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:
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