Ask An Ambassador: It's All In The Tail

Real Estate Agent with Transaction Alliance 513.520.5305 SAL.2002007747

You want to find some information so you head to the Internet.

How often do you ever go to Page 2 or 3 of the results?


So why would our blog audience be much different when they want information about homes for sale?


The diagram above illustrates a bell curve.  If a given population has a normal distribution, you'll achieve a balanced spread around the center. 

With our blogging we can aim for center or to the sides, but here's the thing.
In the center are the most popular searches: 

(Insert geographic area) Homes For Sale.

Search results there are dominated by the big gorillas of the industry.  They pump millions into making sure their SEO and paid ads catch the consumer eyeballs for those type searches.  Try a search like that and how many pages do you have to go before you find an individual agent result?  I'll bet good money that with rare exceptions, you won't find an individual agent website on Page 1 of Google for a major search term. 

While it's theoretically possible to get there, chances are if you're pounding hard on that spot of the curve, you're NOT going to get the business generation you hope for.  Consumers have heard of Z,T,R, etc., but they've not heard of you.

So what's next?  Adjust your aim off the center and work the outer 2/3s of the bell curve.  The medium and long tail regions are still quite large, and there's a serious perk to working there:

The big gorillas DON'T (or can't) go into that level of detail.

And for that matter, neither will most of your peer agent competition.

Arm yourself with a competent IDX solution and you're quite capable of producing serious volumes of content that get found by consumers who are closer to making a decision than a center of the bell curve home searcher.

E.g.  When someone says they're moving to Cincinnati and need to buy a home, they're typically NOT planning to move to downtown Cincinnati and live in a loft style condo with their 2.5 dogs.  They're planning to move to the Cincinnati AREA, and there are quite a handful of municipalities, townships and outright rural areas that people can choose from.

Cherry picking those "outside" areas we want to work gives us a better opportunity to put ourselves in front of a consumer when they realize the big gorillas don't provide the kind of local information they REALLY need to make the right decision.

Pushing our focus to the longer tail areas leads to blog posts and IDX pages about specifics that aren't found in the center of the bell curve:

Smaller town focus rather than larger cities.

Specific types of homes.

Homes with specific features.

Homes by specific builders.

Homes in communities with certain amenities.

While the search volume for some of these categories might not be as big as Cincinnati Homes For Sale, at the individual agent level they can be much, much more productive.

Your information can be a "walk the talk" moment for a consumer. 

They find you. 

They recognize you have the knowledge they want.

They initiate contact.

From there, it's up to you to succeed or fail in the converting those contacts to clients, but know that your online presence has succeeded when they reached out to you.

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

Bill & Liz aka BLiz

Posted by

Serving Warren County Ohio & Adjacent Areas

The Liz Spear Team of Transaction Alliance
Elizabeth Spear, ABR, Ohio License SAL.2002007747

William (Bill) Spear, Ohio License SAL.2004011109  Kentucky 77938
Ask for us by name if you visit the office!

Bill Direct:  513-520-5305
Liz Direct: 513-265-3004     
Fax: 866-302-8418


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Comments (12)

Ray Henson
eXp Realty of California, Inc. (lic. #01878277) - Elk Grove, CA

Thank you for the thoughtful explanation and the great tips for targeting more specific areas.

Jul 12, 2022 09:42 AM
Liz and Bill Spear

You're welcome!

Jul 12, 2022 11:48 AM
Dorie Dillard Austin TX
Coldwell Banker Realty ~ 512.750.6899 - Austin, TX
NW Austin ~ Canyon Creek and Spicewood/Balcones

Good morning Bill,

As always an excellent explanation of how it all works and how we can fit in to more specific targets. Great tips..thank you as always!

Jul 12, 2022 10:28 AM
Liz and Bill Spear

Always happy to help!

Jul 12, 2022 11:49 AM
Jim Paulson
Progressive Realty (Boise Idaho) - Boise, ID

Why be normal?  I prefer to live on the edge, say 3 standard deviations to the right.

Jul 12, 2022 01:33 PM
Liz and Bill Spear

a sigma here, a sigma there, and people start thinking were abnormal :)

Jul 12, 2022 02:02 PM
Kat Palmiotti
eXp Commercial, Referral Divison - Kalispell, MT
Helping your Montana dreams take root

I received a call a few weeks ago from a company that wanted me to pay them because they get customers who want to purchase land and they'd give me access to those buyers. I asked how the buyers find them, and they said their company was spending a lot of money per month on SEO and their buyers find them online. I said, well, when I searched for "land for sale in Kalispell"  you came up way on the bottom of the 2nd page. So are you saying buyers keep scrolling past all the land-specific sites and find you?

That is exactly what he was saying. I didn't buy.

Jul 12, 2022 02:41 PM
Liz and Bill Spear

I almost touched on the whole "we can get you on page 1 people".  So many promises that you know would be virtually impossible to be kept.  They count on us NOT knowing how to do the work, and such a huge perk of this community is there are people that can show you how to make it all work without forking out 1000s of bucks to get it done. 

Jul 12, 2022 05:35 PM
Anna "Banana" Kruchten
HomeSmart Real Estate - Phoenix, AZ

This is so spot on Bill.  We all learned how to do exactly this here in AR and it worked - and still works to this day to those that are working it like you continue to do. We ranked on so many long tail SEO terms here locally for a long time.  And it kind of perplexed many folks here in town just how we did that.....which I tried my best to teach some of them. takes dedication as you well know and consistency to keep it going well.

Jul 12, 2022 08:55 PM
Liz and Bill Spear

And the kicker is once you learn how to do it, it's not that hard to work off of a template that gets results and multiply the number of long tail terms you can be found for.  I love doing an incognito search periodically and see some of our work continue to Page 1 years after publication.  There are certain pages that reliably send us contacts.

Jul 13, 2022 05:01 AM
Anna "Banana" Kruchten

Wash, rinse, repeat!!

Jul 13, 2022 09:51 AM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

The tail end of things can tell you so much about the thing in question and what you learn from it cancarry you to new places

Jul 12, 2022 10:20 PM
Liz and Bill Spear

Learn, repeat.  Repeat, and repeat some more.

Jul 13, 2022 05:02 AM
Carla Freund
Keller Williams Preferred Realty - Raleigh, NC
NC Real Estate Transition & Relocation 919-602-848

This is so true. Although I will occasionally look at page 2 or 3 just because I know the people on the first page are paying to be there and someone better could be on page 2 or 3. Also because I don't always find what I want on page 1. When it comes to some things, I miss the old alphabetical order phone book. 

Jul 13, 2022 05:19 AM
Liz and Bill Spear

I'm generally hesitant to click on any search result that identifies as AD.  But I can usually find what I want on Page 1 even with skipping the ad entries.

Jul 13, 2022 08:02 AM
Brian England
Ambrose Realty Management LLC - Gilbert, AZ
MBA, GRI, REALTOR® Real Estate in East Valley AZ

If you want to be found, being on the first page is vital.  That is one heck of a tail on that fish in your featured photo!

Jul 13, 2022 05:36 AM
Liz and Bill Spear

I think it's a beta fish.  They can be pretty elaborate.

Jul 13, 2022 08:03 AM
Erik Hiss
Keller Williams Capital Partners Realty - Worthington, OH
You can trust me for all your real estate needs!

Good way of looking at the market and going after the 'leftovers'


Jul 13, 2022 07:33 AM
Liz and Bill Spear

And those leftovers can be pretty sizeable.

Jul 13, 2022 08:03 AM
Jay Markanich
Jay Markanich Real Estate Inspections, LLC - Bristow, VA
Home Inspector - servicing all Northern Virginia

Of course it's a matter of understanding!  We start with basic understanding (when I lived in South America I told people I lived in Washington DC, but really lived in Kensington MD) and then can move to what more and more detail they are interested in understanding further.  Your photo says it all!

Jul 16, 2022 02:36 AM
Liz and Bill Spear

Find the bonding point/common knowledge and move down the funnel from there.

Jul 16, 2022 09:17 AM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude


This is a thorough and easy to understand explanation of how to make the best out of our blogging when faced with today's competition. It's a good recipe for success.


Jul 16, 2022 09:43 AM
Liz and Bill Spear

When you know what the competition is doing, it's easier to figure out what we need to be doing.

Jul 16, 2022 08:22 PM