.

They’re committed to serving their tribe deeply.