Ask An Ambassador: Where Are Their Friends? Go There!

By
Real Estate Agent with RE/MAX Alliance 513.520.5305 www.LizTour.com SAL.2002007747

Part of our bread and butter blogging are posts about specific subdivisions.  We don't just stick to patio homes or condos, but cover "regular" home communities too.

Do those posts and IDX pages get us listings?  As much as I'd love to say, SURE!!!, the reality is most of the listings we achieve from blogging are more fruit of the vine:  a buyer finds us, develops a relationship and then hires us to sell their existing home.

The average home owner already knows 12+ real estate agents (hey, I see those magnet calendars on the refrigerators when I show homes...although funny how often the magnet agent is different than the one on the yard sign), so they're not necessarily going to the internet to find their next agent.

But buyers, they're different.  They're often looking for SPECIFIC information.

And a phrase I keep hearing? "I've got friends that live in ___________ and they tell me how great it is."

So those people making a major life decision go to the internet to find more information.

There are four major potential outcomes for that search:

1.  They find NOTHING.

2.  They find the HOA association's page (if there is an HOA and a page).

3.  They find another agent's page.

4.  They find YOUR page.

It's pretty obvious what you want.  You want them to land on your blog post or your IDX page and like what they see there.  And once they like it, you want them to contact you to help them.

Here's the sweet part of the deal:  it really doesn't take that much effort to give yourself a shot of being at the end of that search.

Select areas you WANT to do business in with some key characteristics.

Select areas with decent turnover due to a larger community size, frequent corporate relos, etc.

Select for price point.

From there, it's a matter of collecting information and some community photos show potential buyers that you've actually been there.

Construct your post and/or your IDX search page.

Rinse, lather, repeat for additional communities.

It's long tail SEO with a decent potential to put some clients in your pipeline because you're at the end of the search for where their friends live.

These posts can continue to work for YEARS (we get calls from posts we literally wrote a decade ago).

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

Bill & Liz aka BLiz

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Serving Warren County Ohio & Adjacent Areas

 

The Liz Spear Team of RE/MAX Alliance
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

MailTo:  Liz@LizSpear.com

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Comments (11)

Ed Silva
Mapleridge Realty, CT 203-206-0754 - Waterbury, CT
Central CT Real Estate Broker Serving all equally

You have demonstrated repeatedly that proper information and long tail titles can get business and there is little difference that comes from a few years of an old post

Mar 01, 2022 06:21 PM
Liz and Bill Spear

Ed, I've learned some of the things to watch for to keep a post evergreen.  Direct conversations about price need to be left out unless I'm coming back regularly to update (and we know how well that goes!).  HOA fees I can use an approximately.  New construction I need to revisit periodically, especially when the community is finished with new builds.  Let the work keep working for me as long as it can.

Mar 01, 2022 06:40 PM
Thomas J. Nelson, REALTOR ® e-Pro CRS RCS-D Vets
Big Block Realty 858.232.8722 - La Jolla, CA
& Host of Postcards From Success Podcast

Liz and Bill Spear thank you for these great localism tips. Bookmarked for future projects I'm planning (with your tips in mind).

Mar 01, 2022 07:06 PM
Liz and Bill Spear

Always glad to help!

Mar 01, 2022 07:58 PM
Michael Jacobs
Pasadena, CA
Los Angeles Pasadena 818.516.4393

Hello Bill (and Liz too) - the American businessman John Wanamaker has been attributed with the quote "half the money I spend on advertising is wasted, the trouble is I don't know which half".  His words which I remember reading many years ago come to mind as I read your post. Through smart (or is it smarter???) marketing we learn more.   

Mar 02, 2022 05:36 AM
Liz and Bill Spear

I've learned to refine as the years go by.  What's working for me?  What's not?  Some things that were a regular part of my blogging were totally abandoned (intentionally) because they had no return, or even a negative return when you consider cost of time.

It takes me the same amount of time and preparation to show a $100k home as it does a $400k home, so why not focus efforts to attract the potentially more lucrative transaction?  As a dual career guy, I can't work the volume approach.  I know that works for some, but it can't be my path.

Mar 02, 2022 06:08 AM
Brian England
Arizona Focus Realty - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

I would be really mad if I sent someone a calendar magnet and they didn't use me for their real estate needs, haha.  I don't just send them to everyone though.

Mar 02, 2022 06:02 AM
Liz and Bill Spear

Brian, I see that type of thing SOOOOOOO often!  Calendars, sports schedules, etc., one name on the frig and another on the listing.

Mar 02, 2022 06:09 AM
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

Yes this is great advice. I am getting calls from subdivision posts because no one else has done them. Local does work.

Mar 02, 2022 06:06 AM
Liz and Bill Spear

I don't see it done much locally.  One local team does significant quantities of pages that are strictly IDX pages of homes for sale.  No details about the community, just strictly Homes For Sale In Deer Crossing, etc.  Seems to work for them, but it might just be a large sphere too..he got dismissed from jury duty because he knew the judge..me, I had to sit on the trial the entire day :)

Mar 02, 2022 07:38 AM
Kat Palmiotti

Haha, Liz and Bill Spear - he probably thought that was a great thing!

Mar 02, 2022 09:25 AM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Bill,

We have always preached local!  Like Kat Palmiotti stated, no one else does it.  A

Mar 02, 2022 07:27 AM
Liz and Bill Spear

And I've found once you develop your process, it's an hour or two max to produce a page for any community.  Do a photo run and capture a handful of subdivisions in one day, then post as time allows with an IDX search and pertinent information.  Evergreen!

Mar 02, 2022 07:40 AM
Anna Banana Kruchten CRS, Phoenix Broker
HomeSmart Real Estate BR030809000 - Phoenix, AZ
602-380-4886

Hi Bill I had to laugh about the magnet thing!  A time or three I have gone to a home to list it and there has been another magnet.  I got the listings and gave them 2 new magnets with me on it. The other one went in the trash!  Also when we were doing long tail searches for several neighborhoods it did bring in sellers and buyers.  Surprised me at first that it worked but that was in the very early days.  I couldn't rank worth anything back 15 years ago but after I learned what to do here in AR we ranked for many seo long tail searches.

Mar 02, 2022 10:28 AM
Anna Banana Kruchten CRS, Phoenix Broker

That's how we built our business -  building trusting relationships and helping clients sell and buy many times over throughout the years.

Mar 02, 2022 12:30 PM
Liz and Bill Spear

I'd love for our neighborhood posts to bring in more listings, but in our case that seems to be an uphill battle.  The sellers probably have a) the agent that helped them buy their home b) 1 or more agents farming the neighborhood/living there c) the agents they know from church, social organizations, etc., so they don't go Internet to find one.

On the other hand Sunday I'm meeting with a seller-to-be client that was a buyer client last year.  She's got her prior home ready to go on market.

Mar 02, 2022 11:46 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Bill:

As always great advice about developing a strong local presence with the information buyers are seeking about area communities.

I suspect now sellers are being overwhelmed with marketing letters, postcards and phone call from agents trying to drum up listing business because of the tight inventory.

Jeff

Mar 02, 2022 05:22 PM
Liz and Bill Spear

Jeff, Probably so!  I'm see more "sold before sent" entries in our MLS.  There's just not enough on the market and any engineering rationale I have to what prices SHOULD be are about meaningless.

Mar 02, 2022 06:27 PM
Kathy Streib
Cypress, TX
Retired Home Stager/Redesign

Hi Bill- I couldn't agree more and I speak from experience. When we've been looking for a home and googled the area, 9 times out of 10 the community came up via an agent's website. 

Mar 05, 2022 10:49 AM
Liz and Bill Spear

I know often there is no HOA page, so an agent has a good chance of ranking if they're willing to do the work.

Mar 05, 2022 05:41 PM
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Flower Mound, TX
Selling Homes Changing Lives

Liz and Bill Spear - your blog posts are always so valuable to me. In this one, the magnet calendars struck a chord with me. One of my first listings had magnets covering the Seller's refrigerator. The moment I noticed, I felt so proud, the seller's chose me over all the others. I was so happy when we discussed decluttering all the things that are easy to pack now, before they went under contract, such as refrigerator magnets and the seller jumped up out of her chair and started plucking them off tossing them into the trash can. But I confess, it was hard for me to keep a straight face. 

Thanks for your exceptional posts that mean so much to all!

Mar 10, 2022 05:44 AM
Liz and Bill Spear

We used to do NFL magnets and calendars and one day had the realization that they were an expense for us with no return so we stopped them (along with many other things we determined made minimal or no difference for us).


 


I can easily see you and the seller with her cleaning the refrigerator off :)

Mar 10, 2022 07:04 PM