Introduction to Hyperlocal Marketing

Hyperlocal marketing is using local knowledge and digital insights to target potential customers. It’s different from local marketing because it can be done only by businesses that have local knowledge.

Hyperlocal marketing is only done by local businesses because they need to have local expertise to be successful. That eliminates any big players (Zillow, Realtor.com, etc.) from the game. This alone is enough reason to focus all our efforts on this specific style of marketing.

For example, imagine a big chain cleaning company that uses the same online ads in every city they serve. They would just change the name of the city in the direct mail or ad copy.

On the other hand, a home cleaning services company that only worked in one town might use phrases or images that only a local would know and understand. This is an example of hyperlocal marketing.

Take a look at the direct mail postcard below.

The template is clear and easy to see. But it could be used by any real estate agent, no matter where they are. There is nothing that tells us that the agent who sent us this example is an expert in their local market.

However, this example shows clear expertise in a specific market.

This agent has included a photo and message that is relevant to the season. They have also included a statistic that shows their local authority. This makes them very memorable to potential clients.

Hyperlocal marketing is a good way to save time and get a better return on investment. It also helps you stop wasting money on marketing to the wrong people.

Here’s how to get started with hyperlocal marketing:

Step 1: decide on your local community by discovering your best prospects.

The first step is to use target marketing to figure out who your local potential customers are. You should identify who to reach out to and choose a community which best supports your target audience.

Targeting a specific type of customer makes your marketing more effective. When you understand your customer better, your marketing will be more personal and relevant to them. Here’s why target marketing will work for you.

  • You can attract more customers if you focus on a specific group of people or market. It is a common misconception that you will lose customers if you do this, but in reality it will help you connect with more potential customers. You want people to not only find your business online, but also want to work with you.
  • You can become known as an expert in an area by talking about it a lot. People will trust you more if they think you know what you’re talking about. When people know you’re an expert, they’ll be more likely to come to you for help with buying or selling a home.
  • Shift your approach from sales to value. Start thinking about your marketing in a different way. Instead of trying to convince people to work with you, try to provide them with information that will help them. This can be done by figuring out who your target customer is and then providing them with content that is helpful to them.
  • You can stand out from the competition by choosing a target marketing strategy. This will help you connect with more specific customers who are looking for what you have to offer.
  • **Simplify Social Media—**a hyperlocal marketing approach will make it easier to figure out what to share. You can target a certain type of person, and then you will have content that is designed for them. This takes the guesswork out of social media, and you will always have something to share.

How to identify your target customer

  • Review your past business. Where has your past business come from? Create a list of your past transactions, then look for patterns in sales. You might be surprised to find out that you already have a target market.
  • Look for opportunities. Some opportunities come from market conditions or what is happening in your community. For example, if there is a lot of new construction in your area, that might be something people are interested in. Or, if a new industry moves into town, that could create jobs and bring in new people who might want to buy or sell a home. Other opportunities might come from being part of a team or brokerage that offers special services and incentives for certain types of buyers and sellers. If you look for them, you’ll find them!
  • Think about what makes you different from other sellers. For example, maybe you are a busy mom with a career. This can help you attract buyers who are also busy moms. You can also think about what you’re interested in and use this to identify buyers who might be interested in your home too. It’s also important to think about the type of customer you want to work with and look for ways to attract them.
  • Do some research before deciding on your target customers. Check market stats, transaction history, and speak with industry peers & leaders to see if there is a real estate demand for your type of customer. Some target customers might be obvious in your market.

You can also use Google to look at what people might search for if they were interested in your product or service. You can also use tools like Google Trends, Google Keyword Planner, and / to help you figure out how popular your target market is. If there are not many people searching for what you’re offering, you might need to rethink your target market. But if there is a lot of competition, make sure that you can still offer something unique that sets you apart.

Step 2: Learn and understand the needs of your prospects.

There are different types of buyers who have different needs. First-time buyers need more help than experienced buyers. Investors want more information than first-time buyers. Most buyers want help with the transaction, understanding documents, and making decisions. Buyers will tend to rely on your expertise.

On the other hand, sellers want to sell their home quickly and for as much money as they can. They also know that they don’t need to rely on their agent as much as in the past. Sellers want marketing, but they know that the Internet has changed how homes are sold. More people these days are wanting to negotiate commissions. They also want to go with the lower cost, but with roughly equal marketing options. This is less true at higher-end property prices, but it is still a consideration.

The customers in your target real estate market may have different needs as well. Some people may be looking for a smaller home, while others may want more square footage. Keep this in mind when you are marketing your real estate business. You should also keep in mind that there are different types of buyers in the market. Some people may be first-time home buyers, while others may be looking to upgrade or downsize.

Whether buying ore selling, here are the skills and qualities of real estate agents that are most important to home buyers and sellers.

  • Honesty and integrity: People want to be able to trust the person selling them a home. People are very careful about buying homes now because of what happened during the housing crisis. People will be more likely to do business with you if you have a good reputation for being honest and trustworthy. Most of your business will come from repeat customers and referrals.
  • Communication: Understanding your real estate clients and their needs is important if you want to be successful. You should get to know your clients and what they are looking for. This will help you provide the best service possible and make them happy. A good reputation is key in this business!
  • Don’t forget other crucial aspects of the agent-customer relationship, such as knowledge of the real estate market and purchase process, responsiveness, and negotiation skills.

Step 3: Decide on the best way to connect with your prospects.

You can connect with your prospects by using multiple techniques. These include being involved in the community, using technology, having a website, hosting events, and posting on social media.

Throughout the Blueprint, we’ll be taking a closer look at ways to connect that yield the best return on investment. Here are a few key ideas, for starters.

Your Sphere of Influence

Your sphere of influence, or SOI, is the most valuable resource. This includes your friends, family, colleagues, agents in different locations, and community business peers. You want all of these people to be brand ambassadors who sing your praises and speak to your hard work. This will generate you real estate client referrals.

Word-of-mouth advertising is one of the most powerful ways to get clients. Make it known on your social media or within your circle that you’re an agent and business will come knocking! Referrals from friends, family members, colleagues – they all have power in spreading good word about your services.

Engaging With Your Community

Your sphere of influence is only so big, but you can keep expanding it by networking. Networking is a good way to get more clients. You can do it in different ways, like going to events or volunteering. But you can also do it by talking to people in everyday situations, like at the gym or in a restaurant.

The best way to prepare for networking is to have a speech ready. This speech should be about 30-60 seconds long. It should highlight what you do as a real estate professional and what makes you successful. When you meet new people, they will probably ask you what you do. Be prepared by practicing your speech so that when they ask, you can share your expertise with them and potentially gain new clients or referrals.

Using Real Estate Software

It is amazing that real estate agents could once keep track of all their clients without using real estate software. Real estate software can be mobile apps or web-based systems and it can be used to get more clients, process transactions, email and market on social media, schedule appointments, and organize leads.

Although it is tempting to try to stay organized by yourself, it will take more time and effort than using real estate software. Learning about real estate software will save you time and make your business easier.

With a Blueprint membership, you can create automated email campaigns that will continuously reach out to your clients and encourage business. We’ll get further in tune with the software you’ll need further on in the Course.

Leveraging Social Media

Just like how you need software to help you in your work, social media is also necessary for real estate. Good real estate agents use social media to stay in touch with their clients, build their brand image, and advertise and market their business. When people see your good qualifications and read about your professional skills, they will start to trust you even before you speak to them about their real estate needs. You will also be able to learn more about them, find common ground, see what’s important to them, and start the process of building a relationship that will continue long after the deal is done.

Using social media is a good way to find potential customers. Look at their LinkedIn or Facebook profile before you call them. If you are connected with them on social media, they will be more likely to remember your business when the opportunity to refer you comes up.

There are many social media platforms that you can use to share your content with people. You can post pictures, videos, or even place ads on these platforms. This is a great way to attract new customers and leads without spending any money upfront (except for the time you invest).

Using a Website to Build an Online Presence

Nine out of ten homebuyers use the internet to find a home. This makes it important for real estate professionals to have a good website. This website should show your listings and your expertise. You can also get leads from your website. For example, if you want to attract seller leads, you could offer them a free home valuation.

You should also have a good explanation of the services you offer on your website. People will want to know what you can do for them before they contact you. Another important thing is testimonials from clients who have worked with you in the past. This will show people that you are good at your job and that they can trust you.

Your website and landing pages are not the only way to get more people to see your real estate business. You can also partner with other professionals for events that attract customers, like first-time homebuying seminars. Offer to write a post for their blog or email newsletter. If they feature your post on their website or email it to their clients, it can help you get more leads. And the more you contribute, the more you’ll be seen as an expert in your niche and location.

Holding Events That Make an Impression

Open houses are a way to get people to see your house. You want to sell the house quickly and for a good price. But you also want to talk to the people who come. This is important because we usually talk to people on the internet. Open houses are one of the few times we can meet someone in person.

Make your open house special by providing food and drink. People will be happy to have something free and they will stay longer, which gives you a chance to talk to them more. Remember that people who come to open houses are not just buyers. Sometimes sellers visit too and they might want to talk to the real estate agent about selling their house.

There are many other ways that you can showcase your skills and knowledge. Selling a home and buying a home are both complex processes. Educating people about the process before they choose your services makes them more likely to work with you. You can hold in-person or virtual events to discuss the common pain points of buying or selling a home. This will help generate leads from people who are interested in buying or selling a home. You can also reach more people by holding events in conjunction with other businesses.

Step 4: Automate your marketing.

Want to achieve your real estate marketing goals in minutes, instead of days? Automating your marketing activities can help you make it happen. By setting up automatic triggers and workflows, you can free up your time to focus on other tasks – and watch your success rate soar.

  • Collect new leads using your website. As your site gets more popular, it will start working to obtain to you more subscribers. This gives you access to their mailbox, which you can fill with brand-new content every week, automatically.
  • Rather than spending time searching for community news and topics to write about, have your website collect this automatically and broadcast it to your users, saving you hours per day of social media work.
  • The best way to utilize your time is by planning ahead and scheduling social media posts for entire weeks in advance. This gives you the freedom, flexibility & charting room that will be needed later on when it comes down doing other necessary tasks or projects instead of constantly being stuck with running out of ideas.

These tasks, and many more, can be done using The Modern Agent Blueprint. We’ll explain how to make automation work for you later on in the Course.

Hyperlocal Marketing is an essential piece of The Modern Agent Blueprint’s formula.

It can be a powerful tool for businesses looking to connect with customers in their area. However, it is important to remember that this type of marketing only works when done by local businesses who have the necessary expertise and knowledge about the area they are serving. Luckily, you have that advantage over your competitors! Let’s continue by learning more about the community you’ve chosen.