You should always be thinking about niche markets and how to reach out to those hard-to-get customers. Let's face it, sometimes you just need to be able to adapt and change your strategies in order to get those clients and keep business moving!
There are countless market segments that upon closer inspection are full of people that are dying to buy a home but are simply at a loss. "Homeworks," a creation of Realty Executives, helps teachers and other professionals in the world of education that have had difficulty obtaining a home to, well, obtain homes.
Think about localized marketing. It's important to understand your potential client, or your demographic, and to market your services to them directly. If you're aiming at a specific sect of the population in Southern California it's essential to understand where they live and to place ads in local newspapers and on local billboards. If you're going specifically for the Latino population then you must make an effort to be bilingual and incorporate some Spanish into your ads.
Technology plays a big part now and people are using the internet more these days as a tool to find affordable housing. With fully immersive, three dimensional tours a potential buyer can see a house before even stepping one foot outside their own. Providing a shopping experience that is simple and convenient helps a potential buyer feel empowered and unpressured.
At the end of the day, necessity is the mother of invention and you must understand your own demographic enough to formulate your own strategies. Go ahead, reach out.