Hyperlocal content is ideal for the Realtor wanting to kill several birds with the proverbial single stone. Not only is hyperlocal content easy to collect but hyperlocal content’s also simple simple simple to distribute through social media. Hyperlocal content should be the heartbeat of any serious Realtor’s web marketing campaign.
What is Hyperlocal Content?
Hyperlocal content is news and coverage of events and information in a local context. The term is becoming increasingly mainstream amongst social mediaists, but the implementation considerations include taming the enormous complexity of gathering and separating local data before presenting it to your audience. The good news is that as a real estate professional, you’re in the perfect position to be a local news conduit, because of the nature of your business.
Here’s a sample list of the types of hyperlocal content
* Links to articles and blogs that are supplemental to the newspaper.
* Links to local government sites and other sources that pertain to a bit of news.
* Local events, down to the small, but influential groups in your neighbourhood
* Crime watch activities, and similar
* Local home sales (naturally)
* Reviews of local businesses, including restaurants, shops and the local accountant.
The key is to cover your local market, down to the last detail. The better you’re able to get news about your area and get that content out on the web through social networks, the more impact you will have and the more business you will ultimately generate. This is going to work for you because mainstream media focus on regional, national, and international concerns and trends, and don’t have the resources or willingness to cover topics municipal or street level issues. The increased usage of digital media devices (e.g. photo and video cameras, audio recorders), blogs, new media, and participation in social media, has made hyperlocal media content cheaper to produce and distribute.
Hyperlocal content is supremely valuable for real estate web marketing, or any type of web marketing that involves geo-targeting of prospects, products or services in a specific geographic market. It’s a way producing outstanding local news for your area that helps your web marketing efforts and ultimately gets you more business online.
So if you want to truly attract the attention of your target market, and keep their eyes focused on you, you must produce something of value to them. Hyperlocal content is valuable to those in your target market, and makes people appreciate you and stay tuned
A valuable side benefit is that a key element is raising your position in organic searches is that your site refreshes information on a very regular basis. When the search engine spider report back to Google and Yahoo that your websites’ content is changing all the time, the search engines love that!
Taking it one step further, linking your website based hyperlocal content from Facebook or Twitter means that your social network friends will be driven to your website, thus increasing your traffic, thus increasing page rankings, thus raising yourself in organic search results, thus increasing your presence, thus increasing calls to you, and so on and so on.
If you think of it, newspapers and municipal tabloids have been using hyperlocal content for years. So it’s no surprise that hyperlocal content is all the rage in the publishing world as the internet threatens the very life of large news outlets and newspapers. This seemingly simple form of reporting on your local area can give you more bang for your buck than you can imagine, making you a trusted resource for information in your area.
So how do you get started?
First, compile a list of sources that you think are relevant to your branding, and/or the positioning that you want to project. For instance, if you want to be known as the person who knows all that this there is to know about the local educational environments (elementary and secondary schools, pre-schools, etc.), then search out sources for school ratings, school events, statistics, teachers blogs, etc.
As you compile these sources, look out for online sources that are updated on a regular basis AND those that can automatically send content to your website when posted (usually via RSS or ATOM).
Get with your website designer to out together a look and feel for your new site. Considerations will include providing the information in a way that is easily searching and indexed, and (always) positioning yourself as the fountain of knowledge.
If you are able to provide regular updates on issues and events that you are personally knowledgeable about, then consider opening and providing regular updates to your Linked in / Facebook / Twitter accounts. (There are ways of providing one update to all these types of social networking accounts).
And then it’s time to let the world know !