Creating Connections with Community Pages
As brokers and agents, we are all tied to our communities and there are so many great ways to get involved too. Some of you reading this today volunteer at shelters, support boys-and-girls clubs, are part of a Rotary Group or community lodge, or maybe you care for aging pets or are a member of a local activity group. These are all great things you can do in person that build your presence within the community and expand your sphere of contacts – and help you feel good too! But how do you illustrate connections to your community to people outside of it, like to someone who is relocating from another part of your state?
One of the things that websites (and social media) do for us is expand our presence and message further than they could ever reach without them – and today I want to focus on how you can demonstrate community connections in a way that isn’t just about you, but that gives your website visitor something of value too.
The Evolution of the Community Page
Since my company has been building real estate websites for nearly two decades, I have seen a lot of changes. Back in the early aughts (2003/2004) a community page was, at its best, a brief gazetteer. A paragraph or two, half-a-dozen photos maybe. Ambitious agents would include some market stats, but there wasn’t any automation to keep them current, so they quickly became dated and for many agents it was just too much to maintain data like that.
As time went on, pages got more interesting. Companies like TrendGraphix would create tools to let agents add self-updating market charts to their websites. Social media like Instagram would emerge and give agents a way to stream current photos from their account. A website with an MLS connection could even show current local listings. It was better, but there was a lot of room for improvement.
Today, thanks to the work of IDX companies, huge data brokering services like Atom Data and Home Junction, local review sites like Yelp, Google Maps, Great Schools, artificial intelligence, and more, community pages are easier than ever to create, maintain, and can provide impressive value to website visitors.
Local Maps
This is crucial. Many people don’t have a great sense of where a place is, so whether you are detailing a county or a local neighborhood, include a map. I love interactive maps that let me zoom-in-and-out. Extra points if that map can show me where local schools, parks, and shopping areas are. This is extremely useful for buyers who want to know where they will be able to make a quick grocery stop, to identify the school their children may attend, determine commuting times and so much more. When we build websites, we always include these features!
Market Information
No modern community page is complete without up-to-date market information. Buyers and sellers both appreciate this info. It helps you, the real estate agent, start the process of setting expectations even before you have met. It helps potential referring agents from out of the area identify potential neighborhoods (and you) as viable for their moving clients. Information about recent sales, average price, and home ownership rates are a great starting point. If you want to really provide something of value, offer the option of downloading a full market report. Our websites can generate these on demand, which is a great way to capture potential leads from your website, for a quick handout to mail, or to take to a listing presentation.
Community Description
Of course, every community page should have a description. These days, a short one is just fine since we are going to include a lot more visual info, but if you are talking about a small community then a little more detail can go a long way too. If you use AI to generate your community description, don’t forget to fact check it! We like to include some statistics in our community descriptions, but you have to be careful that they don’t go stale. To keep ours fresh, we use the same data sources that automatically update our market information.
Schools
For well over a decade, we have been able to include school information with websites and without undue effort. Great Schools has made this easy, whether you go-it-alone or have a professional build your website. It’s just as relevant as it has ever been and every great community page should have it.
Demographics
Buyers want to know if a community is the right fit for them. Sellers are curious how their community has changed. For you, the agent, having a reliable source of demographics makes for endless, easy content for sharing online, and adds something to your website that most other agents just don’t have at all.
Local Businesses
Beyond supporting local businesses, which can often use all the help they can get, showcasing local stores and services really integrates you into the community. Locals love seeing their favorite spots featured. Potential clients from further away can get a taste of what is available in your area and maybe even try something out on a visit. We connect our client’s real estate websites to Yelp’s services to showcase popular dining, bars and coffee shops, shopping centers, gyms and self-care, and pet care services.
Other Details
Slideshows or connecting an Instagram stream of local photos have huge visual value. Including a connection to your MLS where visitors can browse inventory is a must – yes, it’s not what brought them to your website, but they will stay longer and search engines love it too. It’s also important to have lots of opportunities for people to connect with you. Season your community page with these opportunities so that as your visitors look around it is easy for them to reach you with a question. If you are blogging about your area, include a section on your community page of recent blog posts. I would put blogs towards the bottom to give visitors something easy to move on to after they have engaged with your community info.
Closing Thoughts
If you have been reading through this and thinking, "I have no idea how I would even start to add some of these ideas," then stop thinking and take action by giving us a call, emailing us at solutions@thelonesgroup.com or by visiting us online and scheduling a free consult. For examples of actual community pages, try here, here, or here. Your community pages are a powerful, critical part of connecting with new clients online and illustrating your local connections and knowledge.
By Denise Lones CSP, M.I.R.M., CDEI - The founding partner of The Lones Group, Denise Lones, brings nearly three decades of experience in the real estate industry. With agent/broker coaching, expertise in branding, lead generation, strategic marketing, business analysis, new home project planning, product development, Denise is nationally recognized as the source for all things real estate. With a passion for improvement, Denise has helped thousands of real estate agents, brokers, and managers build their business to unprecedented levels of success, while helping them maintain balance and quality of life.
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