Mythopoet
Auror
I think approaching it differently because it is fantasy is a mistake, personally.
I don't think so. The fact is that most readers chose to read particular genres (rather than reading anything they come across that seems interesting) because of the specific tropes associated with those genres. This is why genre fiction sells so much better than general fiction, in general. This is why genre exists. Because readers like certain things and they like to be able to easily find the stories that have the sorts of things they like.
Writing an interesting fantasy is very different from writing an interesting romance or an interesting mystery. Fantasy readers read fantasy for a reason. They like the conventions and tropes that are associated with fantasy. A wise author who chooses to write in a certain genre and who wants to market to readers of that genre will study the fundamentals and necessities of that genre, the tropes and conventions that make readers love it, and the expectations that readers tend to have for that genre.
Understanding your audience and developing your craft to appeal to them is a fundamental part of storytelling.