Benefits of a Community Website

We’ve gotten accustomed to and involved in our chosen community; now we need to focus on how to build referrals within it. After all, he most important lead source is a personal recommendation from someone that knows and trusts the agent in question; think about how many more leads this will provide for any given time period! Studies show they conversion rate can be as high at 50%, while others range between 1-2%. There really isn’t anything better than getting strong word of mouth advertising because it doesn’t cost much yet delivers huge results when done right.

Referrals can be hard to come by, however, and it can take years to build them up. So we’ll be taking a shortcut—we’ll build a community website, known as a TownSite, which we’ll then use to cultivate tons of referrals and develop stronger ties to your community.

Let’s take a closer look at what a TownSite is, what it does, and how it can benefit your real estate business.

A TownSite helps real estate professionals find buyers and sellers by providing platform to showcase community news, events, business owners and local influencers.

Since a TownSite automatically showcases local news, coupons, and specials from local stores and restaurants (all automatically populated for you), you will also capture leads from people searching for information about your community.

How is it different?

If you are not sure if starting lead generation is the right decision, that’s understandable. Lead generation for real estate can be expensive and the results are not always guaranteed. The experiences that one agent has in one market may be different than what you experience in your market.

A TownSite is different from other lead generation websites. It’s also different from the website that your Real Estate Broker gave you. With a Townsite, the focus is not on you, but your community. Its content gives viewers a reason to check in on their community again and again. And as they do, you are established as that community’s ambassador.

This means that when someone you know needs to buy or sell a home, they are more likely to go through you first than any other real estate agent. This is because people are more likely to trust referrals, and they usually convert at a rate 10 or 20 times better than leads from the internet.

By paying a flat fee, you can get as many leads and referrals as you want from the interviews you conduct and the connections you make. With a Modern Agent Blueprint membership, which you already have, you have access to all the tools you need to be successful from the moment you join.

When you make connections using your TownSite, it can result in multiple transactions. This is different from other online leads, which may only result in a single sale. You need to think about how much time, money, and effort you put into getting “traditional” online leads. Wouldn’t you want those efforts to contribute to sales over a period of years instead of just one?

After all, If you show your support for local businesses, they will be more likely to refer business to you.

How It Works

Now that you know what a TownSite is, let’s learn about how it works. There are many ways for agents to get referrals, but here are the most important steps for generating leads on this platform.

Step 1: Launch Your Community Platform

Your TownSite is already up and online—our staff created it for you when you started your membership using the resources such as headshots, brokerage information, social media links, and contact information you provided to us. You can view it here.

Your TownSite is already connected to local news and deal sources. This means that you can find out the latest information about events, local happenings, and community developments straight from the home page.

This is a platform that helps you get more business. People can go to this website to see what is happening in their community. They can learn about the businesses in their community and hear from the most important people.

You can use your TownSite to build lifelong relationships with local business owners by doing things like referring each other business and being supportive. These people can become your best sources of referrals and biggest fans.

Step 2: Start Creating Content

Once your TownSite platform is set up, it’s time to start filling it with interviews and spotlights of local businesses and influencers. If you’re not sure how to conduct an interview perfectly, don’t worry- We’ve got plenty of resources to help you out, including this guide. You’ll be able to create content that you can be proud of, and the people you interview will be excited to share it.

Many local businesses are looking for new ways to promote their business. You can help them by conducting video-chat interviews—either on-site, or from the comfort of your own home. Your interview subjects will always remember your outreach and partnership with them.

Step 3: Promote Your Content

Once you have your platform set up and have some great interview content with influential people in your community, it’s time to let other people know about it. Share the content on social media, email it to your subscribers, and share it with anyone who might be interested in learning about the person you interviewed and their place in your community. Encourage your interview subject to share the content as well. The more people who see their spotlight, the better for their business (and yours too!).

We’ll cover what’s necessary for promoting your content later on in the Blueprint, as well as a plethora of ways to automate the process.

Step 4: Follow Up

Once your interview content is live on your hyperlocal platform, it is important to establish a follow-up routine to make sure you can continue to nurture the relationships you have formed and move any referral leads down the sales funnel. There is no one right way to do this, but take a look at some suggestions below.

  • Local influencers and interview subjects are your most important contacts. They are the ones who will continue to send you referrals. Make sure you stay in touch with them by putting a monthly call on your calendar. When it is safe to do so, visit their place of business. Better yet, be a customer! Eat in their restaurant, shop in their store, and make it a point to be a visible and engaged customer.
  • If your influencers send you referral leads, make sure you stay in touch with them. You can do this by emailing them or sending them text messages. This way, they will know you are ready when they are ready to move forward with a purchase or sale.
  • Chances are, people who visit your TownSite to consume your content will reach out to you for more information about the interview or about your real estate services. It’s a good idea to have an automatic response email set up for anyone who fills out one of these forms, and make sure to follow up with a phone call as well.

Why It Makes Sense

Community building is powerful. It is one of the best ways to get people interested in what you are doing. When people feel like they are a part of a community, they are more likely to refer others to what you offer. This is especially true when it comes to finding new places to live.

Additionally, when local businesses do well, it helps your business too. This is because when the community does well, more people will want to do business with you. This method of getting referrals promotes other businesses that are doing well. The people who own those businesses are more likely to send you referrals if they are happy and successful.

What It Needs From You

In order for your TownSite to be popular and successful, you will need to invest a minimum of two hours every week. This time investment can vary depending on how many interviews you conduct. If you want to maximize your results, you should also account for the time needed to follow-up with relationships formed online and the referrals that are sent your way. This could add up to five or six hours each week.

This might seem like a lot at first, but remember how much time you spend on the generation and nurturing of cold internet leads. It may take around 12 or 15 points of contact before a cold lead will start to respond to your messages. A hot referral lead, like the ones you’ll get from TownSites, will likely respond to your first message or two, making the time you spend with these prospects more efficient and more profitable.


Using the tools in The Modern Agent Blueprint, we’ll be taking on an entirely different approach from other online lead generation methods. We’ll be helping businesses form relationships with local influencers so they can find more clients. Using these methods, you’ll be creating connections with people who will be your clients for years to come.