Recently, my market of Oxnard, California, was ranked No. 1 in a USA Today article titled “Coastal gems of California: 10 best beaches that have it all.” The expert panel cited ‘Olol’koy Beach Park (formerly Oxnard Beach Park) for its beauty, amenities and cultural significance. Subsequently, that ranking was picked up by other publications, which added their own takes and insights.
“Best places to live” lists are everywhere, online, in magazines and on television. Even a fluffy feature in a YouTube video can carry weight when it introduces buyers to your market and aligns with what sellers already believe about their city or region.
Here are five ways to position yourself as the savvy local agent or broker who understands how to use that buzz to drive interest and sell homes.
1. Recognize the opportunity
Anytime your market receives a “best-of” designation, that’s a built-in conversation starter. Even the ranking of a local attraction, restaurant or development creates a marketing opportunity. The validation of a ranking provides a selling point you don’t have to generate — just amplify.
Remember, however, that this type of ranking is time-sensitive, so share related content while it’s still trending, usually within a year of publication or less.
2. Turn rankings into marketing touchpoints
There are many ways to incorporate a new “best-of” ranking into your marketing:
- Social media post: Share the article along with your personal take or market insight.
- Client email: “Thought you’d like to see this — [Your neighborhood] made the list!”
- Newsletter content: Share the article along with current listings in the area. Add a call to action that invites buyers to look at houses in the area.
- Blog post or video: Break down what the ranking means and what locals love about the area. Add it to your website along with a search engine optimized headline to juice your site’s SEO.
- Listing consultation: Talk about how you’ll use the ranking to draw attention to and elevate the listing in your marketing.
- Property description: Launch into your listing copy with the designation. For example: “Located in one of California’s top-ranked coastal towns … ”
3. Make it easy for agents with Google Alerts
Set a saved Google Alert for “[Your City] + best place” and another for “[Your City] + best of.” That way, you’ll be the first to know when your market gets a shoutout. This offers set-it-and-forget-it convenience, as you let marketing opportunities come directly to you.
4. Bring it into the listing appointment
Before your next listing consultation, print the article or include a PDF of it in your digital listing portfolio. It adds local credibility and shows sellers how you’ll use the “best-of” designation to boost exposure for their home and their neighborhood. In a competitive market, track pricing and show how the ranking is or could add value to their home sale.
5. Localize and elaborate on the ranking for added benefits
Don’t just share a link to the article or video on your social media channels. Use it as a springboard, translating it into talking points that get to the heart of what buyers care about. Take a tip from the commentary included to examine features like walkability, schools, commute times and lifestyle.
Go further by adding quotes, photos or testimonials from past clients and members of your sphere about the neighborhood or its best features. The goal? Reinforcing the impact of the ranking with a dose of reality and taking it beyond the headline.
Build momentum with every media mention of your market, and be ready when an award or designation falls into your lap. Us “best-of” designations to talk about what you and your neighbors love best about your town or community.
Troy Palmquist is the founder and principal at HomeCode Advisors. Connect with him on LinkedIn.
