How to Become the “Digital Mayor” of Your Town

As a real estate agent, you need to consider how you can become the “digital mayor of your town.”

The term “digital mayor of your town” was made famous by Gary Vaynerchuk, an online marketing leader, as he spoke at the Inman Connect Conference in the summer of 2016. This concept, applied to your market, can exponentially boost your online marketing results.

Whether you’re already focused on a specific neighborhood or you’re planning to target a specific area in the future, getting a vision for becoming a “digital mayor” is a necessary first step to becoming the go-to real estate agent for your area.

Every mayor has to start somewhere! Become the digital mayor of your town by creating highly-local content, distributing and promoting that content, and engaging with the online community.


What is a “digital mayor”?


In the real world, mayors are political figures who provide local leadership in resolving various administrative, legal, and civic projects. Mayors should also know a lot about their communities. From investing in the success of local businesses to following high school football rivalries to knowing where to unwind, mayors should fully understand the life of their communities.

In order to become more effective digital marketers, agents and brokers must develop this same depth of community knowledge and use it to market their listings and services.

You want potential clients to connect the dots between your knowledge of the area and their desire to buy or sell a home, so it makes sense for you to really know and understand the area. And as you establish yourself in the online space as a reputable, knowledgeable, local market authority, you increase the likelihood for buyers to contact you about moving to the area and for sellers to think of you when it’s time to sell their homes.  

Once you identify a target neighborhood or area, then you can start thinking about how you can own the area digitally. Do some research, really get to know what it’s like to live, work, and play there. And share that information online. Work to establish yourself as a digital mayor: the online, go-to, local information source for prospective home buyers and sellers.


The role of highly-local content


Content creation is part of your job as a digital real estate marketer, and as you work at becoming the digital mayor of your area, you need to create neighborhood or area specific content.

This helps to establish your credibility as a local source for community information while also showing potential buyers what it’s like to live there. The more interesting information you can provide about the area, the better. And remember, not all of your content has to be written. Incorporate video and audio into the mix.

Here are some quick tips from Gary Vaynerchuk, an Inman Connect 2016 keynote speaker:

  • Create daily content about the 20-mile radius around the area where you’re selling homes
  • Review the establishments in your area (restaurants, coffee shops, etc.)
  • Put out a daily piece of content featuring

[a local] school

  • Interview the individual teachers
  • Find the stories tucked away around the neighborhood, and all the iconic things that make your area what it is (and create content that tells those stories!)
  • Review every single local shop
  • Interview people who have lived in the neighborhood for 50 years

    Want more video ideas to help you become the digital mayor of your town? Click here to get a free copy of our Real Estate Marketing Kickstarter ebook!


    Content distribution and promotion


    Becoming a digital mayor requires some politicking in the online space. Real world mayors may know a lot about their communities, but if they never actually campaign for office, it’s pretty unlikely they will land the job.

    Remember, it’s not enough to make content. You have to promote it. And before you even create content, make a plan to get the word out on social media and other channels . Action here is critical to the success of your content distribution plan. People need to be able to see your posts now and then later find your blog posts, tweets, ebooks, and videos. So think about ways to attract potential clients to these pieces of content.




    The next stop on the road to becoming the digital mayor of your town is to engage with your online followers. After you’ve researched your target area, created valuable local content, and you’ve shared and promoted your content, listen up for engagement opportunities.

    Regularly check out how your posts are doing on social media to see how you can help potential home buyers and sellers. Be present, be helpful, answer questions, point them to other helpful resources, respond to comments, and keep the conversation going.




    Take a shot at becoming the digital mayor of your town! Create highly-local, quality content that gives buyers an inside look at the neighborhoods they’re interested in. Promote that content and engage with potential buyers and sellers on social media. They get information, and you get to build your brand and promote your listings and services.



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