The rookie mistake? Trying to talk to everyone. The assumption is simple: the bigger the net, the more fish. But the ocean doesn’t care about your net.
In mortgage broking, there’s a line everyone loves to say: “I help all Australians build wealth through property.” It’s safe. It’s vague. And it’s ignored.
Because no one wakes up at 3am thinking: “I need a generalist who helps everyone.”
Instead, they think: “I’m 34. I work in IT. I’ve got a 5% deposit and no clue where to start.”
And when they hear you say: “I help tech professionals buy their first home with as little as 5% deposit…” They breathe out. You understand them. You’re the one.
This is the magic of a niche:
- It tells people who you aren’t for.
- Which makes it crystal clear who you are for.
- And that clarity? It builds trust. Fast.
People don’t share generalists. They share specialists.
They say: “You need to speak to her. She works with people just like us.”
And here’s the twist: Once you become the person for a niche… Everyone else starts calling too. Because authority is magnetic. It doesn’t repel — it radiates.
So, what’s the cost of being specific?
You stop being invisible.
And the reward? You get remembered. Referred. Respected.
Helping everyone feels responsible. But choosing someone? That’s leadership.