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Hyperlocal Websites – The Future of Real Estate Websites

July 24, 2012 by Winning Agent Staff 14 Comments

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hyperlocal real estate websites how to

We’ve talked at length about the many ways that social media can help Realtors build their brand and increase sales. The hyperlocal web site is one hot new trend that takes social media into a whole new neighborhood, literally. Simply put, it’s a web site that focuses on a specific zip code, town, or community. What better way to introduce your prospective clients to a place they might like to call home?

Hyperlocal Realtor websites are what’s working in real estate right now. Gone are the days of having a website that covers large metropolitan areas with the idea that a large site can accommodate the needs and diversity of everything and everyone.

Obviously the hyperlocal phenomenon is perfect for attracting the attention of newcomers. But it’s equally important as a community service for people who already live in the neighborhood. Your goal is to become the go-to place for anyone who wants to know about the latest local happenings.

Here are the first five steps you’ll take toward making hyperlocal a part of your marketing strategy:

  • Conduct a keyword search
  • Answer the right questions
  • Be colorful
  • Socialize your content
  • Leverage your audience

Conduct a keyword search
Before you can develop hyperlocal content, you have to know what people are looking for. Pretend you’re a total stranger who is contemplating moving to the mythical town of Oakville. Google Oakville schools, and you’ll come up with half a dozen sub-categories, including lunch menus, school holidays, school board members, and school district ranking. Try the same thing for Oakville restaurants, Oakville entertainment, and Oakville government. Very shortly you’ll have a list of topics which can become subpages on your hyperlocal site. Now you have a framework—what’s next?

Answer the right questions
Anyone moving to a new area wants to start with some basic information. This belongs on your home page, and may include things like a brief history of the area, its climate, and form of government. Add unique features and activities—things that set Oakville apart from adjacent towns or neighborhoods. Do you have a world-class golf course? A unique Fourth of July celebration or other annual festival? A picturesque waterfront? These things are not likely to change over time and can provide an informative, attractive backdrop for the rest of your site.

Be colorful
Now that you’ve set the stage, it’s time to put your readers into the picture. Describe the best local coffee house. Make the smell of fresh-baked gingerbread and roasting beans come alive. Talk about the colorful home grown fruits and veggies at the Saturday farmer’s market, and the Little League team that won this year’s area championship. Give everything that special “you are here” feeling.

Additional options to brighten up your site might include an events calendar, a community bulletin board, a listing of public works projects, discussion forums on local issues—anything that is both entertaining and informative.

Socialize your content
While you’re busy attracting prospective clients (more about that in a minute) you want to build a buzz among the locals as well. Once you get this going, newcomers and oldtimers can interact with each other in a way that benefits both parties (and you too, of course). In order to keep your content fresh and interesting, let your readers do some of the work. Offer a by-line to anyone who writes a good restaurant review. Encourage tips about gallery exhibits, plays and concerts, kids’ activities, or any local happenings of interest. Link everything to your Facebook and Twitter pages, of course, as well as posting relevant pictures on Pinterest.

Make it easy for people to interact with you, as well as with each other. Provide a “Quick Questions” link, where they can contact you for specific information and referrals to local subject matter experts. Be sure your site has a notification function. That way you’ll know when someone posts a question so you can respond promptly.

Leverage your audience
Of course the underlying purpose of your site is to attract new clients, both local buyers and sellers as well as relocation prospects. Once you’ve set up your site, you’ll simply add links to local MLS listings, your personal home page, blog, and other real estate-specific information.

In communities across the country, there is currently a void in the amount, quality and easy access to information that is truly local. By taking some simple steps to fill that void, you can perform a useful community service and build your business at the same time. Hyperlocal is definitely a win-win.

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Filed Under: Web and Social Media Tagged With: Hyperlocal, Hyperlocal Websites, Realtor Websites, Web Design

Comments

  1. Corinne Guest says

    July 24, 2012 at 7:54 am

    Add hyper-local content and digital signing and all of a sudden new business flows. I got a listing inquiry yesterday from my hyper-local page and client is in another state and does not want to come to town for anything!

    Reply
    • Richard M. Hartian says

      July 24, 2012 at 9:28 am

      Corinne, you’ve had a hyperlocal site for almost a year now…I’ve been able to watch the success you have had…Love it!

      Reply
  2. Jason Hobbs says

    July 24, 2012 at 10:01 am

    Very helpful post, my only question is do you have any links to good examples of hyperlocal websites, in large or small markets?

    Thanks!

    Reply
    • Richard M. Hartian says

      July 24, 2012 at 10:47 am

      Jason, here are two examples for websites that were designed with the idea of being hyperlocal. Both have different ways of doing it.
      http://www.realestateinbarrington.com/
      http://www.pasadenaviews.com/alhambra-city-guide/

      I prefer the URL of Real Estate in Barrington since it is what someone would search for…

      Reply
  3. Ann Arbor Realtor says

    July 24, 2012 at 12:02 pm

    I couldn’t agree more Richard! Hyperlocal is the low-hanging fruit of the future, and now is the time to get on it… To be honest, the time frame is closing quickly to build this content FIRST! as (hyperlocal) blogging (and the term blogging/site building) has dramatically transformed in the past 2 years from diary-esque to news article writing to awesome content creation loaded with media. So now, everyone is writing content that is in nature hyperlocal. Hyperlocal and Long-Tail SEO go hand in hand; a great tool for writing great hyperlocal content is InboundWriter(dot)com. They also have a plugin for wordpress blogs.

    Reply
    • Richard M. Hartian says

      July 24, 2012 at 12:15 pm

      So true Jack and thanks for the comment, and the link for content. Your timing is perfect as in the next couple of weeks on WinningAgent we are going to introduce as part of our services – hyperlocal content.

      Reply
      • Ann Arbor Realtor says

        July 24, 2012 at 1:47 pm

        Nice. Great idea for a product offering for sure.

        Reply
  4. Lori says

    May 2, 2013 at 12:28 pm

    Hi Richard
    I am so happy to have found you on linked in. The information that you provide is great.
    Thank you
    🙂

    Reply
    • Richard M. Hartian says

      May 2, 2013 at 4:13 pm

      Thanks Lori!

      Reply
  5. Anita Clark says

    September 8, 2017 at 8:01 pm

    5 years later this is still as relevant as the day you originally posted it! The more social you are with your content the more eyes see it which can increase prospects, revenue, and open up new opportunities.

    Reply
    • Winning Agent says

      September 16, 2017 at 6:47 pm

      Thanks Anita, hard to believe that we did this 5 years ago.! Doesn’t seem like Winning Agent has been around that long.

      Reply

Trackbacks

  1. What Is A Long Tail Search? says:
    September 14, 2012 at 5:34 am

    […] our recent article on hyperlocal web sites, we talked about how to attract users with very specific interests to your blog or web site. Taking […]

    Reply
  2. Smart Phone Apps For Realtors - Winning Agent says:
    April 24, 2013 at 1:39 am

    […] photo-sharing program to promote listings, neighborhood amenities or anything to help you be more hyperlocal. Instagram makes sure that you never take or post a bad picture. Its filters make your pictures […]

    Reply
  3. Why Every Realtor Needs a Killer Website - Mouse Hunting - Winning Agent says:
    May 2, 2013 at 9:41 pm

    […] over months or even years. You have to attract and keep their interest with appealing graphics, hyperlocal neighborhood information, and up to date technology. A satisfied client is very likely to promote you and your firm by […]

    Reply

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