Posted by on Nov 5, 2013 in Marketing | No Comments

are-you-the-expertOne of the best ways to generate business through a real estate blog is to keep it local and talk about something that will impact the people you want to do business with in your area of expertise. That could be your neighborhood, a more broad farm area or even a city is your a big thinker and doer. This blog focuses on the internet but you can just as easily implement this idea into a newsletter for your neighborhood or farm area.

Real Estate Market Statistics

It’s easy enough to market to people and try to get them to find their home’s value on a postcard or some stealth microsite, but if you want to instill a high level of trust in potential clients, you need to be able to demonstrate your local knowledge and understanding of how that local or hyperlocal market really works and how it may affect them as a seller or buyer of real estate in your market.

The best way I have found to demonstrate that expertise is through your blog by keeping them abreast of the current real estate market as it happens. To be able to accomplish this, you need to be able to talk market statistics and you will need to know a little basic real estate math. It isn’t too difficult to learn either. Here is a really good first step instructional post I wrote about using percent change on price or demand for real estate.

If you can tell people in a way that they can understand what is going on in the real estate market, you will have moved yourself out of the role of salesperson and into the role of a consultant – a consultant who offers an expert opinion on one of the most important financial decisions anyone will ever make.

How it Works

As an example, let’s say you work a farm area with 1,000 homes and 100 or so sell every year. This is a pretty good turnover rate and if you can manage a 25% market share, you can do quite well if the price point is right. In any farm of this size, there are going to be multiple agents and/or teams/brokers attempting to increase their market share for such a prize. Many will send flyers monthly and the value proposition is usually that they are the “neighborhood expert” or they live in the neighborhood. There are many variations of this. However, most will not demonstrate their knowledge and understanding of the market and how it impacts the way you price and negotiate a sale with the most advantageous terms to the client. Using market statistics offers you the ability to demonstrate your expertise.

Use your blog to talk to people in your market about what is happening and how it affects them. Then give them examples of how that real estate market information can be used to better position and market their home to get it sold.

If prices are up 8% year over year in their neighborhood and the broader area is up only 4%, you can show buyers why this is a great place to buy. Maybe the amenities are more complete or maybe it’s located in an exceptional school district. It doesn’t matter what the reason is as long as you can articulate it and show in real numbers why it represents a great value.

Integrate with Social Media and the Web

ShareOnce you have your farm and your blog with all of this great information, it’s time for you to spread the word. We all know that Facebook is a great place to share information, but make sure you are using hashtags on Facebook and not just when you share your information on Twitter. If you have a website, make sure you are getting this information on the relevant places there as well.

Getting your content to rank well on Google is well outside the scope of this post, but if you are truly writing great, unique content on a hyperlocal level, you are already doing the most important thing to make sure your expertise and information is going to be found on Google and other search engines.

Don’t Forget Traditional Marketing

Part of the theme of this blog is to “be everywhere” and while the internet is what I consider to be the best place to be found, it is not, by any means, the only place to be found. If this is your farm, you can use mailings to inform them of the bullet points and then refer them back to your blog where those who are really interested can learn more. This will take time and effort but anything worth doing is worth doing well and the payoff will be substantial.

Consumers today want more from their experience with an agent than being told that this agent is the best or that agent is the #1 n the company. They demand more. They have an expectation that you are an expert willing to share and educate them. After all, they can typically go online and at least see some information. I would argue that what they see on websites like Trulia and Zillow hurt more than help, but they really don’t understand why that is. It’s your job and by offering them real information, they will see your value.

Now stop reading and start doing!