The Wall Street Journal makes an interesting observation about the importance of niche marketing, especially if one is marketing to the highly affluent.
Case in point, Kayne Anderson Real Estate advisors, a private equity firm just completed its fourth real estate fund in a record amount of time.
What was the secret to attracting accredited investors?
There are two lessons to be learned.
First, the fund focused on a highly niche segment of real estate investing-medical office building and student housing. As the WSJ reports, funds that focus on specific asset classes are having an easier time raising money than those with a more general approach.
Secondly, the fund had a great story about why accredited investors should focus on medical offices and student housing. They did a great job of bringing the investment opportunity “alive” through the marketing story.
As I’ve discussed previously, having a niche approach doesn’t necessarily mean that your entire business needs to focus on the niche.
However…in order to attract that initial attention (which is arguably one of the hardest parts of the game)-your prospective client needs to see a reflection of themselves in your marketing materials.
Couple that with a great marketing story and you’ve got a campaign that will get you the results you want.
Food for thought.
Mark Satterfield, Gentle Rain Marketing — Author , Marketing Consulting Expert, Lead Generation, Business Development, Marketing Strategy, Get More Clients, Increase Revenue — Click here for his Facebook Twitter LinkedIn YouTube