A very interesting twist on real estate data took place on one of those national real estate websites recently that might represent an Achilles Heel type scenario for brokers and agents.
The twist involves the site’s re-positioning of their neighborhood data from less noticeable areas to a more prominent area near the top of the page.
In fact, on that site, consumers can easily switch back and forth from the listing…to the neighborhood data.
Why the change to put more emphasis on neighborhood real estate data?
For one, the mega company conducted a survey and found that a large majority of homeowners consider the neighborhood to be one of their top priorities when searching for a property. More than ever. In fact, many of them would be willing to give up certain amenities such as a pool or a finished basement for a great neighborhood instead.
Funny. We knew that all along.
That’s why Home Junction has focused on becoming one of the leading providers of hyper-local real estate data to broker and agents.
Use real estate data just like the major websites
But here’s where the Achilles Heel part comes in.
Local brokers and agents don’t have to look at these mega-real estate sites in envy, wishing they could provide the same valuable neighborhood data as they do.
Now, with modern Big Data technology, it’s possible for an agent in Boondock, Iowa, to offer superb, high-quality, accurate real estate data just like the big boys do.
Brokers and agents can parley that local information just like the national sites to generate their own real estate leads. But what’s great about this functionality, they get to keep all their own leads. They don’t have to pay a nickel for them.
And they can also use this neighborhood real estate data to build up their own brand as the go-to company in their market.
They can position themselves as the place with local knowledge. A big advantage every broker or agent should be exploiting against the larger sites that are based somewhere out there in the wilderness and certainly not on Main Street in Your Town USA.
Years ago the process of gathering real estate data may have seen daunting. Pull information from there. Grab information from the local Realtor’s association site (just like every other agent can do.).
But that’s not the case in today’s atmosphere of technological empowerment. Just like you can shoot a photo or a video from your phone, you can also post key neighborhood data on your website.
By just embedding a few lines of code, an agent can pull in reams of hyper-local information and display this data on any page they want.
That includes Recent Home Sales, Sale Price Trends, Local Schools, Crime Ratings, Demographics, Cost of Living Indices, Area Businesses. A wealth of stuff that homebuyers want to know (and sellers want to see next to their listings).
Because here’s another benefit that local real estate data provides. A powerful marketing tool. Don’t just show property listings in your email blasts and social media posts.
Also, show local trends in real estate. Display charts pointing out the direction of home sales each quarter. Show more charts indicating the direction of home prices (talk about a way to get sellers off the fence).
Become a resource for local business people to check the makeup of the community as far as demographics. Give journalists and bloggers some interesting tidbits on the number of college graduates in a given market. Or, let them know how the cost of food and apparel in one market compares to another.
The change that this national real estate website made is very, very revealing. They obviously see the importance of hyper-local real estate data. Neighborhood data. Their research backs it up.
Now, as a local real estate broker or agent, make your move with your own real estate data. You now have the advantage to make yourself more of a local resource than any website based thousands of miles away.