Approximately 99% of agents simply blend in with one another.
Most real estate agents nowadays are incapable of thinking beyond the box. They're employing the same marketing strategies as everyone else, presenting themselves in a generic manner, and not making an effort to stand out from the crowd.
It's mostly the same as it's always been, albeit the addition of social media sites has modified the format slightly. It's time to take a fresh look at real estate marketing.
So abandon traditional communications and prepare to enter a brand new framework that will help you generate more leads than ever before.
The Hyperlocal Environment
What Exactly Is Hyperlocal Marketing?
The spread of the internet and digital interfaces has significantly altered consumer behavior over the last decade. Whether you're working with buyers, sellers, landlords, or property developers, their search usually starts online. That means if you're not front and center when people start looking, you're likely to get passed over for someone who is.
That is why hyperlocal marketing is so crucial nowadays. When you go hyperlocal, you adopt a highly specialized marketing plan that is centered on a certain location.
In your real estate marketing approach, hyperlocal marketing can entail focusing on any of the following:
- Certain zip codes or neighborhoods
- Clubs for the countryside
- Interesting Facts
- Educational systems
- Geographical areas
Hyperlocal marketing is defined as any marketing plan that is laser-focused on a single zone, location, region, or demography. This is where the plan departs from more standard real estate marketing methods.
Most real estate brokers consider themselves experts in a specific area, such as Silicon Valley. So they'd concentrate their marketing efforts in Silicon Valley and cast a wide net to try to reach everyone in that market. They (mistakenly) believe it is focused enough to generate new leads.
While they may have had some success, Silicon Valley can be divided into numerous smaller sub-areas. Different school systems, sites of interest (landmarks, major commercial locations, parks, and so on), close-knit neighborhoods... there's no reason you can't create hyperlocal marketing campaigns for multiple smaller zones inside the Silicon Valley region.
The Advantages Of Hyperlocal Real Estate Marketing
As you can expect, hyperlocal marketing has several advantages over typical marketing strategies.
Boosted Return On Investment
Adopting a hyperlocal strategy allows you to attract new leads to your firm without having to spend a fortune on marketing. You may, for example, sponsor a local high school sports team and engage with parents and families in that school system.
Word Of Mouth Spreads Quickly
People enjoy supporting local companies in their own neighborhoods. When you establish yourself as the go-to real estate agent in a small community, you can expect your clients will gladly share your contact information with their neighbors when they are considering buying or selling. When you're focusing on a city with millions of people, it's considerably more difficult to acquire referrals. Get specific and small.
Scale Up Effective Concepts And Campaigns With Ease
Working in smaller locations implies there are fewer individuals with whom to connect. This means less money is spent on each location. This allows you to more easily test out alternative techniques and discover what works. Once you've determined what's working for your company, you can increase the budget and effort put into that approach, allowing it to grow to the next level.
Top Marketing And Real Estate Professionals ADORE Hyperlocal Strategies
Hyperlocal marketing methods are nothing new to top real estate professionals and marketing gurus. In fact, it's something they've all been advocating for in recent years.
"I want you to succeed. I'm attempting to put you in a situation where you can defeat some of these behemoth corporations. You may not be able to outspend them, but you can win on a local level. That's exactly what I'm looking for. So, what are your plans and what are you thinking?"
Winning at the hyperlocal level does not imply pouring money into marketing and casting a wide net. It all comes down to tailored messages and methods that connect with clients who are desperate to find someone like you.
Make Irresistible Offers That They Can't Refuse
Speaking directly to your target audience's needs, wants, and desires is an important component of hyperlocal marketing. And, by segmenting your marketing plan into hyperlocal categories, you can really personalize your offerings and content to extremely specific populations.
Consider the impact of these two brief headlines to reach bottom-of-funnel leads:
In the Seaford School District, you can find your perfect house.
Purchase your Long Island house today.
Which ad would you choose if you were looking to buy a home and send your children to Seaford schools?
This is how hyperlocal marketing works. This type of hyperlocal marketing strategy is not possible for real estate behemoths like Zillow, Redfin, and Trulia. They just cast a wide net and rely on name recognition to draw in the majority of their clientele.
Knowing the locations you intend to target like the back of your hand is an important part of producing enticing offers. Keep up with fascinating local events, discuss great community discoveries, interact with local businesses... You must think outside the box! The more inventive you can be with this, the better.
Gary Vaynerchuk, serial entrepreneur and founder of various firms such as Vaynermedia, Vaynerproductions, and Empathy Wines, is a big fan of hyperlocal marketing. He believes that "[ad] creativity is the variable of success."
Depending on your marketing budget, he suggests targeting multiple demographics at the same time, but through separate marketing efforts. Regardless, communicating directly to the leads you're attempting to attract will yield the highest response rate.
"When you only speak once and try to reach everyone, you can only be relevant to a small percentage of the people you paid to reach." I'm attempting to speak to everyone but in context. The way Matt interacts to his buddies during a four-day weekend in Vegas for a reunion, and when he returns to the office on Monday, and finds a completely different Matt in the boardroom. That is completely correct. It's natural. That is correct. "The game is context." Gary Vee's
At The End Of The Day, It All Comes Down To Relationships
A hyperlocal marketing approach will not help you if you don't nurture your client relationships on a daily basis. Ricky Carruth, a leading real estate coach with over 20 years of experience, doesn't spend much money on marketing. He prioritizes interacting with his local community and becoming the first person people think of when they want to purchase or sell.
That requires knowing your clients like the back of your hand and providing constant value over time.
"Personal branding is everything." When you create a personal brand, your clients come to you rather than the other way around. Consider this: it's not how many houses you sell; it's how many people in your market know you and remember who you are. I want to see myself as a politician, canvassing the market and informing everyone who I am, what I do, and that I am here to help, in addition to sending them a weekly email on the same day of the week for the rest of my life.
Every genuine relationship you build with a client is worth both future business and the current contract you might or might not make with them. In today's business world, repeat business, referrals, and referrals of referrals are important. Market share is the percentage of clients you have in the marketplace relative to your competitors."
Ricky keeps his weekly communication with his clients brief and to the point. He'll utilize the email to share community activities, information about development projects in the neighborhood, and current real estate market information.
Keep your emails short and focused on giving information that your clients will find useful and relevant to their lives. Even a small gesture like this can make a big difference.
Finishing Up
Hyperlocal marketing is an excellent strategy to maximize your marketing budget and propel your real estate business forward. When it comes to purchasing a product or service, people want a more personalized and intimate experience. It's always been that way when it comes to buying and selling a home, but it's been taken to the next level.
If you want to be the real estate agent that everyone in your region calls, you must use a hyperlocal strategy. That is how you distinguish yourself from the huge organizations and establish a reliable reputation in this field. And, with platforms like AgentFire at your disposal, bringing in new local leads has never been easier.