THE CATERER WHO WANTS TO SELL EVERYTHING

Once upon a time, an ex-banker left finance and built a catering business.

He was a go-getter. Filipino food? Sure. Chinese? Italian? Japanese? Whatever the client wanted, he would find a way to serve it.

Then one day, his son came home from marketing class with an idea:

“Why don’t you specialize? Offer fewer things so people will remember you for something.”

The father disagreed.

Why limit the business when you can cater to more clients, more occasions, and more tastes?

So who was right?

Probably both—but from a marketing standpoint, the son had a point.

Trying to be everything to everyone can make a business harder to remember.

Some of the strongest brands became famous by owning a very clear space in the customer’s mind.

Rolex = luxury watches.

Bench = basic affordable apparel.

Jollibee = Chickenjoy.

They may eventually sell variations, but their identity remains easy to understand.

Now think about real estate, particularly the PRE-SELLING market.

Independent brokers can technically sell almost anything: socialized housing, mid-market condos, luxury residences, offices, lots, projects in different cities, and developments from dozens of developers.

That sounds like an advantage.

But it can also become information overload—not only for the broker, but for the buyer.

You cannot realistically know every project, neighborhood, and construction updates equally well. Even keeping up with construction updates and price lists takes time.

So maybe the better strategy isn't to sell everything.

Maybe it's to become known for something.

One developer. One location. One market segment. One property type. You choose.

Become so knowledgeable in that space that when people think of that particular market, they think of you.