How to Be Your Town’s Real Estate Expert

Share your local market knowledge with the world by building a hyperlocal mecca.

September 17, 2012

How do you become the go-to person for buyers and sellers in your community? It starts with employing hyperlocalism in your online efforts, says real estate veteran and author Bruce Gardner, ABR, CRS, of Mastery Inc. in Centennial, Colo.

What is hyperlocalism?

Gardner: It’s a real estate business strategy that focuses on being the expert in a specific neighborhood or defined geographic area.

What is the first step to positioning yourself as the hyperlocal expert?

Gardner: Step one would be to create a Web site focused on the specific area that demonstrates your expertise in that neighborhood or sub-market. This site should have a URL that pertains to the area and ideally is a match for any organic Web searches. Blog platforms work best to allow the addition of new information frequently.

How can a Web analytics tool help you improve your site?

Gardner: I like Google Analytics. It’s free and easy to use. It’s important to have an understanding of the search terms the public is using to find information about your area and how they’re finding your site. You want to build a Web site that leverages those search terms so you know consumers want to be on your site, whether they find it through their own research or visit it to verify your expertise on the community. A Web site should be a reflection of your business strategy and identity.

What’s one tip for real estate pros looking to build relationships in their community? 

Gardner: Connect with and build relationships with local business owners. They can be tremendous referral sources.

Erica Christoffer

Erica Christoffer is a multimedia journalist and contributing editor with REALTOR® Magazine.