Search has changed a lot since Google launched a major change in its search engine in 2013 called Hummingbird. So how’s a broker or agent supposed to compete with the giant listing portals on SEO? By writing about local places and events — neighborhoods, buildings, complexes, holidays and festivals — that will bring consumers to your blog, says Market Leader’s Nikesh Parekh, executive vice president, product and strategy for SaaS and performance marketing.

“I think the challenge is both SEO and blogging is either expensive or time-intensive,” Parakh says. “So I think if you don’t have time and you have money, you may be better off to buy leads. But just make sure your profiles are updated on LinkedIn, ActiveRain, Zillow, Trulia, and anyplace else consumers are searching for people. But if you have the time and/or the money, and are interested in having a differentiative presence from every other real estate agent that shows up in a directory, it (producing local content) is a worthwhile investment of time.”

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