Many times when an Agent gets a website it is way too vague. The Realtor may work the greater Sacramento area, but that doesn't mean they should target the greater Sacramento area with their online marketing. There is without a doubt thousands of other Agents targeting this same area. This might sound like bad news, but really it is great news. With so many Agents targeting such a large area it opens up huge gaps for you to target a few neighborhoods and really clean up in those areas.
If you can use Pay Per Click for a neighborhood that is great, but in smaller cities sometimes there is not enough traffic per month for Google to allow this. This isn't a problem because it is usually very easy to obtain a top ranking organically(free) with such a targeted area.
Here are a few tips to help you rise to the top ranking in Google for your target Neighborhood.
1. Use your Neighborhood as the domain name.
Now it might not always be possible to have FairOaksRealEstate.com or FairOaksHomesForSale.com. Sometimes they are available, but many times you will have to go a little deeper. For example, right now FairOaksCAHomesForSale.com is available and that specific keyword gets searched 4,400 times a month!
With such a specific keyword such as Fair Oaks CA Homes For Sale, and a matching domain, you are well on your way to making the first page of Google.
2. Start a blog on your new domain.
Blogs are one of the best ways to climb up the search engine rankings. Google loves them and they are also a great way to keep in contact with potential clients. Not only that, but if someone goes to your site and see you update it several times a week, they know you are serious about your business and working hard.
Be sure to use your keywords in your blog posts. Don't stuff them in there so it reads like a robot wrote it, but try to write your blog posts around them. For example, every week you could do a blog post titled "Fair Oaks CA Homes For Sale 10-2". You could then list some of the new listings for that week in your blog post. Not only does it give your potential clients useful information, it also helps you increase y our rankings.
3. Rinse and repeat.
Start with one Neighborhood and get some experience under your belt, but once you feel halfway comfortable with it go ahead and replicate the same process in one or two more neighborhoods. You can do this for as many areas as you feel comfortable with, although I do suggest starting out slowly. It can take a lot of time to build a dozen sites at once while maintaining your old ones.
Once you have your new sites up, it isn't too hard to come up with blog content. Write 3-5 posts a week per blog and you will start gaining traction in the search engines fairly quickly. Once you get to one of those top spots you can scale back the amount of blogs you write per week significantly. This will allow you to then start on a new Neighborhood specific website to gain even more clients.