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Go HyperLocal NOW! (Or get left behind)

By
Real Estate Broker/Owner with Tribus Real Estate Technologies

Hyperlocal is the current battlefield for potential clients.  It's being won by the agents that get what people really want when searching for real estate.

I try to do a session explaining this topic at each REBarCamp I attend. (By the way if you get a chance to attend one, I highly recommend it, they are FREE!)  I'm passionate about the subject because I believe it's a way for agents with little to no marketing budget to win at the Google game.

Don't know what hyperlocal means?  Imagine this: How many people search for "homes in Chicago?"  Plenty right?  But consider this, how many more search for phrases such as "homes in {insert small suburb city here}" or "homes in Whispering Woods subdivision?"  Hyperlocal is not just a city but even as small as a subdivision.

The truth is unless you are Zillow, Trulia, or a major brokerage, over the long run you will not be the number one search term for "homes in Chicago."  But as of right now it's fairly easy to win on the subdivision, small city, or zip code level.  What's called in the industry Long Tail Search...

For our St. Louis affiliate, we helped create a site www.STLHomeData.com  It now dominates many search terms involving each zip code for which there is a page.  

A big reason I'm bringing this up is that apparently the big guys have seen this as something they need to move on....  This weekend Coldwell Banker launched their new "On Location" YouTube system.  The idea?  Have localized videos of communities and agents and dominate these smaller areas.  

They realize that people want to see videos of what communities look like, they want to connect with agents in video format to learn more about them before picking up the phone, they want to get info on what they care about.  Anyone can tell you what homes are for sale, how many beds and baths they have, and what the price is.  Few brokerages / agents offer video walkthroughs of homes, a video of a drive through the subidivion, what a walk on the trail behind the home is like, etc.  

 

So the key is get on the local bandwagon now.  Start a hyperlocal blog that covers what's going on in the community - resteraunt openings and reviews, subdivision garage sales, big sales, coupons for local retailers, etc.  Make a website like STLHomeData, offering answers to home related questions in that area.  As you create quality content that people care about and use terms that create SEO for your topic, you'll begin to win the hyperlocal game.  A great way you can do this is to use ActiveRain 's Features such as localism.com You can get to the neighborhood level there.  Just consider what you think you'd want to know about in your subdivision or city and report it.  

 

Blogging or website creation not for you?  Start today at the easiest way to jump into the hyperlocal game: Trulia Voices and Zillow Advice Answer questions posted in your local markets. 

Comments (46)

Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Some great ideas for going hyper local.  This is an idea I've been working on slowly; it sounds like I need to speed it up.

May 05, 2009 04:38 PM
Scott Gephart
The Delta Group brokered by eXp Realty - Medford, OR
The Delta Group brokered by eXp Realty

Great information! I agree that now is the time to apply this strategy before the big boys take over.

May 05, 2009 04:39 PM
JB Brookman
JB Brookman Photography - Franklin, TN
High School Senior Portrait Photographer

Eric- thanks, your post really stirred up my thinking...

May 05, 2009 05:57 PM
Kate Bourland
Marketing with Kate - Redding, CA
Onlilne Marketing Mobile Marketing

wow hyper local has crashed onto the scene so fast.  Of course this is the logical path to take.  Those of us on Active Rain will be on the cutting edge!

May 05, 2009 06:13 PM
John Novak
Keller Williams Realty The Marketplace - Las Vegas, NV
Henderson, Las Vegas and Summerlin Real Estate

I really like how you integrated the Altos Research reports into STLHomeData. This has me thinking about some of the many possiblities for Henderson, and grabbing a larger share of the long tail traffic.

May 05, 2009 06:48 PM
Lanre-"THE REAL ESTATE FARMER" Folayan
Samson Properties - Bowie, MD
I don't make promises.I deliver results.SOLD HOMES

I need to start doing reviews on the neighborhoods that I farm in DC. I am definitely going to be at the REBar Camp to learn more about this. Thanks for sharing. Great post.

May 05, 2009 07:13 PM
Bruce & Mary Smith
Savannah Lakes Homes - McCormick, SC
REALTORS, Savannah Lakes Village McCormick SC

Interesting!  We only work a small area so we must get very local in our advertising!  Thanks!

May 05, 2009 09:59 PM
Maureen McCabe
HER Realtors - Columbus, OH
Columbus Ohio Real Estate

I started my hyperlocal campaign in earnest a couple of months ago with a second outside AR blog and it is working.  I am not a big  fan of the Q and A on Trulia or Zillow. 

May 05, 2009 10:25 PM
William James Walton Sr.
WEICHERT, REALTORS® - Briotti Group - Waterbury, CT
Greater Waterbury Real Estate

Oh, good! Something that I can add to my neighborhood market reports. I'll have to get my camera ready for this!

May 05, 2009 10:33 PM
Richard Byron Smith, NMLS #184479
Mortgage Loan Officer, Fairway Independent Mortgage Corporation NMLS #2289 - Chattanooga, TN
Mortgage Loan Officer

It is a new focus, very short tail. But more folks are accessing everything with searches, and expecting a precise result from the search.

Richard

May 06, 2009 12:03 AM
Russell Lewis
Realty Austin, Austin Texas Real Estate - Austin, TX
Broker,CLHMS,GRI

"win on the subdivision, small city, or zip code level.  What's called in the industry Long Tail Search..."

Thanks for explaining this to me, it's something I am endeavoring to do for my particular areas here in Austin!

May 06, 2009 12:13 AM
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

Oklahoma City has city "limits" that is approximately 650 square miles. Local just aint enough.

May 06, 2009 01:24 AM
Patricia Aulson
BERKSHIRE HATHAWAY HOME SERVICES Verani Realty NH Real Estate - Exeter, NH
Realtor - Portsmouth NH Homes-Hampton NH Homes

Sounds good, I guess I'll have to check this blog out further and learn more about hyper-loca.

Patricia AUlson/Portsmouth NH Real Estate

May 06, 2009 01:54 AM
Andrew Martin
REMAX Accord - San Ramon, CA

As someone else stated above, I'm also not a big fan of Trulia voices. I really think the questions are "fake" or setups to start an big argument.

There are too many questions like "how much is a 4 bedroom house in xxx city?" or "what's a better neighborhood x or y"

And then some agent spends time trying to explain that not all 4 bedroom homes are the same and there's different prices etc. etc. and I think it's a waste of time. Then other people jump in to disagree with the agent and cause a fight, when the original question wasn't valid anyway.

There may be some legit buyers/sellers on Trulia, but not from what I've seen. So I've given up on the Q & A of Trulia.

Just my experience.

May 06, 2009 03:25 AM
Lisa Udy
Platinum Real Estate Group - Logan, UT
Logan Utah Realtor

Hi Eric!

I have embarked on an expidition to gather information on all of my neighborhoods I serve. I have been taking pictures, talking to the locals, and I am ready to get it out there. Thanks for the vote of confidence that I am doing the right thing!

-Lisa

May 06, 2009 05:19 AM
Rebecca Gaujot, Realtor®
Lewisburg, WV
Lewisburg WV, the go to agent for all real estate

Eric...the information is great and will help me continue to work harder on localism. thanks,

May 06, 2009 05:30 AM
Bill Gillhespy
16 Sunview Blvd - Fort Myers Beach, FL
Fort Myers Beach Realtor, Fort Myers Beach Agent - Homes & Condos

Hi Eric,  Thanks for a well written explanation of this marketing tool.

May 06, 2009 07:17 AM
AMBER NOBLE GARLAND - Top Real Estate Expert, Property Tax Appeal Specialist & Author
Strategic Marketing Expert & Relocation Specialist Serving New Jersey and nationwide! - Marlboro, NJ
- The Agent You Can Trust To Deliver REAL Results!

Right on Eric! Hyper-local is where it's at.  I'm striving everyday to become more and more hyper-local with my online presence. Great post!

May 06, 2009 09:09 AM
Deborah Wilson
Hackenberg Realty Group - Canton, OH
Stark County OH Real Estate

Thanks Eric,

I started working on my local neighborhood, but got sidetracked.  I'll get busy again.

May 06, 2009 12:28 PM
Bob & Carolin Benjamin
Benjamin Realty LLC - Gold Canyon, AZ
East Phoenix Arizona Homes

This is exactly what needs to happen.. thanks for the post.

May 06, 2009 01:17 PM