Real estate marketing – create a local presence through data

by Alistair Helm in


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I am embarking on my new career as a newly licensed real estate agent and looking to create a point of difference in my local market. This challenge is faced by literally thousands of new salespeople each year in NZ.

In 2017, there were 2,084 new license applications received by the licensing authority – the Real Estate Authority. That’s over two thousand aspiring new salespeople prepared to challenge themselves to make a career in real estate. The hard fact is that around half of all new salespeople fail to make it to their first anniversary. It is, as I have outlined before, a highly competitive industry; an industry where tenure and relationships hold huge value and getting started is a massive uphill challenge.

So set against this backdrop, I have been mapping out my own strategy as to how I am going to create a local presence in my own market – the Auckland suburb of Devonport. I want to share my approach, as for many years in my prior roles at both Realestate.co.nz and Trade Me I have advocated the importance of digital profiling as a means to build presence and to be found online; as prospective customers actively prospect for you and your skills; in stark contrast to the time-honoured tradition of real estate prospecting via the well-trodden path of door-knocking and cold calling.

My strategy is to position myself around knowledge and insight in the property market. Sounds familiar! As I am sure most real estate agents would propose that they can reference this positioning quoting the latest REINZ of QV stats on the property market from a national or regional perspective. However I am going for a more tightly defined hyper-local market of my suburb. I want to be recognised as a local expert able to talk confidently and write articulately about the trends of the hyper-local property market segmenting house sales separate from units sales and from townhouse and apartments sales.

In addition to sales stats and the median prices I am going to analyse and comment around the trends on the inventory and new listings in the suburb by property type.

This is a tall order and requires a lot of data analysis, but I judge that to establish this level knowledge and insight is critical to creating a highly differentiated credible and trustworthy platform in the minds of my prospective customers.

I’ve spent the last couple of weeks putting all this together into a single site that I have created. A specialised property website for Devonport and I am launching it now

Devonportproperty.nz

The site is a visually rich destination with a clear focus as a call-to-action of a monthly property report, added to which there are tracking charts that demonstrate the key trends by property type setting out the last 5 years.

I have combined this rich data and commentary with a visually engaging design which allows me to showcase the images of Devonport – all of which are my own photo collection, taken as I have walked the streets of Devonport over the past months. It’s great to combine the two passions of property analysis and commentary with a passion for photography.

At this time as I am still awaiting my full license to practice real estate so the "about" section merely profiles me, but once officially licensed I will be clear as to my role as a licensed real estate salesperson.