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Put some LOCAL in your Real Estate Business

Local real estate long tail keyword phrases

Real estate agents around the country know how important the Internet is to their business, at least they better, to survive.  Consumers go to the internet when looking for homes.  They don’t necessarily go to the Internet for real estate, they go for homes. I am a business development manager for a national title insurance company here in Phoenix, Arizona. I help real estate professionals get “found” online.

5 years ago, when a real estate agent talked to a potential home buyer, he/she said, “I want to see 10 homes in this area”, today, that same home buyer says “these are the 10 homes I want to see”.  This is because the internet has opened the marketplace for them to do their own research, long before they contact a real estate agent or loan officer.  I tell my clients, I help with their internet marketing strategy, “there are consumers that have already decided they are going to work with you, they just haven’t contacted you yet”. This scenario is quite refreshing and exciting for real estate professionals that leverage the Internet.  Imagine, even while they are sleeping, there could be a home buyer on their website, on their YouTube channel, facebook fanpage or even Twitter, absorbing all their wonderful, engaging content.  Compare that to using traditional outbound marketing tools like post cards and flyers where the agents spends their hard earned money and time mailing only to wait and see what happens. (Usually nothing). Doesn’t sound like a very good strategy to me.

Agents that have a website often miss the boat when it comes to getting found by home buyers and sellers.  They often provide great information but often times they provide it by providing a link to another website that talks about the housing market, changes in policy, short sale information, Bank Owned etc.  Why?  If you are going to take the time to put information out there to be consumed, why not put it on your own website.  When I start a meeting of the minds with a real estate agent I start with “how do you want to be “found?” Many agents will say, “Arizona Real Estate”, or “Arizona REALTOR”.  No you don’t. Why?  It’s too broad of a term, too broad of a search and way too competitive.  Instead of this, I encourage my clients to think LOCAL.  Lets do a quick Google search for Arizona Real Estate For Sale.

This search returned over 13 Million results in Google. That is INSANE.  It would be incredibly time consuming and expensive to compete for keywords like Arizona Real Estate For Sale, and I believe most consumers don’t even look for this term.  If they do, they certainly refine it into a long tail. Long Tail Keyword phrases are phrases with at least 3 keywords and often times 5 or 6, words in them. These Long Tail keyword phrases are usually very specific and draw lower traffic and less competition than shorter, keyword phrases. Consumers that use Long Tail Keyword phrases often know exactly what they are looking for. It’s the difference between Arizona Real Estate For Sale and Chandler Arizona Real Estate, Chandler Arizona Real Estate For Sale and 4 bedroom 2 bath home for sale Chandler Arizona. Would you agree that a consumer searching Google for 4 bedroom 2 bath home for sale Chandler Arizona probably wants to buy a 4 bedroom 2 bath home in Chandler, Arizona? I would.

Often times, consumers will do their research, online of course, find a home that meets their needs and then call the agent attached to that particular listing or the agent who owns the website the listing appeared on.  It’s like a sign call only on the Internet.

Lets refine this search, this time making it even more local.


As you can see, the above search returned 336,000 results compared to 13 Million. Lets get even more specific.

Even Better

Now we are left with 22,000 results, much more manageable for the consumer and I would argue, this person is closer towards the end of the sales cycle. They certainly have an idea of what they want.

As you can see, using local-long tail search terms the consumer looks for will increase your chances of getting “found” online. It’s one thing to consider. Another is the functionality and usability of your website. That is a whole different story.


Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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  • Baton Rouge Houses

    WONDERFUL Post.thanks for share..more wait .. …

  • John Gronley

    Good stuff Stephen, I am going to have to visit this site more often to get some valuable SEO info.

    Nice working with you and building a friendship. I don’t care what most people say about you – you’re A OK in my books! ;0)


    • MyTitleGuy

      Thanks J-Gron! I love you too.