A Time to Learn
Orlando, Fla., is a town that embodies the business of creativity and
innovation: It’s the home of the Universal Studios and Disney theme
parks as well as other attractions designed to inspire and thrill. What
better setting for the 2012 REALTORS® Conference & Expo, Nov. 9–12? It’s
a one-stop extravaganza with more than 100 education sessions and a
400-exhibitor trade show that will make you think about your real estate
business in a whole new way. But don’t wait until November to get your
creative juices flowing: REALTOR® Magazine’s conference preview gives
you a taste of real estate’s biggest annual event. Start with a look outside
the industry, courtesy of the Disney Institute’s Sharon Pleggenkuhle
(page 25). Then, look inward: Sally Hogshead, author of Fascinate
(HarperBusiness, 2010), explains how understanding the essential
elements of your nature can help you captivate others (page 26). Our
six-page preview also looks at breaking into new markets, building your
customer base, and inspiring those around you to greater success.
Hope to see you at the show!
for NAR members
Travel: Discounted fares with American,
Delta, and United; special promo codes at
as low as $69
For a full schedule
and more information:
How to Be Your Town’s Real Estate Expert
How do you become the go-to
person for buyers and sellers in
your community? It starts with
employing hyperlocalism in your
online e;orts, says real estate veteran and
author Bruce Gardner, ABR, CRS, of Mastery
Inc. in Centennial, Colo.
What is hyperlocalism?
It’s a real estate business strategy that focuses on being the expert in a specific
neighborhood or defined geographic area.
What is the first step to positioning yourself as the hyperlocal expert?
Step one would be to create a Web site focused on the specific area that demonstrates your
expertise in that neighborhood or sub-market. This site should have a URL that pertains to
the area and ideally is a match for any organic Web searches. Blog platforms work best to
allow the addition of new information frequently.
How can a Web analytics tool help you improve your site?
I like Google Analytics. It’s free and easy to use. It’s important to have an understanding
of the search terms the public is using to find information about your area and how they’re
finding your site. You want to build a Web site that leverages those search terms so you
know consumers want to be on your site, whether they find it through their own research or
visit it to verify your expertise on the community. A Web site should be a reflection of your
business strategy and identity.
What’s one tip for real estate pros looking to build relationships in their community?
Connect with and build relationships with local business owners. They can be tremendous
AT THE CONFERENCE: Hyperlocalism:
How to Dominate a Market in the Digital Age
Nov. 11, 2012; 9–10: 30 a.m.