Section 2: The Magic of Local Influence
As a real estate agent and marketer, who do you think is your biggest competitor? If you said something like Zillow or Realtor.com, I have some good news and bad news for you. The bad news is that as a small business you can’t hope to compete with those guys, as they pour millions into search engine optimization each year for major cities. Why would you want to compete with them anyway?
And that’s the good news—you don’t have to. In fact, the “secret sauce” of the Blueprint is targeting “hyperlocal” communities instead of larger areas; focusing all your efforts on a small area such as Coconut Grove instead of Miami or Sherwood Forest instead of Detroit. In this next section, we’re going to be learning about the powers of hyperlocal marketing, and taking the first steps toward being the ambassador of your chosen community.
Let’s start with an introduction to hyperlocal marketing—what it is, how it’s different, and why that matters to you. In addition, let’s decide what location you want to direct your marketing efforts. After all, the community you choose to market toward will be the basis of your brand and business.
Getting to Know Your Neighborhood
Although hyperlocal marketing can make you incrementally more successful, it is important to remember that it is only effective when done by agents who have a deep understanding of the local area they are serving. Let’s look at ways to attain that understanding.
Engaging with your Community
Once you’re familiar with your turf, take action! In the Blueprint we will learning how to market you Real Estate agency through local relevance, but atop of that, in certainly helps to get involved in the community itself. The more integrated you are as a person in the day-to-day events of the neighborhood, the more likely your neighbors will be to put a name to a face and distinguish you from the crowd.
Creating a Community Website
At this point you should have decided on a community and considered its strengths: How its residents relate to you as potential customers, the different resources it offers you as well as its locals, and the different ways you can get involved in its continuous development. Now it’s time to take the first step toward becoming a local influencer. In this section, we will create a central resource which centers around your business and its relationship to the community.