Today’s consumers are constantly on the lookout for new and relevant information. When thinking about ways to grow more local real estate business, you need to get creative to stand out and bring new people into your prospecting funnel. In addition to implementing modern forms of marketing, real estate professionals should consider implementing techniques to gain more local visibility.
In a previous article, we discussed different local real estate marketing strategies that include technology and traditional marketing techniques. Now, to help realtors like you gain more exposure in your community, we’ve listed several strategies below that can increase your reach and generate leads.
Why is local visibility important?
Local visibility is important because it helps you connect with your potential customers. Remember that buying or selling a home is an emotional process and buyers and sellers often want to follow their instincts when making decisions. Real estate agents, who help fuel this decision-making process, play an active role in securing the position of trusted advisor and mutual partner.
When realtors build trust through local visibility and authentic community engagement, they ultimately secure more conversations and increase lead generation potential. Landlords will be more likely to trust you if they can tell you have a thorough understanding of the local market. This leads to more business for you!
Plus, when people know about your business and what you do, they’re more likely to call or contact you when they need help finding their dream home or selling theirs.
How to gain more local visibility
There are many ways to get local exposure, but they all boil down to one thing: engagement. You must be active in the community and interact with people regularly. Here’s how you can start building your local visibility today:
To become more visible to the local community, learn more about it.
Don’t forget that real estate remains a local market despite the relentless progress of the Internet. While technology can provide many opportunities for exposure and promotion, it’s important to remember that new clients and customers cannot be found without physical meetings and community events. It may look vintage, but it’s still effective. And if you’re able to connect with your community and set yourself apart from other real estate agents, your online marketing efforts will have much greater potential.
To be successful in your niche, you need to understand the people who live there. Whether they are customers or potential customers, communities have concerns and questions that influence their purchasing decisions; As a marketer, it’s important that you know what these questions are so you can answer them in your marketing efforts. The best way to do this is to get out of your office and talk to people in person.
Here are some ideas on how to find out more about the local area or community:
- Go to local events and meet people. Meetings of community groups, political organizations or even social clubs can be a good place to start.
- Talk to people at local cafes and restaurants. This is a great opportunity for you to strike up conversations with other people in the area and find out more about what they think of your service or properties!
- Tap into your inner circle. Send emails asking friends and colleagues to introduce you to people in the area who can share their knowledge with you.
- Analyze and participate in conversations on social networks via local groups formed around Facebook, WhatsApp or Telegram.
- For example, if Miami, Florida is your niche market, you can research (or even create) local Miami-based Facebook groups and engage with members to get a feel for what they like to experience there.
- Take advantage of local resources. You can find lots of useful information about the area on websites such as Zillow, Houzz, and Yelp. These will give you an idea of what others are looking for when buying or renting a property.
Become a recognized authority on specific real estate topics in your community by creating content based on locally relevant topics.
Creating content specific to the needs of your local audience, rather than writing about general topics in a vacuum, will increase your chances of standing out and establishing local visibility.
A surefire way to develop locally relevant content is to research the topics and keywords that interest your local audience. For example, a real estate agent specializing in the Miami real estate market might use Google Trends or an SEO tool to check what people are searching for the most right now.
Examining relevant conversations and questions among your target audience can inspire you for your blog content, as well as creating other types of content online. Use your local knowledge to provide relevant information that will help your audience make decisions about their own property. This can include advice on how to use their home more effectively and efficiently (for example, by reducing energy costs) to teaching them how to get the most out of their investment by making smart upgrades or repairs .
For example, a real estate agent working in the Miami niche market could create short videos answering questions such as “Is Miami a good place to live?” or “Is it good to invest in real estate in Miami?” Such content could help raise awareness among potential homebuyers.
Use local data to add authority and relevance to your content.
Local data can also help you add authority and relevance to your content by demonstrating your expertise. Integrating several reliable sources with your own knowledge of the real estate market in your area can lead to a complete picture.
For example, a Miami real estate agent might write an article about the best neighborhoods to live in. The article would contain information on crime rates and schools, as well as local amenities such as malls and gyms. By including this data, you can make your content more relevant to readers who live or plan to move to Miami.
So make sure your content is both accurate and informative. After all, there is nothing more boring than reading content full of errors.
Here are some good places to find US-based real estate data:
Become an advocate for issues affecting the local community.
A great way to build relationships with your community is to advocate for its members. Creating content that addresses the concerns of your local community will have a significant impact on people.
For example, if you are marketing properties in an area where there are many homeless people and the local government is not doing enough to address this issue, create content that draws attention to their plight. This can be done through social media posts or by creating information resources that answer questions about homelessness in your community.
Always be on the lookout for ways you can volunteer or lend a hand. You can do this by joining local organizations, attending meetings and events, and volunteering for committees. If you don’t see an organization that matches your interests or expertise, consider starting one yourself.
Tap into your community for partnership opportunities.
Get to know the best people in your community and create marketing collaborations with them. Both of you can promote yourself by using this content to attract new customers.
You can team up with local businesses to promote them and their services through your real estate marketing efforts. It’s a great way for you to get more exposure in your community and build relationships with other business owners. Offer free advertising space on your website, social media profiles and email newsletter to local businesses in exchange for the same treatment from them.
Make sure you have their contact details so you can keep in touch with them throughout the year. This will help you have more opportunities to promote yourself while helping others with what they need.
Use multiple channels to get more local exposure.
In an increasingly crowded real estate market, gaining visibility in the local community is more important than ever. The most successful real estate professionals use multiple channels, including social media and online advertising, to gain local exposure.
By directly engaging local individuals and businesses, along with group social media marketing and local content marketing done right, real estate professionals will have multiple opportunities to reach their ideal clients.
This approach allows them to consistently reach the right audience with their services and win new business. Ultimately, however, it all comes down to delivering a strong, integrated message.
If you want to boost your local visibility, remember that while search engine optimization is important, it’s not everything. In fact, it shouldn’t be an end in itself. Local visibility comes from building relationships with members of your community and engaging with them in a variety of ways. If you take the time to create a solid foundation for your local marketing strategy, you’ll be in a much better position for long-term success.