40,000 to #1 in Plymouth County, Massachusetts

Managing Real Estate Broker with Brad MacKenzie

I've been writing this blog since the end of February 2013. It's an important part of my business plan moving forward. I've discovered that there aren't many agents in my area, the South Shore of Massachusetts, who use the internet very effectively in building their businesses. I believe that, and time will tell whether, I have a window of opportunity here to create an online brand around my name and value proposition. 

I know why the internet isn't widely, intensively, or even properly used here. It's not because agents can't figure out and keep up with the latest fandangled attribute of Google+ or SEO. That's also part of it, but it's not the real driver. While other parts of the country have very competitive online markets, especially where the population density is high, my little neck of the woods is made up of a dozen or so traditional New England towns. The area is not densely populated. Many towns, or parts of towns, have one-acre residential lot zoning minimums. People know people here. They and their families have lived here for generations, even hundreds of years. They tend to go on the internet to look for homes AFTER they've talked with their family, friends and Realtor, AND looked in the weekly newspaper! I know: crazy, right?

People here on the South Shore don't need or even want to know whether I know all about SEO or online marketing; they want to know that I am going to do a better job than any of my competitors helping them to sell or buy their house, including using the internet to market their property.

What I know is that there is a TON of hype on the internet about how important it is to be on the internet. The hype is based on a basic truth about modern life. The hype is also way overblown, in my opinion. While I certainly "get it" with regard to your market, dear reader, somewhere else, we here in the oldest towns in the United States do business with people we've known and trusted for a long time. My point is that the internet frenzy is important to all of our futures, but here, at least, it is strongly tempered by a preference for direct human interaction with locally recognized and experience-tested experts.

I do believe that, over time, younger generations of people who want to live here will be doing business in new ways that emphasize their service providers' online reputation and ability to deliver information. I acknowledge that people like Bill Gassett have capitalized on their early mastery of internet marketing to build their businesses in suburban parts of Boston, but those areas, and the reasons people live there, are really quite different. Ultimately, my best leads come from referrals. Those referrals come from people I've met in the communities I serve and from people like you whom I've met on the internet. Some people hear about me from a friend and check me out online.

I believe it is important to create and maintain my internet presence and present my market expertise through blogging. That's why I am planning on being the #1 AR blogger in Plymouth County by the end of my first year on AR.  I don't foresee any major obstacles to achieving this goal, since there are no - zero - other active AR bloggers in my county. (An "active" blogger writes more than one blog post per month. That's my def.)

If we agree that the lack of bloggers here is not because blogging on AR is ineffective or outside the mainstream, then would you agree that there would seem to be a fairly large opportunity for me in the online space in Plymouth County and the South Shore of Massachusetts? My job is merely to make it clear to people who find me on the internet, and want to know more about me, that I will do the best possible job for them once they meet me in person and become my client.

Comments (12)

Kathleen Daniels, Probate & Trust Specialist
KD Realty - 408.972.1822 - San Jose, CA
Probate Real Estate

Brad, We agree. You've got two months to do it. My bet is on YOU.

Jan 02, 2014 03:29 AM
Brad MacKenzie
Brad MacKenzie - Duxbury, MA
Turning Houses into Homes on the South Shore

Thanks, Kathleen! You are SO agreeable!!

Jan 02, 2014 03:34 AM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hi Brad - I see this as both an admirable and very achievable goal for you.  Remember consistency is key.   

Jan 02, 2014 03:39 AM
Women of Westchester Working Together
Women of Westchester Working Together - West Harrison, NY
Women helping Women get ahead

Oh yes, you can do it.  Piece of cake.  You can easily get 5,000 pts a week if you set you mind to it + a contest or two.  Slam dunk.  - Debbie

Jan 02, 2014 04:41 AM
Tony & Darcy Cannon
Aubrey and Associates Realty - Layton, UT
The C Team

Brad, You can do it!  This is such a great place to develop your blogging skills and create that online brand for yourself!  

Jan 02, 2014 06:33 AM
Joanna Cohlan
Fresh Eyes For Your Home - Chappaqua, NY
Designing, Decorating & Staging Westchester Homes

Just like the little engine that could, I know you can, I know you can!!!

Jan 02, 2014 06:42 AM
Sondra Meyer:
Colorado Springs, CO
See It. Experience It. Live It.

Hi Brad,

You make your area sound very quaint.  Your posts introduced me to an area that I was unfamiliar with.   I've enjoyed getting to know you. 

Best wishes in making to the number one position in your first year.   If you were a horse, I'd bet on you....


Jan 02, 2014 07:27 AM
Joe Petrowsky
Mortgage Consultant, Right Trac Financial Group, Inc. NMLS # 2709 - Manchester, CT
Your Mortgage Consultant for Life

Outstanding job driving your business and achievingthe number 1 spot in Plymouth. Well done.

Let's make 2014 the best year ever Brad!

Jan 02, 2014 05:59 PM
Brad MacKenzie
Brad MacKenzie - Duxbury, MA
Turning Houses into Homes on the South Shore

Right on, Debbie!

Yes, Tony and Darcy!

Chugging along, Joanna!

If I were your horse, Sondra, I'd win for you.

Let's do it, Joe!!

Jan 02, 2014 10:13 PM
Curtis Van Carter
Better Homes & Gardens Wine Country Group - Yountville, CA
Your Napa Valley Broker Extraordinaire


Very interesting read. Hope your New Year's eve was filled with fun. cheers cvc

Jan 03, 2014 06:00 AM
Debbie Walsh
Shahar Management - Middletown, NY
Hudson Valley NY Real Estate 845.283-3036

I know you will make that number 1 spot if you haven't already.  It is in my business plan as well to get back to blogging on a regular basis no matter how busy I am. 

Jan 09, 2014 06:44 AM
Brad MacKenzie
Brad MacKenzie - Duxbury, MA
Turning Houses into Homes on the South Shore

Backatcha, Curtis!

Bring it, Debra!

Jan 10, 2014 11:10 AM