Brasília's real estate market is vast and diverse, offering opportunities across various segments. A strategy that is still rarely adopted, despite being well-established, is the work of a real estate agent specializing in specific niches. A notable example is the segment of houses in Lago Norte. In this article, I will share the advantages and importance of this approach for buyers and sellers, and why I chose Lago Norte.
If you have ever been served by a generalist agent or real estate agency, you may have experienced the following situation: the agent assisting you, often on shift, is not the original listing agent of the property that caught your attention and knows little about it. To offer some options, they search the agency's portfolio for similar properties and, when they don't have suitable options, they look to the market along with other agencies. The most diligent and proactive agents often manage to find the ideal property, but with the involvement of two or three other parties, which isn’t always straightforward. I have lived through this many times and know how demanding it can be. Many times, I lost clients because, while I was assisting them, usually other agents were too, and luck ended up playing a role in some cases—this when the client doesn’t give up in frustration.
It is very different when the agent specializes in a niche and, if working alongside an agency, the agency applies the same strategy. This is my case with 61 Imóveis. Segmenting agents organizes the entire acquisition, service, and sale process. Once I define a focused area of operation, I gradually cover that niche more deeply, having many options within it in my portfolio. So, when a client arrives interested in a house in Lago Norte, I have 20 to offer! This increases the conversion rate and shortens the selling time. This is excellent for the seller and for the buyer as well, because the buyer only needs me as their consultant and doesn’t need to seek out other professionals. When it comes to purchasing houses in Lago Norte, this is especially important, since the harmony between the family and me translates into a more precise and efficient search.
When a consultant specializes in a niche, such as houses in W3 Sul, three-bedroom apartments in Asa Norte, or gated homes in Jardim Botânico, they develop in-depth knowledge of the area that a generalist agent rarely, if ever, manages to acquire. I say this because it would require decades, and over those decades the market changes so much that there wouldn't be enough time (or rather, leg) to thoroughly cover multiple markets. This knowledge basically transforms the agent into a consultant.
Specialized Agent = Consultant
Working in a specific niche allows for building a solid and focused network of contacts. Moreover, over time, the consultant can establish relationships with other professionals in the field, such as interior designers, builders, and service providers, who add value to the buying and selling process. In the labor shortage crisis we are experiencing—especially for home-related services—good contacts are invaluable.
The luxury market often involves clients who expect personalized and discreet service. As an architect and someone familiar with human psychology, I can offer a more attentive and tailored service to each client’s needs, building a trusting relationship. This relationship is crucial, since purchasing a property worth 2, 3, or more million reais is a significant investment for every family I serve.
Everything starts with the proper evaluation of houses, which requires a careful eye on the particularities of each property, such as finishes, renovation potential, overall structural condition, and architectural value. Agents who know their niche well can position properties strategically, setting prices that reflect their true market value. The marketing strategy I apply is also differentiated and highly efficient! I work with professional photos, high-quality videos, and architectural projects. All of this aims to avoid properties sitting on the market for years, which devalues not only the property itself but also others in the neighborhood.
The work of a niche real estate consultant, such as with luxury homes, brings numerous benefits to both the professional and the clients. I chose to work in Lago Norte because it is where I spent my childhood and youth—and I love it! Also, through my career as an architect, I have realized how much a careful eye can help find the ideal property!
