Following the advent of search engines in the ‘90s, internet-users were bestowed with the groundbreaking opportunity to look up a topic of their choosing and see what websites contained the very information they sought out.
Only in the 2010s, however, did search engines — such as Google, far and away the world’s most popular search engine — introduce location-based searches. At this point, a user could allow Google to use his/her location to tailor the search results to match the user’s actual geographic location.
This had massive implications for small business owners and real estate agents, and it laid the groundwork for what is called hyperlocal marketing.
If you couldn’t figure it out from its etymology, hyperlocal marketing is the process of targeting prospects in tight, well-defined locations only, such as appearing in “near me” searches on Google.
For real estate agents, this concept is HUGE.
A real estate agent’s entire job is based on the radius in which they’re operating, so employing hyperlocal tactics is necessary on a daily basis.
Okay, jeez. What are some hyperlocal marketing tactics then?
Here are two big ones:
1. Get your business on Google
Marketing on Facebook and Instagram are useful and necessary, but Google fills a unique void: high-intent searchers.
Since Google Search relies on users’ active participation and seeking out specific terms of interest, those who use it to find real estate agents or listings will be deep in the buying process. This is helpful because even though you may get fewer leads from Google than from Facebook, for example, those you get will generally be higher-quality. Add in that those searchers are specifically looking for agents or homes in your location, and you’re getting extremely relevant leads — which is the entire premise of hyperlocal marketing for real estate.
There are two big ways to make sure your business and listings are front and center for hyperlocal searches. First, if you don’t have a Google My Business profile, claim one immediately. It’s an integral part of hyperlocal marketing, and a surefire way to get your business and its info seen at the top of the search page. Having a Google business profile allows you to show up when searched for and, if you nail it, when someone in your area searches for “real estate agents near me” or “homes for sale in [insert your city here].” You can tell Google has its hyperlocal algorithms going because most people will see different search results for “real estate agents near me,” based on their current location and other search tendencies.
Secondly, invest in Google search ads. Your Google business profile will give you a panel on the side of the page with your headshot, photos, and recent posts, but Google search ads help you stand above the rest at the top of the page. They’ll be triggered by specific keywords that are local to your market, so your listings get top billing when buyers look for something similar on Google.
These agents have truly mastered their search engine optimization, having shown up in such a competitive search. Notice all of their information is complete, and their Google reviews are high in number and intensely positive. These traits help Google rank them high because they’re doing everything Google is looking for to show searchers the most relevant and highest-quality results.
2. Making the most of Facebook ads
Facebook, a social media site that boasts 2.41 billion monthly active users, allows you to geotarget customers with precision. When running an ad, you can target people based on gender, age, interest and more. Location-wise, real estate agents can choose cities, congressional districts and radii from a point/address of at least 15 miles. These hyper-specific targeting tools are super useful, and they help you use your funds efficiently so you aren’t wasting money on the entire state of Massachusetts when your listing is in Worcester.
However you do it, make sure you’re investing in channels with hyperlocal capabilities. Hyperlocal marketing is all about appealing to those looking for something in a specific area, and those are the people you want as clients.