#ownit: How to OwnYour Local Market

by Maya J. Paveza

Social Networking Strategist & Social Media Marketing ConsultantColdwell Banker | The Maya Paveza Group | TheHipRoof.com

Social Networks+ Traditional Marketing Micro-Local Dominance

“HYPER-LOCAL IS SO 2008…”

What is it….

Why so 2008…• Too broad• Diluting your efforts• Unfocused strategy• Casting too wide of a net results in

poor return• The bigger the effort the more

expensive the marketing

HYPER VS. MICRO – THE LOGIC

Consider this…

What is Micro-Local?• Targeted digital geofarming• Specific neighborhoods or “regions”

within a City or Community• In Metro areas: Condo buildings or

“neighborhoods”• Where your client is.• The “arms length” buyer.• Lower marketing costs

Why Micro-Local?• Focus = Faster Conversion• Builds area expertise quickly• Targeted efforts result in faster

conversion• Key words:– Focused– Targeted– Expertise

Maya’s Micro-Local TheoryPart 1: Potential Short-Term Buyer

• Typically ready to buy, watching specific neighborhoods for “the right house” to come on the market. 30-90 days to close.

• The more focused the consumer is the faster the close.• Knows the “neighborhoods”• Prepared to move forward, financing in order, credit

savvy• Is planning or expecting to move and is more aware of

market conditions and statistics.• Usually higher socio-economic demographic.• Potential Listing

Maya’s Micro-Local TheoryPart 2: Potential Long-Term Seller• This individual can fall into two categories:

– Long Term Owner watching neighborhood values– Long/Short term owner watching for move-up options

and ability to leverage equity• They want market information, statistics, data• More likely to subscribe to blogs or newsletters

focused on their interest which is their community

• Collecting data and information• Again, higher socio-economic demographic• Potential/Likely Buyer

TAKE IT TO THE “MICRO” LEVEL

Forget what you know…

Become the Expert• Focus on the information– Statistics–Market data– Reports– Trends– Events– Information

Become the “Go to” Resource• Focus on the service:– Community happenings– Local restaurant reviews/information– Charities– Celebrate the people in the community –

births, marriages, graduations, accomplisments

– People love to read about themselves– Be real

Don’t Forget Mobile• Be mobile and accessible – make

sure site is optimized and friendly

Don’t Forget the Standards• The tried and true still hold true, just

mix in the new• Continue calling sphere and actively

touching existing and past clients• This is the new frontier and new

focus to build market dominance

Be the Connector• Reach out to local businesses• Teach local businesses how to use

the social platforms to connect• Build the platform for the community• Be visible at events• Promote others in your micro-local

geofarm

10,000 Foot Overview• They are curious or flirting with idea• Don’t know area well• Needs more hand holding• More time touring/educating• Potential for no conversion• Still valuable for building pipeline

100 Foot Overview• Educated on Market• Knowledge of area is high• Preparedness is also high• Required time for education is

minimal (typically)• Results in faster conversion and

great ROI• Time = Money

OWNING THE MICRO-LOCAL

Be the expert…

Perception is Reality• Creating dominance at the micro-

local level creates ownership• Casting a wide net only dilutes the

focus of efforts• Identify a manageable geographical

area• Determine available resources to

maintain presence

Build the Platforms• Blog with “search homes” widget which

connects back to your IDX website• Opt-in neighborhood newsletter• Facebook Page(s) for neighborhoods• Facebook Groups• LinkedIn Groups for local businesses• Twitter hashtag – local effort to build

online community• Training events for community

Find Them• Postcard announcing

community/neighborhood site (simple design)

• Facebook advertising (highly targeted)• Word of Mouth• Business card with customizable QR

code to change message/link as needed