When it comes to real estate, there is no better way to attract buyers and sellers than to demonstrate in-depth knowledge of, in some cases, love for, a local area or neighborhood.
Despite the abundance of agents in a given area, there is an opportunity to stand out, add new leads to your pipeline, and procure new business.
Prospects enjoy finding agents who have answers to questions they have about a local area, as it establishes credibility and serves as an excellent foundation for your future relationship with them.
Your best chance at standing out might hinge on the value you bring to the table—quite literally—by knowing and recommending the best places to grab a bite to eat or a late-night drink.
As you become the proverbial mayor of your city, you establish yourself as the local “go-to” resource, and your reputation will start preceding you.
It sounds like a brilliant strategy, right?
Example of Local Websites
According to Wikipedia, hyperlocal websites focus on specialized topics—i.e., stories and issues of interest only to people in a very limited area.
In the real estate industry, the emphasis is specific to those looking to buy a home. For example, neighborhood guides, restaurants, local events, shopping, and outdoor activities, to name a few.
Buyers are looking to move quickly, and sellers want their house listed right away. Both are hungry to find the perfect real estate agent to get the job done, and among a sea of faces, you need to stand out.
These days, it’s just not enough to have a Zillow profile or a page on your brokerage website. You need a place of your own to send prospects to—a home base if you will.
Here are a few examples of websites that do a brilliant job demonstrating expertise and knowledge of their local areas. They are marketing gold mines, and they present tremendous value to the agents who own them.
Founded by longtime friends Nicole Nicolay and Robyn Annicchero, Love Livermore is a combination of their passion for community and local market expertise. Chock-full of real estate tips, neighborhood guides, and well-produced videos, Love Livermore is a resource to help residents and those new to the area love where they live—Livermore, California.
Created by longtime internet marketer Brian Clark, Your Boulder is a local guide to what’s happening in one of the happiest, healthiest, and creative cities around—Boulder, Colorado. Your Boulder helps visitors discover world-class restaurants, the vibrant technology scene, the best real estate listings, and the quirks of an amazing college town.
Established in the Summer of 2013, Lifestyle Frisco is an online-only guide created by Wendi McGowan-Ellis and her husband, Scott. As a publisher of original digital content, Lifestyle Frisco operates with local writers, photographers, and staff committed to supporting the community and welcoming all those who move to or visit Frisco, Texas.
Phoenix Real Estate Guy
Phoenix Real Estate Guy has the longest tenure among the examples listed as it was launched in the mid-2000s by online real estate pioneer (and Agent Engine advisor) Jay Thompson. Known as the O.G. of a (very successful) hyperlocal website, Phoenix Real Estate Guy is a beacon for agents looking to establish themselves as local experts in the area they sell.
Become the Local Expert
Over the years, the term “hyperlocal” has become ubiquitous and perceived as gimmicky. It feels more like a buzzword than a strategy these days, so we advise a shift in focus and deploy a smarter plan.
Instead of having a hyperlocal website, you need to become a local expert and use your website to build (and grow) your business. It’s time to invest some time and energy in getting to know the area you love.
Here are five ways you can use your website to establish yourself as the local expert. Of course, there are others, but this list will get you started:
- List properties for sale
- Publish neighborhood guides
- Offer restaurant reviews
- Suggest outdoor activities
- Feature local businesses
There is a seismic shift happening in the industry. Forward-thinking agents will take matters into their own hands by utilizing technology and social media to become local experts and attract buyers and sellers.
At Agent Engine, we believe the future of real estate is digital, and we are developing a tool that will help real estate agents create an online presence in just a few minutes. We want to make it as easy as possible for people to do business with you.
All they need—dare I say it—is the right engine to get them there.