Narrowing the focus

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Randall Brennan | Westridge | Highlands Ranch REALTOR

Put all your eggs into one basket, watch that basket! ~ Mark Twain

OK, OK, OK. I get it.

I’m the world’s worst blogger.

In my defense, though, let me remind you that blogging is not my highest priority. Lately, I’ve had a lot on my plate. When that happens, blogging gets pushed to the edge — if not right off onto the floor — to be picked up and dusted off later. Rest assured, even though my fingers are not touching the keys, there are always a lot of things floating around in my mind that I would blog about.

I’d be blogging about all kinds of stuff. Stuff that would make you think. Or laugh. Or cry. Stuff that would move you.

Oh, I’d be blogging about a lot of important stuff.

You know, if I had more time.

Finding more time

I’ve been thinking a lot about getting spread myself too thin lately. There’s a lot of truth in the saying “jack of all trades, master of none.” Bill Cosby has been attributed with a famous quote that has been resonating with me quite a lot lately: “I don’t know the secret to success, but the key to failure is trying to please everybody.”

There’s a concept in sales known as “niche marketing” that holds that greater success comes from dropping the jack-of-all-trades mentality, and focusing on one group of prospective clients. It might seem counter-intuitive to think that more success might come from fewer potential sources of business, but I do believe it will be the case.

The chief advantage of reducing the number of marketing avenues is that you can focus on what you’re doing. Rather than trying to keep track of many things, you can focus on one. Rather than being aware of many things, you can become an expert in one.

The one thing

The question, of course, is what is that one thing? For some, it’s a type of property. For example, some specialize in attached homes, and others in downtown lofts, or foreclosures. Some realtors focus on a type of client like investors, first-time buyers, or empty-nesters. Some agents focus all their work on their own social networks, looking for clients who have a connection outside of real estate.

Over the years, I’ve dabbled in several different ideas, but nothing ever really “fit” right, until I realized something about the place I call home. I’ve come to the conclusion that the best thing for me to do is focus on my home area of Westridge in Highlands Ranch.

Does that mean I won’t be working in other areas, or working with clients who don’t want to live in Westridge? Of course not. It just means that the time and effort I spend trying to generate business for myself will be concentrated in one area, rather than spread out over my entire market area.

Market area vs. home area

I do believe it makes sense to work in one major part of town as much as possible. That’s what I call my market area. For me, that’s pretty much the southern end of the Denver metro area, or the area south of Hampden Avenue down through the southern suburbs of Highlands Ranch, Roxborough, Lone Tree, Acres Green and Chatfield.

My home area, on the other hand, is the smaller area where I actually live. It’s only a part of Highlands Ranch. I’ve lived in this area  for nearly 20 years, and I’ve watched all but the oldest parts of it be built. Living here is one of the reasons I decided to get my license in the first place. It’s an area that suits me, and I’m glad to call it “home.”

It’s a bit of departure to go from the typical mentality of scarcity of opportunity — that leads to the jack-of-all-trades mentality — to the idea of abundance of opportunity. With an abundance-of-opportunity mindset, there’s enough for everybody, so you don’t have to have your fingers in everyone’s pies. I do have to say that it does feel right and I’m confident it will work out for me and my clients.

Of course, if you need any assistance with any of this, I’m just a click or a call away. Don’t hesitate to reach out. I’m here to help, if you just let me know what you need from me.

With warmest regards,




Randall Brennan, REALTOR

Certified Negotiation Expert
Certified Investor Agent Specialist
Certified Military Housing Specialist | | My business profile |

So what’s next? Take your pick.



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