Long Tail Target Marketing

Real Estate Agent with KW Elite

     As a real estate trainer, I get the opportunity to network with hundreds of real estate practitioners per year . Because I'm big on Lead Generation, we eventually get on the subject of Marketing. What amazes me is that the majority(90%+) of agents have no defined target market that they are holding themselves accountable in ! When I ask them where their Primary Market (PMA) is they usually cite back to me their entire MLS's coverage area .

     After attending two live Raincamps I became more convinced than ever about the need to have a well defined PMA that I would strive to Brand my real estate identity in . The Raincamps clearly demonstrated that national competition did not concentrate it's marketing budget on your area's Long Tail searches. My market, Lancaster Co. (PA), has a population of nearly 530,000 . It has almost 205,000 households throughout 16 school districts. And while I can comfortably List and Sell anywhere in my county, there is no way I can physically or economically Lead Generate to 205,000 households !

     Rather than reinvent the wheel, what has all ready been written ? How do you eat an elephant ? One bite at a time ! Also it was the great Zig Ziglar who told us in his classic book, See You at the Top, you'll never get anywhere as a wandering generality. You must become a meaningful specific ! So how do I take this, add it to what I learned at Raincamp, and deal with my physical and economic limitations ? I call it Long Tail Target Marketing. I have picked a portion of 1 school district, about 8,500 households to brand myself in . But MOST important is my 8,500 household PMA is where I hold myself accountable to Lead Generate in ! It is bite size,measurable and allows me the opportunity to budget as to how I'm going to TOUCH it .

     Now my vision is much clearer as how to spend my time with effective Lead Generation. The only Expired Listings and/or FSBO's I spend my time tracking down(or feeling accountable for ) are in my 8,500 PMA. My localism blogs need to be longtail in nature about things that touch my 8,500 PMA. My keywords in my blog posts need to reflect my PMA. My physical prospecting efforts (ie. door to door or mailings ) are now limited first to my 8,500 PMA. My marketing budget is only interested it spending money into initiatives that reach and touch my PMA . Is this sounding congruent to you ? I call it my Long Tail Target Marketing and it's helping become a better known, more productive, with clearer vision/direction meaningful specific !



Posted by


Michael J. Perry




1280 Plaza Blvd. , Lancaster, PA 17601

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Longtime West Lampeter resident and Lancaster County Realtor!


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Comments (30)

Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Michael - That is a very smart plan.  It's better to be a big fish in a small pond.  Smart strategy.

Nov 25, 2013 05:34 PM
Peggy James
Woodbridge Virginia Area Real Estate Specialist

Micheal, I have been doing that since 2009. Many said, I could not earn a living in one zip code.TThat said,it takes a great deal of focus and trust in yourself, but in the end you will be getting lead after lead and will become a trusted  Realtor in your area. I've been doing this for over three years in my local area and it has worked like a charm. I do not pay for leads. Like Joe Petrowsky says " My blog takes care of my leads"  I totally agree with Liz and Bill ( comment #6) ZTR just skim the surface where we are in the trenches of the sudivisions and communities.

Nov 25, 2013 06:58 PM
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

Thank you for the advice. I will write more posts for some townships that I would like to target.

Nov 25, 2013 07:55 PM
Richard Iarossi
Coldwell Banker Residential Brokerage - Crofton, MD
Crofton MD Real Estate, Annapolis MD Real Estate

Without a long tail blogging strategy, you're never going to beat the big boys. Good info.

Nov 25, 2013 08:12 PM
Andrew Mooers | 207.532.6573
Northern Maine Real Estate-Aroostook County Broker

90% ... really that high? How do they stay in business in the circles you train?

Nov 25, 2013 10:00 PM
Michael Setunsky
Woodbridge, VA
Your Commercial Real Estate Link to Northern VA

Michael, this is excellent advice. Working a specific PMA makes a lot of sense.

Nov 25, 2013 10:18 PM
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

Wow - I woke up this morning and discovered that this had been Featured last night ! Thank you AR !


Hi Everyone , thanks for Stopping by !  The basic premise here is a  Lack of agent accountability, lack of

defined goals/vision - causing virtually no market penetration and potential squandering of your marketing

resources ($$$). Let's do the MATH :


       8500 homes x .05(moving this year) = 425 Potential Listings !!!! What percent of that do you need to make a decent Living ? Also remember that NAR uses a 10-12% "moving per year" factor( so 5% is conservative for most markets )

Nov 25, 2013 10:23 PM
Rich Gaasenbeek
IXACT Contact Real Estate CRM - Toronto, ON
Real Estate CRM & Marketing Made Easy!

Michael, I think you're on the right track - good strategy!

Nov 26, 2013 12:55 AM
Bill and MaryAnn Wagner
Wagner Real Estate Group - Ocean City, NJ
Jersey Shore and South Jersey Real Estate


As the saying goes "It's better to be a Big Frog in a Small Pond". We're taking a similar approach this year.

Nov 26, 2013 02:44 AM
Rene Fabre
ARFCO Media - Renton, WA
Practicing Philosophical Eclectic of the Arts

Michael... I think you're spot on. Though my strategies are a little different because I'm on the Title & Escrow side of real estate, my long tail local posts drive my referrals and my core area is central Renton, WA and a few neighborhoods in Seattle and Pierce County. I stress to all of my real estate clients online though, to focus geographically the way you are and "be a meaningful specific."

Nov 26, 2013 02:53 AM
Carla Muss-Jacobs, RETIRED
RETIRED / State License is Inactive - Portland, OR

I'm very glad to have read this, although I do not take listings as an Exclusive Buyers Agent.  My niche is buyers, and marketing to them is the key.

Nov 26, 2013 12:14 PM
Cathy Johnson
Keller Williams Real Estate - Exton - Coatesville, PA
"Helping You Make All the Right Moves!"

Makes great sense!  My PMA has almost 3,000 houses and I've been marketing to about 400 for several years - it works!  Now I plan to increase it!

Nov 30, 2013 04:39 AM
Kim Klick
Royersford, PA
Specializing in the over 55 empty nesters

My PMA has just about 3500 households ...I've been marketing to about 250 for close to 8 years.  My niche is now concentrating on the Senior market which now means I will be increasing my PMA so that I can pull in more households! I'm looking forward to revamping in the upcoming year!

Dec 06, 2013 12:14 AM
Patti De Young
RE/MAX Professionals - Tacoma, WA

Great post,  I have been a wanting to have a primary area but never did this is the year

Dec 06, 2013 12:45 AM
Liz Hamberger, REALTOR

Great article!  Focusing on marketing to smaller area, despite doing business in much larger area is sure to prove more rewarding!

Jan 21, 2015 10:37 PM
Amy Conlin
Mountville, PA

Great Information!  Thank you

Jan 22, 2015 09:48 AM
John Leonard Long & Foster Real Estate, Inc.
West Chester, PA
Chester & Delaware county PA Real Estate

Tremendous direction on what each of us should do.

Jan 26, 2015 08:03 PM
jamie Lutz

Good Information! Thank you for posting it!

Jan 28, 2015 05:49 AM
Carolyn Boyle
RE/MAX Quality Service, Inc. - Hanover, PA
REALTOR, Associate Broker, CRS, GRI, ABR, SRES

Excellent advice!

Nov 12, 2015 10:29 AM
Troy Erickson AZ Realtor (602) 295-6807
HomeSmart - Chandler, AZ
Your Chandler, Ahwatukee, and East Valley Realtor

Michael - This makes complete sense to me, and I think I could use a little more focus on a smaller target market, or long tail target marketing.

Nov 30, 2015 12:28 PM