Want to be the local real estate expert? Try these 3 things.

Services for Real Estate Pros with Adwerx

In real estate, ‘local’ is everything. You can be a complete expert in all facets of transactions, contracts, and financing, but if you don’t actually know your local area, none of that matters.


And I don’t speak about this from my own experience. Rather, it’s the experience of over 40,000 real estate agents that have worked with Adwerx. They’ve told us that, above all, they want to be seen as local experts for all things real estate.


But short of winning a trivia content about your town, building that expertise into your personal brand can be a challenge. In this, you can’t tell people you’re an expert. You have to show them. Here are 4 top ways you can do that.

Show you’re a local real estate expert with content

Content is a fancy word for writing. The Harvard Business Review notes that, “brands are no longer merely peddling products; they’re producing, unearthing, and distributing information. And because they do, the corporation becomes not just economically important to society, but intellectually essential as well.”


Here’s the best part about content marketing: anyone can do it. You don’t have to be a professional writer. Publishing something new on your site once a week. The rest of the time, your content marketing efforts can be focused on social media, be it Facebook, Twitter, Instagram, Pinterest or all of the above.


And keep it short. While average people researching online want more information, they want it in digestible chunks. Two to three paragraphs is fine. Google prefers content to be about 600 words.


Speaking of Google, that is the real benefit of content to know your local expertise. Because if you use your town name and local landmarks and businesses, your blog or web site will be associated with the searches people do about the area, demonstrating that you truly are a local. You can read more about content marketing for real estate here.

Run digital ads all over your own Zip code

Okay, it stands to reason digital ads such the ads from Adwerx make it into this article, but here’s why: when people who looking to buy or sell a home in your area see your digital real estate ad everywhere they go, they start to associate you with the area.


So if a person is online, researching real estate or mortgages, and then your ad starts to appear all over the web, Facebook and mobile apps, they know you’re a local expert. Because you’re everywhere. Even when you’re ad is shown on national sites like the Wall Street Journal or Huffington Post.

Be a local news source with public relations

Expertise is in demand. As a local expert, you have insights on your town that no one else has. Sharing them on your own blog is one way to get them out. But finding others to quote you about those trends is another. And that’s public relations.


When you read your local paper, who are the journalists covering your area? Take note of them, and create a list of contacts you want to share news with. If you learn about a new development in your area, shoot them an email. If you read a market trends report and understand its unique effect on your city, write a short “pitch” and see who wants to know more.

Public relations experts will tell you to do as much of the work for the journalists and possible. Deliver then a story from start to finish. They’ll quote you and consider you a valuable source on all things local real estate.


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Dorie Dillard CRS GRI ABR
Coldwell Banker United Realtors® ~ 512.750.6899 - Austin, TX
Serving Buyers & Sellers in NW Austin Real Estate

Good evening Jed Carlson ,

Congratulations on a well deserved featured post! Great information with excellent tips to make your name a household name!

Mar 15, 2017 07:16 PM #16
Daniel Aubry

I couldn't agree more, Jed. A mentor of mine in real estate once told me
to become an expert in one small area. " You can't possibly know
everything about everywhere " he warned. My area of expertise is a
little city on the Hudson river called Beacon, an hour and a quarter from
New York's Grand Central Station. And my thirteen years of digging are
finally bearing fruit. This is already my best year ever and we're only in March!

Mar 15, 2017 07:29 PM #17
Joan Whitebook
BHG The Masiello Group - Nashua, NH
Consumer Focused Real Estate Services

Jed -- these area great points.  I need to get back to the basics and follow these guidelines.  


Mar 15, 2017 07:51 PM #18
Melissa Jackson
Citiwide Alliance Realty - Weatherford, TX
Helping You Make The Right Move

Great advice Jed.  I should blog more often and use other media sites to share local information.

Mar 15, 2017 08:57 PM #19
Jim Paulson
Progressive Realty (Boise Idaho) www.Progressive-Realty.info - Boise, ID

I was just talking to my wife tonight about how important it is to promote being local since so many people resent major corporations these days (just for being a major corporation).  Be local, live local, support local.

Mar 15, 2017 09:33 PM #20
Shelene Klote

Thanks for sharing going to try some practices

Mar 16, 2017 06:58 AM #21
Travis "the SOLD man" Parker; Associate Broker
Team Linda Simmons, Enterprise, AL 36330 - Enterprise, AL
email: Travis@theSOLDman.me / cell: 334-494-7846

I tried Adwerx for 6 months or a year (don't remember which) and didn't see results. The other local Agent who tried it has also dropped it. Both of us have been doing billboards for years. I get recognized in the strangest places from the billboard. I've just run one digital board with 5-6 rotating ads at one time (i.e. - each time it's my "turn", about every 8-10 minutes, a different ad comes up with my branding). I also get good PR by "donating" a spot in the rotation to various Charitable events. People say they see me "all over the place', but, it's ony been the one board for about 4 years. Just a PRIME location!!


Mar 16, 2017 07:50 AM #22
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

I'm pretty good with #1 but need to work on improving #s 2 and 3. I think PR is a terrific but missed opportunity.

Mar 16, 2017 08:00 AM #23
Stavrula "Sam" Crafa, RNC,GRI, CDPE, PSA
Future Home Realty - Seminole, FL
Providing the integrity and service you deserve.

Great post and great information. Just posted and blogged about some stats for Seminole, Florida, where I live and work. Need to do more of it. 

Mar 16, 2017 08:24 AM #24
Katie Campbell

Great ideas. We had just had a presentation by a local blogger who reinforces the items you just shared. I appreciate your perspective and it added a lot to the conversation. Thank you

Mar 16, 2017 10:46 AM #25
John Wiley
Right Move Real Estate Group- EXP Realty - Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

I agree that we should work towards being the local expert.

With me it is a work in progress. While I am constantly keeping up with the market and events, I do not do a very good job of sharing that online.

Thanks for the reminder.

Mar 16, 2017 10:57 AM #26
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Great tips!  When you are active in your community, write and blog about it, and residents see your signs, see you at events, etc--you will become the local expert. Takes time though

Mar 17, 2017 08:00 AM #27
Jan Green
Value Added Service, 602-620-2699 - Scottsdale, AZ
HomeSmart Elite Group, REALTOR®, EcoBroker, GREEN

Great ideas!   I'll have to work on being a resource - perfect! 

Mar 20, 2017 09:06 PM #28
Foster Smith Summerville
Carolina One Real Estate - Summerville, SC
Summerville & Charleston Homes for Sale SC Realtor

Great suggestions and tips...I will say that I've tried the zip code ads though and the ROI on them was severely lacking.

Mar 21, 2017 04:06 AM #29
Jed Carlson
Adwerx - Durham, NC
CEO. Entrepreneur. Dad.

Thanks, Foster. Zip ads aren't for everyone. They're pure branding and their super power is the reach you get, not the clicks. We do have another ad type for your sphere of influence, though, and that might be more aligned with your strategy.

Mar 21, 2017 04:52 AM #30
Dusty Rhoton SRS, MRES, ABR, SRES, GRI
RE/MAX Fine Properties - Flagstaff, AZ
Flagstaff Real Estate

Thanks for sharing!   Interesting information and I have a local "expert" trying Adwerx now and she is going to provide feedback to me.   Will be interesting to see the results.

Mar 21, 2017 07:18 AM #31
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

Thank you for these ideas, especially the last one about the press.

Mar 21, 2017 07:19 AM #32
MaryKay Shumway
The Kellstrom Ray Agency, Inc. (Est. 1948) - Sister Bay, WI
Door County Wisconsin's Real Estate Expert

Zip code ads equal zero ROI here.  Everyone only knows our picturesque towns and villages by name.  However, I do use Adwerx on occasion to peddle my wares in different areas that have a lot of VISITORS to our zip codes by maximizing the words "Door County" or one of our towns or villages.

Mar 21, 2017 08:16 AM #33
Virginia Hepp - Mesquite NV REALTOR
ERA - Mesquite NV Homes For Sale - Mesquite, NV
Mesquite NV Homes and Neighborhoods - Search MLS

I am about to try Adwerx for the first time - will let you know what I think.

Apr 14, 2017 07:48 PM #34
Donna & Larry Johnson
Keller Williams Real Estate - West Chester, PA
Chester & Delaware County

Thanks for these great ideas. It is always good to read a great post like this so we can freshen up our marketing ideas.

Jun 30, 2017 07:09 AM #35
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