Part One: Opportunity Filter & Cost
Opportunity Filter
Many professionals chase anyone with a pulse and a pocketbook, but real success comes from identifying and targeting the right people. Instead of casting a wide net, we believe in focusing on a clear, strategic audience—those who align with our values, needs, and goals.
Clear Filter: Defining Your Ideal Client
To build meaningful business relationships, define the characteristics of the clients you want to attract. What traits do they share? Use keywords to describe them.
Examples:
Hungry – Driven to succeed and willing to work hard.
Humble – Open to learning and growing.
Coachable – Willing to take advice and improve.
Enlightened – Self-aware and eager for knowledge.
Young Hustlers – Energetic, ambitious professionals.
People of Influence – Leaders who inspire and create opportunities.
Opportunity Cost: Protecting Your Most Valuable Resources
Even the most successful individuals struggle with opportunity cost—the time spent on activities that don’t drive business growth.
In this program, we define opportunity cost as the time NOT spent on high-impact, relationship-building activities, especially during business hours. These distractions can also drain your energy and limit your ability to grow.
The two most valuable assets we have are time and energy.
There’s no such thing as "time management"—only self-management and energy management. The key to productivity isn’t doing more; it’s doing what matters most.
The Pareto Principle (80/20 Rule)
The Pareto principle states that 80% of your results come from just 20% of your efforts.
To maximize success:
✅ Spend 80% of your time on the top 20% of clients, prospects, and activities that drive real impact.
❌ Eliminate or minimize the 80% of distractions and low-value tasks.
Exercise: What personality traits or characteristics define the people you WANT to work with? Write them down.
Part Two: Target Markets
What is a Target Market?
A target market is the specific group of consumers or businesses that are most likely to need and buy your product or service. These are the people who will benefit the most from what you offer, making them the ideal focus for your marketing efforts.
Target Market Definition:
A defined group of consumers that a business aims its products or services toward.
Personal Target Market Example:
For my services, an ideal target market includes:
Sales producers in real estate, mortgage, financial services, banking, and title industries.
Broad Target Market Example:
Let’s say I attended a specific university and was active in an organization there. That organization could be a valuable lead source for networking and business opportunities.
Exercise: List your target markets—the industries, organizations, or groups where your ideal clients are most likely found.
Part Three: Market Segments
What is Market Segmentation?
Market segmentation is the process of dividing a broad customer base into smaller, more specific groups based on shared characteristics. This helps businesses tailor their marketing strategies to reach the right people more effectively.
Market Segment Definition:
The practice of categorizing customers into sub-groups based on common traits.
Personal Market Segmentation Example:
For my services, I could segment my market into:
Sales managers, brokers, and business owners in real estate, mortgage, or financial services.
Clients with at least one year of experience in their field.
Broad Market Segmentation Example:
If I played a sport in college, I might focus on former college athletes from my school or rival conferences as a niche market.
Common Market Segment Characteristics:
Market segments are often based on:
Interests & Lifestyle – Hobbies, values, and behaviors.
Age & Gender – Demographics that influence decision-making.
Location – Geographic region or proximity.
Psychographics – Mindset, motivation, and emotional drivers.
Behavioral Traits – Buying patterns, loyalty, and product usage.