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Market Niches Can Equal Agent Riches:
The Long-Tail in Online Marketing for Realtors

In Real Estate, as in much of business, being all things to all people, is an impossible business model to chase.

The Long and Short of It.
In Business 'The Long Tail' concept states that you can sell more 'less popular' items than you can of popular items. A common example is that Netflix rents more niche movies than popular ones.

So what does this mean to real estate agents? That you can make a business in marketing niche markets and that it can be often times more profitable.

The #1 real estate related website in the United States is Realtor.com. Knowing the Google keywords people use to find Realtor.com will tell you a lot about online consumer behavior and will give you a lot to think about in your own online lead generation efforts as they relate to niche markets.

The Google keywords used most often to find Realtor.com are "Homes for Sale" and the location in which they are searching.

Why is this? Because people instinctively begin their home buying process by searching properties' to get a sense of the market.

Realtor.com, Trulia, Zillow, Real Estate Companies etc ALL allow online consumers to search for almost all 'Homes for Sale' throughout the country.

So how are most agents trying to generate leads with their websites? By offering a small subset of capabilities and nothing unique or otherwise beneficial to people. In other words, agents are trying to compete with Realtor.com, Trulia, Zillow with the proverbial 'one arm tied behind their back.'

Good luck with that.

Trying to compete head-to-head with a company with millions of dollars to spend on technology and marketing is a losing proposition!!

The Good and The Bad

The Irony is that local real estate agents are in the best position to capitalize on their local market knowledge, but they typically do the worst job at capitalizing this knowledge online.

Local agents know what local buyers and sellers are searching for (in real time! A showing is the most up-to-date search result and one that has immediate feedback capabilities....something rarely accomplished on a computer).

In the world of real estate online lead generation, the most obvious worst offender of this principle are the Real Estate Agents that offer website visitors the ubiquitous "Search the MLS" or "Property Search" as the defining features of their websites. Some of the more cutting edge agents even have "Search by Map" prominently featured as if searching real estate by map was invented yesterday. It wasn't and pretty much EVERY website offers it.

In other words agents are trying to compete with Realtor.com and all the other real estate websites by offering infinitely less data and capabilities.

How is that working for you?

Offering people and online consumers 'the same but less' is not a sustainable business model.

Grab the market by The Long Tail
Agents should focus their efforts on niches so that

  1. They have a better chance of being found and noticed
  2. That they have a better chance at being relevant to some people (a market) vs. not relevant to anyone (the market).

And this has important implications in all your online marketing as well.

"Search Homes for Sale" / "Property Search"

99.9% of agents allow online consumers to search for 'Homes for Sale' with the main segmentation being "My Listings" sometimes euphemistically entitled "Featured Listings."

To the online consumer this looks and feels like 'every other agent and website' on the Internet. When the people start thinking you are like 'everyone else on the Internet' that is not a good thing. In addition, they can go to one of over dozens of real estate websites and not only search every location in the country, they can typically do a lot of analytics that your agent website does not come close to offering. You are trying to complete with websites that have millions of dollars to spend in marketing and advertising.

Create a Niche -> Market the Niche -> Get Found -> Get Results
Local Real Estate Agents work in defined geographical areas. In every agent's 'area' there are geographical submarkets and property submarkets.

What geographical submarkets or particular property types are in your market that you know people buy and sell?

Identify some market niches, and then using either your MLS or website IDX provider's tools, create and save predefined property searches that return just those properties when clicked on as a link. In other words, give people what they want. You certainly know your market better than a corporate website out of New York, San Francisco or wherever it is that corporate is based!

A great example of this is Dave & Suzy Cardwell's pre-defined property search for Crow Canyon Country Club in the San Ramon Valley area of Northern California. While most all other agents in their area show "Search the MLS" (which Dave & Suzy have as well), they allow online consumers to One Click Search several key niche markets that they know people buying in their area are interested in (technology provider AgentAchieve).

Property Subtypes are also a great niche to market and let people One Click Search. Rick Miner, in Seattle markets several property niches such as Waterfront and View Homes at his website (Northwest MLS IDX, member of Michael Russer Online Dominance).

Easier, Faster and More Relevant is Always Better

Put yourself in the online consumers shoes. Let's imagine 'you' are interested in buying a property in Crow Canyon Country Club. Are you more likely to click on a link for Crow Canyon Country Club or Search the MLS? Or that you are interested in Waterfront or View Homes of Seattle....would you more likely click on Waterfront and View Homes or Property Search?

The beautiful thing about allowing people to One Click Search niche markets is, is that on the one hand you are giving people that want this information the information they want upfront, fast and easy. And secondly, you are not turning off 'everyone else' who just wants to search your general MLS listings.

If people have to search your website or click too much to 'hopefully get' what they are looking for, then you are going to lose a lot of lead generation opportunities.

The Funnel
Of all the websites on the Internet, only Craigslist allows you to post your listing (what the online consumers are searching for) along with a links to the tools and information online consumers also want at YOUR website vs. sending them somewhere else and to someone else!

By providing links to the tools and information that online consumers want around your listing that the online consumer is searching for, you create a funnel that will bring the online consumer to you vs. sending them to someone else like a sieve.

Surround your listing with the tools and information at your website and leverage online consumer interest and generate both website traffic and leads! Create your funnel!

Market the Niche -> Get Found

There are many places that you can insert live links to predefined searches for the niche markets in your area. Some of the best include:

  1. Your website (but how do they find your website?)
  2. Your online marketing including Craig's List and your eFlyers

Training Schedule

Capture 1-2 Expired Listings per Month

Jul 19, 2018

108-4370 Dominion Street Burnaby,BC V5G4L7

 

"If 20 out of every 100 homes sells every month... what happens to the other 80 that don`t sell? That`s right! They EXPIRE!

Do you want to list 1-2 homes every month like clockwork? How would your business change if you became a listing machine? There is a wealth of listing inventory that expires every month.

In this class, we will share a detailed system for consistently bringing expired listings back to market every month. Don`t miss this class, that, once applied, will dramatically change your business moving forward! "

Dealing with Difficult Clients

Jul 20, 2018

#101 - 15955 Fraser Hwy Surrey,BC V4N0Y3

Already thrown in your commission? Bent over backwards to get them the right appliances? Maybe you`re being asked to contribute to the transaction. Or worse! You`re afraid to answer the phone because you know who it is, and no matter what you do... they`re angry!

We`ve all had them... difficult clients. No matter what you say, or what you do, they just can`t be satisfied.

Join us as we explore the ins and outs of how to handle difficult situations, both emotionally, and professionally. Understand that you don`t have to put up with rude or aggressive behavior to get paid, and you can do it all without even worrying about a complaint!

 

Secrets of Success with Andrew Bracewell

Jul 26, 2018

108-4370 Dominion Street Burnaby,BC V5G4L7

Join top producing agent, Andrew Bracewell, as he reveals his secrets of success. Often times, as realtors we find ourselves trying to keep up with the market when it comes to marketing.

In this session, you will learn the skills, tools, and systems that Andrew used to become one of the most highly effective realtors in the industry. Focused on reducing time to increase lifestyle, Andrew has succeeded in maintaining production at 50+ transactions a year without sacrificing time with family, weekends, and time off.

Social Media Bootcamp - Session at Cost

Jul 27, 2018

#101 - 15955 Fraser Hwy Surrey,BC V4N0Y3

 

http://bit.ly/BootCampSurreyJuly27

REGISTER in the Blue Link Above
$199 Plus gst

Unleash the power of social media in a 6-hour powerful boot camp. Two Instructors, take home notes, a lifetime of support on our "Private Social Media Group"
Whether you want to take your business to the next level or brush up on your skills with the latest in updates in the social media jungle, this class has something for everyone.
Our next Social Media Boot Camp will be held in Surrey on Friday July 27th, 2018.
Morning Workshop 9:30am-12:30pm BECOME A NINJA!
BECOME A SOCIAL MEDIA NINJA – Get started the right way with a Social Media marketing strategy & content calendar.
FACEBOOK PRO TIPS – Gain followers and increase your engagement organically.
FACEBOOK CHECKLIST & Facebook Secret Boxes - Optimize your Facebook Business Page for SEO & SSO. We`ll take you into the back end of Facebook, set you up strategically to win. Things have changed.
Things have change… Ninjas and beginners will all learn…
FACEBOOK & INSTAGRAM ADVERTISING – A simple, powerful approach to the most affordable and efficient advertising options for your business.
Questions & Answers
Afternoon workshop 1:30pm – 4:30pm HOW TO STAND OUT IN THE SOCIAL MEDIA JUNGLE
10 AMAZING PHOTO TIPS – Master your smartphone, discover the best photo editing apps for social media & royalty free photo sites, legal to use commercially.
The Art of Mobile Photography and Video
GRAPHIC DESIGN & PHOTO EDITING WITH CANVA.COM – Increase your social media engagement with CANVA! Learn to customize and brand your business.
MASTERING VIDEO FOR SOCIAL MEDIA – Why video marketing? Where to begin, equipment, losing the fear, Facebook & LIVE video. Gear List
12 Step Process for Shooting the Most Powerful videos in 2018 PLUS TONS of tips!!
UNLEASH THE POWER OF INSTAGRAM – The fastest growing social media platform EVER.
Instagram Stories / Highlights and Instagram Live / IGTV Channel
A quick chat about LINKEDIN
PLUS, an invitation to join our private Facebook Group for ongoing support.

*** Tickets are non-refundable BUT they are transferable to another person.
ONLY 35 seats available.
🔴 http://bit.ly/BootCampSurreyJuly27

REGISTER in the Blue Link Above
$199 pp Plus gst

🔵 If you would like to attend with your assistant, it will be ½ price for the assistant, please send Heather an email with their name.
You must attend as well at full price. Pay for assistant at door. Kissocialmedia@gmail.com

🔵 If you have attended our Bootcamp in the past, please tell Heather where and we will honor a ½ price ticket for attending again. LIMITED SEATING for Both repeats and assistants

E-transfers accepted.
Kissocialmedia@gmail.com

Success Stories

The top three reasons that I would recommend RE/MAX Little Oak are power of association, training, and brand recognition.

The greatest lesson that I have learned was to work harder on yourself than you do at your job.

As a sales associate of RE/MAX, buyers and sellers already know I am with RE/MAX before I meet them.

Andrew Bracewell

The greatest benefit is the RE/MAX Little Oak Training and to be associated with the many successful Real Estate professionals here.

I would recommend RE/MAX Little Oak because of the excellent training that you are exposed to here at Little Oak, the ongoing expertise of the Management and the way the office is run, especially conveyancing, and that I am just one phone call away from a ‘HELP’ call should I need assistance.

Shelley Gossett

I had never seriously considered becoming a RE/MAX realtor thinking I could never afford to work at this caliber of a company. However, after meeting with Ray, I saw that if I ramped up my production it would actually cost me less than the other company.

I saw that RE/MAX would provide me with the support, credibility and confidence to excel in the industry—so I “jumped ship”! I have benefited so much purely by associating with realtors who have their heights set on higher levels of service and sales production.

In my first calendar year as a licensed realtor, I completed over 68 transactions in the first 10 months! I have achieved my goal of being in the Top 10% agents at RE/MAX Little Oak, and I went from Rookie of the year to being in the Top 1% of single agents in our board out of 3000+ realtors.

One of the single biggest things I learned was how to earn over 38% more in commissions on listings. Thanks Ray!

Ben Hardy

As a sales associate of RE/MAX Little Oak Realty, the greatest benefit has been the realtors that I work with.

I would recommend RE/MAX Little Oak to another realtor because of the working environment and the stability of ownership.

Stan Wiebe

The greatest benefit as a sales associate at Re/MAX Little Oak has been that the other realtors have been overly helpful.

The 3 top reasons that I would recommend RE/MAX Little Oak is the RE/MAX Little Oak family - you feel like you belong, the ability to obtain advice and guidance from some of the most successful realtors and management in the whole of Canada, and the name itself draws clients. 

Mentioning that I was with RE/MAX Little Oak, greatly helped when dealing with buyers and sellers - RE/MAX is a powerful selling tool and is held in great regard in the real estate world.

Tom O`Hara

One of the greatest benefits of RE/MAX is being surrounded by Top Producing Agents and seeing firsthand the work it takes to succeed in this business.

RE/MAX offers name brand recognition that is comparable to none. RE/MAX is advertised everywhere you look!

People know RE/MAX and associate with “THE” leader in the industry. This organization has a high level of professionalism that goes before you.

Steve Kooner

Last week I was working on a listing. The potential client had talked with me and another realtor and had asked her daughter what she should do.

Her daughter, who had sold real estate years ago said, “Go with the guy from RE/MAX.

That company has the best realtors, hands down.” I got the listing!

Larry Siebert

In the eyes of my clients, my association with RE/MAX has established me as a true professional! The effect of my move to RE/MAX was amazing. Instant recognition as a RE/MAX professional.

Millions of dollars are spent annually to promote the RE/MAX image and... it works! It’s that simple.

The support and synergy in the office is outstanding too.

I am surrounded by people who are driven by a desire to rise above the crowd.

Randy Dyck

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