The BIG e Presentation by Maya Paveza on How to Own Your Local Market.

1. #ownit: How to Own
Your Local Market
Social Networks
+ Traditional Marketing
Micro-Local Dominance
by Maya J. Paveza
Social Networking Strategist & Social Media Marketing Consultant
Coldwell Banker | The Maya Paveza Group | TheHipRoof.com

2. What is it….
“HYPER-LOCAL IS SO 2008…”

3. Why so 2008…
• Too broad
• Diluting your efforts
• Unfocused strategy
• Casting too wide of a net results in
poor return
• The bigger the effort the more
expensive the marketing

4. Consider this…
HYPER VS. MICRO – THE LOGIC

5. What is Micro-Local?
• Targeted digital geofarming
• Specific neighborhoods or “regions”
within a City or Community
• In Metro areas: Condo buildings or
“neighborhoods”
• Where your client is.
• The “arms length” buyer.
• Lower marketing costs

6. Why Micro-Local?
• Focus = Faster Conversion
• Builds area expertise quickly
• Targeted efforts result in faster
conversion
• Key words:
– Focused
– Targeted
– Expertise

7. Maya’s Micro-Local Theory
Part 1: Potential Short-Term Buyer
• Typically ready to buy, watching specific
neighborhoods for “the right house” to come on the
market. 30-90 days to close.
• The more focused the consumer is the faster the close.
• Knows the “neighborhoods”
• Prepared to move forward, financing in order, credit
savvy
• Is planning or expecting to move and is more aware of
market conditions and statistics.
• Usually higher socio-economic demographic.
• Potential Listing

8. Maya’s Micro-Local Theory
Part 2: Potential Long-Term Seller
• This individual can fall into two categories:
– Long Term Owner watching neighborhood values
– Long/Short term owner watching for move-up options
and ability to leverage equity
• They want market information, statistics, data
• More likely to subscribe to blogs or newsletters
focused on their interest which is their community
• Collecting data and information
• Again, higher socio-economic demographic
• Potential/Likely Buyer

9. Forget what you know…
TAKE IT TO THE “MICRO” LEVEL

10. Become the Expert
• Focus on the information
– Statistics
– Market data
– Reports
– Trends
– Events
– Information

11. Become the “Go to” Resource
• Focus on the service:
– Community happenings
– Local restaurant reviews/information
– Charities
– Celebrate the people in the community –
births, marriages, graduations,
accomplisments
– People love to read about themselves
– Be real

12. Don’t Forget Mobile
• Be mobile and accessible – make sure
site is optimized and friendly

13. Don’t Forget the Standards
• The tried and true still hold true, just mix
in the new
• Continue calling sphere and actively
touching existing and past clients
• This is the new frontier and new focus
to build market dominance

14. Be the Connector
• Reach out to local businesses
• Teach local businesses how to use the
social platforms to connect
• Build the platform for the community
• Be visible at events
• Promote others in your micro-local
geofarm

15. 10,000 Foot Overview
• They are curious or flirting with idea
• Don’t know area well
• Needs more hand holding
• More time touring/educating
• Potential for no conversion
• Still valuable for building pipeline

16. 100 Foot Overview
• Educated on Market
• Knowledge of area is high
• Preparedness is also high
• Required time for education is minimal
(typically)
• Results in faster conversion and great
ROI
• Time = Money

17. Be the expert…
OWNING THE MICRO-LOCAL

18. Perception is Reality
• Creating dominance at the micro-
local level creates ownership
• Casting a wide net only dilutes the
focus of efforts
• Identify a manageable geographical
area
• Determine available resources to
maintain presence

19. Build the Platforms
• Blog with “search homes” widget which
connects back to your IDX website
• Opt-in neighborhood newsletter
• Facebook Page(s) for neighborhoods
• Facebook Groups
• LinkedIn Groups for local businesses
• Twitter hashtag – local effort to build
online community
• Training events for community

20. Find Them
• Postcard announcing
community/neighborhood site (simple
design)
• Facebook advertising (highly
targeted)
• Word of Mouth
• Business card with customizable QR
code to change message/link as
needed