The importance of becoming an area specialist:

Being a real estate broker isn't a walk in the park. It's not your regular 9-5 job; it involves long hours, weekend work, and sometimes, dealing with challenging clients. And what can make it more challenging is trying to spread yourself too thin and try and learn too much in a short time period. To make your job and work life easier, what we do at Edwards and Towers is allocate brokers to one particular area. Sure, being an all-round broker can work, but it makes your life much harder. Here let’s explore why becoming an area specialist usually leads to higher returns:

Focusing on one specific area allows you to become an expert in a particular product. You can know all the ins and outs. Providing excellent service to property owners looking to sell or rent, as well as to future buyers or tenants in that area. Knowledge is power, and when you know your product, you can guide people on the best prices for selling and renting. You can also give unique selling points with potential investors and highlight reasons why tenants should choose your area. It’s quite obvious when viewing with brokers who know their areas and what they’re pitching, compared to those who just ‘’got a listing.’’ Put yourself in the client’s shoes. Who are you more likely to trust: confidence or sporadic?

Product knowledge is crucial to selling. It’s not a secret the real estate industry in Dubai is highly competitive, so standing out is essential, and in a good way. By being the “go-to” expert in your chosen area, you can offer honest and trustworthy advice. Following on from our previous article, honesty and trust is beyond key for being a good real estate broker. Building confidence is so important, especially considering a house move and purchase is likely the biggest impact in most people’s lives. Getting it right for your clients turns them into your biggest advocates.

Lastly, specializing also saves you time trying to learn everything about everywhere. If you focus and become the most knowledgeable person in your area, people will keep coming back to you and refer you to their networks. Everyone knows everyone in most communities, and word spreads. Sadly, it’s the bad news which spreads fastest, so give people a reason to spread your good news instead. Our advice therefore is help yourself by niching down. While it's okay to assist with good landlords in different areas, chasing too many opportunities may leave you with none in the end…