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Market Niches Can Equal Agent Riches:
The Long-Tail in Online Marketing for Realtors

In Real Estate, as in much of business, being all things to all people, is an impossible business model to chase.

The Long and Short of It.
In Business 'The Long Tail' concept states that you can sell more 'less popular' items than you can of popular items. A common example is that Netflix rents more niche movies than popular ones.

So what does this mean to real estate agents? That you can make a business in marketing niche markets and that it can be often times more profitable.

The #1 real estate related website in the United States is Realtor.com. Knowing the Google keywords people use to find Realtor.com will tell you a lot about online consumer behavior and will give you a lot to think about in your own online lead generation efforts as they relate to niche markets.

The Google keywords used most often to find Realtor.com are "Homes for Sale" and the location in which they are searching.

Why is this? Because people instinctively begin their home buying process by searching properties' to get a sense of the market.

Realtor.com, Trulia, Zillow, Real Estate Companies etc ALL allow online consumers to search for almost all 'Homes for Sale' throughout the country.

So how are most agents trying to generate leads with their websites? By offering a small subset of capabilities and nothing unique or otherwise beneficial to people. In other words, agents are trying to compete with Realtor.com, Trulia, Zillow with the proverbial 'one arm tied behind their back.'

Good luck with that.

Trying to compete head-to-head with a company with millions of dollars to spend on technology and marketing is a losing proposition!!

The Good and The Bad

The Irony is that local real estate agents are in the best position to capitalize on their local market knowledge, but they typically do the worst job at capitalizing this knowledge online.

Local agents know what local buyers and sellers are searching for (in real time! A showing is the most up-to-date search result and one that has immediate feedback capabilities....something rarely accomplished on a computer).

In the world of real estate online lead generation, the most obvious worst offender of this principle are the Real Estate Agents that offer website visitors the ubiquitous "Search the MLS" or "Property Search" as the defining features of their websites. Some of the more cutting edge agents even have "Search by Map" prominently featured as if searching real estate by map was invented yesterday. It wasn't and pretty much EVERY website offers it.

In other words agents are trying to compete with Realtor.com and all the other real estate websites by offering infinitely less data and capabilities.

How is that working for you?

Offering people and online consumers 'the same but less' is not a sustainable business model.

Grab the market by The Long Tail
Agents should focus their efforts on niches so that

  1. They have a better chance of being found and noticed
  2. That they have a better chance at being relevant to some people (a market) vs. not relevant to anyone (the market).

And this has important implications in all your online marketing as well.

"Search Homes for Sale" / "Property Search"

99.9% of agents allow online consumers to search for 'Homes for Sale' with the main segmentation being "My Listings" sometimes euphemistically entitled "Featured Listings."

To the online consumer this looks and feels like 'every other agent and website' on the Internet. When the people start thinking you are like 'everyone else on the Internet' that is not a good thing. In addition, they can go to one of over dozens of real estate websites and not only search every location in the country, they can typically do a lot of analytics that your agent website does not come close to offering. You are trying to complete with websites that have millions of dollars to spend in marketing and advertising.

Create a Niche -> Market the Niche -> Get Found -> Get Results
Local Real Estate Agents work in defined geographical areas. In every agent's 'area' there are geographical submarkets and property submarkets.

What geographical submarkets or particular property types are in your market that you know people buy and sell?

Identify some market niches, and then using either your MLS or website IDX provider's tools, create and save predefined property searches that return just those properties when clicked on as a link. In other words, give people what they want. You certainly know your market better than a corporate website out of New York, San Francisco or wherever it is that corporate is based!

A great example of this is Dave & Suzy Cardwell's pre-defined property search for Crow Canyon Country Club in the San Ramon Valley area of Northern California. While most all other agents in their area show "Search the MLS" (which Dave & Suzy have as well), they allow online consumers to One Click Search several key niche markets that they know people buying in their area are interested in (technology provider AgentAchieve).

Property Subtypes are also a great niche to market and let people One Click Search. Rick Miner, in Seattle markets several property niches such as Waterfront and View Homes at his website (Northwest MLS IDX, member of Michael Russer Online Dominance).

Easier, Faster and More Relevant is Always Better

Put yourself in the online consumers shoes. Let's imagine 'you' are interested in buying a property in Crow Canyon Country Club. Are you more likely to click on a link for Crow Canyon Country Club or Search the MLS? Or that you are interested in Waterfront or View Homes of Seattle....would you more likely click on Waterfront and View Homes or Property Search?

The beautiful thing about allowing people to One Click Search niche markets is, is that on the one hand you are giving people that want this information the information they want upfront, fast and easy. And secondly, you are not turning off 'everyone else' who just wants to search your general MLS listings.

If people have to search your website or click too much to 'hopefully get' what they are looking for, then you are going to lose a lot of lead generation opportunities.

The Funnel
Of all the websites on the Internet, only Craigslist allows you to post your listing (what the online consumers are searching for) along with a links to the tools and information online consumers also want at YOUR website vs. sending them somewhere else and to someone else!

By providing links to the tools and information that online consumers want around your listing that the online consumer is searching for, you create a funnel that will bring the online consumer to you vs. sending them to someone else like a sieve.

Surround your listing with the tools and information at your website and leverage online consumer interest and generate both website traffic and leads! Create your funnel!

Market the Niche -> Get Found

There are many places that you can insert live links to predefined searches for the niche markets in your area. Some of the best include:

  1. Your website (but how do they find your website?)
  2. Your online marketing including Craig's List and your eFlyers

Training Schedule

Bayview - BrokerBay Agent Training

Sep 25, 2018

1739 Bayview Ave Toronto Ontario M4G3C1

We will be having Agent training on September 25th at the Bayview office at 12:00pm-1:00pm and right after at St.Clair branch 2:00pm-3:00pm. Please register thru the office.

St,Clair - BrokerBay Agent Training

Sep 25, 2018

1192 St. Clair Avenue West Toronto Ontario M6E 1B4

We will be having Agent training on September 25th at the Bayview office at 12:00pm-1:00pm and right after at St.Clair branch 2:00pm-3:00pm. Please register thru the office.

Bayview Office Meeting with Larry Cerqua

Sep 26, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

We will be meeting downstairs at the Bayview Office to discuss any office updates, RE/MAX information, training, event information at 10:00 - 11:30pm

For questions or if you would like to suggest topics to discuss, contact Larry Cerqua at larry@remaxultimate.com or 416.487.5131 ext 1278.

Bayview - Gary Wong Presentation (TBA)

Sep 26, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

Join our Lawyer, Gary Wong of Cohen Law for a presentation at our Bayview office immediately after the Office Meeting with Larry Cerqua.

Time: 11:00 - 12:30 pm at the Bayview Location 

St.Clair - Gary Wong Presentation (Multi Unit Properties)

Sep 26, 2018

1192 St. Clair Avenue West Toronto Ontario M6E 1B4

Join our Lawyer, Gary Wong of Cohen Law for a presentation at our St.Clair office immediately after the Office Meeting 

Time: 1:00pm- 2:00 pm at the St.Clair Location 

Dundas - Thanksgiving Potluck

Oct 3, 2018

1272 Dundas Street West Toronto Ontario M6J 1X7

Come join us on Wednesday, October 3rd, from 12-3 p.m. at our Dundas location
for a Thanksgiving Pot luck Luncheon! Come network with your fellow RE/MAX Ultimate agents and enjoy amazing food and drinks! Let`s all get together to share and celebrate what we are thankful for and spread some good cheer! Please register your attendance with front desk and let them know what delicious dish you will bring to share. The invitation is extended to all our Ultimate team members from all our office locations. Hope to see you there!

St.Clair - Thanksgiving Potluck

Oct 4, 2018

1192 St. Clair Avenue West Toronto Ontario M6E 1B4

Come join us on Thursday, October 4th, from 12-3 p.m. at our St.Clair location
for a Thanksgiving Pot luck Luncheon! Come network with your fellow RE/MAX Ultimate agents and enjoy amazing food and drinks! Let`s all get together to share and celebrate what we are thankful for and spread some good cheer! Please register your attendance with front desk and let them know what delicious dish you will bring to share. The invitation is extended to all our Ultimate team members from all our office locations. Hope to see you there!

Bayview - Thanksgiving Potluck

Oct 5, 2018

1739 Bayview Ave Toronto Ontario M4G3C1

Come join us on Friday, October 5th, from 12-3 p.m. at our Bayview location
for a Thanksgiving Pot luck Luncheon! Come network with your fellow RE/MAX Ultimate agents and enjoy amazing food and drinks! Let`s all get together to share and celebrate what we are thankful for and spread some good cheer! Please register your attendance with front desk and let them know what delicious dish you will bring to share. The invitation is extended to all our Ultimate team members from all our office locations. Hope to see you there!

Bayview - Secrets of Top Producers by Steve Silver

Oct 9, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

OCTOBER 9, 2018- November 6th
9:30 Am – 11:30 PM
THE SECRETS OF TOP PRODUCERS

Starting on October 9th and running for 5 weeks, this is course will review what the Top Producers are doing to get where they are. What’s their secret? How are they so successful? Join us for this 5 week course and learn their secrets.
Learn the tools, skills and their biggest secret of all, the mindset, that will help turn you into a Top Producer yourself.
REGISTER NOW for this great opportunity to see how you can improve what you do and how you do it. 
Limited Seating for this course, so REPLY NOW!

Bayview - Secrets of Top Producers by Steve Silver

Oct 16, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

OCTOBER 9, 2018- November 6th
9:30 Am – 11:30 PM
THE SECRETS OF TOP PRODUCERS

Starting on October 9th and running for 5 weeks, this is course will review what the Top Producers are doing to get where they are. What’s their secret? How are they so successful? Join us for this 5 week course and learn their secrets.
Learn the tools, skills and their biggest secret of all, the mindset, that will help turn you into a Top Producer yourself.
REGISTER NOW for this great opportunity to see how you can improve what you do and how you do it. 
Limited Seating for this course, so REPLY NOW!

Bayview - Secrets of Top Producers by Steve Silver

Oct 23, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

OCTOBER 9, 2018- November 6th
9:30 Am – 11:30 PM
THE SECRETS OF TOP PRODUCERS

Starting on October 9th and running for 5 weeks, this is course will review what the Top Producers are doing to get where they are. What’s their secret? How are they so successful? Join us for this 5 week course and learn their secrets.
Learn the tools, skills and their biggest secret of all, the mindset, that will help turn you into a Top Producer yourself.
REGISTER NOW for this great opportunity to see how you can improve what you do and how you do it. 
Limited Seating for this course, so REPLY NOW!

Bayview Office Meeting with Larry Cerqua

Oct 24, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

We will be meeting downstairs at the Bayview Office to discuss any office updates, RE/MAX information, training, event information at 10:00 - 11:30pm

For questions or if you would like to suggest topics to discuss, contact Larry Cerqua at larry@remaxultimate.com or 416.487.5131 ext 1278.

Bayview - Gary Wong Presentation (TBA)

Oct 24, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

Join our Lawyer, Gary Wong of Cohen Law for a presentation at our Bayview office immediately after the Office Meeting with Larry Cerqua.

Time: 11:00 - 12:30 pm at the Bayview Location 

Bayview - Secrets of Top Producers by Steve Silver

Oct 30, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

OCTOBER 9, 2018- November 6th
9:30 Am – 11:30 PM
THE SECRETS OF TOP PRODUCERS

Starting on October 9th and running for 5 weeks, this is course will review what the Top Producers are doing to get where they are. What’s their secret? How are they so successful? Join us for this 5 week course and learn their secrets.
Learn the tools, skills and their biggest secret of all, the mindset, that will help turn you into a Top Producer yourself.
REGISTER NOW for this great opportunity to see how you can improve what you do and how you do it. 
Limited Seating for this course, so REPLY NOW!

Bayview - Secrets of Top Producers by Steve Silver

Nov 6, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

OCTOBER 9, 2018- November 6th
9:30 Am – 11:30 PM
THE SECRETS OF TOP PRODUCERS

Starting on October 9th and running for 5 weeks, this is course will review what the Top Producers are doing to get where they are. What’s their secret? How are they so successful? Join us for this 5 week course and learn their secrets.
Learn the tools, skills and their biggest secret of all, the mindset, that will help turn you into a Top Producer yourself.
REGISTER NOW for this great opportunity to see how you can improve what you do and how you do it. 
Limited Seating for this course, so REPLY NOW!

Bayview Office Meeting with Larry Cerqua

Nov 28, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

We will be meeting downstairs at the Bayview Office to discuss any office updates, RE/MAX information, training, event information at 10:00 - 11:30pm

For questions or if you would like to suggest topics to discuss, contact Larry Cerqua at larry@remaxultimate.com or 416.487.5131 ext 1278.

Bayview - Gary Wong Presentation (TBA)

Nov 28, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

Join our Lawyer, Gary Wong of Cohen Law for a presentation at our Bayview office immediately after the Office Meeting with Larry Cerqua.

Time: 11:00 - 12:30 pm at the Bayview Location 

Bayview Office Meeting with Larry Cerqua

Dec 19, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

We will be meeting downstairs at the Bayview Office to discuss any office updates, RE/MAX information, training, event information at 10:00 - 11:30pm

For questions or if you would like to suggest topics to discuss, contact Larry Cerqua at larry@remaxultimate.com or 416.487.5131 ext 1278.

Bayview - Gary Wong Presentation (TBA)

Dec 19, 2018

1739 Bayview Ave Toronto,Ontario M4G3C1

Join our Lawyer, Gary Wong of Cohen Law for a presentation at our Bayview office immediately after the Office Meeting with Larry Cerqua.

Time: 11:00 - 12:30 pm at the Bayview Location 

Success Stories

I am a believer. The online and website presence of RE/MAX and RE/MAX Ultimate is second to none. How many brokerages have 4 websites, 2 mobile apps and advertise in so many neighbourhood publications? The intent to promote and build our business is clear.

RE/MAX Ultimate is a true business partner with its agents. I recently received a lead from the RE/MAX.ca website as well as one from our own RE/MAX Ultimate website. Both leads resulted in sales…..True Success!!!

Asim Khan

In the first 4 months after obtaining my real estate licence I have already completed 10 transactions. How??? By using the skills and secrets taught to me through the office's personalized coaching I received from my dedicated mentor Tom Merrick as well as my Broker of Record Tim Syrianos.

I have been honoured and privileged to learn from their in depth experience and I'm greatly indebted for the outstanding guidance in setting up my real estate business.

By making themselves available to me 24/7 and by providing me with invaluable support and assistance, they have shown just how impressive the RE/MAX Ultimate Team is and why their agents experience such a high level of success. Joining the Ultimate Team is truly one of the best decisions I made!

Cyril Tsapin

I have been a real estate sales representative with RE/MAX Ultimate Realty Inc., Brokerage since November 6, 1986. It's easy to be loyal when surrounded by an atmosphere of mutual respect. I am grateful to work in an awesome office, as part of a synergetic and cooperative team of over 110 sales associates, with dynamic management and support staff. We have a fabulous group!

Tim is a good friend, broker and mentor. I enjoy his logical thought process and trouble-shooting capability. He's proactive, well read and prepared. We bounce ideas off each other with flexibility, frequently. He is always looking for ways to give us better tools, information and guidance.

Tom manages with careful attention to detail and provides us with the most current and relevant information. A stall worth anchor for years, he's always available and ensures that our paperwork is bullet proof. Tom is constantly on the lookout for both referral business and leads for us.

Additionally, our rotating website duty roster is all inclusive; maximizing the advantages of our retail storefront visibility and active walk-in traffic from Bayview. Our front office staff provides a marvellous first impression both in person and on the phone. Appointments are handled efficiently, respectfully and courteously. Our administration department is second to none.

Glenn Galloway

"Finally! After being at two other real estate offices, I can truly say that I have found home here with RE/MAX Ultimate. This is the type of office environment I've always wanted to be at.

Tim, I am happy to see that you and Tom bring synergy and are always there to help you answer my questions and coach me to success with your customized and ongoing real estate coaching from the best in the industry!

From front desk staff to our own in-house accounting department, the entire team is friendly and very helpful. I've never seen another office that does so much technological improvements and offers services like we do! This definitely keeps us ahead of many other companies and more importantly adds great value to our clients.

It's like being at a high level, Manhattan, NY office added with lots of fun too with the office parties and networking opportunities. I am really happy to be here and for many more years to come. Thank you for your support! It was the best choice I've made".

John Toublaris

We are in the Ultimate Office in Toronto!!!
We are so pleased to be associated with our office and our Broker Tim is absolutely fantastic. He has put in place leading edge technology tools for us, from our new website, computers and customizable presentation materials.

Tim's coaching and training is doing everything to make us more productive while working less!!

Our monthly meetings are informative and high energy. The staff is great, our accounting and deal secretaries are the best and our front desk is awesome! Neither our Broker or office manager are selling brokers, which is very important to us and they concentrate on making us the best. They are devoted and attentive to our needs and are always available.

RE/MAX is the best company and RE/MAX Ultimate is the best office in Town!

Grahame and Sylvia

Dear Tim, As a seasoned real estate professional with over twenty year's experience, I realize that constant skills improvement and doing our best in this field is a continuous exercise. This is where coaching at RE/MAX Ultimate Realty becomes invaluable.

I was already doing very well in real estate when you approached me with insights on how to increase my income. This resulted in me becoming more successful than I was. A short but productive conversation with you resulted directly in me earning more commissions.
That is what I call "great advice"!
My clients were also pleased to obtain a great price for their property in a relatively short period of time.

You and Tom, our manager, are great coaches and did a fantastic job presenting the "Buffini" material. This helped me with organizing my business. The office website, technology tools, blog and overall presentation gives me further confidence when I meet with prospective clients.

I truly commend the Management Team at RE/MAX Ultimate Realty for utilizing a proactive approach to assist agents, whether they are new to the industry or quite experienced. The combination of effective training and technology implementation is a must-have for agents to compete successfully in our demanding industry and service our clients.

I am proud to be part of the RE/MAX Ultimate team. I recognize and appreciate all the improvements and implementation you have initiated at the office. Your dedication and determination has not gone unnoticed. Thank you again for the insights.

Effie Panagiotopoulos

In a world that is always rushed and where most people are usually concerned with themselves and their own agenda, it is reassuring to know that the people you work for are there for you when you need them and "have your back".

Having worked elsewhere in the industry, you appreciate, that when you require immediate support or a quick response, your manager/and broker are always available.

Whether it is a statutory holiday, or the middle of the night, you can be reassured that either Tom or Tim are a just call away. Whether you are new to the industry or a seasoned agent, there are an abundance of courses and training sessions continuously being offered that are suited to our individual needs.

We are probably the best trained and most well informed group of real estate agents in the greater Toronto area. Our newly renovated office offers both an inviting and professional work environment and meeting place for our clients.

We boast the latest in technological advancements and provide immediate dissemination of listing information, market and economic data, not only through the more traditional channels ie. MLS and email, but through Tim's blogs, Brokerage YouTube channel, Facebook and Twitter.

With the forever changing economic and political climate, Tom and Tim's objective is to make sure that we as agents have the tools necessary to make us successful, that we are current and have the knowledge to help our clients make informed decisions about their most valuable asset.

Karen Gurland

As an agent I strive to provide my clients with world class service. These are not mere words but rather the foundation I have built my business on for the past fifteen years. As such working for a Brokerage and Broker who not only exudes the same level of service but also excels in the delivering of a world class office and high level of service to the agents working under the RE/MAX Ultimate umbrella was an easy career decision to make.

The real estate industry has changed more in the past five years then the previous fifty. I'm thrilled beyond words to be associated with an office and team leaders like Tim Syrianos and Tom Merrick that make their main focus on assisting me, an agent, thrive and grow my real estate practice in today's ever changing environment.

After recently working for a competing real estate brokerage where many promises went unfilled I can truly say that my every need has been met working at RE/MAX Ultimate and I'm on track to having my best year ever!

Mike Rapkoski

Arguably one of the best brokerages in the City!

Tim Syrianos has established a state of the art facility for us that includes leading edge technology, personalized coaching, weekly seminars, incredible staff, and one of the most professional atmospheres you will encounter.

But if I had to choose one thing that impresses me the most about Remax Ultimate and Tim Syrianos, it would be how Tim makes himself available to me and all other agents ANYTIME for support and assistance. That to me is invaluable…especially coming from a guy who is a leader, full of knowledge, and always out there trying to make us better agents.

Thank you!

Andrei Angelkovski

Prior to joining RE/MAX Ultimate, I spent time with three other Brokerages, all making one claim or another as to the virtues of being a part of their "brand" and the benefits that come with it. In all three cases, the brand, the benefits and the support never really quite measured up to the claims. Upon joining RE/MAX, and specifically RE/MAX Ultimate all that changed.

Agent support provided by Tim and his team, the tools, technology, personal coaching and education available through the Brokerage and RE/MAX are all unsurpassed. Most surprising was the actual number of lead generating sources provided by both RE/MAX and RE/MAX Ultimate. Since joining I have received Leads through Leadstreet, Torontohomesforsale.com, our personal mobile apps, walk-ins and call-ins that have resulted in contracts signed.

That's thousands of dollars in my pocket. There really is power in the RE/MAX brand and more importantly working with great team of people at RE/MAX Ultimate.

Peter Economou

What a breath of fresh air!

Every day is filled with inspiration at RE/MAX Ultimate. An exceptional management team, led by Tim, provides all the support a busy real agent needs to build their business. With tons of positive energy, they're so committed to your success you'd think their credo was "Motivate and Congratulate!".

Really, you couldn't ask for more. Real estate is a competitive business. You need to partner with the best to be the best. RE/MAX Ultimate and the entire RE/MAX Ultimate team are the natural choice.

Jacquie Othen

When you read this, I will be commencing my 46th year in real estate. Save for a short period, I was always my own broker-of-record. I closed it and joined RE/MAX Ultimate Realty last fall and frankly, what was I thinking? I should have closed my own firm years ago!

The helpful staff, the giving that I get from Tim and Rose, the smiles from the ladies up front, I did not know what I was missing. I have seen a lot, know a lot and have a great deal to learn. Being in this firm allows me to grow, to expand and never stop the learning process.

I am grateful and very happy to belong to this great brokerage. Great to have an outstanding broker, an outstanding manager and to be part of the greater RE/MAX experience.

Barry Lebow