How to Position Your Market Area

How to Position Your Market Area As a Candidate for the List of “Great Neighborhoods”

If you watch the hit NBC show, Parks and Recreation, you probably cringe every time Leslie Knopes declares the city of Pawnee to be the best place to live in the USA.

I mean, come on, their website suggests you go check out the tree that fell on Plymouth Road because it… looks like a crocodile.

In fact, they are going to leave it there for a week so all the townspeople can get a chance to experience the “tree-o-dile.”

If that’s not enough, one of the most popular celebrities in the town is a dead miniature horse.

Of course, in reality, the fictional Pawnee would probably not make the list of the “10 Best Neighborhoods” recently announced by the American Planning Association.

But your neighborhood probably wouldn’t make it either.

Don’t despair. We have the answer for how to position your market area. It’s SpatialMatch—our map-based lifestyle search engine that helps you transform any neighborhood into a winner.

If you are like me, you are always suspect of these “Best Places to Live” lists. They act like these locales are something special because they have great bike paths, a cool micro-brew pub downtown and maybe a neat place to rock-climb nearby.

The truth of the matter is that nearly every town in America has fantastic qualities. Every town has a place where people gather, perhaps a nice park with shade trees and benches.

And which town does not have a historic building? They all do. Cool architecture – there’s  got to be a building somewhere in your area that is unique with lots of character.

Landmarks, heck, even a big ball of twine attracts visitors.

Here’s some other criteria used by the APA to determine a “Great Neighborhood”:

  1. Has a variety of functional attributes that contribute to a resident’s day-to-day living (i.e. residential, commercial, or mixed-uses).
  2. Accommodates multi-modal transportation (i.e. pedestrians, bicyclists, drivers).
  3. Has design and architectural features that are visually interesting.
  4. Encourages human contact and social activities.
  5. Promotes community involvement and maintains a secure environment.
  6. Promotes sustainability and responds to climatic demands.
  7. Has a memorable character.

Lots of room for interpretation there.

Where does the SpatialMatch tool come in when it comes to how to position your market area? Well, you can create a visual representation on SpatialMatch showing all the great characteristics of your particular neighborhood near the properties you are selling.

Using the lifestyle search features, you can show the locations of the best parks, historic buildings, interesting landmarks, highest-rated restaurants and popular community centers.

In essence, use this 21st century technology embedded on your website to build your own best neighborhood.

Call it, (Your Town’s) “Great Neighborhood Features.”

Post a link on your web site. People will check it out.

Post a link on your Facebook page – your neighbors (and potential clients) will appreciate your act of civic pride.

Tweet it.

Email the link to relocation prospects – let them know you will help them overcome their anxiety of moving to a new area by pointing out all the lifestyle amenities that exist there.

Promote it to potential sellers. Show them you have the resources (SpatialMatch) to position their home and their neighborhood as the place to be.

Don’t let these “Best Places” lists get the best of you.

Using SpatialMatch’s extensive database, just like Leslie does for Pawnee, create an aura for your town that shows your area deserves to be at the top of any list and that you know how to position your market area.

For a link to the ANA “Great Places” page and the factors they use, click here.

For a demo of how SpatialMatch can make you the best broker or agent in your town, click here.

Quality Content

Here’s How SpatialMatch Will Add Quality Content to Your Real Estate Website

You may have noticed a while ago how your searches on Google were starting to produce an inordinate amount of sites that were not exactly what you were searching for. Site that were lacking in good, quality content

Instead of real estate information, you found bogus pages with nothing but Google links on them.

While the folks at Google had come up with a clever and revolutionary way to organize the web and help people find what they were looking for, there were plenty of folks who found a clever way to game the system and literally cheat their way to the top.

Don’t think the geniuses at Google didn’t notice this.

That’s why Google recently announced major changes in their algorithmic settings (that’s a mouthful), code-named “Panda” (that’s easier to remember).

And that’s why a content-generating lifestyle search tool that creates relevant content resulting in long user sessions, such as SpatialMatch, is very valuable to a Realtor.

Don’t worry, legitimate broker and agent sites are not in Google’s crosshairs. It’s the sites that are mainly designed to get high rankings or back-links but offer no real value at all.

Google engineers wrote “This update (in Panda) is designed to reduce rankings for low-quality sites—sites which are low-value add for users, copy content from other websites or sites that are just not very useful. At the same time, it will provide better rankings for high-quality sites—sites with original content and information such as research, in-depth reports, thoughtful analysis and so on.”

There’s no arguing, with its millions of home listings, businesses, schools, parks and other community amenities, SpatialMatch provides useful information.

But there’s more. Google also watches to see if that content is “sticky,” meaning, how long do visitors stay on the site and read that content.

Wall Street Journal writer Amir Efrati stated that Google “did say that the company added numerous ‘signals,’ or factors it would incorporate into its algorithm for ranking sites. Among those signals are ‘how users interact with’ a site.”

Our own records show searching for a property, or business or other lifestyle amenity on the SpatialMatch tool embedded on a Realtor’s site can be very sticky.

According to our data, average time of use for a registered visitor is nearly 25 minutes. That’s huge, considering most people look at a web page for 3 seconds.

In essence, once you get home buyers’ hands on SpatialMatch, they’re off and running and having fun finding the ideal location for them. Or, you as a broker or agent, can have fun showing them how great that property is looking because not only is it a great house, but it’s also just down the street from a golf course/gym/Starbucks _____________ (fill in the blank).

When they find SpatialMatch useful, they are also more likely to come back, which results in repeat visitors, another important metric.

And, saving pages on SpatialMatch and then sending links out to those pages results in those very valuable back-links that Google still uses to determine the popularity of a site.

You probably heard the old saying, “Content is king on the web.” Well, some people apparently had a very loose definition of what exactly defines content.

So they got slapped hard, and now the new saying is “Quality content is king.”

With the right tools such as a SpatialMatch, you will create your own quality content that both visitors and Google spider-bots will appreciate.

And you’ll distance yourself from those poor saps who tried to fool the world’s smartest search engine.

 

Here’s a valuable article from SEO Theory explaining Panda in-depth.

For a demo of SpatialMatch, click here.