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Digital Real Estate Lead Generation Tips: Neighborhood Content Targeting and Keyword Optimization

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As we all know, the battle for search is being won by the large portals. Whether it’s Zillow, Trulia, Redfin, REA, Rightmove, your local MLS, or some other leading search site in your geographic market, the search user experience on these platforms is only becoming better making it difficult for your site's search capabilities to stay relevant. As a result, one of the inbound marketing strategies being used to keep smaller real estate sites' content relevant is to transform them into go to portals for local information on schools, parks, recreation, and local business in their specific geography. The goal is to give consumers a sense of what it’s like to live in the neighborhood and show that your product and/or service offering is tailored to this. 

Keyword and Content Targeting

It goes withough saying that most neighbourhood keywords are far less competitive than those covering a larger geographic tranche.  Winning the term “San Francisco New Homes” is far more difficult than winning “Best Schools in Bernal Heights” (San Francisco Neighborhood).  The other thing about neighborhood keyword targeting is that you are likely to attract people further down the sales funnel who have already settled on a neighborhood and are in the final stages of research before they begin actively looking for a new home.

Sales Funnel 

A Few Case Studies:

Best Schools in Beltline Calgary (Calgary, Canada) - Notice the low PA Authority Scores for the 2nd and 3rd results.

Beltline

Subway Stations in Greenwich Village (New York) - 

Greenwich Village Subway Station

Best Daycare in Miami Beach (Miami, Florida) - Once again, see the low page and domain authority beneath the search results.

Best Daycare in Miami Beach

What you’ll see in all of these examples is that achieving a first page ranking is comparatively achievable on these long tail search results. Remember, real estate is local so turning all your anecdotal neighbourhood knowledge into a powerful marketing tool can be a great way for you to compete and create long term value for you and your firm.

Aside from determing appropriate content, the 2nd step is to be sure that your pages use best practice keyword optimization techniques.  Whether you manage your own CMS or you outsource it, applying SEO best practices such as appropriate URL selection, relevant photo descriptions, and optimized meta descriptions is a must. See below for the default "perfectly" optimized webpage in case you need somewhere to start.

Perfectly Optimized Page

Developing your Google strategy around your local knowledge is a great idea considering the fact that you are already an expert on these topics and can offer a lot of value to potential buyers because of this expertise.  So go get started today, but remember white hat SEO strategies take time and patience and this is really only for people building web properties and businesses that aim to be active for a long period of time.

PS: As I am Canadian, apologies if the words neighbourhood, colours, or eh’s appeared in the article. With that being said Canadians, Brits, and Australians all spell neighbourhood and other common search words differently. Given the fact that they are active buyers in many US and international geographies (Vermont, Phoenix, Arizona, Orlando, Fort Myers, Miami, Florida, Muskoka, Mexico, Hawaii, Spain) you may want to optimize a few pages on you site around those English language nuances.  “Best Neighbourhoods in Phoenix” anyone?