RISMEDIA, September 27, 2010—The science of hyperlocal marketing requires “feet in the street” to become most effective. A hyperlocal marketing system designed by 1parkplace, for example, includes a strategy that combines offline marketing, online marketing, solid technology and a social media strategy for a brokerage firm to dominate its market.
Hyperlocal marketing, done right, is designed to provide a leading brokerage firm the ability to connect with every citizen in the community—offering information that resonates with every person in every neighborhood and every home.
The key is to implement a strategic combination of brokerage and agent community organization. The agents become the journalists and the brokerage sponsors the stealth community portal. Hyperlocal marketing will ultimately prove to lock more citizens into doing business with that brokerage when they are ready to sell. Patience and consistency are factors for success.
Meanwhile, all content that is broadcast is also published on a high-performance, Google-friendly, hyperlocal blog platform, which quickly elevates to the top of the search engine rankings, directing buyers and sellers to this powerful community resource.
Here are the multi-tiered steps to success with hyperlocal marketing:
-Leadership commitment
-Management commitment at each office/branch
-Action plan—day-by-day schedule of activities
-Definition of community sectors to target
-Content resources
-Hyperlocal technology platform
-Offline and online marketing strategy
-Video studio
-Agent recruiting process and accountability plan
-Local business sponsorship system
-Budget commensurate with objective
The largest initial investment will be the technology platform to host all the hyperlocal information. Depending on the size of the market and number of hyperlocal destinations within the site, you can estimate $750 to $1,500 per area you are targeting. Expect to target at least 10 hyperlocal areas within your site.
Next will be your video studio; that should cost approximately $2,500 to set up, plus the space. The studio kit consists of a camera, tripod, wireless microphone, green screen, light kit and a custom virtual studio.
I recommend a dedicated space for your studio (10’ x 10’ minimum); however, the studio should also be portable. Hyperlocal done right should include the local business community, whereby you invite local businesses into your studio to produce videos that add value to your site.
This viral marketing strategy creates a concentrated community awareness program that positions your brokerage at the center of the business community.
Your offline marketing should be custom designed and include turnkey marketing templates for advertising, direct mail, door hangers, marketing flyers, call scripts, TV spots and radio promos.
Online marketing includes website badges, banner ads, e-mail signatures, voice mail messages, e-mail messages, a Facebook presence, custom Twitter design and widgets for link bait on other websites.
Your “just in time content” will be the most valuable part of the ongoing strategy.
Content will come in several forms.
1. For RREIN Members, content from RISMedia—localized for maximum performance
2. Company-generated videos—transcribed into blog posts
3. Agent and broker contribution from local neighborhoods
Download the “How to Dominate with Hyperlocal Marketing” white paper at www.1parkplace.com/real-estate-seo-hyperlocal-marketing for more details.
As CEO of 1parkplace, Inc. and the 1parkplace University, Steve Hundley’s passion is to lead the development of the most cutting-edge social media and real estate marketing technology solutions for America’s top Realtors and brokers. Hundley recently formed the 1parkplace University where he has hosted exclusive training events with industry leaders like Tom Ferry, Steve Rodgers and Allan Dalton.
For more information, visit www.1parkplace.com.
