Real estate is constant, especially in the cities. With high-rise buildings filled with hundreds of apartments and townhouses lining the city streets, agents in these urban markets need to be on top of their game, especially in a sea of ​​competition.

But how can real estate professionals stand out in crowded cities with thousands of agents and brokers? Make this sector your niche! By showing customers and prospects that you are the expert, you will set yourself up to succeed in these markets. Because so many buyers and sellers begin their journey online, especially on social media when searching for the right agent, it is crucial that agents know how to enter this niche market and how to market themselves to be successful.

Understand your urban market and establish your niche

Cities come in different shapes and sizes. Some have millions of inhabitants, while others are located on an island. But at the end of the day, when homebuyers are looking to move to a city, they’re probably expecting certain amenities and lifestyles that you, as an expert, should highlight. Understanding and meeting these expectations starts with knowing the location. Whether you’re marketing in New York, Los Angeles, or Miami, it’s important to know the cost of living, utility costs, home prices, and other financial data. The more information you can provide, especially regarding costs, the more prospects and potential customers can trust you and your experience in this niche.

Once you’ve done your research and fully understand your urban market, as well as your customers’ wants and needs, it’s time to show off your knowledge. Whether you include information in your listing descriptions or post about your market (lifestyle features, parks, restaurants, school districts, etc.) on social media, potential customers and prospects will see that you are the local expert and will want to work with you. on another agent or brokerage.

Showcase your urban niche knowledge through marketing

When it comes to social media, your options for showcasing your niche are essentially endless. Most cities and urban areas have plenty of amenities, which can be an incentive to buy a home in the area. Shed light on local businesses, from grocery stores and salons to home improvement stores and commercial businesses such as electricians, landscapers and more. Not only will this provide the necessary information for prospects looking to move to the area, but it will also showcase your business connections, your knowledge of the area, and the businesses residents rely on.

If there are any local events, especially ones that give back to the community, be sure to post them on your social media. If possible, consider sponsoring these events, especially if it’s a niche market you’re already an expert in or looking to break into. If, for example, you serve families in your urban market, highlight school districts and/or other educational options, as well as family activities in the area. If your audience is mostly made up of young, single shoppers, highlight neighborhood restaurants and businesses. If you have clients who have pets, such as dogs, highlight local dog parks and area groomers. The more you know and the more you can help prospects envision a lifestyle in the area they’re considering moving to, the more clients will depend on you as a local expert.

In addition to presenting the entire area and market, it is important for your urban niche to understand market data, especially the cost of living. Of course, every real estate agent should have knowledge of the market, but when focusing on a niche, especially one that covers a larger landscape, remember that you have to be the expert. Compare home and rental costs in the area to determine prices so you can then educate customers. Explore the common and diverse concerns, circumstances, objections, sensitivities and tendencies of other shoppers in the area. The ability to meet your prospects and customer needs will play even more into this niche.


Urban markets are growing rapidly across the country. Although the pandemic has driven out some of the towns, many have stayed, and even more are returning to these markets. In order to stand out in the ocean of competition in these urban markets, it is vital for agents and brokers to bring something extra to the table. Retaining this urban niche will not only help you win new leads and customers, but it will also help you and your business grow and explode as you go. the urban and urban market expert. Check out some examples of social media posts below to inspire your urban niche marketing efforts!