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Tag Archives: local experts

Tag Archives: local experts

Marketing Your City/Neighborhood (aka Area of Expertise), and More on Local Experts

by Drew Meyers on 3:08 pm June 5, 2016

Seattle, Washington

The other day I saw a Century 21 commercial on television. It was one of the “Smarter. Bolder. Faster.” iterations, though I can’t remember specifically which one (shows how memorable it was, right?). That got me thinking… What does “Smarter. Bolder. Faster.” mean — to the buyer or seller? Do they really care? Do any of those three words explain why or how a Century 21 agent is going to help them transact, or be different than their friend Joe who lives down the street … Read More »

How to Build Local Expertise With the Help of Your Clients

by Drew Meyers on 1:45 pm May 17, 2016

wallingford review

Lets make the assumption you want your brokerage/franchise to be viewed as the local expert for the areas you serve. (let’s be honest: what agent DOESN’T want to be the local expert?) Lets make the assumption you buy into the long term lead generation concept/strategy I outlined last week. Let’s also assume you have the technology (either via StreetAdvisor, or the money and know-how to build it yourself) to execute the strategy. Assuming all of that is true — how, exactly, would you go about … Read More »

Local Q&A, in a Branded Native App

by Drew Meyers on 1:49 pm May 15, 2016

sa_logo_360

I wrote about the possibility of putting “Zillow Advice into a mobile app” in 2013. That was before I ever started consulting for StreetAdvisor, whose business model is to white label their local reviews + question & answer offering to brokerages/franchises (or corporations). Especially for the brokers and franchises reading, would you find value in a standalone branded app to allow buyers/sellers/home owners to ask questions to your agents — with the goal of establishing your agents as the true local experts? Of course, the critical … Read More »

Long Term Defensibility as a Franchise with Deep, Unique Local Data

by Drew Meyers on 12:42 pm May 9, 2016

wallingford review

I think a lot about long term strategic defensibility when evaluating any business (& building my own). The best companies, focus on what they do better than anyone else, that is extremely hard to duplicate — and stay focused on executing on increasing that defensibility. You’ve got to build a moat to protect your castle. In the context of web and mobile assets, without a “moat”, someone will inevitably knock you off. From the real estate franchise perspective, what’s defensible about your lead generation efforts? What’s your moat? We … Read More »

More on The Local Expert Opportunity…

by Drew Meyers on 1:50 pm December 22, 2015

sa_logo_360

One of the opportunities I’ve written about is showcasing true local experts in a compelling way. That’s why I find StreetAdvisor a compelling project; they are in a great position to swing at this, and have the right brand name for it. Real estate and travel are the two industries I know best. Real estate via 5 years at Zillow, 1 year at Virtual Results, & a range of consulting projects over the last few years. Travel via building Oh Hey World and Horizon since 2012. The two industries … Read More »

The Opportunity to Showcase True Local Experts

by Drew Meyers on 11:38 pm September 13, 2015

sa_logo_360

I truly believe there is a very real opportunity for someone to showcase true local experts. Sure, there is a data aspect of local expertise – but there’s also a neighborhood/community knowledge aspect which has nothing to do with real estate market data. Buyers want to truly know the ins and outs of the area they are moving to. What is the best place to get tacos within walking distance? Those relocating to new cities are seeking all sorts of knowledge above and beyond someone moving within … Read More »

The Only Unique Content You Have — Is YOU

by Drew Meyers on 7:28 am June 27, 2011

I’ve been thinking more about the content problem lately. One of the best ways to generate traffic is to create great content. But content is everywhere on the web — how is your content differentiated among the hundreds or thousands of others who are writing about similar topics? “My content is unique” you say. Wrong. The proper response in my book would be “Your content – with a strong flavor of YOU sprinkled throughout – is unique”. When you really think about it, pretty much everything … Read More »

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