Last week, we had the pleasure of attending and speaking at the Real Estate Marketing Summit in San Diego, California. It’s an event hosted by Steve Hundley of 1ParkPlace that caters to the marketing side of real estate but in a hands-on sort of way. Each of the speakers shared what’s working for them or their customers, best practices and winning strategies for 2012.

Being the last event of the year for us, we wanted to do something special by capturing a snapshot of the event on camera in a mini-documentary style. With the help of some awesome filmmakers from The Hickman Group, we did.

You Better be Creating Content!

Creating unique content was the core theme throughout the entire event. Actually, it’s more specific and focussed than that. It’s about producing, sharing and curating hyperlocal community and neighborhood content.

There is one thing in common on each website of every realtor or brokerage who is part of an MLS or who has IDX – real estate listings. You may be thinking duh right? But when you think about it for a second, it’s kind of scary.

If I have the exact same information as every one of my competitors on my site, then what makes my company different or unique in the consumers eyes? What will entice them to choose my site over theirs? My company over theirs? What will help them decide to want to choose me to represent them?

For many years, agents and brokers have been blogging as a way not only to get their expertise and opinions out there but as a way to separate themselves from their competition by creating unique content.

Today, we see people sharing updates and news socially via Facebook, Twitter and more. Being the eyes and ears of the community can help you meet more folks.

Agents, brokers and brands are creating both user generated and professional videos films to further enhance and document what’s it’s like to live in their community.

This content is unique to them. It’s not something that will appear on a competitors website. It helps them stand out. It helps the consumer differentiate and choose.

NIMBY

I presume each of you are familiar with this term – NIMBY - Not in My Back Yard. But when it comes to creating unique hyperlocal content, that is exactly where you should be focussing your efforts.

Your backyard is your domain. You know it. You live there. You work there. You help people buy, sell and rent real estate there. But you do more than that. You are an integral part of the community. You know the people who live there already! 

As someone who knows the town, the community, the neighborhood and it’s citizens in such a personal way, you are in a unique position to tell the story of what it’s like to live there. You don’t even have to tell the story yourself per se. You can get this information and document it directly from the perspective of existing community members. Me thinks the future homeowners and renters of your backyard will appreciate learning about your neck of the woods from their future neighbors. This approach to creating local content is completely yours to own. It is what will set you apart from the pack.

Give the Consumers What they Want

First of all, we are all consumers. So when it comes to thinking about what “the consumer” wants, just ask yourself what you would want if you were looking to buy, sell or rent a home in a new town or neighborhood. Pretty cool eh?

As a consumer, of course I’m interested in the homes that are available. But before I look at a home, I look at a town, a community a neighborhood. If it doesn’t meet my criteria for the quality of life I’m looking for, I don’t care what kind of homes are there. But hey, that’s just me.

In a recent “Consumer” real state event, Hear it Direct, consumers said the want to see an area before buying a home.

Consumers at #HearItDirect want to see the area before buying a home! See this neighborhood video! http://t.co/feqw873i

December 7, 2011 9:04 pm via FacebookReplyRetweetFavorite

@KeenEyeMktg

Keen Eye Marketing

Showing them that neighborhood with photos and a detailed blog post is awesome. Something I highly encourage you to do. But with a video, you can almost show them what it would actually feel like to live there.

I’m living proof. A town and community video is what convinced my wife and I where we wanted to move to. That helped us visualize what it would be like to live there.

Today’s consumer is mobile. They are social. They consume an amazing amount of media.

According to eMarketer, “ Having surpassed 50% penetration among the general population in 2011, online video viewing is now a mass-market pursuit. Increasing numbers of Americans are watching more content on more devices than ever before.”

Video is hot. Hyperlocal content is hot. Consumers crave it. Will you produce it for them or will your competition?

I don’t care if you blog, take pictures, tweet, Facebook it or create a video about it. Just do it.