Why you should update stale content (and how to do it)
In today’s hyper competitive real estate market it is now more important than ever to differentiate yourself from your competitors. To stand out from the crowd and become the agent or real estate brand with the most signs in the ground, it is important to create a dominant presence in your specific neighbourhood and be perceived as the local real estate authority in your community. The easiest way to accomplish this is through hyperlocal marketing.
The internet has drastically changed consumer behaviour and has moved the market online. Most buyers, sellers, landlords and tenants are starting their search for an estate agent or property online, therefore it is imperative that you create an effective online presence wherever your target market is actively starting their search.
To do this, you need to go hyperlocal.
Hyperlocal Marketing is a term used to describe highly targeted digital marketing based on a specific geographic area or location. The idea is to target all your online marketing efforts on a very specific community or neighbourhood, and then provide that target market with relevant; content, imagery and marketing messages that appeal to that specific community and are tailored towards their specific needs and wants.
This may, at first, appear to be a daunting task. However, the World Wide Web is actually very “local” and there are a wide variety of hyperlocal digital advertising and marketing solutions and tools that can help you reach and engage your local target audience.
Creating up a hyperlocal property website is the first step to launching your hyperlocal online marketing campaign. A website is the destination of all your online marketing efforts and is the digital equivalent to your brick and mortar real estate office. Remember, a website’s purpose is not to drive traffic to itself, its purpose is to engage and convert your website visitors into high-quality leads. Therefore, everything from the look and feel of the website to your property listings and all your website content (like area profiles and news and advice articles) need to be geographically specific to the area or community you operate in. Your mobile site should also employ location-based features like “Property Near Me” or “On Show Near Me” to provide custom search results based on the visitor’s geographic location. By doing this, you will provide your visitors with a hyperlocal property search experience.
Once your website is live you will need to drive local traffic to it. With over 60 – 70% of website visitors starting their search for an estate agency or property on Google, it is vital that you improve your website’s visibility and ensure that you are found on the 1st page of the Google search results pages. There are 3 ways to be found:
Google Display Ads enable you to create brand awareness on high traffic websites (such as News24, IOL, BusinessDay, YouTube and many, many more) and drive high quality local traffic to your website - without any advertising waste. When a visitor lands on a one of these high-traffic websites, Google will display a relevant advert based on websites the visitor has recently visited. This is known as re-marketing or “reminder” marketing. Therefore, once a prospective buyer, seller, tenant or landlord has visited your local property website, you now have the ability to remind that visitor about your real estate brand or even remind them of the last property they viewed before they left your website.
Email marketing is one of the most cost-effective forms of direct local marketing. Firstly, you need to build a database of current and past clients, and include any other influential members of your community. Then you need to create useful content that is relevant to your local neighbourhood and distribute it via email.
Facebook is fast becoming one of the largest sources of local property website traffic. With over 1.8 billion users there is no better social platform to engage with prospective clients. A Facebook business page enables you to personify your brand, start a conversation with your target audience, and position your brand as the local property expert.
Hyperlocal Marketing is an innovative, efficient and cost-effective way to reach your clients in a specific geographic neighbourhood or community. When you execute it correctly, it has the potential to differentiate your real estate brand in the marketplace; create a dominant local online presence and position you as the local real estate authority in your neighbourhood.