Getting Hyperlocal: It’s time to get Hyperlocal. What does it mean and how do you do it


What exactly does Hyperlocal mean? Hyperlocal is basically a specialized focus on a small local area with the message and product and content target marketed on that audience. Here are the steps.

Step 1:
Create a homebase online for your customers to find this information.

I suggest a website that allows you to combine community with capture. What I mean by this is the content is there as listed above in step 1, but you offer items of value in exchange for their information.

A proper Hyperlocal website should include.

  1. Properties for sale – As much as you can differentiate by subdivision, school zone, price ranges, and size. Laser target the right market
  2. Market Statistics and Home Value Estimates – Although many reports use zip codes, you’ll want to make sure you are using language and stats that appeal to your Hyperlocal community. The BEST Hyperlocal strategies are laser targeted. Example, the zip code area of 89134 might have average price ranges in the high $200,000 but if you pulled a specific subdivision, average price ranges might shoot up to the luxury range. So the market stats for 89134 would not appeal to that high end subdivision. The more you can drill down and make it local, the more you will hit that customer with exactly what they want thereby proving that you are the true market expert.
  3. Neighborhood News – Anything pertaining to that area. Set up a Google Alert for that area and have the emails delivered to your email. Don’t copy and paste the news, but do write a quick post about what is happening and refer back to the news article. Always make sure the article opens in a new window rather than the same window so that the consumer still has access to your site. You never want to send them completely away from your own site. An iframe with RSS feed from the local news works as well. You won’t see true SEO content from what’s inside the iframe, but you are still able to give your user what they want without sending them away.
  4. Home Owners Association Calendar and notes. If you are in the homeowners association, even better. Personally, I like to use anything that is knowledge made public in things like the HOA website and magazines. Those seem to be the relevant topics at hand.
  5. Local businesses – This is a great strategy for a couple of reasons. First, you are providing the consumer with local information pertaining to their neighborhood. These would be places to shop, dine, be entertained, or find services. Do a quick video and ask them  just a few main questions. Give them a chance to offer an item of value at the end (or discount) just for your local consumers if they mention YOUR business when they shop there. Second, once you give this promo material to the business, They then share it on social media channels, or on video channels or on display. Example, we create a Summerlin Publication. When we feature the local businesses in the first edition for free, they are excited to them put a stack out for their customers. And, the next month, you might even find a paid advertiser in that same business you featured.
  6. Special Events – Keep an online calendar that allows the consumer to see what is happening in their neighborhood. This is anything from school events, to promotional events, to concerts, to holiday happenings. You can plus this with lead capture by using a form (I like that offers “Find out first what’s happening in ______ (community) by requesting the _____ Events News. We will deliver all of the hottest happenings to your inbox”
  7. Neighborhood Construction, School Zoning Issues, or anything else that could directly affect the quality of life, school or work.
Step 2: Focus on Contact Cultivation

These are going to be your campaigns. The Medium you choose to offer this message should be consistent and vary in forums. Remember, not all of your customers are on social media, or on the web, or read the paper, or open their mail. Targeting these consumers in all ways is going to ensure that you receive the most attention. It’s about creating “mindshare”. When they think of the “your area specialist”, you want your name to appear. Campaigns are best when they can be automated at a high level, yet still look custom and be filled with information about the consumer.

Campaigns should include

  • Social Media Touches
  • Email Campaigns (only with items of value. Don’t spam them with junk)
  • Direct Mail: Anything that arrives in the mailbox or doorstep
  • Personal touches: Birthdays, Holidays, Anniversaries
  • Annual Events
  • Calls and Pop by’s

Step 3: Come from Value.

Focus on what quality you can give someone. Trust me when I say that spring cleaning tips are not the focus of your consumer. Focus on providing an item of value specifically targeted at the local consumer. Use a form or call to action that instructs the consumer on how to get that information.

  • Market Reports
  • Homeowner Tips
  • Small gifts for around the house
  • Calendars and other items
  • Neighborhood Reports
  • School Schedule Calendars

Step 4: Use Blogging to show that you are the local expert. 

Each seller listing you take in your desired target area is an opportunity to show that you are the specialist in that area. Don’t just post that your listing is for sale. Make it hyperlocal by adding in market data, local school information, neighborhood businesses and more. Add additional idx listings or links to similar properties in that area like the property you have for sale. Take advantage of your inventory. And then, take one more step and write a press release and blog post about the sale of the property. Tell a story.

Step 5: Be Seen and Be Heard. 

Marketing Areas to consider are:

  • Social Media
  • Newspapers, Magazines, Coupon Mailers
  • Postcards, Newsletters and other direct mail
  • City guides (on and offline)
  • The Web
  • Radio, TV
  • Local Sports and Events Sponsorships
  • Open Houses
  • Mobile
  • Vehicle Wrapping
Step 6: Integrate Social Media

Create a business page that is community-centric. While you want to include and cover your contact information and brokerage/licensing requirements for marketing, you want to make the page about the community, not you.

Create Facebook Ads for free lists of homes in the area, home values, local reports and target market that zip code and demographic. With just about $5.00 day in target marketing, you’ll generate more leads than you know what to do with as long as your ads and posts and target marketed. Make sure your message and product appeal to that audience.

Schedule a few posts a day with local community information and gently mention your services in the mix.

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