How to Find a Niche, Grow a Business, and Live Your Purpose: Tony Farah's Mission

Curb Appeal

Episode Summary
While growing their business, most startup owners try to go broad and attract as many people as possible. But according to many marketing experts, the key is niching down.Therefore, those looking to succeed in the modern-day business world should find an area they can specialize in and build a community around it.

In this episode of Curb Appeal, Tony Farah, the founder of Tony Farah Group, joins our host Rachel Gombosch to discuss his niche. Tony is a real estate agent helping families with special needs buy or sell houses. Tony discusses the process and challenges these families face and how he helps them overcome them.

He also discusses why real estate agents struggle to create a unique selling proposition and shares what he believes helps him fulfill his mission.

''When you put others first — ahead of anything important to you — that will accelerate your success in this business.''

Guest-at-a-Glance

💡 Name: Tony Farah

💡 What he does: Tony is the founder of Tony Farah Group.

💡 Company: Tony Farah Group

💡 Noteworthy: Tony is a real estate agent and author on a mission to help families with special needs buy or sell houses and go through the relocation process as smoothly as possible.

💡 Where to find Tony: LinkedIn, Facebook

Key Insights

⚡We are in this together. Tony's private life influenced his career path and, as he says, it's a question of whether he would be in this niche had his son not been diagnosed with autism. However, his circumstances motivated him to help families in the same situation. And that deep understanding is what makes his selling proposition unique. ''A lot of times, people are reserved. They don't want to talk about their challenges. But it was an opportunity to say, 'Hey, let me share with you how we got here, where we were, and the challenges we've gone along with.'''

⚡I'm not just a realtor; I'm a dad and a part of a family with special needs. The way Tony presented his business to the community proves that there is no one-size-fits-all approach in marketing. ''It started with being a parent. [...] So we had him in a service center for about five years, and then I lost my job. So I was on unemployment benefits, and it was an opportunity to drop him off and pick him up. And I came into the center and said, 'I'd like to overlap with my son.' [...] It was an opportunity for me to say, 'Okay, now I need to follow where my son goes.' So I took the dad approach, and once he moved to elementary school, I joined the board. [...] Having volunteered at these school boards was an opportunity to say, 'Okay, now I need to sponsor their events.' [...] It was a combination of being a dad and being a specialty realtor. And I was able to merge the two to get my name and niche out there in the market.''
⚡My mission is to help families with special needs and serve as a trustworthy realtor to the entire community. According to Tony, the niche he specializes in is 20% of his business, so his client base also includes, as he says, neurotypical clients. ''When I sit down with a neurotypical buyer or seller, I still say what I specialize in, and their minds right away take them to, 'Oh my God! If this guy is so patient and consistent in working with families with special needs — because they're going to require a lot of his time and energy — our process is probably gonna be a breeze.''

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