Being known for what you don't do can position you as the natural choice in your market.
Today on the More Cheese Less Whiskers podcast, I want to share a great conversation with Paul DeLano from Lake Life Realty, located in southwest Michigan near Notre Dame.
Paul and his son Matt have built their business since 2010 around one focused decision. They exclusively work with buyers and sellers of lakefront property. If a home isn't on the lake, they simply refer it to another agent.
We talked about how this specialization allows them to really serve their clients at a level generalists can't match, from taking buyers on boat rides before writing offers, to building relationships with everyone in their ecosystem—appraisers, dock installers, marinas, and home service providers.
What’s really interesting is exploring how they're not just selling real estate transactions, but selling the lake lifestyle itself.
They advise families on how to maximize their time at the lake, connect buyers with local marinas during showings, and are building toward a full concierge service for lakefront homeowners.
Paul also shared how their direct mail approach to the 16,000 known lakefront homes in their area has become a real asset, and how selecting a single target market opens up opportunities to become an advocate and market maker for an entire community.
There are lessons here for anyone thinking about the power of focus in their business.
Key Takeaways from This Episode:
Why declining business outside your specialty actually generates more referrals and positions you as the obvious expert
The 50-transaction mindset: viewing every deal as 50 touchpoints and becoming the easiest customer your vendors work with
How being one of the few agents who calls appraisers back generates 2-3 direct referrals per year from an unexpected source
Taking buyers on boat rides before writing offers—and why the best side of every lakefront home is the one you can't see from the road
The difference between selling transactions and selling a lifestyle, including advising families on how to actually enjoy what they're buying
Why true specialization creates a "blue ocean" where committed competitors simply don't exist
Transcript - More Cheese Less Whiskers 267
PROCESSING