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Market Niches Can Equal Agent Riches:
The Long-Tail in Online Marketing for Realtors

In Real Estate, as in much of business, being all things to all people, is an impossible business model to chase.

The Long and Short of It.
In Business 'The Long Tail' concept states that you can sell more 'less popular' items than you can of popular items. A common example is that Netflix rents more niche movies than popular ones.

So what does this mean to real estate agents? That you can make a business in marketing niche markets and that it can be often times more profitable.

The #1 real estate related website in the United States is Realtor.com. Knowing the Google keywords people use to find Realtor.com will tell you a lot about online consumer behavior and will give you a lot to think about in your own online lead generation efforts as they relate to niche markets.

The Google keywords used most often to find Realtor.com are "Homes for Sale" and the location in which they are searching.

Why is this? Because people instinctively begin their home buying process by searching properties' to get a sense of the market.

Realtor.com, Trulia, Zillow, Real Estate Companies etc ALL allow online consumers to search for almost all 'Homes for Sale' throughout the country.

So how are most agents trying to generate leads with their websites? By offering a small subset of capabilities and nothing unique or otherwise beneficial to people. In other words, agents are trying to compete with Realtor.com, Trulia, Zillow with the proverbial 'one arm tied behind their back.'

Good luck with that.

Trying to compete head-to-head with a company with millions of dollars to spend on technology and marketing is a losing proposition!!

The Good and The Bad

The Irony is that local real estate agents are in the best position to capitalize on their local market knowledge, but they typically do the worst job at capitalizing this knowledge online.

Local agents know what local buyers and sellers are searching for (in real time! A showing is the most up-to-date search result and one that has immediate feedback capabilities....something rarely accomplished on a computer).

In the world of real estate online lead generation, the most obvious worst offender of this principle are the Real Estate Agents that offer website visitors the ubiquitous "Search the MLS" or "Property Search" as the defining features of their websites. Some of the more cutting edge agents even have "Search by Map" prominently featured as if searching real estate by map was invented yesterday. It wasn't and pretty much EVERY website offers it.

In other words agents are trying to compete with Realtor.com and all the other real estate websites by offering infinitely less data and capabilities.

How is that working for you?

Offering people and online consumers 'the same but less' is not a sustainable business model.

Grab the market by The Long Tail
Agents should focus their efforts on niches so that

  1. They have a better chance of being found and noticed
  2. That they have a better chance at being relevant to some people (a market) vs. not relevant to anyone (the market).

And this has important implications in all your online marketing as well.

"Search Homes for Sale" / "Property Search"

99.9% of agents allow online consumers to search for 'Homes for Sale' with the main segmentation being "My Listings" sometimes euphemistically entitled "Featured Listings."

To the online consumer this looks and feels like 'every other agent and website' on the Internet. When the people start thinking you are like 'everyone else on the Internet' that is not a good thing. In addition, they can go to one of over dozens of real estate websites and not only search every location in the country, they can typically do a lot of analytics that your agent website does not come close to offering. You are trying to complete with websites that have millions of dollars to spend in marketing and advertising.

Create a Niche -> Market the Niche -> Get Found -> Get Results
Local Real Estate Agents work in defined geographical areas. In every agent's 'area' there are geographical submarkets and property submarkets.

What geographical submarkets or particular property types are in your market that you know people buy and sell?

Identify some market niches, and then using either your MLS or website IDX provider's tools, create and save predefined property searches that return just those properties when clicked on as a link. In other words, give people what they want. You certainly know your market better than a corporate website out of New York, San Francisco or wherever it is that corporate is based!

A great example of this is Dave & Suzy Cardwell's pre-defined property search for Crow Canyon Country Club in the San Ramon Valley area of Northern California. While most all other agents in their area show "Search the MLS" (which Dave & Suzy have as well), they allow online consumers to One Click Search several key niche markets that they know people buying in their area are interested in (technology provider AgentAchieve).

Property Subtypes are also a great niche to market and let people One Click Search. Rick Miner, in Seattle markets several property niches such as Waterfront and View Homes at his website (Northwest MLS IDX, member of Michael Russer Online Dominance).

Easier, Faster and More Relevant is Always Better

Put yourself in the online consumers shoes. Let's imagine 'you' are interested in buying a property in Crow Canyon Country Club. Are you more likely to click on a link for Crow Canyon Country Club or Search the MLS? Or that you are interested in Waterfront or View Homes of Seattle....would you more likely click on Waterfront and View Homes or Property Search?

The beautiful thing about allowing people to One Click Search niche markets is, is that on the one hand you are giving people that want this information the information they want upfront, fast and easy. And secondly, you are not turning off 'everyone else' who just wants to search your general MLS listings.

If people have to search your website or click too much to 'hopefully get' what they are looking for, then you are going to lose a lot of lead generation opportunities.

The Funnel
Of all the websites on the Internet, only Craigslist allows you to post your listing (what the online consumers are searching for) along with a links to the tools and information online consumers also want at YOUR website vs. sending them somewhere else and to someone else!

By providing links to the tools and information that online consumers want around your listing that the online consumer is searching for, you create a funnel that will bring the online consumer to you vs. sending them to someone else like a sieve.

Surround your listing with the tools and information at your website and leverage online consumer interest and generate both website traffic and leads! Create your funnel!

Market the Niche -> Get Found

There are many places that you can insert live links to predefined searches for the niche markets in your area. Some of the best include:

  1. Your website (but how do they find your website?)
  2. Your online marketing including Craig's List and your eFlyers

Training Schedule

Working with Sellers

Sep 20, 2017 10:00 AM
7950 NW 53rd Street Suite 214 Doral,Florida 33166

Miguel Basalo
Branch Manager - Downtown Doral

 

The Red X - Lead Generating System

Sep 21, 2017 10:00 AM
11200 Pines Boulevard Suite 100 Pembroke Pines,FL 33026

Reinaldo Gonzalez
Broker

 

Agent Onboarding

Sep 22, 2017 9:00 AM
7950 NW 53rd Street Suite 214 Doral,Florida 33166

Gilda Munoz - Recruiting

Business Plan-Part 2

Sep 25, 2017 10:00 AM
3515 NW 113th Ct Doral,FL 33178

Reinaldo Gonzalez, Broker

Social Media 201

Sep 26, 2017 10:00 AM
3515 NW 113th Ct Doral,FL 33178

Reinaldo Gonzalez - Broker

FIRPTA-Foreign Investment in Real Property

Sep 27, 2017 10:00 AM
7950 NW 53rd Street Suite 214 Doral,Florida 33166

Jose Huerta-EMST
Orozco Lopez & Co. Certified Public Accountants

Realty Back Office

Sep 28, 2017 10:00 AM
11200 Pines Boulevard Suite 100 Pembroke Pines,FL 33026

Reinaldo Gonzalez
Broker

Agent Onboarding

Sep 29, 2017 9:00 AM
3515 NW 113th Ct Doral,FL 33178

Gilda Munoz-Recruiting
Corporate Offices

Business Plan-Part 3

Oct 2, 2017 10:00 AM
3515 NW 113th Ct Doral,FL 33178

Reinaldo Gonzalez - Broker

RPR-CMA Presentatioon

Oct 3, 2017 2:00 PM
3515 NW 113th Ct Doral,FL 33178

Robert Rodriguez -Instructor 
From Miami Board of Realtors

The Red X - Lead Generating System

Oct 4, 2017 10:00 AM
7950 NW 53rd Street Suite 214 Doral,Florida 33166

Reinaldo Gonzalez - Broker

Sales Contract

Oct 5, 2017 10:00 AM
11200 Pines Boulevard Suite 100 Pembroke Pines,FL 33026

Odalys Ibrahim - ESQ
Ocean Title & Escrow Co.

Agent Onboarding

Oct 6, 2017 10:00 AM
3050 Biscayne Blvd Suite 503 Miami,FL 33137

Gilda Munoz - Recruiting
Corporate Office

Working with Buyers

Oct 9, 2017 10:00 AM
3515 NW 113th Ct Doral,FL 33178

Luchy Hermoso
Office Administrator

Mortgage 101

Oct 10, 2017 10:00 AM
3515 NW 113th Ct Doral,FL 33178

Ernesto Sang
Hamilton Group

Social Media 301

Oct 10, 2017 11:00 AM
3515 NW 113th Ct Doral,FL 33178

Reinaldo Gonzalez - Broker

 

 

Social Media 101

Oct 11, 2017 10:00 AM
7950 NW 53rd Street Suite 214 Doral,Florida 33166

Reinaldo Gonzalez - Broker

1031 Exchange

Oct 12, 2017 10:00 AM
11200 Pines Boulevard Suite 100 Pembroke Pines,FL 33026

Odalys Ibrahim - ESQ
Ocean Title & Escrow Co.

Agent Onboarding

Oct 13, 2017 10:00 AM
11200 Pines Boulevard Suite 100 Pembroke Pines,FL 33026

Gilda Munoz - Recruiting
Corporate Office

Social Media 201

Oct 16, 2017 10:00 AM
3515 NW 113th Ct Doral,FL 33178

Reinaldo Gonzalez - Broker

The Red X - Lead Generating System

Oct 17, 2017 10:00 AM
3050 Biscayne Blvd Suite 503 Miami,FL 33137

Reinaldo Gonzalez - Broker

Working with Sellers

Oct 18, 2017 10:00 AM
7950 NW 53rd Street Suite 214 Doral,Florida 33166

Miguel Basalo
Branch Mgr.

FIRPTA - Foreign Investment in Real Property

Oct 19, 2017 10:00 AM
11200 Pines Boulevard Suite 100 Pembroke Pines,FL 33026

Odalys Ibrahim - ESQ
Ocean Title & Escrow Co.

Agent Onboarding

Oct 20, 2017 10:00 AM
7950 NW 53rd Street Suite 214 Doral,Florida 33166

Gilda Munoz - Recruiting
From Corporate Office

Social Media 301

Oct 23, 2017 10:00 AM
3515 NW 113th Ct Doral,FL 33178

Reinaldo Gonzalez - Broker

Realty Back Office

Oct 24, 2017 10:00 AM
3050 Biscayne Blvd Suite 503 Miami,FL 33137

Reinaldo Gonzalez - Broker

Business Plan-Part 1

Oct 25, 2017 10:00 AM
7950 NW 53rd Street Suite 214 Doral,Florida 33166

Reinaldo Gonzalez - Broker

Commercial Contract

Oct 26, 2017 10:00 AM
11200 Pines Boulevard Suite 100 Pembroke Pines,FL 33026

Odalys Ibrahim - ESQ
Ocean Title & Escrow Co.

Agent Onboarding

Oct 27, 2017 10:00 AM
3515 NW 113th Ct Doral,FL 33178

Gilda Munoz - Recruiting 
Corporate Office

Business Plan-Part 2

Oct 30, 2017 10:00 AM
3515 NW 113th Ct Doral,FL 33178

Reinaldo Gonzalez - Broker

Lease Contracts

Oct 31, 2017 10:00 AM
3050 Biscayne Blvd Suite 503 Miami,FL 33137

Miguel Basalo - Branch Mgr.

Success Stories

 

"Joining InvesTeam Realty and becoming a part of the team has been a great experience.  The company’s Broker support has been the key to develop my professional skills and help me in learning the real estate business. There is no match of the training that I have received.  I thank the whole team and look forward to even more success in the coming years."

Realtor, Coral Gables
InvesTeam Realty

 

"This is the place where I learned everything about real estate business. As soon as I got associated with InvesTeam Realty, my career tool off. All the training and teaching of different processes have been outstanding. we have top notch branding and support and I want to thank you for all that you have provided me with. This is my second career and I really feel that I can have a long time and productive one ahead of me."

Realtor, Miami
InvesTeam Realty

 

"The reputation and history of InvesTeam Realty brought me to them and I found it to be the right choice for getting trained for my Real Estate business. I had received my real estate license and then there were a lot of opportunities for me. I had long term goals in my mind. InvesTeam Realty has proven itself as a company that provides the best possible business environment and support to its agents. I am proud to be an associate of InvesTeam Realty and always enjoy while working with the rest of the team. I love InvesTeam Realty and have no plans of leaving the company !."

Realtor, Ft. Lauderdale
InvesTeam Realty

 

"I was fascinated with the facilities and staff from the very first time I put a foot in the company. The staff is really courteous, professional and friendly. Joining InvesTeam Realty was been my best decision. Today, I am closing on my 21st property and the entire credit goes to InvesTeam Realty, its broker and support staff. I could have never come this far without them. The decision to join InvesTeam Realty was the turning point of my career."

Realtor, Miramar
InvesTeam Realty

 

"I express my sincere gratitude and a warm thanks to the InvesTeam Realty. The teaching skills of InvesTeam Realty are outstanding. They are extremely proficient in the know-how of the industry and they helped me in an effective manner throughout my journey. As a new associate, I benefitted greatly from the information, tips, how to’s and career development. InvesTeam Realty has helped in cultivating new skills as well in the promotion of my business."

Realtor, Doral
InvesTeam Realty

 

"I've known Reinaldo Gonzalez for many years now and while working for other companies I always admired his tenacity and drive to provide the best service, tools and his unmatched commitment to share his years of experiece and knowledge in the industry with those not only close to him but anyone that approach him. And now I enjoy first hand this experience, I proudly am part of the team at InvesTeam Realty and I have gained the confidence to takle the business knowing that he has my back. With his support not even the sky is the limit !"

Realtor, Weston
InvesTeam Realty

 

"I moved to InvesTeam Realty 1 year ago, I can say in my 20 year career I've never had a more supportive, knowledgeable, organized and problem solving broker. The organization and support the office provides has allowed me to focus, serve my clients and increase my income like never before!"

Realtor, Brickell
InvesTeam Realty
 
"I wanted to work in real estate for years, every time I tried to start the process, I became overwhelmed and couldn't handle the transition, fearful to leave my regular job before I could guarantee a steady income as a realtor. I found InvesTeam Realty on the internet and decided to contact them. The broker, Reinaldo Gonzalez took me on, encouraged and guided me step by step, and now I am a successful full time agent."
 
Realtor, Edgewater Miami
InvesTeam Realty

 

"Working in real estate in south Florida for the past 15th years I thought I knew pretty much all that I needed for success. I worked all those years for the two largest firms with big name, and believed that was as good as I could get. Was I off base! Transferring to a boutique firm was a tough decision at first, and the best one I have done, the personal attention and support by the broker and staff are making an amazing difference in my career."

 
Realtor, Miami Beach
InvesTeam Realty

 

“As a real estate attorney in South Florida, I have had the pleasure to work with InvesTeam Realty and Reinaldo Gonzalez on many files. They provide the highest quality of service to their clients, are extremely well versed in the real estate industry as a whole, and bring their remarkable knowledge and assistance to their clients.“

Marlene Leon-Rubido, Attorney
Marlene Leon-Rubido, Esq

 

“As a real estate attorney, and title company, my office has worked with InvesTeam Realty, its broker, and its realtors, on many files. We have observed that InvesTeam Realty works hard for its clients, whatever they are sellers or buyers; InvesTeam Realty stays involved in the transaction all the way through closing; and InvesTeam Realty helps resolve any issues or problems that may arise. “

Richard Geisert, Attorney
Richard Geisert, Esq
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