{"id":3525,"date":"2009-09-08T16:19:29","date_gmt":"2009-09-08T21:19:29","guid":{"rendered":"https:\/\/bhgrealestateblog.com\/?p=3525"},"modified":"2024-12-30T14:45:08","modified_gmt":"2024-12-30T19:45:08","slug":"there-is-more-to-website-content-than-property-listings","status":"publish","type":"post","link":"https:\/\/bhgrecareer.com\/bebetterblog\/there-is-more-to-website-content-than-property-listings\/","title":{"rendered":"There is More to Website Content Than Property Listings"},"content":{"rendered":"<p style=\"text-align: justify;\">Run a Google search for \u201cWhere should I live in\u2026\u201d and fill in any major city in the U.S. and I bet you will be hard pressed to find any national or local real estate brand on the first page of results.\u00a0 All of the valuable local information that goes into advising a prospective buyer on location seems to be in a Realtor&#8217;s head or is scattered all over the web on dozens of disparate sites.<\/p>\n<p style=\"text-align: justify;\">The emphasis today is on property listings and not local content or consultative services helping consumers match their needs to the right community.\u00a0 Hyper-local content is the most critical information for a real estate buyer to have when they are trying to answer 2 of the most important questions BEFORE they even conduct a single property search which are:<em> Where should I live and do I want to live there?<\/em><\/p>\n<p style=\"text-align: justify;\">Answering these two questions used to be something you could find by picking up a local newspaper or scouring a town\/community website.<\/p>\n<p style=\"text-align: justify;\">The nation\u2019s latest news print circulation stats (down\u00a0 7%)*, \u00a0ad revenue numbers (down 29% in second quarter)**\u00a0 and newsroom staff cuts (down 10%)*** \u00a0 clearly indicate certain information staples won\u2019t be around for forever.\u00a0 Couple that with town budget cuts at the tail end of this recession and there is no way your local government is going to deem this type of information gathering and delivery critical.\u00a0 With both sources of information on the decline it is both natural and imperative for the local broker to take the baton as the arbiter of hyper-local information.<\/p>\n<p style=\"text-align: justify;\">Hyper-local content can span a single city block all the way to a 521-square-mile county.\u00a0 In a real estate capacity it can take the form of the following topics below:<\/p>\n<ul style=\"text-align: justify;\">\n<li>After school programs and strength of district sports programs<\/li>\n<li>Local lifestyle activities right down to micro needs such as the cost to join the town pool<\/li>\n<li><a title=\"Avery Hess Listing Detail Page\" href=\"http:\/\/averyhess.com\/Search\/Listing-Detail.cfm?mlsnum=PW7135441&amp;rf=1\" target=\"_blank\" rel=\"noopener\">Express commute time to major metropolitan areas<\/a><\/li>\n<li>Availability and cost of parking for commuter trains<\/li>\n<li>Local restaurant recommendations<\/li>\n<li>Preschool programs<\/li>\n<li>Last time a tax assessment was conducted<\/li>\n<li>Closest supermarket with good organic selection<\/li>\n<li>Summer concerts at the local colleges<\/li>\n<li>Local recreation programs<\/li>\n<li>Days and times local farmers market is open<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">This will dawn a new era of a real estate broker as editor in chief of their website and its agent constituency becoming the field reporters who back-fill all of the valuable hyper-local content.\u00a0 If the agent, as the local reporter model doesn\u2019t work, then there should be a wealth of talent in the market as a direct impact of the aforementioned newsroom layoffs to cherry pick from.<\/p>\n<p style=\"text-align: justify;\">The most direct benefit of unique content creation is the natural search rankings and traffic that result.\u00a0 If the strategy proves successful then the top search engines will recognize the local broker website as THE authority within the community.\u00a0 Also consider the fact that some studies suggest that over a third of search traffic for real estate keywords includes location names and local references.****\u00a0This translates into a qualified prospect that is more likely to be closer to working with a real estate company and transacting.<\/p>\n<p style=\"text-align: justify;\">Currently this concept is being executed in a variety of different forms on sites like <a title=\"Localism.com \" href=\"http:\/\/localism.com\/ca\/highland_park\/northeast_los_angeles\" target=\"_blank\" rel=\"noopener\">localism<\/a>, <a title=\"curbed.com\" href=\"http:\/\/curbed.com\/\" target=\"_blank\" rel=\"noopener\">curbed<\/a>, <a title=\"EveryBlock Seattle\" href=\"http:\/\/seattle.everyblock.com\/\" target=\"_blank\" rel=\"noopener\">EveryBlock<\/a>, <a title=\"Placeblogger New Jersey\" href=\"http:\/\/placeblogger.com\/new-jersey\/5101760\" target=\"_blank\" rel=\"noopener\">Placeblogger <\/a>and <a title=\"Carnaford NJ Patch\" href=\"http:\/\/cranford.patch.com\/\" target=\"_blank\" rel=\"noopener\">Patch<\/a>.\u00a0 The outside.in publishing platform can enable brokers to create and customize discrete Neighborhood News Pages for every community in their market.\u00a0 This is all fed by RSS feeds of blogs, local media web sites and even Twitter.\u00a0 Imagine Twitter streams organized by location and topic constantly flowing on a broker\u2019s site with posts like \u201c#MahwahNJ School board just voted against music program\u201d or \u201c#RamseyNJ Just ate at Varka, amazing Mediterranean food.\u201d<\/p>\n<p style=\"text-align: justify;\">Domus Consulting\u2019s <a href=\"http:\/\/breakingsfnews.com\/\" target=\"_blank\" rel=\"noopener\">Breaking News network<\/a> won an Inman Innovator award and is currently applying this concept to cities across America.\u00a0\u00a0 <a href=\"http:\/\/chicago.tewspaper.com\/\">Tewspaper<\/a> is an online newspaper built solely through social media.\u00a0 The key distinction is that a web site\u2019s content doesn\u2019t have to be maintained via an archaic CMS anymore as it can be populated seamlessly by a conversation stream.<\/p>\n<p style=\"text-align: justify;\">As the Realtor engagement point moves closer to the transaction it is imperative to capitalize on this opportunity.\u00a0 Hyper-local content isn\u2019t something a large national brand can execute successfully as it requires a group of people who typically live, eat, and send their kids to school in the same community as they transact real estate.\u00a0 Real Estate is about relationships and trust through written word is the best way to attract prospective customers and retain them far after the transaction has concluded.<\/p>\n<p style=\"text-align: justify;\">In the coming months we will be piloting this concept with a few brokers\u00a0 in the Better Homes and Gardens Real Estate network.\u00a0 It will give us a great opportunity to witness the strengths and weaknesses so that we can improve a model that may work for the masses.\u00a0 I invite you to offer comments and look forward to engaging in a healthy dialogue to shape the brokerage of the next generation.<\/p>\n<p><span style=\"font-size: x-small;\">*Tim Arango, &#8220;Fall in Newspaper Sales Accelerates to Pass 7%&#8221; The New York Times, April 27, 2009<br \/>\n**Greg Bensinger, &#8220;U.S. Newspapers Post Steeper Declines in Ad Revenue&#8221;, August 27, 2009<br \/>\n***Michael Liedtke, &#8220;APME survey: Newspaper cuts clip younger workers&#8221;, Associated Press, August 31, 2009<br \/>\n****WAV Group, &#8220;Geo-Domain Targeting trending to assist Real Estate Marketing&#8221;, April 2009<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Run a Google search for \u201cWhere should I live in\u2026\u201d and fill in any major city in the U.S. and I bet you will be hard pressed to find any national or local real estate brand on the first page of results.\u00a0 All of the valuable local information that goes into advising a prospective buyer [&hellip;]<\/p>\n","protected":false},"author":181,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[161,261],"tags":[1351,3961,5761,8371,9441,9501,9531,10381,11961,13691,16481,16951,20481,21091,24241,24461,24551,28961,29081,30671,31031,31921,33261,33981,35611,35781,36591,36781,37381,38201,38871,39901,40221,42741,46231,46391],"class_list":["post-3525","post","type-post","status-publish","format-standard","hentry","category-next-generation","category-technology","tag-agents","tag-better-homes-and-gardens-real-estate","tag-brokers","tag-cms","tag-consumers","tag-content-management-systems","tag-content-strategy","tag-curbed","tag-domus-consulting","tag-everyblock","tag-geo-domain-targeting","tag-google","tag-hyper-local","tag-inman-news","tag-listings","tag-local-lifestyle","tag-localism","tag-new-york-times","tag-newspapers","tag-outsidein","tag-patch","tag-placeblogger","tag-property-searches","tag-real-estate","tag-realtors","tag-recreation","tag-restaurants","tag-revenue","tag-rss-feeds","tag-search-engine-optimization","tag-seo","tag-social-media","tag-social-networking","tag-tewspaper","tag-web-traffic","tag-website-content"],"yoast_head":"<!-- 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