I was recently in the process of selling a rental house I own, so I was on the lookout for a real estate agent. The market is super-hot in Boise right now, and this was a house I didn’t want to keep as a rental (it’s a little too nice). In the process of looking for an agent, my wife brought to my attention a real estate agent who built her expertise by positioning herself as the realtor for that subdivision.
Each month this agent posts to the Facebook group for the subdivision, and mails out postcards about the homes that have sold, including their asking and selling prices. She talks about being a neighborhood specialist, and frankly, she is doing everything right to generate listings in this neighborhood. Through hyper-targeted marketing, she is making sure the residents know and trust her expertise. Although I don’t know for sure, my suspicion is she is actually listing quite a few houses in this neighborhood, because the message she conveys is that all she does is focus on listings in this neighborhood.
But, I know her secret. She does this local “specialized” neighborhood marketing to many of the subdivisions in my city. I know this because I get similar marketing from her at the house I live in now … in a different subdivision than my rental. She changes out the stats and uses some variable data for the name of the subdivision, but the nuts and bolts of the marketing is identical.
As a guy who loves marketing, I have to say that, for the most part, what she’s doing is impressive. I have little doubt she’s very successful with it. I am surprised more people in the area…
