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Agent Change Series: Enhancing Your Competitive Edge through Your Unique Value Proposition · The Real Estate Agent Playbook

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What's up guys today, we're gonna throw you a curveball in the agent change
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series I am bringing on taryn king my business partner in my organization
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the wolfpack who is one of the Best niche coaches there is out there.
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We're going to talk about building your value stack She's actually going to be
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on the next two videos In this agent change series and I can't wait for her
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to share her expertise She has built one of the best niches I have ever seen
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She is a marketing genius and I can't wait to share her with you So in this
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first video, we're going to talk about understanding a value stack and the
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need for it We're going to dive into the components of a value stack that you
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need to dial in and kind of maybe how to choose Some of them and then we're going
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to talk about enhancing your value stack and to differentiate As we move forward
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As you guys know, Buyer's Agent to Listing Agent in 30 days is getting close
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to release, so comment webinar below.
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If you don't know what that looks like, we are going to give you a
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tactical strategy in a free webinar in order to progress your business from
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a Buyer's Agent to a Listing Agent.
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If the industry doesn't change and we don't have all this stuff coming down from
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the commission lawsuits, that's great.
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You still need to list to last as the industry has said for a long time.
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So without further ado, let's bring Taryn on here.
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I am so excited to share her information with you.
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I will put her calendar link in the description of this video.
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So let's go.
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All right, guys, we have Taryn King.
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As mentioned, Taryn, welcome to the Real Estate Agent Playbook.
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How are you doing today?
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Lovely.
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Lovely.
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Excited to be here.
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Thank you.
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Perfect.
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So yeah, we're going to, as discussed, we're going to dive into all things,
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value stack, specialization over the next two videos on the agent change
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series, and Taryn has a unique value that she's brought, she's been able
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to find a specific niche, which.
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And, you know, all reality, she was kind of born to, to be in.
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So tell us a little bit about kind of your journey and how you got
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to where you're at today with your niche specific branding and such.
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So, yes, horse was my first word.
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You are correct.
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Although I never anticipated selling horse properties and that is after 10
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years in this industry, that's all I do.
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And I love it.
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It's definitely what I was made to do, but it was a journey getting here and it
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was a, Journey of trial and error, in the residential space and the struggles
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and trying to figure out where do I stand?
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How do I do this?
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And why am I doing it?
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Until I finally gave myself permission to dive into my passions and who I
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naturally gravitate towards and the properties that I naturally love.
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And at this point we have, we've had Horse and hearth is a massive kind of brand
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in itself out here and it's both it's geared towards horse properties But it's
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also a lot more than that And I think that's kind of the beauty of what you can
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do in the niche in the niche world once you get into it Yeah, that's awesome.
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And so Especially with our current climate, with a lot
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of things changing and so on.
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I know we've had a ton of conversations, the word, you know, unique value
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proposition kind of is, is tossed around or value add, I use value stack.
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So let's kind of, you know, dive into that and understanding, the power of.
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A specific niche value add or stack, so to speak, what's that kind of look
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like and can you give us a little bit of a definition of where you saw that
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and what you kind of grabbed on to and, and, are now advertising to the masses.
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It started with wanting to show horse properties the way that
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horse people want to see them.
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Which is the barn first, and so Horse and Hearth truly, I remember the day I
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told some friends, you know, I got this idea for a blog, where I'm gonna just
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regurgitate listings, essentially, and show the barn first, and it's really funny
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to think back on that now, probably seven years ago, when I came up with that idea
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and what it has grown into, and I think that, When you talk about your sphere and
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kind of the community building, that is what I actually ended up doing without
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knowing what that I was doing that.
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And now looking back I can say that, but it's something that, you know, horses,
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houses, and houses for horses, that was kind of where it started, right?
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And it became Everything I do was somewhere in that sphere, whether it
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was happy hours at Barnes or going to horse expos and bringing along foster
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puppies and saying every, you know, good farm deserves a good farm dog.
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We also have our, our website is at this point turned into the Yelp for the
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Colorado horse industry essentially.
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So it's a vendor database of over 2, 500.
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Equine related business listings there.
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And then our, our social media, all we do is just, we post horse properties.
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We give horse people what they want to see, which is pictures of the barn
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and our organic reach is massive.
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And that's where most of my business comes from.
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Absolutely.
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It started with Facebook and now after joining the Wolfpack, it's all
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YouTube, TikTok, Instagram, we're all over the place, but it's, it's all been
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organic and it's, it's pretty crazy.
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Yeah, and I think allowing yourself to just immerse yourself in exactly
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what you already do on the day to day is Absolutely massive, right?
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I know you enjoy doing the broker tours and all that So, you know obviously
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from the real estate perspective the components of your value stack, right?
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Because that's kind of the hot topic.
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That's the hot idea And you said something to me recently about
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how your conversations within this commission lawsuit and whether
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it changes and not changes.
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We don't need to talk about that.
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But you said something really specific regarding, well, you're
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already offering that value to the horse property specifically,
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horse community specifically.
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So talk a little bit about that and how those conversations will lead once
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you are, you know, niche down and have, you know, niche specific value to add.
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So I, when I read kind of what's going on or kind of geared into what's going
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on, my initial reaction was awesome.
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It's exciting.
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This is change.
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And I wasn't concerned because I know the value that I bring to my clients.
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And why wouldn't you want to walk into a listing appointment with a
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listing agreement already signed?
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And I've never met these people, but that's often the case.
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And it's because we have positioned ourselves to be.
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So valuable to what they need, you know, these certain types of
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properties, they need to be presented in a certain light and they need to
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be presented to the right communities.
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And that goes across the board for whatever niche you're going to get into.
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And so with us, we do have such a big following.
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We have an email list of over 2000 force property buyers.
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And so then our sellers see that marketing and they know that
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there's really no other pot.
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There's no other potential for them.
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They really don't want to go with another agent.
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We know the verbiage, the lingo.
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That is everything related to these properties.
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We also have the vendors that can help these people, you know, whether
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it's on the buy side or the sell side, if it takes, getting your arena hype
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today, I have an arena guy out at one of our listings, cleaning up the
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arena to make sure that it's presented properly and then on the, backside
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on the buy side, we have lawyers and boarding contracts and agreements that
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if you want to buy a boarding property or boarding facility, we're going to
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support you in that entire journey, not just sell you a property, close that
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to cash that check and call it good.
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And that I think has been the whole ecosystem that develops naturally when
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you dive into what you love and also what you can like, enjoy helping people do.
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Right?
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And so we can enjoy, we can enjoy what we're doing and really provide value
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to both the buyers and the sellers that a lot of other agents can't.
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It's just not their world.
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And it's the world I live in.
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It's the world I grew up in.
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I have five horses on my ranch ten minutes from here.
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I had a horse rescue, that I started in Colorado.
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And so that was very much who I am as a person.
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And that transferred over to business once I allowed it to.
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And start and stop trying to struggle a struggle in the residential space
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Yeah, and I think that's a really key point in this all is that you
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said you have attorneys You said you have people that are arena specific.
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So you're You're not doing all of this work.
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It's not like you are everything horse.
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You just created the community and built a team in order to call people in.
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And, you know, I know when we first started, you know, talking and such,
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you were pulling weeds and stuff.
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So I'm so happy to hear that someone else is cleaning arena, right?
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But, the value stack is there, right?
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And even if it's.
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Just building a community and getting people that will be needed at step A
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through Z on board as, you know, potential referrals and such gives you the power of
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really building that entire sphere out and I'm sure that people, you know, besides
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yourself have helped grow that over 2000 person database, not to mention buyer's
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agency is a little bit sketchy, at this point, but, The ability for you to plug
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people in to a resource where they're going to see horse properties, where
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they're going to maybe have some of that buyer agency, you know, legwork out of the
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way, because horse people are going to buy horse properties if they can afford it.
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They're also not going to be first time home buyers, so they might
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have, have a little bit of, of leg up there, but the ability to
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pull people into that community.
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Not only leverage it as an opportunity for people to be connected to.
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Any part of the industry that's needed, but also going into a listing appointment
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saying, okay, here's the deal, right?
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The future of the MLS is up in the air right now, right?
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And so if you provide a database and data, right?
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To these people.
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And you say, okay, here's the deal.
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Like we're going to list this.
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We're going to make it pretty.
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We're going to take pictures.
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We're going to put it on the website, that website very well may become,
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you know, the, the Colorado, at least specific MLS for horse properties,
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you know, MLS is probably not the right term to use is if that's, that's
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what we can't use, but really cool how you've kind of built that up.
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Knowing.
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And so those conversations on the buy side and the sell side look a lot
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easier because you've niched down.
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So let's move a little bit away from the horse stuff and talk a little bit about,
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you know, how someone can find that piece.
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Obviously the horse properties, especially in Colorado are of high
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value, but there isn't a ton, right?
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You're not going to sell 200 horse properties in Colorado.
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And so, Talk a little bit about what people can do to kind
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of find that specific niche.
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And if there's any like guidelines you have to kind of draw into one, because
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the last thing we need to do is spend a lot of time building a niche that's,
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you know, dying or not lucrative.
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So talk a little bit about that and, and some, some ideas you would have for
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maybe a different niche or how, how you would build it if it was, you know, a
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golfer or a, you know, a professional.
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I wish I had more time because I have so many ideas for so many
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different ages that could work.
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And I think the biggest thing is be true to who you are because
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you have to love what you do.
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And so whether it's, I mean, I've talked to people about, you know, If you're a dog
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lover, you can absolutely build a niche around dog properties, whether they're
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within walking distance to a dog park.
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Maybe they have nowadays, we have a lot of, like dog washes
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in your house, in your kitchen.
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I have one in my kitchen cause farm dogs, golf.
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My husband's a big golfer, whether you are fishers.
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You know, if you're a mountain person, or if you really enjoy
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fishing, can you find properties that are within distance or have some
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kind of stream or waterway on them?
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And those are kind of the more unique ones, but then there's
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all the traditional, okay, are you going to go into luxury?
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Are you going to work with investors?
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Are you going to work with first time homebuyers?
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Like, that Every single one of those is also a niche and it's
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absolutely something that you can build an entire ecosystem around.
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I like the fun ones.
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I think the kind of more unique you can be and how true you can be and authentic
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to yourself, whether that's homesteading and regenerative, regenerative properties.
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Or homeschooling, you know, even talk to somebody about building out.
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Here's properties and houses that have a place that you could really
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develop a homeschool and have space to homeschool your five kids, you
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know, cause that's not every property.
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There's whatever you are into, you can build a niche around that.
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But I think that is the key aspect is you have to be into it.
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You know, there's a lot of people who want to get into luxury.
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Or I've seen a lot of people who want to get into the farm and ranch space
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too, but they don't live the lifestyle.
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They don't talk the talk.
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They don't walk the walk.
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And that comes across very quickly.
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And then you're just wasting your time at that point.
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Right.
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And then it comes in, especially when some of more of those
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general ones that you mentioned, first time homebuyers and so on.
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I think even more, it's about building that team out, right?
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Building the team out for what's going to come up.
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Maybe it's not boarding attorneys, maybe it's, you know, somebody to help you
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learn how to maintain your house or, you know, that kind of stuff, especially first
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time homebuyers, there might be some work done, so contractors and designers and,
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and those kind of people, and obviously if there's a recreational interest, as
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far as that goes, it's a lot more fun.
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But you know, not everyone has, has, not everyone's that, that way.
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So that's really cool.
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So let's talk a little bit about differentiation, right?
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There's a lot of people that want to be in the horse industry.
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There's a lot of people that have tried horse property websites and so on.
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So talk a little bit about the importance of differentiating when you get into said
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niche and maybe a few things that you've pulled on that have, You know, maybe been
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a crazy idea, but it's really, you know, elevated your, your, I think that, you
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know, one of the things is really the entrepreneurial mindset and that's kind
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of also how I've always been as well.
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I see this as a problem and how do I create a solution?
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And so that can Be across the board and for even, you know, the way I started
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the blog was I saw a problem where these properties were not presented the way
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that the consumer wanted to see them.
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And so in creating that solution, this whole brand started to develop
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and things like with horse and hearth specifically, you know, we have a
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massive kind of tension out here in Colorado between the, what his rural.
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Colorado, very kind of heritage of Colorado, cowboy town, if you will,
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and what is massive development happening really quickly in real time.
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And so there's a lot of tension between that.
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And that's something that I didn't really intend on Going down that path,
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but now I am creating and connecting with, equine professionals across the
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country who are experiencing the same thing because there's this tension.
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There's this problem.
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So how do we create a solution?
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And so I think that is where you start to differentiate yourself is whatever
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properties, whatever niche you're into.
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What do those people need?
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What are they struggling with?
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And how do I create a solution for that problem?
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And then dive into that, and that's going to set you apart.
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I think branding is a really big part of it.
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You have to brand yourself.
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And even down to the colors that I, Actually, I'm like wearing the colors
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of my brand right now, which is like literally something that you embody.
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And so it was also a green and gold.
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It's kind of a very equine focused brand or colors.
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And so you're gonna set yourself apart by those little things that you're going
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to do, but then those bigger projects.
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Are what will put you apart in the marketplace, and something like when
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we, we are such a word of mouth referral business right now, which I didn't
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realize, until this year, but it's because when somebody calls, they know
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that they're going to, like, I have a lot of, relocation clients right now,
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relocation buyers, and they know that when they call us, they're going to have
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somebody guide them through the process of purchasing a horse property out here.
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Okay.
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But they're also going to have somebody and get them involved
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in the community out here.
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And so, again, it comes back to that community building.
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And I think that any good realtor is a community builder.
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And I think that when you can differentiate yourself within that,
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and set yourself apart in your community, it's That is the kind
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of the secret sauce there for sure.
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Yeah, I think a lot of people are like niching down and they're,
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you know, spend so much time on their logos and all the things.
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When you get into a niche and you're in the right place, obviously, like, you
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know, one of the first things you said to me when we first met was your passion
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to make sure that horse properties don't.
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Disappear, right?
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That's, that's kind of two headed at this point, right?
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With the development and the money that's being thrown out, especially
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as, as, the Denver metro area expands here, but it's happening everywhere,
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when you can sell a property for.
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You know, X million of dollars because you have the space and you could have
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10 horses out there or you could put 100 houses on it You know, that's
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that's where the money comes in and you have these big corporations
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that are buying these developers And so there is a good fight, right?
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Even even when you're in it and so I think that that's, that's the
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thing is not just sitting back.
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Like I've talked to a lot of people who are horse industry, horse, you know,
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kind of realtors, so to speak, whether they have a horse on their business card
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with the right here, you know, the cool headshot, or they actually are in it,
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I think that that's super important to look at is, okay, how do we maintain
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this and how do you know, that's a huge give back to the horse industry.
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And it's.
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It's absolutely needed.
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So the differentiation is huge.
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We have so many on that same kind of tip is our, so many of our listings
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right now are older, owners who kind of poured their heart and soul into these
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properties and they will come to us knowing that we have a vested interest
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in protecting that property and not just going to convince them to sell to anyone.
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I'm thinking of a listing that we have down South currently, We've
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actually had a couple authors on it.
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We've Had a full price offer on it and the person wanted to turn this
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beautiful 40 acre property into like a construction site and a roofing Storage
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site essentially and the older client that we have she just was going to be
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heartbroken and not only that But I was going to be heartbroken personally as
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well And so it wasn't about the money for her and it wasn't about the money
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for myself It was about this legacy.
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She had built and how do we protect that and there are Plenty of agents out
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there that could have wordsmithed or convinced and, and, you know, told her
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that this is the best thing you've got.
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You know, it's a slow market.
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We've got to go with this.
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And I said, no, I get it.
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We're not going to sell to this person.
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Absolutely not.
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And she trusts me inherently at this point because of that.
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She knows that we are, our heart is in the same place.
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Hers is right.
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And that's, that's key.
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And, you know, you have to have to walk a fine line there especially, but it
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all starts with your core values, right?
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And if you have core values, like any business starts with core values, right?
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We were just talking about, you know, a podcaster and he, he's an entrepreneur.
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He talks a lot about, core values and that's how you start the business
19:28
and you live by the business and you.
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Look at them every decision you make, you know, kind of goes through that and
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that's when those niches and those brands will really take off is when you can
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absolutely, you know, make those decisions and make those calls because you know,
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there, there will be somebody that's a right fit for that property there.
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Absolutely.
19:49
Awesome.
19:50
So, okay, cool.
19:51
Well, let's kind of wrap this one up.
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We'll get to the power specialization and all of those things next, but
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just wanted to, where can people find you first and foremost?
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And if they're interested in booking a call with you, we'll have the
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links and all the horse and hearth links below, but also, you know,
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what kind are you offering and what can we, where can we go from here?
20:12
Yeah, so I love having conversations about building out niches with
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whoever, wherever crazy ideas you have.
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I'm all about it.
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I'm happy to always have a conversation and we're Horse and
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Hearth on Facebook, Horses and Houses CO on most other platforms, and I
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definitely have a Calendly link.
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We'll put that in there.
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Reach out, you know, it's always worth a conversation and I really
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do enjoy, helping other people dive into whatever they are into.
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Absolutely.
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Right.
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And if that means just a conversation and you're, you know, kind of worried
20:39
about where the industry is going or interested in having somebody like
20:43
Taryn in your corner and partnering with her, she does a great job with her
20:46
agents, really trying to dial that in.
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I'm super excited to watch, you know, other niches grow as, as she
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mentioned, she doesn't have a lot of time to build out all of her
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creative niche ideas, because she's so, entrenched in the horse world.
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Taryn, thanks so much for coming on and we'll see you on the next one.
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Thank you.
21:04
Have a good day.
21:06
Wow.
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What an amazing interview.
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First of two videos we just completed with the great Taryn King.
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Check her out on her socials, definitely give her a follow.
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And if you're interested in chatting with her, either about your specific niche
21:20
or moving your business over, to partner with her, please book a call with her and
21:25
as always like comment, subscribe more to come from the agent change series.
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Thank you so much for watching.