Ask An Ambassador: Blogging, Inverted Pyramids and Long Tails

Real Estate Agent with RE/MAX Elite 513.520.5305 SAL.2002007747

Ask An Ambassador:  Blogging, Inverted Pyramids and Long Tails

We're building our business one long tail search at a time.  It's the place where as a real estate agent you can beat the big companies and the technology is realtively cheap.  An IDX provider, a website, and CONTENT that matches what the consumers are searching for.

That content is the attraction that brings buyers and sometimes sellers to the point of picking up the phone and calling us.

How does it work?  Basically we've all had it drilled into us that Internet buyers shop for their homes online, but that search can be a multistep process.

Let's use the graphic below to help explain: 


A buyer that doesn't know our area well most likely starts out searching "Cincinnati Homes For Sale".  That's a high dollar search term and dominated by the big syndicators (ZTR), national brokerages and the like.  While in theory we COULD win the SEO war for that search term, it would be VERY expensive and VERY time consuming to build up that kind of presence.

But after the buyers have searched homes, gathered school information, quality of life factors and other details, they'll refine their search further, for instance in this case "Mason Ohio homes for sale".   Mason is a lot smaller than Cincinnati and is an affluent bedroom community of Cincinnati.  While the competition for consumer eyes isn't as expensive as "Cincinnati", it's still a highly sought after search term.  So while we may blog about Mason Ohio Homes For Sale, that term is still too general for us to win often.

It's that next layer, the bottom of the inverted pyramid, the region best fitted to long tail searches, THAT is where we build our business because it's at THAT level of detail the 800 pound gorillas are missing.  It's specific IDX searches and blog posts about subdivisions such as "Chestnut Hill" or "Mason Ohio homes for sale with 3 car garages" (or finished basements, or walkout basements, or in-ground pools or........the possibilities go on and on), THAT is where we can and do win the search placement. My last weekend was spent working with two sets of buyers who found us from two separate long tail type IDX search pages.

Below is the result of a Google Chrome incognito (unbiased) search:


That first organic spot is our Wordpress page with custom IDX search for Chestnut Hill.  It beats local brokerages, national brokerages and it beats ZTR.  And the ad above us?  Do you think it's specific enough to get someone to click over our link?

Now you might say "But where's your ActiveRain page for Chestnut Hill?  It's true, it's not at the top of the search results, but it IS doing its job.  Our AR page is used to drive traffic to that WP site AND also as backlink on our Mason Ohio Communities Pinterest page (which places on page 2 for the same search term we used above).  The actual homes for sale gives our WP site an advantage over our AR blog post because of the extra specific content.  That does not mean AR blogging isn't an effective part of our strategy. 

Our main AR and AR Outside Blog give us good placement on our more "newsy" long tail searches that don't mesh with an IDX search (e.g. new construction patio homes in Loveland Ohio) and similar type searches.  And when we get more into our niche of patio homes where there's less competition, our AR posts, our AR Outside Blog, our WP site and our Pinterest pages all take page 1.

Our business is growing, and it's because we understand that long tails and inverted pyramids are where we want to position our blog posts and WP site.  It's the place where the buyers without an agent are closest to making a final decision.  If they find us there, our odds of being called are good.

We're not doing anything miraculous that you can't do too.  We are NOT SEO experts, we just keep doing what we've learned works.  And yes, it's work and it takes time, but the payoff is literal if you commit to it.

Until next Tuesday, just Ask An Ambassador if you need help!

Liz and Bill aka BLiz  

Posted by

Serving Warren County Ohio & Adjacent Areas

The Liz Spear Team of RE/MAX Elite
Elizabeth Spear, ABR, CRS, Ohio License SAL.2002007747

William (Bill) Spear, CRS, Ohio License SAL.2004011109  Kentucky 77938
Ask for us by name if you visit the office!

EHO Two locations: Lebanon & Mason, OH
Bill Direct:  513-520-5305
Liz Direct: 513-265-3004     
Fax: 866-302-8418


Search Homes:  Http://

Our Website:

 FacebooktwitterWordpressYouTube Pinterest








View Liz Spear Team of RE/MAX Elite Primary Service Area in a larger map


Re-Blogged 4 times:

Re-Blogged By Re-Blogged At
  1. Lynn B. Friedman 03/15/2016 02:21 PM
  2. Tony and Suzanne Marriott, Associate Brokers 03/15/2016 11:36 PM
  3. Eileen Burns 03/16/2016 09:12 AM
  4. Thomas J. Nelson, Realtor,CRS,e-Pro 03/24/2016 01:48 PM
Real Estate Sales and Marketing
Active Rain Newbies
The Art Of Marketing You
Power of Activerain
Ask An Ambassador
long tail
ask an ambassador

Post a Comment
Spam prevention
Spam prevention
Show All Comments
David Barr
Berkshire Hathaway HomeServices Florida Realty - Sarasota, FL

Wow, I could have written this post myself.

I couldn't agree more with this.  I have said for awhile now that broad city real estate queries were not as desirable as the neighborhood and lifestyle keyword searches by a prospect who is narrowing down their choices

You are right.  Z/T/R/M has no idea about our local neighborhoods and we need to have more of our colleagues out there with their own content to force them off page one of local search.

Mar 16, 2016 11:40 AM #36
Elizabeth Weintraub Sacramento Real Estate Agent, Top 1% of Lyon Agents
Lyon Real Estate - Sacramento, CA
Put 40 years of experience to work for you

I like the way your mind works, Bill. It's true, you can dominate the local market, but keep it up and you'll also dominate Cincinnati. I like the fact you beat out Zillow. :)

Mar 16, 2016 12:20 PM #37
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Love, LOVE this explanation of an inverted pyramid.  I was wondering where you were going with this, but clearly I need to write more posts geared this way!  Thanks and best of luck!

Mar 16, 2016 01:38 PM #38
Craig Cooper
Chase International Real Estate - Tahoe City, CA
Creating-Preserving-Growing Wealth in Real Estate

Liz and Bill, mystery revealed and problem solved. I too will be bookmarking your post for future reference. The judgement to pick the right SEO terms has not come easy for some of us. Thanks for your explanation.

Mar 16, 2016 07:24 PM #39
Bob Forman
MVP Realty - Bonita Springs, FL
Working 7 days a week for my customers.

Thanks Bliz!. Tried your suggestion yesterday, page 1 of Bing today!

Mar 16, 2016 10:00 PM #40
Liz and Bill Spear
RE/MAX Elite 513.520.5305 - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

Melissa, It DOES work, and no doubt, it is work and it takes time!  But at a certain point the bots start to know that your site is a source of pertinent information, and the consumers start to find you more and more.  We've got plenty more work to do ourselves, but it's making a significant difference in our business growth.

Roger, Frankly what we know we've learned by watching others and taking their tips and adapting them to our local market.

Eileen, Glad we could break it down in a way that makes it easier for others to use.  Thanks for the reblog!

David, The target market is just too diverse for anyone not boots on the ground to grasp and market.  When we divy it up at the microlocal level, we can win all day long.  And frankly most of our local agent competition either doesn't grasp how or doesn't care to do the work.

Elizabeth, There's one Cincinnati search term we've went after:  Cincinnati Patio Homes For Sale.  We've got 6 of first 7 of the page 1 results in one form or another :)

Jan, It works for us!

Craig, Happy to help!  In a nutshell, the more specific we get at the local level the more likely to get the attention of a ready to buyer who is not working with an agent already.

Bob, Fantastic!


Mar 16, 2016 10:34 PM #41
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise NE Philadelphia & Bucks 215-953-8818

Liz and Bill Spear  Just received a call and email today from my long-tail blog Great explanation

Mar 17, 2016 02:56 PM #42
Liz and Bill Spear
RE/MAX Elite 513.520.5305 - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

Hannah, It's very gratifying to get those calls and know EXACTLY how they found you without even having to ask :)

Mar 17, 2016 11:10 PM #43
Lyn Sims
RE/MAX Suburban - Schaumburg, IL
Schaumburg IL Area Real Estate

Great tutorial on how to position yourself for optimum effect. Great reason to think out those titles in advance.

Mar 18, 2016 06:40 AM #44
Liz and Bill Spear
RE/MAX Elite 513.520.5305 - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

Lyn, Thanks!  Understanding what keywords will bring us business is crucial.

Mar 18, 2016 10:32 AM #45
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

Those long-tail keywords account for much of the traffic to our website. I've been trying to blog there more and haven't been here much. It's better to have multiple sources leading to our sites. The backlinks don't hurt either.

Mar 19, 2016 01:20 AM #46
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Your inverted pyramid drives the message home.  Long tail searches definitely work!

Mar 20, 2016 11:01 AM #47
Pat and Ed Okenica
RE/MAX Agents Realty Lake Oconee Ga - Greensboro, GA
Lake Oconee Ga Real Estate

Needed this blogging boost today! Thanks!

Mar 20, 2016 11:48 PM #48
Liz and Bill Spear
RE/MAX Elite 513.520.5305 - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

Tammie, It's working for us.  Two more patio home buyer calls today :)

Sharon, We'll keep working those long tail searches :)

Pat & Ed, Glad to give you that boost!

Mar 21, 2016 07:41 AM #49
Mimi Foster
Voted Colorado Springs Best Realtor

The inverted pyramid really is a great visual to remember this principle. I'm refocusing my niche, so I'll keep this in mind as I plan out my upcoming blog posts. Thanks for sharing this.

Mar 21, 2016 11:58 PM #50
Liz and Bill Spear
RE/MAX Elite 513.520.5305 - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

Mimi, We keep pounding away at our niche and love having buyers contact us and talking about how they KEPT finding us when they searched :)

Mar 22, 2016 05:36 AM #51
Thomas J. Nelson, Realtor,CRS,e-Pro
Big Block Realty 858.232.8722 - La Jolla, CA
Co-Host of Mail-Right's: Real Estate Agent Podcast

Wow! This should be a webinar or an ARU subject. I'm going to have to read this a few times to fully grasp it, but thank you for the tips, this makes sense. Thank you for sharing.

Mar 24, 2016 01:41 PM #52
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Great post.  I'm working on my site now.  I just learned that the company that bulit my site uses the same wording on every site and mine is now trash!  How very disappointing!  Back to the drawing board. 

Mar 29, 2016 06:02 AM #53
Liz and Bill Spear
RE/MAX Elite 513.520.5305 - Mason, OH
RE/MAX Elite Warren County OH (Cincinnati/Dayton)

Thomas, Glad to help!

Jan, Ouch.  That hurts bad. 

Mar 29, 2016 12:41 PM #54
Corey Martin
Martin Presence Group - Ruston, LA
Real Estate and Management Solutions

Thanks for the great advice. Inverted pyramids and long tails are extremely useful for building and generating business. 

Nov 29, 2017 06:03 PM #55
Post a Comment
Spam prevention
Show All Comments

What's the reason you're reporting this blog entry?

Are you sure you want to report this blog entry as spam?


Liz and Bill Spear

RE/MAX Elite Warren County OH (Cincinnati/Dayton)
How Can We Help You? Just Let Us Know!
Spam prevention

Additional Information