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The Dark Web And Your Marketing - What You Need To Know

Services for Real Estate Pros with The Silent Partner Marketing

The dark web and niche marketing - what you need to know.The movie “The Matrix” examined a concept that the world isn’t what we believe it is.  But what if I told you that the internet isn’t what you believe it is?   What if I told you that you only see the surface of the web…and that 96% of it is actually “dark”?  Would it surprise you?  Would it scare you?  Would you even care?

You SHOULD care.  Because your marketing is no different.  Allow me to explain.

I’m referring to the “dark web”.  The “dark web” makes up 96% of all content on the internet, but it cannot be indexed.  Which means you’ll never find it on Bing, Yahoo or of course Google.  So what is it?

Depends on who you ask.  The media would have you believe that it’s where the vile of the earth resides, selling everything from cocaine to babies.  Many who use it suggest it’s the last hope for privacy and free speech.  It’s a place famous for black markets, where users can purchase with Bitcoin and other cryptocurrency. 

If you’re like most, you shudder at the thought of the moral, legal and ethical issues of going down this rabbit hole.  Now I want to shift gears for a second and talk about your marketing. 

This digital revolution has created remarkable opportunities.  There’s no such thing as “long distance”.  All of a sudden we have the ability to market to not just our neighbors, but people across the globe.

And it’s created a catastrophe for those who don’t understand how to wield the power.

The ability to market to EVERYONE has left many business owners marketing to NOBODY.  The message gets lost.  The narrative gets confused.

Think about it like this.  Let’s use old school television advertising as an example.  Your media buyer purchases air time on four stations – Fox, ESPN, BET and Lifetime.  And for some reason, you decide to only create ONE commercial.  Four entirely different audiences.  One message.  Who does it resonate with?  Everyone?  No one? 

The biggest players in the game – Google, Facebook, Amazon…they are crushing it with 4% of the web.  4%.  They don’t need 100% to achieve billion dollar growth.

So if they can niche market, why can’t you?  Perhaps it’s time you start looking at your message (marketing) and your delivery method (advertising).  Stop trying to talk to EVERYONE and start talking to SOMEONE.

Posted by
Kyle Reyes is the President and Creative Director of The Silent Partner Marketing, a boutique marketing firm focused on helping businesses grow in an age of exploding technology.
Reyes is an acclaimed Keynote Speaker on entrepreneurship, leadership, marketing and social media.
The CEO is a former Producer of News and Special Projects, having worked in broadcast journalism for nearly a decade.  His team offers a marketing one-stop-shop, filling the role of a Chief Marketing Officer and support staff at a fraction of the cost of having to worry about the payroll, taxes, benefits, etc.
Reyes has appeared in multiple media outlets including Aol.Com, Yahoo and Bloomberg Business. 
You can find him on FacebookTwitter, Instagram and SnapChat (@dasilentpartner).  And he wants to connect with you on LinkedIn, so send him a request!

Comments (25)

Bill Roberts
Brooks and Dunphy Real Estate - Oceanside, CA
"Baby Boomer" Retirement Planner

Can you hear me now? Kyle Reyes ? I hope I am talking to someone, but who knows?

Bill Roberts

Sep 17, 2015 01:53 AM
Nicole Doty - Gilbert Real Estate Expert
Zion Realty - Gilbert, AZ
Broker/Owner of Zion Realty ZionRealtyAZ.com

With all do respect to Amazon, Google, and Facebook, they pay millions of dollars and have huge teams to put out advertising content for them every day. If I had that budget I'd be killing it on the internet too. 

Sep 17, 2015 02:03 AM
Kathy Streib
Cypress, TX
Home Stager/Redesign

Kyle- I love how you put this.  What many of us have been doing is throwing spaghetti on the wall to see what, if anything, sticks. 

Sep 17, 2015 09:37 AM
Christine O'Shea
Christine E O'Shea Broker - Naples, FL

I love Kathy Streib  moment above and have to agree with her.  I need to refine my marketing and attract buyers specific to this area!

Sep 17, 2015 10:11 AM
Pamela Seley
West Coast Realty Division - Murrieta, CA
Residential Real Estate Agent serving SW RivCo CA

I agree with this post. It's something I have been giving a lot of consideration lately. Very timely...

Sep 17, 2015 10:17 AM
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

You WERE dropped on your head, weren't you? Actually, the way I see this post is, you didn't say anything we haven't heard before, you said it dramatically different with words we haven't heard used to describe what we have already heard.  THAT is what grabbed my attention.  We have always been told we need to target market.  We need to speak their language so they hear us. We all want to list and sell homes and attract buyers, but the age, location, etc of each area are different. We are trying to attract them all with the same language and that doesn't work.  Am I right? Or did I totally miss it?

Sep 17, 2015 10:37 AM
Kyle Reyes
The Silent Partner Marketing - Manchester, CT

Bingo, Evelyn Johnston.  I took on exactly this topic at a recent keynote that I gave....the Q/A after was SPECTACULAR!

Sep 17, 2015 11:17 AM
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Prop. Mgr, Wenatchee, WA

Bravo, Kyle Reyes .  Of course, as Evelyn Johnston said... we have heard all this before.  Blah, blah, blah.  But, somehow, YOU always make us stop and think.  

Sep 17, 2015 11:20 AM
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

Woo Hoo! I got it! You are so awesome it scares me!

Sep 17, 2015 11:43 AM
Kathleen Daniels, Probate & Trust Specialist
KD Realty - 408.972.1822 - San Jose, CA
Probate Real Estate Services

Marketing is definitely not one size fits all. The only way to hit a target is to have a target (audience). I never saw The Matrix movie and I do from time to time find myself fooled in life.

Sep 17, 2015 12:04 PM
Maureen Bray Portland OR Home Stager ~ Room Solutions Staging
Room Solutions Staging, Portland OR - Portland, OR
"Staging Consultations that Sell Portland Homes"

Intriguing post, and I'm sure there's another one coming soon as a follow up ....

Sep 17, 2015 01:24 PM
Praful Thakkar
LAER Realty Partners - Burlington, MA
Metro Boston Homes For Sale

Kyle Reyes I can relate this to ActiveRain membership.

I would have been in 96% if I was not blogging on ActiveRain.

Sep 17, 2015 02:02 PM
Praful Thakkar
LAER Realty Partners - Burlington, MA
Metro Boston Homes For Sale

(Oh and I do have a 'niche' - most my clients are from Indian origin.)

Sep 17, 2015 02:15 PM
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

Hello Darkness my old friend... I've come to talk to you again....

"Stop talking to everyone and talk to someone..."  Perfect thought process for marketing and thereby selling....

Sep 17, 2015 05:15 PM
Shirley Coomer
Keller Williams Realty Sonoran Living - Phoenix, AZ
Realtor, Keller Williams Realty, Phoenix Az

Great advice.  One size just doesn't fit all!  It may be easier to take this approach but your results will equal your efforts and  specialized messages do make a difference.

Sep 18, 2015 12:27 AM
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

If the Internet ever develops into an artificial intelligence, we are terminated

Sep 18, 2015 12:39 AM
Karen Luke
South Metro Property Management, LLC - McDonough, GA
Henry County Real Estate

Getting my marketing plan going and learning more each day. Thanks.

Sep 18, 2015 06:10 AM
Sharon Parisi
United Real Estate Dallas - Dallas, TX
Dallas Homes

Kyle, as always, you got my attention, with your important reminder!

Sep 20, 2015 03:39 AM
Bob Crane
Woodland Management Service / Woodland Real Estate, KW Diversified - Stevens Point, WI
Forestland Experts! 715-204-9671

You are right again Kyle, time to stop playing around here on the net and get serious about marketing to my niche.

Sep 20, 2015 01:09 PM
Andrzej Niemyjski
Realty One Group - Sun City West, AZ

this is such a great post you just cant reach and market to everyone

Sep 25, 2015 11:37 AM