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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

Negotiation Win-Win Deal 3/3 - Abbotsford

Apr 23, 2019

#208 - 33119 South Fraser Way Abbotsford British Columbia V2S 2B1

 
Real estate is negotiation. The first negotiation is your schedule... after that, your listings, price, terms, commission, and more, and, whether you focus on listings or buyers, 100% of your clients are hiring you to negotiate a contract of purchase and sale. One of the most critical skills you will learn as a realtor is the ART of negotiation. You will ALWAYS be negotiating.
 
In this 3 part series, you will learn:
The mindset of an effective negotiator,
The overarching strategies of negotiation,
The individual tactics deployed against you, and
How to deploy counter tactics against other negotiators.
Negotiation Win-Win Deal 3/3 - Burnaby

Apr 25, 2019

108-4370 Dominion Street Burnaby BC V5G4L7

 
Real estate is negotiation. The first negotiation is your schedule... after that, your listings, price, terms, commission, and more, and, whether you focus on listings or buyers, 100% of your clients are hiring you to negotiate a contract of purchase and sale. One of the most critical skills you will learn as a realtor is the ART of negotiation. You will ALWAYS be negotiating.
 
In this 3 part series, you will learn:
The mindset of an effective negotiator,
The overarching strategies of negotiation,
The individual tactics deployed against you, and
How to deploy counter tactics against other negotiators.
Graduate Success Lunch

Apr 25, 2019

108-4370 Dominion Street Burnaby BC V5G4L7

RSVP! 

Negotiation Win-Win Deal 2/3 - Surrey

Apr 26, 2019

#101 - 15955 Fraser Hwy Surrey BC V4N0Y3

 
Real estate is negotiation. The first negotiation is your schedule... after that, your listings, price, terms, commission, and more, and, whether you focus on listings or buyers, 100% of your clients are hiring you to negotiate a contract of purchase and sale. One of the most critical skills you will learn as a realtor is the ART of negotiation. You will ALWAYS be negotiating.
 
In this 3 part series, you will learn:
The mindset of an effective negotiator,
The overarching strategies of negotiation,
The individual tactics deployed against you, and
How to deploy counter tactics against other negotiators.
Negotiation Win-Win Deal 3/3 - Surrey

May 3, 2019

#101 - 15955 Fraser Hwy Surrey BC V4N0Y3

 
Real estate is negotiation. The first negotiation is your schedule... after that, your listings, price, terms, commission, and more, and, whether you focus on listings or buyers, 100% of your clients are hiring you to negotiate a contract of purchase and sale. One of the most critical skills you will learn as a realtor is the ART of negotiation. You will ALWAYS be negotiating.
 
In this 3 part series, you will learn:
The mindset of an effective negotiator,
The overarching strategies of negotiation,
The individual tactics deployed against you, and
How to deploy counter tactics against other negotiators.
RE/MAX Advance Sales Rally

May 9, 2019

River Rock Resort and Casino - 8811 River Rd Richmond BC V6X 3P8

 

Are you ready to advance your business?  

10:00 - 10:30 AM - Coffee and Networking 

10:30 - 11:00 AM - Today`s Real Estate Landscape with Roy Anderson 

11:00 - 11:45 AM - Technology you can Use 

11:45 - 12:15 PM - 16 Tips for 16 Years of Social Media 

Complimentary Lunch 

1:15 - 1:45 - Business Planning for 2019 

1:45 - 2:30 PM - Ready, Shoot, Aim: Video for Real Estate 

2:30 - 4:00 - Key Note Speaker Travis Robertson - How to adapt, thrive, and scale in the changing market.  Travis is the CEO and founder of Don`t Settle Coaching, one of the fastest growing Growth Strategy companies in the world.  His mission is to radically rransform the lives and businesses of people all over the world.  

Recognized by Inman News as one of the top coaches in the world for real estate professioanls, Travis has trained test of thousands of real estate professionbals across the world on high-performance marketing, business development, and team building.  

 

4:00 - 5:30 - Cocktail reception 

 

For special Room Rates - contact 604-247-8900 - ask for reservations and mention RE/MAX Little Oak for the RE/MAX Advance 2019 Conference.  

 

 

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

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