You’ve probably heard the adage:
“You don’t know what you don’t know.”
In other words, we all have gaps in our knowledge, but it’s not uncommon to be unaware of what those gaps even are!
Today, we’d like to re-frame this saying.
“Buyers don’t know what they don’t know.”
This isn’t meant to be a criticism. Rather, it’s meant to highlight the endless opportunities for you to showcase your expertise and provide meaningful help through Neighborhood Guides and Market Update Videos.
It’s easy for any expert to take their knowledge for granted. After all, you see the market data day in and day out. But for most buyers and sellers, being on the market is a rarity.
What feels like common sense or mundane details about the local market to you might be exactly what someone is looking for to take the next step.
When you start looking at the opportunities through this lens, you’ll quickly realize that there’s endless possibilities. There’s so much material to create content around, and who better to show off that information than someone who represents that local market and neighborhood?
At Rolla, we developed two products that allow agents to showcase their expertise in a hyperlocal way: Neighborhood Guides and Market Update Videos.
Being the go-to resource for reliable information in your market is an effective way to stand out.
Here are some ideas to help get you started and inspire your next batch of marketing videos.
First, let’s take a look at 5 ideas for Neighborhood Guides:
What is the neighborhood like? Buyers want to envision what their future could look like in a new community. Does the neighborhood decorate for the holidays? Is there a 4th of July cookout? Is there a local walking or running group? These sorts of details can make a home more appealing.
What are the local schools like? Are there a lot of kids in the neighborhood? Do some research on this so you can show your expertise in a specific way. Be sure to know a few fun facts about each school, check the high school, middle school, and elementary school. Young families are especially curious about local school districts and you never know what ages their kids may be
What is your favorite place to eat? Aside from talking about the local food scene, try making your Neighborhood Guides personal by talking about your favorite hot spots. Feel free to recommend your favorite dish as well, so that buyers can try it out when they’re in town. Even if they don’t visit the restaurant or try your recommendation, this shows that you’re truly involved and in touch with the local community!
What’s the commute like? Know the drive times to different grocery stores, downtown, and business districts. Is there mass transit? Is the community pedestrian and cyclist friendly?
Is there an HOA? In addition to the monthly fee, potential homebuyers want to know exactly what their HOA includes. Is there a community clubhouse or pool? What about a tennis court or gym? Does the HOA include landscaping, insurance, maintenance, and water or paid trash? Focus on the positive aspects so that buyers know the perks of living in a specific neighborhood!
In addition to Neighborhood Guides, it’s important to know the local market.
Local Market Updates provide you with the opportunity to establish yourself as a local thought-leader and expert on the industry. Since most real estate market updates happen on a national or regional scale, this hyper focus will truly set you apart.
Consider these 5 ideas for Market Update videos:
What are the property taxes like? It’s not uncommon for municipalities to update their property taxes with new administrations or changes to the city budget.
What’s the median price? In a Market Update video, you can talk about the median price for a residential single-family home compared to a condominium. Furthermore, you can compare these prices to the equivalent month the year prior to show how prices are trending.
Are there new developments planned? New high-rise condos being built can be major news stories in big cities. Likewise, the planning of new subdivisions is also major news. Why? There are many buyers looking for the “next best thing.” They want to buy in up-and-coming areas that they think have the potential to appreciate.
What’s the forecast for the rest of the year? Next year? Timing can be everything when it comes to real estate. While it’s impossible to predict the future, there are strong indicators that can suggest which way things are trending.
How does your city compare to the rest of the nation? If someone is moving from a different city or a different state, their current market might have completely different conditions. Just because the rest of the nation is in a seller’s market, it doesn’t mean that your community is — and vice versa!
You might find that you want to use all of these video ideas in your real estate marketing efforts!
Or you might find that you only want to use a handful of them… and that’s ok.
The point is: when you hyper focus on your market, the topics for discussion are endless.
Buyers are looking for an agent who truly knows the ins and outs of their market. Thanks to Rolla’s Neighborhood Guide and Market Update products, you can show your audience why you're the best agent for the job!