Target/Niche web marketing is one of the newest trends in our industry, yet 95% of real estate websites don’t take target markets into consideration. Most sites provide basic company/agent bios and contact information, access to local listings through a frame or live data, area information and snippets of information on buying, selling, mortgage and title.  Boring.  Take advantage and be one of the first target players in your market. You will attract more people to your website and keep them coming back. 

Most Brokers and Agents are afraid to target because they think they will lose a majority of their audience.  Let go of that fear and you will be surprised with your results. Here are some ideas that will not only keep you front and center with the generic buyer and seller but will also make you the Broker/Agent of choice for multiple target/niche markets.

 For years we have been taught to consider our audience when creating real estate print and ad materials.  Now we have to start taking that advice into account for our web audiences. You can do this with strategic target campaigns using ONE website, multiple domains and landing pages. 

You don’t need multiple websites to dominate in target marketing.  As a matter of fact; I feel it is better to keep a generic front end and market it as your general public site on all your advertising.

 Before you take this on…you, or someone in your company, must have easy access to the back end of your website for editing and must have the ability to add new pages easily.  It is best to have a dedicated staff member who understands website applications and/or outsource to your web provider.  

Here’s how to get started. First, decide which target markets you want to reach.  For example:  First-Time Home Buyers, Teachers, Medical Personnel, Military, Second/Vacation Home Buyers, Historic Property Enthusiasts, Sports Fanatics etc.   You can also use these same techniques for recruiting by using different pages to target New Agents vs. Experienced Agents.   

Pick 2-3 targets to start. Purchase domain names related to the targets you’re working with that do not include your name and/or company name.  You do not have to have the extensions .com or .net for these... .info works just as well and is $3.00/yr.

Example 1:  Target = Relocating Medical Personnel
Domain =  www.MovingAZMedical.info

Example 2:  Target = First Time Home Buyers
Domain =  www.YourFirstAZHome.info

Example 3: Target = Military Personell
Domain =  www.TucsonMilitary.com  or www.YourMilitaryHome.info

Exampe 4: Target = Adobe Home Lovers
Domain = www.YourAdobeHomeNow.info

Example 5:   Target = New Agent Recruits
Domain =   www.YourNewRECareer.info

Example 6:  Target = Experienced Agent Recruits
Domain =  www.BuildingYourAZBusiness.info

You will then forward these targeted domains, through your account with your domain registrar to the related pages on your site (once you have built them of course).  You can do this for every page on your site. 

 Once you have chosen your targets; you need pertinent, engaging content.  Target audiences have very specific information needs. You can research your target by going to www.RedZee.com or a search engine like Google.com.  Type in phrases related to your target and visit sites that pertain to them.  For instance; if you were targeting Military families, there are many different links and articles that relate specifically to them and their needs for housing etc… This content should be updated regularly. It is helpful if you can link directly to the source of your information since they will do the updating for you. 

IMPORTANT!  Make sure every page has a link to contact you. 

Once you have your domain, pages and content in place; it is time to start driving traffic to your site.  Just as you researched content for your target, you want to research where these people go to get their information.  Is it the school bulletin board, the Military newspaper, a local resort/vacation home magazine, hotel publications, or websites where you can place a link?  Find out where they look and advertise there.  For example: Your audience is people interested in Florida Second Homes and Golf Resorts.  You would advertise in the golf magazines and direct mail around northern US golf communities with the tagline “Everything You Need To Know About Owning A Vacation Home In Florida.” 

Become a lifestyle specialist through your web presence. Provide pertinent information and people will bookmark your site and forward it to their friends.  Not only will your site be engaging, it will also create a larger “footprint” for the search engines to find you. You will be able to expand your ad words and include less expensive clicks while still driving people to your real estate site.  Ad words related to Real Estate are among the most expensive in the market.

 No one knows target marketing better than you do - you just have to apply it to your website.  Decide who your pages will cater to, what information they need in their every day lives and provide them with easy access through strategic ads/marketing and you will be a Target Market Magnet.