Monthly Marketing Tips for Real Estate Agents & Brokers

These free monthly marketing tips are a part of our continued effort to keep our website visitors and clients prepared for ever–changing market conditions and technology. Be sure to check back every month for a new tip!

August 2010

This month’s topic is how to unleash the power of niche marketing using multiple websites.

What is Niche Marketing?

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No two clients are the same. First, there is a clear distinction between buyer and seller clients. Some buyers are looking for their first home while others are looking for investment properties or vacation homes. Some have special needs, like military families, environmentalists, or families that do not speak English. Each of these groups is called a niche market. Using specialized websites for different niches lets you tailor your messaging more accurately, make it more relevant, and get higher return on your marketing investment.

Why Use Niche Marketing?

Niche marketing with multiple websites is very effective, so why is it so rare among real estate agents and brokers? The truth is that there is simply a lack of awareness of its power. However, the results cannot be denied and if you are willing to invest in effective marketing, there are great benefits. Less competition. Real estate continues to shift online, making the Internet more congested and competition for traffic fierce. It is almost impossible for an agent to rank for search terms like “homes for sale in Florida” or “Florida Realtor”. There are just too many agents competing for the same words. Competing for niche keywords is typically much easier. For example, the phrase “homes for sale in (your city)}” is not searched for nearly as often as “homes for sale in Florida”. Similarly, “vacation homes for sale in (your city)” is searched for even less frequently. Though fewer searches may seem like a bad thing, it’s not. It fundamentally means less competition and a higher chance that you will be found. Greater Authority. By targeting specific niche audiences, you can tailor your message to their specific interests while also becoming an authority to the niche. For example, let’s say there is a local subdivision that is very green. If you want to do more business in that subdivision, you should market yourself as a green expert who knows all there is to know about these homes. An environmentally friendly family would much rather choose a green real estate expert over some other REALTOR® who has never made an effort to master their market. When you create highly targeted content, the search engines will also notice it. So when homebuyers and sellers search for those terms in Google or Yahoo!, you will dominate the rankings. For more tips and specific instructions on how to properly implement a powerful niche marketing strategy, View our whitepaper and unleash the power of niche marketing using multiple websites!