Everybody knows that real estate is local, right?
Well, what are you doing about being recognized as the local expert for real estate in your area?
If you are not sending a consistent message to Google and the other search engines that you are the local answer to all real estate related questions, then it is likely that somebody else is taking the lion’s share of organic traffic that you could be claiming as your own.
One way is by providing key neighborhood reports that explain past and future trends. If this sounds difficult, then I promise you it’s easier than it sounds.
Be More Accurate Than Zillow, Trulia and Realtor.com
Wherever you are located, you likely have a collection of home sales data that you can use to analyze market conditions in your area.
Your MLS is an obvious choice, and most residential real estate professionals have access to the MLS.
- But there might be a better source of home sales data in your area, so you need to do some research.
- Find a company that records home sales data in your county(s) and buy the data from them. There are two reasons that you should go this route:
- The information will be more complete than information from your Realtor MLS. Why? Because not all home sales are recorded in the MLS. There are FSBOs (for sale by owners), builder sales, and real estate agent sales that never found their way into the MLS because the property was sold before any need for marketing occurred.
- Your competition won’t do this! That’s right, Zillow, Trulia, Realtor.com, and all your local competitors typically get the majority of their sales information from the MLSs. Why not provide more and better information for your readers?
Systems and Organization: A Realtor’s Best Friend
So once you choose your data source (I track and record MLS data as well as my local County data), you need a method to store it and to create systems you can use for marketing.
The best way to get started is to use a spreadsheet program like Microsoft Excel. If you do not know how to use Excel … no worries, there are plenty of training videos online. I am a big fan of Excel as it allows me to create hundreds of different looking charts and graphs which I convert to images for my real estate blog. Just google “real estate graph,” look at the image results and you will see how many of mine show up early and often (this is good for SEO).
You can use MS Excel to calculate median values, prices, and sizes for each neighborhood and property type that you want to write about. You can create distressed property sales reports, luxury property reports, etc. By having all the sales, you can pretty much create and own any niche in your local real estate market.
How Do You Start Analyzing Your Market?
They say that imitation is the sincerest form of flattery … so before you start in your own market area, go out on the internet and find somebody who is doing something that you would like to copy for your location.
Once you find one or more examples of a style that you like, you can then determine the type of information that you need to assemble. Do your research to find out where the information can be taken or purchased, and then start building your own database with this information.
Work through enough tutorials in MS Excel so that you can start creating your own graphs and charts. Remember, the power of providing a picture is far more enlightening to readers than simply discussing numbers. Perhaps the biggest compliment I get about the Tallahassee Real Estate Blog is that I take the time to provide pictures (graphs) and explain exactly what they mean and why they are important to people looking to sell a home or buy a home in a specific neighborhood.
Don’t be afraid to get started, your style and the quality of your work will improve over time.
If you want to be the hyper-local niche expert in the minds of Google, Bing, Yahoo, etc., you need to get started sooner rather than later. Write about the key areas that you want to service, and then you will start to see the traffic and the inquiries that lead to new clients from your real estate blog.
Joe Manausa, MBA is a 24+ year veteran of real estate brokerage in the State of Florida and has owned and managed his own company since 1992. Joe publishes the Tallahassee Real Estate Blog featuring content that focuses on real estate analytics and providing his clients with a tactical approach. Check out his RESAAS profile ›
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by Heather Roberts