In addition, small businesses don’t have to spend money on national advertising campaigns to get people to come in. Hyperlocal marketing can even be focused on just one city block. Targeted and localized marketing is less overwhelming.
Small businesses can focus on a smaller number of shoppers within a very specific area. This makes it easier to marketing the business to these individuals, as it can be more personalized and easy to measure the effects of the marketing.
1.Understand the fundamentals
If you are looking to improve your advertising results then hyperlocal marketing is a good option. It is one of the oldest forms of marketing.
without the internet, TV, and radio, the only way to advertise would be locally, and local merchants would have to advertise to survive
This type of marketing was popularized in 2009 and for good reason. It is a marketing system that focuses on a particular area within the local community.
This type of advertising is very effective for businesses because it targets potential customers who are close by. While it started as a trend, it has become a staple for many businesses because it is so successful.
One of the earliest forms of hyperlocal marketing was word-of-mouth. But, people can only promote their products by word-of-mouth for so long. So, today, we have the Internet and various forms of media. Not to mention, everyone is online, including local communities.
If you want your local business to be one of them, you have to put in the effort to make sure your Google My Business Page is complete and accurate Starting with hyperlocal strategies online is a good way to begin. A method that can be effective is by optimizing your Google My Business Page. When people use a search engine to look for local businesses and places, various places can come up on the Google Maps application. If you want your business to be included, you need to make sure your Google My Business Page is done and accurate.
For example, if you type “Tex-Mex restaurant” into Google Maps, it will show you the nearest restaurant serving that type of food. However, if your business does not appear in relevant searches in your local area, Just follow these steps:
- Enter all your data (physical address, category and phone number)
- Confirm your location
- Respond to as many reviews as possible
- List the correct hours
- Include high-res photos
It’s also crucial to understand how Google scores local ranking. Here are their criteria:
- Distance (how far is your business from the local search query)
- Relevance (does it match what is being searched for?)
- Prominence (How popular is your business? How much information, links and articles does Google have on your business?)
The only way to improve your ranking on Google local is to follow the steps outlined above and to have a clear understanding of the ranking criteria.
While good customer service will certainly encourage customers to leave reviews, it is not the only way to get them. According to a recent survey, 25 percent of customers will leave reviews if they have had a really good experience. This means that creating a great customer experience should be a top priority for businesses who want to generate more reviews.
This includes making sure your quality control measures are effective, training your staff regularly, and ensuring everyone puts the customer’s needs first. When customers leave feeling positive about your business, they are more likely to post a positive review.
increasingly, customers are turning to online reviews to make purchasing decisions. As a business owner, you can increase the number of reviews you get by placing signage in your store that asks customers to review your business online. You can also train your staff to mention to customers that you would appreciate a review.
It’s important to be tactful when asking customers for reviews. You don’t want to seem pushy or insincere. Train your staff to judge each situation and, if the customers seem happy with the service and products, then your employee can say something like, “If you enjoyed your time here, we would appreciate your help in leaving a review about our company. We’re trying to get more local business.”
In addition, tell them where they can leave online reviews so that they don’t have to search for the information on their own.
Types of Real Estate Marketing Niches
There are several ways to identify profitable real estate niches, but we have covered the five most common ways. Realtors can find and focus on their niches in many ways, but the five most common are through commercial and residential properties, by defining the target market, by looking for undervalued properties, by analyzing trends, or by subdividing property types.
Geographic Niches
This type of real estate agent focuses on a specific local area. They could focus on a specific school district or even waterfront homes in the area.
Demographic Niches
The agencies are targeting a specific type of customer instead of the homes their customers are buying or selling. By targeting a specific type of customer, the agencies are able to create specific messaging across all channels to speak directly to that customer.
As housing prices in major cities continue to increase, targeting those who are willing to commute to find more affordable housing options just outside of the city limits may be a good option.
Homestyle Niches
A focus on Craftsman homes may not be as popular as other types of homes, but it could still result in sales of higher value homes. Alternatively, a focus on fixer-upper homes could lead to a larger volume of sales for lower-cost homes.
Lifestyle Niches
The target customer either busy socialites or families with children who are just trying to make financial ends meet. It is important to understand the buyer’s current life stage in order to help them narrow down what is most important to them. This may include factors such as proximity to nightlife, quality of schools, shopping, or public transportation.
Feature & Function Niches
Some buyers focus on what they can do with the property such as hobby farmers, golf course homes, and walkable communities. They might also be interested in eco-friendly homes.
2. Social Proof is Foolproof
Testimonials and reviews are still important in this day and age. Even though they may get overshadowed by other marketing strategies, they play a vital role in establishing your real estate client’s credibility, reputation, and referral base.
A couple of years ago, a friend sold their home using a realtor in their area and was so impressed with their services that they referred four other clients to them over the next two years. In total, this agent generated over $2 million in real estate sales referred by that one person. And how did my friend find this agent? From a referral that he saw on Facebook.
A real estate agent must be immediately trustworthy to potential clients who visit their site or social media. Furthermore, existing clients should be reminded to send referrals.
3. Get employee buy-in
Getting your employees on board with a new advertising campaign can be difficult, but it is important to do so in order to be successful. Discuss the benefits of the campaign with your employees and listen to their feedback in order to create a campaign that will work for both your business and your employees.
Find out from the front-line employees what their customers are suggesting in order to get more local business. These employees are in constant contact with customers and will have the most up-to-date information on what they are looking for.
After you get their feedback, help them feel more connected to your new initiative. Maybe they live in the community and would like to help more locals.
In addition, inform them that delivering great customer service will boost their reputation in the area. Also, let them know that local customers can be very generous. When they realize they are supporting a business that employs members of the community, they are more likely to give good tips and reviews.
Make sure to emphasize that hyperlocal advertising not only improves reputation, but may also affect paychecks. Once campaigns are underway, ensure everyone understands the where, the what, and the how of advertising.
4. Set the right marketing expectations
If you do not set expectations correctly, you can confuse your target market and also make your campaigns less effective. Additionally, you may doubt yourself. Therefore, it is crucial to set expectations correctly from the beginning.
When planning your hyperlocal marketing campaign, you need to set a timeline for yourself and allow for a bit of time before you connect with your target audience.
After all, if you’re expecting too much, you may get discouraged. It is important to be realistic about how many leads you can get from your campaigns. If you set your expectations too high, you may get discouraged.
After you have set your expectations, try not to think about them too much for the first few weeks. Focus on measuring results and making adjustments where needed. You can test anything including:
- Headlines
- Colors
- Graphics and image
- Calls to action
- Product descriptions
5. Make Their Website Hyper-Local
The most effective marketing strategy for real estate agents is to focus on local platforms where people are searching for services. This includes social media platforms such as LinkedIn, Facebook, and Instagram, as well as making sure that their profiles on industry-specific sites like Realtor.com, MLS, and Zillow are high quality. Other public places where people search for local services include Google My Business and Yelp.
If your real estate clients are local, use Parkbench to make them the most influential person in their geographic area. This will reduce the amount of competition you would encounter on bigger search engines.
An alternative is to sign them up for Google Local Services Ads. This will certify them as a Google-approved business and their listing will only appear for high-quality, relevant searches.
6. Keep Up With Social Media Trends
A digital marketing strategy for realtors should include a social media strategy. Last year, over 30% of realtors closed a deal from their social media, and 60% of those surveyed said that their social media was more important than their website.
A recent study from the National Association of Realtors also showcased exactly how much social media has become a key ingredient to finding new clients and closing deals across the real estate industry. Its findings included the following data:
- 77% of realtors are using social media in some way to help with their real estate business.
- 47% of real estate businesses say that social media leads to the best quality leads compared to other sources.
- Given that the vast majority of both millennials and baby boomers begin their home search online, it seems that online home-searching has become the norm, rather than the exception.
Although it may not seem like it at first, using social media is essential for success in the real estate industry. The reason for this is that real estate is all about building relationships and social media platforms are a great way to connect with potential leads and clients. However, because there is so much competition on platforms like Instagram, it is important to post content that is favored by the algorithm. A great way to do this is by using Stories and Reels.
Agency Tip: Train your clients to film quick clips while they are house hunting and taking pictures. Once your agency puts them all together, post them on their Reels and Stories. They can also go live on Facebook or Instagram to get closer to their followers.
However, the challenge with social media is how to ensure that your content is relevant to your local area. If your agency produces a TikTok about home staging tips and it is viewed by people from all around the world, it is unlikely to result in many new clients.
Here are some ideas for localized video content people love to watch:
- If you’re interested in staying up-to-date on what’s happening in the local market, this is the article for you. We’ll provide updates on what’s going on so that you can make informed decisions about your next steps.
- An agent’s ability to give property tours is a good way to see how well they would showcase your property. It’s like a virtual open house.
- If you’re thinking of moving to a new city or state, be sure to check out the highlights of the realtor’s town. This is a great way to get a feel for what the area has to offer.
- Some things that stand out about a particular neighborhood may include the school district it belongs to as well as any nearby shopping or dining options. This is the kind of detailed information that buyers are looking for, and it’s also a great way to focus your content in a more specific way.
- If you’re purchasing a home in a new city or state, be sure to research any relevant tips specifically for first-time home buyers in that area. Things like state-specific tax breaks or city regulations could be unfamiliar to you as an out-of-state buyer, so it’s important to be informed before making any decisions.
- If you continue this list, you will engage potential clients! There is nothing wrong with adding some general real estate content, such as homeowner tax tips.
7. Sell the Lifestyle, Not the House
You may not always be directly involved in developing the house listings, but it’s important to help guide your clients to make sure their messaging focuses on the underlying values and desires. These should be similar to the values and desires your clients promise to their clients when showing a home. For instance, people want:
- The perfect home
- Privacy
- A safe neighborhood
- A happy family
- A carefree life
It might be a good idea to come up with a standard way for realtors to describe the most significant features of a property. This could help your marketing agency stand out from the competition.
8. Network In the Wild
Go beyond simply marketing to consumers. Make sure your clients are listed in online directories, professional associations, and alumni directories. And networking is key—the more people you meet, the more likely you are to find potential clients. Keep your business cards handy and meet with clients in person to make the best impression.
. Additionally, experiential marketing is still popular. Your clients will want to take their clients out for dinners, wine tastings, charity events, or educational seminars to further deepen their relationships and spread their network. While your clients are busy socializing, your agency can do market research for events likely to have their target market and keep an eye out for local events on social media that might go under your client’s radar. Ensure your clients’ online presence and digital marketing persona matches their offline one.
9. Work on a Seamless Brand Image
They say that real estate marketing is all about three things: branding, branding, and branding.
You should not focus on buying and selling houses, but on convincing the agent that they can do so. This is a crucial sale for most people, so it is based on trust.
Your clients may need help with their branding since they specialize in marketing houses and not marketing themselves.
Focus on the most important decision-making criteria most buyers and sellers have when picking a real estate agent:
- Market knowledge
- Engagement level
- Honesty
- Accessibility
And make sure to address the deal-breakers:
- Poor communication
- Lack of care or urgency
10. Write Copy With Heart
Home buyers and sellers experience a lot of stress. They want their problems to be solved quickly. As an agency, you should position your clients as smart, honest, professional problem solvers. Their prospects should also be able to see the humans behind them, rather than just profit-hungry brokers. The best way to do this is with simple, direct language.
Agency Tip: Have an exploratory meeting with your clients and ask them to think deeply about why they became real estate agents in the first place. Reasons that typically resonate with clients are to:
” The mission of the organization is to help build the community, provide generational wealth for their clients, and match people with their dream home. They also help buyers and sellers unpack the complicated real estate buying and selling process.
After you figure out what your clients value and what their vision is, use that information to write the copy for their website, paid advertisements, and other promotional materials. This will help show that there is a real person behind the business.
