The Power of Hyper-Local Marketing for Real Estate Professionals

The Power of Hyper-Local Marketing for Real Estate Professionals

In today’s highly competitive real estate market, it’s crucial for professionals to employ effective marketing strategies that set them apart from the competition. While traditional marketing methods still have their place, the rise of hyper-local marketing has revolutionized the way real estate professionals connect with potential buyers and sellers. Let’s explore the importance of hyper-local marketing and how it can benefit real estate professionals.

Building Trust and Authority
Hyper-local marketing allows real estate professionals to establish themselves as experts within a specific neighborhood or community. By focusing their efforts on a specific geographic area, agents can develop a deep understanding of the local market trends, amenities, and unique selling points. This knowledge enables them to provide valuable insights to potential clients, ultimately building trust and credibility.

Targeted Audience Engagement
By tailoring marketing efforts to a specific locality, real estate professionals can effectively target their ideal audience. Hyper-local marketing allows agents to create highly relevant and personalized content that resonates with potential buyers and sellers in the area. From blog posts and social media updates to neighborhood newsletters and community events, hyper-local marketing enables professionals to engage with their target audience on a more personal level, fostering meaningful connections.

Staying Ahead of the Competition
In a competitive real estate landscape, standing out is essential. Hyper-local marketing gives real estate professionals a competitive edge by allowing them to dominate a specific market segment. By focusing on a niche area, agents can become the go-to resource for local real estate information. When potential clients think of buying or selling in that neighborhood, the name of the hyper-local expert naturally comes to mind, providing a significant advantage over generic, one-size-fits-all marketing approaches.

Building Lasting Relationships
One of the greatest benefits of hyper-local marketing is its potential for fostering long-term relationships. By consistently engaging with the local community, hosting events, and providing valuable insights, real estate professionals can position themselves as trusted advisors. These relationships can lead to referrals, repeat business, and a strong network of contacts, helping to sustain a successful career in real estate.

Hyper-local marketing has emerged as a powerful tool for real estate professionals seeking to differentiate themselves in a competitive market. By focusing their efforts on a specific locality, agents can establish trust, engage with their target audience, outshine competitors, and build lasting relationships. As the real estate industry continues to evolve, embracing hyper-local marketing strategies will be key to thriving in an increasingly digital and connected world.

SphereBuilder™ provides thousands customizable templates for you to use that lean into hyper-local marketing.

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The Impact of Having a Consistent Social Media Cadence

The Impact of Having a Consistent Social Media Cadence

Social media has become an indispensable tool for real estate professionals to connect with clients, showcase listings, and build their brand. While creating a social media presence is essential, maintaining a consistent posting cadence is equally important.

Staying Top of Mind

Consistency is key to remaining at the forefront of potential clients’ minds. By regularly posting valuable content, such as market updates, home buying tips, or stunning property photos, real estate professionals can establish themselves as a trusted resource in the industry. When the time comes for clients to make a real estate decision, they are more likely to turn to professionals who have consistently provided valuable information and maintained an active presence on social media.

Building Credibility and Trust

Consistent posting on social media platforms helps real estate professionals build credibility and trust. Regularly sharing relevant and insightful content showcases their expertise and industry knowledge. This consistent display of expertise establishes them as reliable sources of information, making them the professional to know, like, and trust. 

Increasing Engagement and Reach

Social media algorithms often favor accounts that are active and consistently post content. By adhering to a consistent posting schedule, real estate professionals can increase their visibility and reach a larger audience. Engaging regularly with followers, responding to comments, and sharing engaging content fosters a sense of community and encourages audience interaction. This engagement can lead to increased brand awareness, wider reach, and ultimately, more potential clients.

Establishing Brand Consistency

Consistent posting on social media helps real estate professionals maintain brand consistency. They can showcase their unique selling propositions, highlight their brand’s personality, and reinforce their brand message. Consistency in posting style, tone, and visual aesthetics helps create a cohesive brand identity that resonates with followers and differentiates professionals from their competitors.

By committing to a regular posting schedule, real estate professionals can maximize their online presence, build a strong reputation, and ultimately attract more clients in the competitive real estate market.

SphereBuilder™ users have access to thousands of customizable templates that get updated weekly. No need to worry about keeping a consistent cadence when the content is already built for you and ready to post! 

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‘I Want My Buyers and Sellers to Feel Confident’: Amy Cesario

‘I Want My Buyers and Sellers to Feel Confident’: Amy Cesario

“If you talk to your demographic, or to a target area, so that people are familiar with who you are and what you know, and you give them good and solid information, they will ask you: ‘Do you work in the suburbs?’ ‘Do you work with first-time buyers?’”

It was a no-brainer for Compass agent Amy Cesario to specialize in downtown Denver properties. “I personally love downtown,” she says. “I went to high school and grew up downtown, and I saw all the changes that have happened. I just really paid attention to the growth of that area, which was just my normal curiosity.”

Cesario was a member of the Denver Board of Realtors in the late ’00s, when she started sending out email newsletters on a regular basis, and focusing on the changes and developments in downtown Denver was easy because she was already immersed in keeping track of what was happening. “Because I was paying attention to zoning changes and developments, and because I got really interested in those, my natural path changed,” she remembers. She had a lot of single moms buying condos from her who were naturally interested in the areas where Cesario was following growth.

She’s been in real estate since 1999 and has always been interested in new marketing methods, so when YouTube became an opportunity for her, Cesario seized it. She’s been “on and off” YouTube for years, and she explains that her focus has shifted over time, but she started getting phone calls from clients who found her on YouTube in the early 2010s.

“I was one of the very few agents who was making videos,” she recalls. This longevity has helped her as she has tried new experiments: one example is making videos about a certain new building in particular, where she says she ended up selling about 15 units.

“I knew there was nobody else talking about the building on YouTube, and there were no keywords yet because it was so new,” she explains. “Nobody was tapped in yet.” The challenge with this strategy is to find a development that has a decent amount of inventory and a relatively high turnover rate.

“That’s always the hardest part for a Realtor,” she says. “Maybe they want to target their neighborhood, but the turnover rate is so low, is it worth the dollar investment? My last neighborhood, nobody moved.”

For Cesario, having both a target area — geographically speaking — and a target demographic have helped her market her services to the groups who are her best clients. “I don’t usually speak to first-time buyers; that’s not my demographic,” she notes. “But I get questions from first-time buyers, which is fantastic, because I don’t have to speak to them directly in order to win their trust.

“If you talk to your demographic, or to a target area, so that people are familiar with who you are and what you know, and you give them good and solid information, they will ask you: ‘Do you work in the suburbs?’ ‘Do you work with first-time buyers?’” And then she can help people outside of her target demographic and region.

While she’s been posting on YouTube relatively regularly over the years, Cesario says that she tends to learn about one new social media platform at a time. Twitter was the first purely social media project that Cesario tackled. “I fell in love with it,” she remembers, “and I found a bunch of agents across the country, and we all became friends when the market was crashing” around 2009 and 2010.

Her Twitter network of agents were also exploring videos and encouraging one another to make and post videos on YouTube, and sometimes they would send each other ideas or prompts for new videos. “I started getting calls on the videos where I was talking about the home selling and homebuying process,” she says. “You don’t have to have a lot of likes on your videos for them to work as a marketing tool.”

She’s also maintained a blog sporadically, but as she’s been able to create content for different platforms, repurposing some of that video content into a blog post has been more feasible, and now she’s starting to see some traction from those efforts. “I feel like what I’ve wanted to do for four or five years is finally now coming to fruition,” she explains, “and it takes a lot of energy and work to do it, but i know it’s going to pay off, and I’m so glad I started it when I did.”

She’s continued to create videos for YouTube on and off over the years, even as her focus shifted from Twitter to Facebook, and is now more heavily on keeping up with Instagram. The speed of the changes that take place in all these social media platforms is one of the most significant challenges that Cesario says she’s experienced during her digital-sphere-of-influence journey.

“All of the back-end stuff gets to be so much work,” she says. “When my business got flowing again, YouTube got so hard to navigate — just like Google. It’s one of the biggest challenges for using social media as an agent.

“Most of us are better with face-to-face and one-on-one, and when things change so fast like that — our real job is to sell a house, and not to know the ins and outs of technology.”

She started establishing her presence on Instagram about four or five years ago, she says, and it was initially an easy transition for her because she had a backlog of photos and videos that she’s taken of Denver. “I could pull photos of the city to tell my story,” she notes. “I know the city, I know house styles, and I know interesting things — and then Instagram changed and has suddenly become about video. And short story video is a lot different than YouTube.”

When she finally got access to Reels from Instagram earlier this year, she’d been waiting for it with a plan to implement. “It was very frustrating because I was ready to go,” she recalls. But when she finally got her Reels in February, she started recording and posting regular market updates for her followers.

“The reason I chose a weekly update was because, being in the business as long as I have been in it, I knew this was going to be a big transition year, and we would either move back to a normal market or slow down,” she explains.

Because she’s been handling her social media marketing and digital profile by herself historically, Cesario has chosen one social media platform at a time to learn, and then done her best to understand what works well for her on that platform before moving on to something new.

“I didn’t pick them all at the same time because they all have different algorithms,” she explains. And now that she’s learned how three of the top platforms work for her, she’s started experimenting with a holistic approach that’s supported with the help of an assistant.

“We have a flow,” Cesario says. “Some things go on YouTube first, some things go on Instagram first, and some things make it to the Facebook business page — but not everything. We created a flow that we’re comfortable with.”

Although the instant cross-posting between Instagram and Facebook is convenient for users, Cesario does not recommend it for real estate agents who are trying to establish and grow a digital sphere of influence. When she sees other agents doing it, “that drives me nuts,” she says, “because I think you’re wasting your power. We know that it takes somebody seven times to hear something before they get it, so why would you do everything on the same day?”

It makes more sense, in her opinion, to first post on one platform, then a week later another, and a week or so later, one more. “I have also gotten on the bandwagon in the past year of repurposing,” she adds, “because it’s a lot of time to spend to make content. And to be consistent with it takes a lot of time.”

Her assistant currently works 40 hours a week for Cesario. “We’re still learning,” Cesario says, “but I’m going to keep her at 40 hours because once we even get into a better flow than we are, I feel like we’ve got some more layers — I’ll have her do my postcards. I’m still doing paper! I literally got a listing off a postcard” recently, she notes.

Cesario says that for her, building the trust and starting a conversation with her clients through her digital sphere of influence has been one of the best marketing strategies she’s used. When she’s out on a listing presentation, she says, “I can walk into a house, and the sellers don’t want me to do the listing presentation; they just want to talk about the contract.

“The first few times that happened to me, I was confused,” she adds. But now she knows that some of her clients have more or less made up their minds to work with her when they first reached out to her.

Her current plan is to create and post as much positive information about the benefits of buying or selling a house in the current market as she can. “I’m strategic about when I do paid ads and what I post; I know that people start looking for real estate again at the end of November,” she says. “I don’t do a lot of paid advertising, but I will probably here in the future, and the reason for it is that I’m combating the negative publicity.

“I want to make sure that real, good information is out there, and it’s not the conspiracy theorists’ doldrum, negative ‘the sky is falling’ media,” she adds. “I want people to feel confident when they come to me, and I want my buyers and sellers to feel confident when they buy or sell. The way you help people be confident is you give them as much information as you can, so they can make good decisions.”

Amy’s interview is part of a blog series following our industry paper, ‘Weaving A Web of Influence Can Sustain Agents During Tough Markets and Beyond’. Learn from more influencers and download the paper now!

‘My Competition Is Chick-Fil-A, Apple, and FedEx’: Joseph Magsaysay

‘My Competition Is Chick-Fil-A, Apple, and FedEx’: Joseph Magsaysay

“When it comes to social media, authenticity and being genuine is the most important thing,” he says. “People will gravitate toward that. They might not be ready to buy or sell a house today, but they might know someone who is.”

When Joseph Magsaysay decided he wanted to become a real estate agent in Cape Girardeau, Missouri, everybody in his life — including the agent who sold him his house — told him it was an impossible dream.

So he Googled classes for getting his real estate license, found one about two hours away in St. Louis and got his real estate license in two weeks.

“I came home and I said, ‘I’m going to make the ultimate sacrifice and make sure people will know me.’ And I didn’t eat at home for six months.”

Magsaysay became a regular at the same Starbucks, the same diner, and the same restaurants every day in Cape Girardeau. He helped 35 families buy or sell a house during his first year in the business, and 29 of those families included a bartender or a server from one of his regular restaurants.

“In such a small town, local banks don’t know what to do with the salaries that are coming from tips,” he explains. “And I don’t take ‘no’ for an answer. So I Googled again and found a lender in St. Louis — a bigger city, and more competitive — that was able to approve all of my first-time homebuyers and help them buy homes.”

His goal at this time in his career was to talk to a minimum of 20 new people every day. “It sounds impossible,” he acknowledges. “But you go to Starbucks and tell the person in front of you, ‘I’m having a great day, and I want to pay for your coffee.’ Of course, when they accept that, they have no choice but to be nice to you. And they might ask you why you’re having a great day, and then you can say, ‘I have 20 showings today.’ It’s really not pushy, it’s conversational.”

The next year he continued to eat out, but now that he’d made a reputation for himself in Cape Girardeau, “these restaurants became my raving fans,” he discloses. “Every time I entered the restaurant, they yelled ‘The best Realtor in town is here!’ And then everyone would look at me and say ‘Are you the best Realtor in town?’” 

His love of fashion and exuberant personality, combined with the goodwill of his restaurant friends, helped open doors to some other demographics in Cape Girardeau: households containing surgeons and lawyers. He helped 150 families buy or sell a home in his second year in real estate, which was also when he started working with high-end or luxury homes.

“So then, I decided in year number three to move,” he remembers. He decided to go to St. Louis, a bigger city with more opportunities for him to help people buy and sell homes. Once more, he met resistance from his friends and loved ones, but he was determined to make it work.

“All of my Realtor friends in St. Louis said, ‘You’re a hillbilly — you don’t know St. Louis,” he says. On top of that, some people in his circle were convinced that his restaurant strategy would only be effective in a small town, not a big city.

“So what I did was attend open houses for two straight weeks.” He talked to the agents hosting the open house and learned everything he could about the neighborhood and the property through them.

Today, after eight years as a real estate agent, Magsaysay is one of the top 20 agents in the St. Louis market and operates a team of 10 agents.

“I leverage social media a lot,” he says. “When you go to my social media, you will see food, fashion, travel and real estate. And I only post about real estate in a very minimal way.”

That’s a shift from his first years in business, he notes. “My first year in the business, my strategy was for the general public to get sick and tired of my face, so that year number two I wouldn’t have to yell and shout that I’m a Realtor anymore, because everywhere I go people say, ‘I just saw your video!’”

His current social media strategy leans heavily into Facebook and Instagram, leveraging a lot of reels, which he says boosts his views. Magsaysay uses the same posts on both Facebook and Instagram because, he says, he has different followers on both platforms, so that’s been an effective strategy for him.

He’s not currently using any help or support for his social media activities apart from some automation with listing announcements. “I fired myself nine times already,” he jokes. “People know when it’s Joseph posting.”

Magsaysay says he does do some sponsored content and paid ads on social media, but he’s strategic about it, and he’s not spending a ton of money — “about $1,000 per year,” he estimates. New listings or content that he’d like to get a little bit wider reach might get a paid boost, and he likes Instagram Stories in particular for its effectiveness.

The 25% of his content that is real estate-related is a combination of new listings or interesting tidbits about some of the high-end homes currently for sale in the area. And he also loves talking about client experiences and their stories on social media.

“You need to have a story,” he says. “How did you meet this client? ‘Four months ago, I met this couple, and the inventory was really, really low — and it just so happens that I work with an amazing team that specializes in off-market properties, because a lot of homeowners trust us, and they trust our buyers, and trust that our buyers are ready, willing, able, and qualified.’

“Everything has a story,” he says.

For Magsaysay, his competition isn’t what other real estate agents are doing. “My competition is Chick-Fil-A, Apple, and FedEx,” he maintains. “When you ask ‘What does a Realtor do?’ other Realtors will say, ‘I sell houses,’ and I build relationships. From those relationships, trust will be built and gained.”

When he talks to a new client, either on the listing or the buy side, he says that they are typically already familiar with him, his personality, and how he operates. “There are two types of people who pick me randomly to be their Realtor,” he says. “One is picking me because of my numbers. And the other one is picking me because ‘I Googled you, and you’re so well-known, and we have a lot of mutual friends.’”

But a good portion of his business comes from people in his digital sphere of influence, who follow him on social media or maybe even shared a seat with him at a Starbucks once. “The people who are already familiar with me, I’m going to treat them like friends,” he says.

He works and lives in Clayton and Ladue, the highest-income areas in St. Louis, and says that he makes a point to be “very visible in all the local businesses, from coffee shops to clothing stores to restaurants, I give them all love. I make a point that I’m the mayor of that street, so that’s how I do business.”

When a new restaurant opens up, Magsaysay finds out who the general manager is and introduces himself. There’s a reason for that: “Every time I close with my VIP clients, I share the love and book immediately a very intimate dinner as one of my closing presents, and for my ‘Happy House-versaries,’ I partner with these restaurants.”

Dining out is still a key part of Magsaysay’s strategy: He also hosts team-building events, happy hours, and important business meetings at local restaurants instead of at a brokerage office. And it goes without saying that he’s a good tipper, so the staff remember him and give him top-notch treatment. 

“I show my agents how to get business from restaurants,” he notes. “I say, ‘You know what, come with me — I’m going to show you how to get three clients today in a restaurant.’”

His first closing, a mobile home commission, made him $250, and he used “#wheelestate” to talk about it online. “When it comes to social media, authenticity and being genuine is the most important thing,” he says. “People will gravitate toward that. They might not be ready to buy or sell a house today, but they might know someone who is.”

Joseph’s interview is part of a blog series following our industry paper, ‘Weaving A Web of Influence Can Sustain Agents During Tough Markets and Beyond’. Learn from more influencers and download the paper now!

Four Digital Marketing Influencers Share Their Secret Sauce

Four Digital Marketing Influencers Share Their Secret Sauce

We gathered four of the top real estate influencers in the country and asked them to share their personal strategies and tactics to stay top of mind in their sphere of influence for our industry paper. Here are some highlights and strategies you can start implementing now!

Stacie Staub

Be the local expert online and off

“I always say that people should see you in their inbox and their mailbox, plus NextDoor and Facebook Groups where people are talking about your neighborhood.”

With the market slowing down, Staub encourages her agents to take the opportunity now to build a personality and presence in their farm areas that they haven’t had time to do in the past few years. An easy way to grow this presence is online with hyperlocal data and community-focused posts. 

Nikki Beauchamp

Be consistent 

“They get a sense for who you are as a person, who you are as an agent, what your marketing approach is, what your company’s marketing approach is.”

Beauchamp shares that social media marketing can be a long game. Her biggest advantage of posting to social media is that it helps smooth the way for her relationships with buyers and sellers, who feel like they know her before they speak with her for the first time. She had a client follow her online for nine months before reaching out. But by the time they met, he already had a sense of what it was like working with her and ultimately chose Beauchamp out of four other agents. 

Sue “Pinky” Benson

Lean into personal branding

“It’s kind of that Disney World effect of, how many Mickey Mouses are there? There’s only one. You have to conceptualize it so that this goes all the way around. It is a dedication that many people don’t have. But as you go into the digital sphere, you have to have that consistency.”

Not only does it help to have a consistent strategy, but it’s also even more important to have consistent branding. What makes you or your business unique? Find something that is memorable and can be replicated across all your marketing. 

Brad Allen

Invest in your marketing strategy

“I was spending $150,000 a year on Zillow, and it dawned on me that I wasn’t in control of those leads. And I thought, ‘What if I take that money and invest it in videographers and social media people?’”

There are a ton of ways to generate leads, but there is a big difference between chasing leads and attracting clients. Almost all homebuyers and sellers start their journey online. Instead of spending money on leads, look into reinvesting that money for your marketing. That can include content creators, social media managers, videographers, photographers, editors, marketing tools, ads, and more! 

Want more secret sauce? Click here to read the whole industry paper to learn more why it’s time to grow your digital sphere of influence and more tips from our influencers. 

3 Statistics That Prove You Need to Grow Your Digital Sphere of Influence in 2023

3 Statistics That Prove You Need to Grow Your Digital Sphere of Influence in 2023

As a real estate agent, your relationships are the foundation of your business. To grow a successful business means nurturing and growing your sphere of influence. A sphere of influence consists of all of your connections. This can include friends and family, previous clients, and leads. Today you can build your digital sphere of influence by being proactive online through social media, websites, and online profiles – expanding your online presence and reach. 

The National Association of Realtors® released the 2022 Profile of Home Buyers and Sellers which provides data that proves your digital presence is more important than ever before. Take a look at these consumer trends and how you can lean into digital marketing to meet them. 

The age of first-time buyers jumped to 36 from 33 years, where it had been for three years. And for repeat buyers, the age has risen to 59 years, up from 56 years in last year’s report. First-time home buyers would be considered “elder millennials” while repeat buyers are in between Gen X and baby boomers. 

What does this mean when it comes to online marketing? You need to meet your audience where they are. Social media is an easy way to reach targetted audiences, organic (free) and paid. 

Facebook: According to Facebook, 77% of people ages 30–49 and 51% of people ages 50–65 are active on their platform. Having a business page, posting regularly, engaging with your sphere of influence, and running ads are all going to reach the demographics of current home buyers. 

Instagram: 47% of people ages 30–49 and 23% of people ages 50–64 utilize Instagram. Instagram provides a way to visually showcase the homes you are working with as well as tell a visual brand story. 

YouTube: 67% of people ages 36–45 and 58% of people that are 56+ years old use YouTube. Not only is YouTube used by a large percentage of homebuyer demographics, but it’s also a search engine. Posting to YouTube helps the search engine optimization (SEO) of your brand! 

Due to the recent pandemic, many people’s lifestyles changed. The number of people primarily working from home tripled between 2019 and 2021 – growing from 5.7% to 17.9% and the number is continuing to grow. 

Marketing local expertise is always crucial to educating those in your community, but 50 miles might be out of your scope. That’s why it’s more important than ever to connect with other agents with whom you’d trust with your clients. Start building your sphere of influence with local, state, and out-of-state agents because the data is stating that people are moving further distances. It’s the perfect time to build your referral network. 

88% percent of buyers used a real estate agent to purchase their home. Buyers are most satisfied with their agent’s honesty and integrity, and knowledge of the purchase process.

Consumers are looking to professionals to help guide them through their homebuying and selling journey. But, the first place they look is online. 97% of all homebuyers used the internet in their home search according to the National Association of REALTORS

The data supports the idea that your internet presence matters! Consumers want to see your reviews, online profiles, and what type of content you regularly post to get a better idea of who they will work with. 

If you are interested in learning how your online presence ranks compared to your peers and how to grow your digital sphere, check out SphereBuilderTM at