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How to Get More Real Estate Clients by Being A Neighborhood Expert
Ingrain Social Media Tip of the Day #4
Real Estate Agents… Don’t assume people know the neighborhoods and micro-climates of an area
I live in Bend, Oregon where relocation is a huge factor in our current real estate market, with 12 people moving to Bend each day, there are a lot of questions from newcomers about neighborhoods, schools, hospitals and more.
Working for a local real estate firm, I have found that it’s not only the new people looking for this information. There are two predominant factors for this:
- New construction, changing neighborhoods, and new schools
- Life transitions
As folks transition through life, what they previously paid attention to will start to shift. For example, a single 20-something is not typically tuned into where the family-friendly neighborhoods and schools are located. Once this becomes important to them, they will undoubtedly seek out this information.
Additionally, it can be incredibly difficult in a town growing as quickly as ours (and most US towns), to keep up with the changing infrastructure.
This gives you a great opportunity to provide the necessary information to make an informed buying or selling decision and become the neighborhood expert in your community.
Becoming a Neighborhood Expert
You should make it easy for clients to identify what makes a neighborhood unique from the other neighborhoods or subdivisions in your town. You can easily do this by gathering useful content, such as:
- Neighborhood data and information
- Market analysis
- Rental rates
- Crime data
- Proximity to attractions, medical facilities, restaurants, and more
- School information, statistics and useful tools (ie. school supply lists for area schools)
- Information about parks, dog parks, hiking trails, biking trails, off-road recreation
- Nearby farmer’s markets
- Neighborhood HOA data
- Neighborhood events
- Noise levels, tip: use a website or app, such as HowLoud
- Seasonal and weather information
Pro Tip: Take photos and videos when possible, or go LIVE and take them on a neighborhood tour
Why is this effective?
The National Association of Realtors® reports that 90% of buyers searched online during their home buying process. Through my interactions with local Facebook groups, I have compiled a list of the most common questions I see. If you can answer these questions before they are asked, you will be positioned to establish your brand as the neighborhood expert.
- Greatschools.com rates x school at a 4, but I hear that the local schools are great, why are they rated so low and what is your experience?
- What are the best neighborhoods in x town?
- We’ve looked at a map online, but are wondering where the best place in x town is to live?
- Where is the best neighborhood for parks?
- Is x town good for retirees? (Hint, they want to know that there is support, medical facilities, activities and that the weather isn’t too harsh)
- Where is the best neighborhood within walking distance to downtown?
- Why is x neighborhood more expensive than the others?
This is just a small sampling of the many questions I see pop up daily regarding buyer needs to get useful neighborhood information. Imagine having all of this information already compiled on your website and popping a link to a full page of useful information whenever a question like this comes up. How would those potential buyers and others in the group view you? Clearly, as the authority on the topic!
This helps sellers too! It shows them that you KNOW their neighborhood and leads to the belief that you are hands-down the best agent to sell their home. How many times have you been on a listing presentation and heard that a seller went with another broker because they “specialize in that area”? That broker may be no better than you at getting that home sold, but they have done a much better job of creating the perception that they are the better fit!
Pro Tip: Adding your chosen neighborhood to your farm and sending out postcards, letters or gifts will put the power of perception to work for you!
How to Get More Real Estate Clients by Becoming A Neighborhood Expert
Now that you have a good grasp on why this content is important, and what it may look like. What do you do with it? There are several ways to integrate neighborhood information into your marketing strategy to gain more clients, here are a few:
- Blog 1-3 times a week about your chosen neighborhood
- Make this neighborhood part of your farm and send updates on statistical and sales data
- Sponsor activities at the schools in your chosen neighborhood
- Sponsor an HOA night
- Schedule a recurring Pop By prior to holidays or school breaks and bring a useful gift with your branding- (I love Redbox codes with a bag of microwave popcorn!)
- Create a relocation packet for out-of-the-area buyers
- Post blog updates to relocation groups
- Get creative!
For more tips on marketing to get more real estate clients, check out my presentation, Going Beyond the MLS- Branding, Marketing & Social Media Strategies for real estate agents
You may also download my FREE E-book, Going Beyond the MLS- Branding, Marketing & Social Media Strategies for Real Estate Agents. The download is instant and there are no forms to fill out or email addresses to enter. Enjoy!
Mandy Davis is the owner of Ingrain Social Media a boutique digital marketing agency in Bend, Oregon that specializes in digital marketing with an emphasis on social media marketing. Mandy helps clients from all walks of life and industries get their brands found online.