3 Easy “Must Do” Marketing Tips for Real Estate Agents in 2023

1) Many Agents have a poorly setup and optimized Google Business Profile, and honestly, it amazes me how many do NOT have one at all. Which I have never understood, as it is FREE.

But then it falls into the category of "You Don't Know, What you Don't Know".

I hate that saying, but it could not be more true than in the Real Estate marketing space.

You are a Realtor, not a Digital Marketer. I have this discussion on a very regular basis with many clients and prospective clients.

And then even if you have a Google Business Profile, is it really set up perfectly.

Just do a search like "Homes for Sale, Real Estate Agents "City"  "Area-X"

If you are on Page One, Congratulations! The rule of thumb here, is that the more you Drill Down your Search based on your Focus Areas, the higher you should begin to rank. And the beauty of this concept is that Zillow and Realtor.com do not and cannot market at such Hyperlocal Levels. They are paying for Keyword Searches in mass and it would be cost prohibitive for even the largest organizations

So your market really ends up being under the radar of the large SEARCH competitors.

2) Plenty of Realtors and Brokers don't really understand the concept of a "Hyperlocal Landing Page" and most agents focus on a very large area vs. really dialing it down to ONE Focus Farm Area.

I do Online Marketing Trainings for a number of Agent Groups and Brokers and the Topic of "Hyperlocal" is misunderstood and trainings for new or newer agents rarely emphasizes focusing on ONE neighborhood to start and then do a "Rinse and Repeat" process once you have a 8% to 15% market dominance in the neighborhood. And on this point, I am not talking about communities. If you are over 2-5K homes it is very difficult to truly dominate without a more high tech approach. Not saying it cannot be done, but do the math. If you have a Neighborhood with say 3000 Homes... owning that neighborhood (say 8-10%) is still 300 homes. Way over the normal TRANSACTION numbers of most agents. (12 from NAR).

But let's talk about average numbers. Average numbers are a GIANT misnomer, as over 50% of Active Agents are not really "active". So let's say the real average of a successful agent is 20-25. These numbers are not as important as the focus on YOUR Farm Area.

When it comes to a Farm Area, you can most definitely have more than 1 farm area. But the point I am making is that your marketing should be focused on helping you become the "Local Authority" in One Farm Area. Then move to the next one.

Maybe when you are doing 10 or 12 closings from ONE neighborhood, you launch Hyperlocal Focus on neighborhood TWO and so on. There is NOT absolutes here, as all Agent Marketing should have a level of gut or feel to it. And it should be based on your own personal goals. My guidelines are just that... Guidelines.

3) And lastly, the Content Strategy is always the weakest of these 3, if it exists at all. The content strategy that I promote and have developed as a much tighter digital marketing concept revolves around Listings, One Neighborhood, Area and Neighborhood Search Links and Content much like you might find in a City's Chamber of Commerce Page or maybe a Builder's Sales Page. 

I like to take advantage of how Google Maps and Google Business Profiles actually work and use them knowing that they are the foundation of Local Search or "Near Me" search. The "Farm Area Flywheel" is powered by a great hyperlocal optimized landing page that features "Your Listings", your Broker's Listings in that area, maybe a relationship you have with another agent or broker featuring their listings in that neighborhood, search links for schools, shopping, transportation, medical care, parks, dining, entertainment and more. The Goal is to become pretty much the "One Stop Search Shop" when it comes to YOUR AREA!  

example image below: Courtesy of www.BrittanyDorenbushRealtor.com

If you would like help with these 3 simple elements, simply BOOK A CALL with me and we can discuss doing a pared down version of my 9 Step Marketing Program. In the next few days I am launching a campaign for Agents that want to get started with the 9 Step, but might be trying to limit expenses after the holidays or maybe recent transactions or closings are light. I get it.

Market changes affect us all. I am always trying to offer competitive service packages that allow even BRAND NEW agents to have a total Rockstar online presence.

Take a Look at a couple of NEW Agent's online presence...