The BIG e 2011 - Maya Paveza "#OwnIt: How to Own Your Local Market"
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Transcript of The BIG e 2011 - Maya Paveza "#OwnIt: How to Own Your Local Market"
#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