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Marketing Tips

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?

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 prooerly implement a powerful niche marketing strategy, download our whitepaper and unleash the power of niche marketing using multiple websites!


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!

July 2010

MLS Search

We just can’t emphasize enough the importance of having a quality MLS Search on your website. Your website visitors are predominantly homebuyers and sellers, and the #1 thing they want to see is LISTINGS. By including an MLS Search tool on your website, you’re providing your visitors with every listing in the area. By using an IDX Search tool, you’re providing those listings in a format that’s easy to use and provides additional lead conversion tools like the option for searchers to save their favorite listings.

As much as you’d like to think that including an MLS Search on your website guarantees that the leads will start streaming in, that’s not always the case. (Though sometimes it is!) To get the most from your MLS Search, you need to show people where to go, and what’s in it for them. Here’s one smart way to do this.

Homepage Search

Integrating your IDX MLS Search onto your website homepage is a great way to funnel visitors to the content they’re searching for – listings! By including a homepage search, you prevent people from quickly bouncing off your site because they didn’t see what they were looking for. You’re also demonstrating how useful and easy-to-use your website is – 2 very important qualities for Internet users.

The difficulty of incorporating an MLS Search module on your website will vary depending on your individual site. With most template website providers, this is not an option. For custom web developers, it is possible as long as you can acquire the listing data from your MLS board. For ELITE Website users, adding a homepage search is easy!

For more tips and specific instructions on how to implement this tip on your ELITE Website, download our whitepaper with 12 easy tips that will pull you way ahead of your competitors!


June 2010

Original Content

One of the best ways to distinguish yourself from other REALTORS® in your area is to offer unique, original content. If every other agent in your area has a simple website with no unique content, not only will they not be rewarded with high search engine ranking, but their websites will also be indistinguishable to homebuyers.

By offering information and opinions that are thoughtful, knowledgeable, and relevant your services will stand out. This type of unique content can be found in many forms, from blog posts, original videos, links to other relevant resources, and the list goes on.


First of all, let’s clarify what we mean by “widget”, since the word means a lot of different things to different people. According to economists, it’s an abstract unit of production. According to video game players, it’s a 1990 Nintendo video game. It’s also a Marvel character, that thing in cans of Guinness that manages the beer’s foam, and myriad other things. But in this context, widget means “a small, portable application or piece of dynamic content that can easily be placed into a Web page”.1

Online widgets can be found for almost anything these days and there are a lot of great widgets that cater specifically to real estate agents. Adding these widgets to your website can enhance your content offering in a dynamic and interactive manner.

Let’s explore some of the most popular widgets and their functions.

Social Media widgets include Facebook and Twitter tools. 84% of REALTORS® use social media to some extent2, which makes Facebook and Twitter widgets extremely applicable to a real estate website. If you are already utilizing social media as a marketing strategy, you should get the most out of it.

Facebook and Twitter apps can help you do this by connecting web visitors to your social media presence as well as connecting social media users to your website. Both Facebook and Twitter offer various widget options and customization. To learn more about these widgets, visit the links provided below.



Listing Display and Search widgets are available from a variety of sources, but the most prominent are Trulia and Zillow. These two websites have become wildly popular among homebuyers, sellers, and real estate professionals nationwide. Not only do they offer their own listing database search, but they have their own forums and communities and dozens of widgets to choose from. If your listings can be found on Zillow or Trulia, you can use their widgets to add slideshows, quick listing search boxes, lists of recently sold homes, and much more. To learn more about these widgets, visit the links provided below.



Market Conditions & Other types of widgets can also be used to enhance your website content offering. For example, you can also use a Zillow widget to provide home values, interactive polls and quizzes, and fun things like a list of expensive homes that will attract homebuyers and sellers to your site. If you are a member of the ActiveRain online real estate community, you can share your profile on your website. Another site to check out if you’re looking for the perfect widget is Widgetbox, which has a ton of widgets to choose from.


Widget Wielders Beware! Keep the following in mind when adding external widgets to your website. Always have a plan! Never add widgets to your website just for the sole sake of having widgets. Think about what you’re trying to achieve with the widget and how it will help you reach that goal. Examine the widget carefully before implementing it to ensure that it functions as you want it to. Many widgets will link back to their source website and may “steal” your website visitors out from under you!

For more tips, download our white paper with 12 easy tips that will pull you way ahead of your competitors!

  1. IBM Mashup Center wiki Glossary
  2. 2009 REALTOR® Technology Survey



Joe Smith
My Realty Group
123 Main Street - Suite 100

Folsom CA, 95630


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