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Is There Wisdom in Hyperlocal Content?

By Jill Sackler

Real Estate Agent with Charles Rutenberg Realty Inc. 516-575-7500 NRDS ID#641625055

October 04, 2012 12:18 AM

Is there wisdom in hyperlocal content?

Write it and they shall come is the conventional wisdom.

Lately, I've been questioning the merits of this recommendation. Over the last couple of years, I've spent a considerable amount of time, attending, capturing in stills or video hyperlocal events and blogging about them. While I often enjoyed myself immensely and learned much about the ins and outs of a given community, I can't honestly say I've received any business from it. Jill Sackler

The idea behind hyperlocal content is to become the "go to" person. The ideal is to present yourself as someone who knows the area so well that you would be the only logical choice for a real estate agent if someone developed a need. Honestly, I've received all kinds of calls - those asking for directions, times or even employment, but I've never had one that I could reasonably convert into a prospect.

A consumer can't be coerced into utilizing your services. When they're ready to buy or sell, they will be open to what you have to say as long as there is not already a referral to a friend or family member in the business. The question then becomes how to get the public to subscribe to your blog so you can remain in the forefront of their minds for when their real estate needs truly arise?

Hyperlocal content can only work if you are able to bridge the gap between great, free and useful information and your position as the local expert at the exact time that the consumer is in the market for one.

Jill Sackler

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Jill Sackler

Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY

LI South Shore Real Estate - Broker Associate

Malcolm - that's great. Actually, that's exactly what I was hoping to hear - that other agents are having success and it's worth it to continue.

Doug - Yes, I know and the thing is, it's right up my alley. I enjoy it so much.

Corinne - I started market reports a while back and they do get attention according to the click count. However, hyperlocal posts do even better but from a different perspective.

Oct 04, 2012 12:44 AM

Cindy Westfall

Premiere Property Group,LLC Portland Metro & Suburbs Oregon - Tualatin, OR

ABR,GRI Your Tualatin & Portland Metro Real Estate

Hi Jill, I was just going through all of my old post to see which ones garnered lots of clicks. I was surprised to see that many of them were from my Where is it Wednesday series which looked into local places and local neighborhood info. Have I gotten business from them? I know one client found me through my blogging about a neighborhood, and I'll be showing property to a woman from California that contacted me directly from my AR blog. My guess (until I find out) is that is was a local post in West Linn..or Lake Oswego which is where she wants to live. As long as you enjoy doing them, Keep at it!

Oct 04, 2012 12:48 AM

Dan Hopper

Dan Hopper - Gold Way RE - Westminster, CO

Colorado Broker / Referral Services

Thanks Jill, for posting your honest assessment of the hyperlocal content. We are always trying to determine what our efforts will return back to us in the way of business. I do believe that providing local information does bring folks closer to you, and it will take time!!

I agree with Cindy ... keep at it!!

Oct 04, 2012 01:04 AM

Belinda Spillman

Aspen Lane Real Estate Colorful Colorado - Aurora, CO

Colorado Living!

Jill, You may not see direct results, but it is amazing how folks will tell you that they saw your post along the way. It is a great way to be abreast of the local activities and it DOES get your name out there. Just think when people google an event and up pops your blog. Keep at it!!!!

Oct 04, 2012 01:24 AM

Ellen Caruso

Daniel Gale Sotheby's International Realty - Glen Head, NY

Jill, it is true, hyperocal content can draw interest from many places, Real Estate alone only draws locals who are looking.

Oct 04, 2012 01:44 AM

Jill Sackler

Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY

LI South Shore Real Estate - Broker Associate

07/11/2011	HAMLET ORGANIC GARDEN	11	520	203	—
07/08/2011	THE HELP	7	441	122	12
07/08/2011	PAY IT FORWARD WITH BENEFITS	2	528	129	—
07/03/2011	AN OPEN LETTER REGARDING PREDATORY PRACTICES	14	292	113	—
06/27/2011	THAT'S ME IN THE MIDDLE...	25	644	325	44
06/24/2011	THE SILVER LINING CHRONICLES - SHOCK OF GRAY	7	672	391	24
06/20/2011	Tips to Avoid Moving Fraud	9	377	130	—
06/17/2011	THE SILVER LINING CHRONICLES - RETIREMENT MAY TRANSLATE INTO A NEW BEGINNING	9	794	502	54
06/10/2011	Deep Summer is When Laziness Finds Respectability	11	243	87	—
06/03/2011	THE SILVER LINING CHRONICLES - A HOSPITAL STAY CAN CAUSE TEMPORARY MEMORY LOSS IN SENIORS	12	1109	786	133
05/29/2011	FRIENDS OF THE MERRICK LIBRARY	5	617	220	19
05/23/2011	SERIOUSLY! IT'S COME TO THIS??	21	568	254	19
05/16/2011	THE VIEW - SUZE ORMAN	16	1703	1234	157
05/13/2011	DON'T BE RIDICULOUS...CALL METICULOUS	7	626	275	—
05/09/2011	POINT SUMMARY	18	254	79	—
05/06/2011	THE SILVER LINING CHRONICLES - THE PROS AND CONS OF HOTEL CONDO LIVING	6	1200	778	—
05/02/2011	THE SILVER LINING CHRONICLES - MAY IS OLDER AMERICANS MONTH	7	830	452	—
04/18/2011	SPRING CLEANING	10	546	235	27
04/15/2011	HOW TO SELL YOUR HOME IN THIS ECONOMY	6	839	469	—
04/11/2011	BETHPAGE STATE PARK GOLF COURSE	14	1735	1337	36
04/05/2011	GOOD NEIGHBOR NEXT DOOR PROGRAM	9	715	342	—
04/04/2011	87 W. Roe Blvd., Patchogue, NY 11772	0	94	94	—
04/04/2011	JERUSALEM, ISRAEL - YOU'LL FALL IN LOVE FROM YOUR FIRST VISIT	0	103	103	—
03/29/2011	THE SILVER LINING CHRONICLES - WALKABILITY - A GREAT FEATURE TO GROW OLD WITH	8	1063	683	56

Oct 04, 2012 02:52 AM

Jill Sackler

Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY

LI South Shore Real Estate - Broker Associate

Cindy, Here's a page of results from a while back. It's not that no one sees the posts, it's just that, so far, the 1,337 people who were interested in learning more about Bethpage State Park Golf Course or the 1,234 consumers who passed on 157 short urls for Suze Orman on The View have not translated into clients. It's wonderful that you're seeing results but when you think about it, we've been working very hard at this for a very long time. So, in essence, it's a question of ROI (return on investment). It's helps greatly that I love doing it and get a quiet joy from writing.

Oct 04, 2012 03:00 AM

Jill Sackler

Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY

LI South Shore Real Estate - Broker Associate

Dan - Thanks, I will. It's good for me to analyze my efforts once in a while.

Belinda - Funny you should mention that. A couple of weekends ago, I couldn't help noticing that, on several occasions, individuals were staring at me or doing a double take. You know when you can sense that somebody recognizes you but doesn't have the slightest idea from where?

Well, either that or it was my peculiar fashion sense.

Ellen - True enough. Dividends may pay off in the long run with opportunities that don't even have anything to do with real estate.

Oct 04, 2012 03:06 AM

Shar Sitter

Rooms With Style - Minneapolis, MN

Home Staging and Redesign Minneapolis/ St. Paul, M

Wow...you have really done a lot with localism. I must say I am lacking at it. Mostly because of a time thing. I have heard great success stories though so I hope it picks up for you.

Oct 04, 2012 12:17 PM

Cindy Westfall

Premiere Property Group,LLC Portland Metro & Suburbs Oregon - Tualatin, OR

ABR,GRI Your Tualatin & Portland Metro Real Estate

Hi Jill, we have indeed since we started about the same time! You're getting lots of clicks and that's great! I understand the question...and know your analizing the ROI on this, but I do know that lots of people that click on those posts are probably expecting something different based on the title....like hours, price, directions, etc. Will they remember you if they are ready to buy or sell? Who knows..maybe not..maybe so. It's the people out there that have found your blog through these posts that decided to read a few more of your posts...and who knows, maybe check in each day to see what you've written about that day. Those that love The Silver Lining Chronicle series. My things didn't happen until spring of this year...so it's taken quite the time. I am spurred on by those that have been blogging much longer than us that mention that they have a good percentage of their biz from blogging. Besides, getting out there and doing these blogs often puts you in places that you meet people. Knowing that you're out there and active in the community and writing about it is always going to be a good thing!

Oct 04, 2012 01:14 PM

C. Lloyd McKenzie

Living Albuquerque - Albuquerque, NM

Living Albuquerque

Hi Jill,

You are definitely on point with your conclusion "Hyperlocal content can only work if you are able to bridge the gap between great, free and useful information and your position as the local expert at the exact time that the consumer is in the market for one." Excellent Post

Oct 04, 2012 02:56 PM

Andrew Capelli

Troy, MI

Jill: That's a very thoughtful question... Posting for SEO is all well and good, but if you can't point to any specific results from it, then how effective is it? I don't have an answer other than something along the lines of the old maxim that it's better to have something and not need it than need something and not have it. If a prospect does want to find you and can't because you didn't put in the SEO work, then you'd lose out. So, at least by maintaining your visibility you remain a viable option. How much time can go by without results before it's still not worth it? That's a personal decision. Selfishly, I hope you keep posting content because I enjoy your posts! :)

Oct 05, 2012 06:21 AM

Jill Sackler

Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY

LI South Shore Real Estate - Broker Associate

Shar - If you don't have the time to do it, then I'll just assume you're really busy and don't need to.

Cindy - I know. I look to the ones who came before us for inspiration also. Although I was analyzing it, I really have no desire to quit, at this point. Just so much fun!

C.Lloyd - Thank you so much and thank you for subscribing. I truly appreciate the support.

Hi Andrew - You're too kind and you make a great point about a client not being able to find you because you didn't put in the SEO work.

Oct 05, 2012 07:19 AM

Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400

The Top Team @ Charles Rutenberg Realty 255 Executive Dr, Plainview NY 11803 - Plainview, NY

Long Island Condo and Home Specialists

Jill, I too did not believe that Real Estate business could come from a hyper-local event, but now I changed my mind. We wrote about the 4th of July festivities and received calls about times and locations, but one man that Larry spoke to about a fireworks show said "I always see your name on the web and thanks for your help. When I'm ready to sell my condo this fall, I'm going to call you"...Guess who called us this past week!!

Oct 05, 2012 08:41 AM

Mike Cooper, Broker VA,WV

Cornerstone Business Group Inc - Winchester, VA

Your Neighborhood Real Estate Sales Pro

Jill, I can't say enough about hyperlocal blogs. This year, I had a couple from Chicago travel to the valley to talk to me about housing. I was stunned. Shortly after, I had a couple from NY travel down to talk to me about local real estate. Hmmm, I see a trend. This past Tuesday, I had a couple from TN travel up to talk about local real estate. If you write, they will come. Keep at it. After ready your local market report, I want to see in your market. That median price range looks pretty sweet.

Oct 05, 2012 09:32 AM

Joe Petrowsky

Mortgage Consultant, Right Trac Financial Group, Inc. NMLS # 2709 - Manchester, CT

Your Mortgage Consultant for Life

I do blog in a local venue called the Manchester Patch, that brought immediate success, actually I was really suprised. It is amazing how many comments show up. Also, I do a lot of political stuff in many of my blogs, which they say is the kiss of death, which has not been my experience at all. Pro and con have contacted me about mortgages.

Oct 05, 2012 10:01 PM

Barbara-Jo Roberts Berberi, MA, PSA, TRC - Greater Clearwater Florida Residential Real Estate Professional

Charles Rutenberg Realty - Clearwater, FL

Palm Harbor, Dunedin, Clearwater, Safety Harbor

Always great to see another Charles Rutenberg Realtor in ActiveRain!

As for hyperlocal.........that is how I get most of my clients!

Oct 05, 2012 11:51 PM

Jill Sackler

Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY

LI South Shore Real Estate - Broker Associate

Okay, so I stand corrected. You're all doing so incredibly well, it's really all the proof I need.

Sheila, A man of his word - I love it. I couldn't begin to tell you how important that is to me.

Mike - You're the man!

Joe - I write for Patch as well, here on Long Island (about 8 months now). I'm starting to get the feeling that people know who I am but we haven't become acquainted yet. My weekly posts are targeted at the 50+ market and they may not be as exciting as your political posts. I did read in one of your blogs that even those who vehemently disagree with you in their comments have called you for business. I find that fascinating.

Barbara-Jo - Nice to meet you and great to know that it's working for you. CRR rocks!

Oct 06, 2012 09:36 AM

Maria Gilda Racelis

Home Buyers Realty, LLC-Manchester, Bolton. Vernon,Ellington - Manchester, CT

Home Ownership is w/in Reach. We Make it Happen!

"Hyperlocal content can only work if you are able to bridge the gap between great, free and useful information and your position as the local expert at the exact time that the consumer is in the market for one."

The results may not be imminent but your efforts stays out there so cross your fingers that this goal will be achieved.

Oct 13, 2012 09:33 PM

Jill Sackler

Charles Rutenberg Realty Inc. 516-575-7500 - Long Beach, NY

LI South Shore Real Estate - Broker Associate

Thanks, Maria. The fact that your efforts stay out there is the most important part. People have called on something I've written 1 or 2 years after the post.

Oct 13, 2012 11:02 PM