Local Marketing For Realtors – Becoming The Neighborhood Expert

Local Marketing For Realtors - Becoming The Neighborhood ExpertSo glad I got this reader question as it prompted me to think about the ways that Realtors can use their local marketing efforts to start becoming the neighborhood expert.

“My main focus is selling residential Real Estate in Adelaide, South Australia. So I’m always on the lookout for how to getter in front of more ‘local’ people.” Eriks from South Australia

So first off I think we should talk about what doing local Realtor marketing is trying to accomplish. By nature if you are marketing to a subdivision or community, you are targeting sellers, right? Buyers may float around between subdivisions until they are ready to buy (more about that later), but sellers are always selling in the same subdivision.

Additionally, this is a little different than real estate farming, which is when you target one subdivision and go deep on it. In that process you use all of your efforts on just one community, rather than focusing on a local geographic area like your town or even a part of your town.

Not Your Grandma’s Real Estate Marketing Plan

Admit it…when you saw neighborhood expert you had just a flash of that big haired agent in the area who used to buy up all the bus benches and put her name and picture on them! This is so not what I am talking about when considering how to be an “expert” in an area.

Instead, this is how to comprehensively be “everywhere” when someone is looking to sell their home. THAT is the agent who has a great chance of being called for a “come list me”.

Technology Based Suggestions

Let’s start with technology based suggestions. Imagine a world where a home seller heads over to Google to find a Realtor to list their home and they get the “normal” page that has a couple of the big name links like HomeFinder and Trulia, but there is another player there dominating with her website, a video and a Google+ link. That is not a pipe dream and it is easy to do!

First off, pick a subdivision a week. Don’t get all fancy and try to figure out the ones that have high turnover or anything like that, we are going wide and shallow here, not spending a huge amount of time or money on any one area.

Second, start creating assets for this subdivision including:

  • A video posted on YouTube (this will be included in the next step) – here is a great example of a condo complex video, The Sage in St. Petersburg
  • A blog post that has the video, and neighborhood information and data (this one is a great example of one that ranks on the first page of Google for a neighborhood here in Colorado, click here)
  • A Google Plus posting of both the video and the blog post with two different sets of keywords – so Westminster CO Real Estate – Stratford Lakes AND Stratford Lakes Real Estate, Denver CO

At this point, you should at least make some kind of impression on Google with all your bits about the neighborhood. Don’t forget to share all your assets on your social properties like Pinterest, Twitter and Facebook too.

The cost for a bus bench per year costs between $100-500 per bench and the second you stop paying, your picture goes away. If you are making a subdivision a week in this way, you will have 52 grand assets at the end of the year that you own and can use to market for customers.

Bonus Asset : If anyone is a great (and fast) writer on your team, it might be nice to have a “Guide To” for each subdivision. While it might have been a nightmare in the past using your database to do this, using a tool like LeadPages makes the whole thing much easier!

A Note About Buyers : If a buyer is searching for information about a particular subdivision there is a good chance that they are ready to buy there. Now, some of them may have agents, but some of them will not and you can scoop them up in your subdivision net!

Direct Mail Suggestions

Once you have your subdivisions picked out, start sending them mail. Because we are targeting LOTS of sellers with this exercise, we want to get your information in the hands of as many homeowners as possible so I suggest using Every Door Direct from the post office.

For just $.17 per piece, you can send a postcard, letter or flyer to every home on a mail carrier route. I suggest rotating your subdivisions so they get at least two pieces of mail from you a year.

Remember, this tactic is about quantity not quality so just make sure your creatives are good enough or funny enough for someone to stick them on their fridge and call you later!

In Person Suggestions

So now you have yourself planted all over the internet for your subdivisions and you are rocking your mailings into the subdivisions….what’s next? Now you have to show your face there!

Start doing open houses, even if you think no one will ever show up. Put your face on your open house signs and car stickers and start showing up in one of their neighborhoods weekly.

Find out if they have neighborhood garage sales or party nights and start attending those. Anytime you can “meet” someone who lives in your subdivisions, do so!

If you are super bold, door-knock your neighborhoods. Ask everyone if they know anyone who wants to sell their home. It is amazing what shaking someone’s hand and looking them in the eye will do for your business.

Mix Them Up!

So which should you do? If you ask me, all of them. It doesn’t make sense to go door knocking if you know nothing about the neighborhood or just mail into it hoping that someone will notice. Instead focus on getting as many neighborhoods to love you as possible!

According to NAR, 39% of sellers who used a real estate agent found their agents through a referral by friends or family, and 25% used the agent they previously worked with to buy or sell a home, meaning that only 36% of the remaining sellers are out there for you to get. You are going to have to make a determined effort to be sure that you are the one they call to “come list me”.

Well there you have it…my best tips on becoming a neighborhood expert in the modern era without park benches! Local marketing for Realtors has come a long way and it’s about time you grabbed a piece of the action!

Watch Out Great Marketing Tools and Resources Ahead


Blog Post :: Local Marketing For Realtors - Becoming The Neighborhood Expert

Niche Marketing – Real Estate Farming

Niche Marketing - Real Estate FarmingHow to do real estate farming in a niche marketing way. Learn the internet marketing way to increase your farming leads and dominate your area.

In a previous post, Real Estate Marketing To A Farm Area, I talked about how to pick a real estate farm area, some marketing tips and what not to do. Today we are going to get more in depth and less “realtory” about it all focusing on the internet marketing aspect of real estate farming!

Too often we treat realtor marketing like it is in a class all to itself. That is just not true. Real estate marketing is just like every other marketing on the planet and is in some ways much easier than other types of marketing.

Local Marketing

Let’s start with what real estate farming is. It is picking a geographic location that you are going to market to. This includes an area like a city or town, a neighborhood or even a subdivision.

The smaller the area that you pick, the easier it is to dominate it in the search engines and the more “real” leads you will get. Think about it, someone who is searching for “Denver real estate” is casting a pretty wide net, someone looking for the “Cherry Creek real estate area” is getting more refined and if they are searching for a subdivision in that area they are probably pretty close to buying or selling sometime soon!

Picking A Real Estate Niche

Niche marketing in the internet world is about choosing a small-ish target and then focusing all of your energies on that target. One of mine is “realtor marketing” so I write posts like this that will rank well in the search engines AND be helpful to Realtors. That distinction is super important. If you are just picking a niche and then not producing great content that people doing those searches will want to actually consume, you are wasting their time.

So how should you pick your niche? There are a couple of ways that work well:

  1. Pick an area that you like. This one seems random but might be the most brilliant way. Niche marketing means that you will be spending a lot of time making videos, doing open houses and focusing on an area and if you LOVE being there it will feel like play instead of working.
  2. Pick a high turnover area. The highest turnover areas tend to be the ones that are in the median price ranges that are attractive to move up or first time buyers. Only you will know these “hot” areas where the homes sell often and you can generate a lot of sales and buyers.
  3. Pick a high cost area. Farming for luxury homes is a fun and profitable prospect. You don’t have to sell hundreds of these homes to make a high income and once you have dominated these kinds of keywords and social sites, you are in the drivers seat for generating high cost, high quality leads.
  4. Other. There are a million ways to choose your niche. You could pick working with only sellers in a geographic area, only first time homebuyers, just veterans, commercial or a million other criteria. Whatever you choose, you have to make sure you do enough local marketing to dominate that market.

Keyword Selection

In our post 100 Great SEO Keywords for Realtors, we break down the keywords that people use for searching real estate terms, but that is just half of the equation. The other half is knowing what the local terms are that people are using for searching.

For example, here in Denver a lot of the agents are using “Front Range” in their marketing which is a term that describes all of the cities along the Eastern side of the Rocky Mountains. It is a local term and seems like it would be great for covering a wide area. Unfortunately there are only 30 searches per month for “front range real estate” which is definitely not enough to target as a niche. “Denver Real Estate” has over 8,000 and “Cherry Creek Real Estate” has 320 (still not great but 10 times more than front range real estate!)

Dominating A Real Estate Keyword Or Ten

I am a firm believer in picking three keywords to target at the start. You should definitely have a big one would be a stretch to reach (like Denver Real Estate), then a couple like “Cherry Creek Realtors” or “Wash Park Homes For Sale”. But real estate is super cool in that you can target tens or even hundreds of keywords easily just by taking videos and pictures as you drive around on your listing appointments or buyer showings.

This video about “Stratford Lakes” Real Estate has had over 400 views. While it is a pretty basic attempt, it has resulted in closed buyer business and has established Tena as a keyword holder for that subdivision.

This video has given Deb a foothold in the St. Petersburg, FL area and has resulted in at least two closed deals that we know about.

As you can see, these are just 41 and 33 seconds each. I think anyone has to agree that taking 33 seconds to make something that could earn thousands of dollars of commissions is a high quality use of time!

Keyword Tracking

Once you pick a keyword or three, you will want to start tracking your rankings for that keyword and see how you are are fairing in the search engines. We recommend a couple of different ways to do this:

Google Webmaster Tools – This is a great way to find out what you already rank for and can target how to rank even better for key terms.

Proranktracker.com
– A really neat site for seeing your current rankings for targeted keywords. They will send a daily email about how your keywords are ranking.

Social Media Marketing

So we have hit on keywords for your website (which you can use for your videos also). Now let’s take a quick peek at social media and the similar and different ways that you can target your keywords to maximize your efforts.

Google+ – Some of the results that appear in the “real” Google Search Engine come from posts on Google+. You can use your same keywords in those posts that you are using in your website.

Hashtags – Start checking out Google+, Twitter and Pinterest to see which keywords match your real estate marketing niche. To give you an idea, there is a #denver #realestate and #cherrycreek hashtag. Now, this will probably work less effectively for subdivisions but is still well worth figuring out. I love using hashtagify.me for finding new and relevant hashtags.

Top Realtors – If you would like a customized real estate farming strategy for your team to implement, give me a call today to find out more! 727-415-9165

We Wrote The Book On Marketing To A Farm!

Real Estate Marketing To A Farm EbookHow To Find, Grow & Reap The Benefits of a Geographic Farm…Find out tips and strategies to cultivate a successful real estate farm area. While researching for this title, we were surprised to discover how little real information there is out there about how to farm a neighborhood.

Included Topics:

  • What Is A Farm, Choosing a Farm & Farming For Sellers
  • Newsletters, Postcards, & Brochure Boxes
  • Website, Video, Email, & Social Media
  • Open Houses & Door Knocking
  • Creative Farming Ideas

Looking to take your real estate marketing to the next level? Start here