Ask An Ambassador: Get Specific To Get Found

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


A picture is worth a thousand words, so here's one probably worth more words than that.  A Chrome incognito search result for our home office city:

Mason Ohio home search


You see an ad, and then the big boys, and a big local brokerage, then more big boys.  Not an individual agent in sight.  In fact, you've got to go halfway down page 2 before you find a site that's not a portal or major brokerage, and even then, it's an 18 member mega-team that has that spot.  And realistically, when's the last time you went to page 2 to find ANYTHING unless it was a REALLY obscure search?

So obviously there's basically no tail on that search, it's a major search term and unless you've got some bucks, an agent is unlikely to get found for it unless they're willing to invest MAJOR time (and dollars??) into working their way up the search results.


But there is some good news.  How many buyers do you know that just say "I want a house in Mason?".  Well they do, but they also want that house with a list of requirements:  a pool, a finished basement, a 3 car garage, etc.


So let's try that incognito search again with something specific:

So now Z is in spot 1, but that's us in spot 2 with our custom IDX page on our Wordpress site.  Spot 3 is another team out of our office.

Let's try another specific search for a local community at the subdivision level:


That's us in spots 1, 2 & 3.  IDX, ActiveRain post, Pinterest.

Those results have been a regular generator of calls for us for years and the creator of quite a few showings.


How about our local 55+ community?

The community's HOA association, then our IDX page, then the builder for the community.  Again, one of our more popular pages.  Lots of calls, lots of business over the years.


So bottom line is this:  if you get specific, you can top the portals and the brokerages.  You can claim long tail searches, and there's enough buyers doing long term searches that if you develop the right evergreen pages, you'll get found.

So how do you get there?  For us, it's not just blogging.  A blog post has a bit of a shelf life and doesn't renew itself.  For us, they're a way to help get found and then point people to our search pages.

The search pages refresh themselves with every home for sale change of status and new listing, so the bots love that.

Be specific with your content, but not so specific that you have to go back every few weeks to update (lesson learned, when you say the last 3 sales are X, Y and Z dollars, and those are 2010 sales, it doesn't look great when a buyer wants to move into the community for those 2010 prices that no longer exist).

Answer the questions buyers want to know about a community.  Maps, school district, HOA fees, amenities, size, age of homes, etc.

Repeat, repeat, repeat.  Build up enough of these long tail search results and your phone will be increasingly more likely to ring. 

You'll find MOST of your competition won't even compete with you because it's not easy enough to do.

And these IDX pages will work for you for YEARS and YEARS...even if you stop blogging.



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

Bill of Liz and Bill aka BLiz 


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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


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Virginia Kazlouskas (Gregory)
Harmony Real Estate, Inc. - Hudson, NH
Your Southern NH Realtor!

Thanks for sharing some insightful wisdom.

Apr 16, 2019 05:47 PM #4
Dario Ferreira
Attleboro, MA
Internet Marketing

Excellent post.
You laid out very well the way to beat your competition, including the big guys.

It's amazing that, probably, over 95% of agent websites out there don't do this. 
If people concentrated more on what you mention and less on posting "fluff" blog posts, they would be way ahead of the competition, and would be getting plenty of leads.

Apr 16, 2019 05:51 PM #5
Vickie Teel
Allison James Estates & Homes - Port Charlotte, FL
Sharing Florida sunshine one homeowner at a time!

Thanks for another useful information filled post.  I had always wondered about these searches and now I know a little more about it and will have to look into using your tips.

Apr 16, 2019 07:04 PM #6
Rose Mary Justice
Synergy Realty Pros - Dandridge, TN
Synergy Realty Pros

Thanks for sharing your knowledge with us.

Apr 16, 2019 07:35 PM #7
Melissa Spittel
Coldwell Banker Residential Brokerage - Westminster, MD
"Achieving Results Together "

Blog posts do have a bit of a shelf life, but updating them can bring them back to life! You are so right, drilling down to specific long-tail keywords works wonders in the world of SEO.

Apr 16, 2019 07:44 PM #8
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

Useful tips, especially with the photos as you explained. 

Apr 16, 2019 08:03 PM #9
Kat Palmiotti
406-270-3667,, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

Excellent information about how to be found on page 1. And you're right, it's rare to go to page 2 or 3 looking for something.

Apr 17, 2019 03:12 AM #10
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Hi Liz and Bill, I was going to post something similar to your blog here.  For very general terms describing your services in your keywords you will be pushed down in the search results by the paid ads and heavily SEO'd large firms.  In fact most of the first and second pages in generic keywords are filled with Adwords top and bottom and just a few organic results in the middle.  
You are absolutely correct about the detailed long tail search that is more specific about property for sale.  I don't understand the IDX system because I don't use that as an architect but for those professionals who are serving the industry, the long tail concept and also "who is the best" prefix may work better for your search results.  Thanks very much

Apr 17, 2019 04:45 AM #11
faye schubert
Branson, MO
Living the Branson Lake Life

Fantastic blog! You displayed the proof of the long tail keywords and how we play with the "big boys" and win!

Apr 17, 2019 05:20 AM #12
Dave Rosenmarkle
Highland Realty - Arlington, VA
32 years of providing fully satisfying service!

Really helpful! I am just getting back into building presence on AR and your blog helps point the way!

Apr 17, 2019 05:31 AM #13
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

there is something to this....

Apr 17, 2019 07:10 AM #14
Mary Sheridan
Keller Willliams - 1033 Hamilton Place,Johnson City TN 37604 - Johnson City, TN
Creative Marketing, Buyer Agency 423-943-7655

I retired several years ago because of health problems and care of brother with multiple sclerosis, now in hospice.  But I still follow Active Rain.  I was interested in this article because I used to have everything to straight to Google and don't quite remember how.   Here is a sample still there since 2011, publicity for one of my favorite good works:    By the way, Liz and Bill were enormously helpful when I was new.

Apr 17, 2019 07:32 AM #15
Margaret Goss
Baird & Warner Real Estate - Winnetka, IL
Chicago's North Shore & Winnetka Real Estate

The only way to go to get above those Big Boys. 

So you're saying that have an IDX search on the page (which I do) is enough to keep it fresh?

Apr 17, 2019 09:26 AM #16
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
MC Dwyer-Santa Cruz Mountains Property Specialist

Way to nail the long tail search results.    Bookmarking to study carefully when I have the head space to fully absorb what you're doing so right!

Apr 17, 2019 11:09 AM #17
Ron Marshall
Marshall Enterprises - Saint Michael, MN
Birdhouse Builder Extraordinaire

BLiz, this is definitely a bookmarked page to keep for when I get a website again!  Thank you!

Apr 17, 2019 12:30 PM #18
Gayle Rich-Boxman Fishhawk Lake Real Estate
John L Scott Market Center - Birkenfeld, OR
"Your Local Expert!" 503-755-2905

Bliz, this stuff is GOLDEN. If only people would do it! I've been adding a lot lately to Google My Business. 

Got a call from someone who has a 40AC place that her parents have lived on for 52 years. She is new to all of this, and it has merchantable timber and a bunch of other great "stuff". She found me on the internet and I was her first call...and her only call after that! Good conversation and a great start for a potentially fabulous new listing!


Apr 17, 2019 06:08 PM #19
Debbie Gartner
The Flooring Girl - White Plains, NY
The Flooring Girl & Blog Stylist -Dynamo Marketers

Yeah long-tailed search is the key. I even did one a few weeks ago and in 17 hours was in the number two spot. Earlier this week I generated five more long tail search ideas.

Apr 18, 2019 10:40 AM #20
Georgie Hunter R(S) 58089
Hawai'i Life Real Estate Brokers - Haiku, HI
Maui Real Estate sales and lifestyle info

It looks like you know the magic formula to get SEO results and get the phone ringing.  Thanks for sharing your knowledge with the world.

Apr 18, 2019 10:48 AM #21
Sarah Layton | Copywriter & Inman Star Contributor
Best Real Estate Writer, a Layton Media brand - Bradenton, FL
I provide real estate content marketing services

Keeping things specific and hyperlocal is also VERY effective! I've gotten clients to the top of Google in months with hyperlocal content! This is why neighborhood profiles, business reviews, event postings, etc. are so important to your website as a real estate agent.

Apr 22, 2019 12:20 PM #23
Laura Filip
Laura Filip Broker , Opening doors for All Seasons of Life - Whitesboro, TX
What can we do for you today?

Great points and all are needed to get the job done. Taking the time to read this one again. 

May 15, 2019 04:52 PM #24
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RE/MAX Elite Warren County OH (Cincinnati/Dayton)
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