Expanding your business beyond familiar urban centers to nearby towns, rural areas, or recreational property markets can open up exciting new opportunities. Whether you’re considering towns with a growing population, rural communities with limited competition, or popular vacation destinations like Ontario’s cottage country or Western Canada’s mountain towns, strategic expansion requires a well-thought-out approach.
Successfully tapping into these areas demands not only understanding local market dynamics but also adjusting your marketing, building relationships, and addressing unique challenges specific to these locations.
Step 1: Research Local Market Dynamics
When planning to extend your reach to smaller communities or rural areas, thorough research is essential. Rural markets, smaller towns, and recreational properties all exhibit different patterns and trends, affected by different variables, especially compared to the big city you are more familiar with.
For example, recreational properties in regions like Ontario’s cottage country or mountain towns in the Rockies are more influenced by factors such as seasonal trends, tourism patterns, and economic fluctuations. Furthermore, the buyers for these can vary, as some look for properties for personal use, some for rental purposes, while others may look to use the property for both purposes.
Understanding the characteristics of the properties in these areas is crucial. For example, in rural areas, properties may be larger and attract a different demographic—families looking for space, farmers, or buyers interested in multi-acre lots.
Having a deep market knowledge will help you better understand the factors influencing these areas. Researching community needs and the real estate trends within these regions will give you the foundation needed for pricing, marketing strategies, and identifying potential challenges.
This step will also help you decide whether it is worth pursuing efforts to expand your reach into surrounding areas in general, and target which ones specifically are worthwhile.
Step 2: Assess and Manage Increased Marketing and Operational Costs
New markets often come with increased marketing and operational costs. Running ads in new regions, producing high-quality photography for remote or recreational properties, or conducting additional travel to show homes will all increase expenses. Especially if you plan on expanding into more remote areas, you will need to increase your budget for travel and showings. Create a detailed budget to account for increased expenses and assess whether the potential benefits of expanding your reach into a specific area or niche are worth the added costs. However, with a targeted business and marketing strategy, these costs can often lead to worthwhile returns.
Step 3: Build Local Relationships and Integrate into the Community
A key aspect of expanding into these areas is integrating yourself into the local community. In smaller towns, especially those with tight-knit populations, personal relationships can often have a significant influence on real estate decisions. Buyers and sellers in these communities may be loyal to long-standing local agents, making it more challenging for newcomers to break in.
Building credibility in these communities requires more than just listing properties—it’s about establishing trust. Attend community events, support local charities, or partner with businesses to build visibility. Networking with other professionals in the area, from contractors to property managers, can also help you develop a strong referral network.
In vacation property markets, partnering with local tourism offices or activity providers can be a great way to showcase your expertise while offering additional value to clients who are considering the lifestyle aspect of their potential purchase.
By investing time into understanding and becoming part of these communities, you can eventually build a reputation as the go-to expert for that region, making it easier to stand out.
Step 4: Tailor Your Marketing Strategy
Expanding into rural areas or small towns requires a thoughtful adjustment to your marketing strategy. While digital marketing remains crucial, it must be paired with more localized approaches, especially when dealing with markets that may not be as digitally engaged as urban centers. Additionally, understanding the unique characteristics of each community—whether it’s a remote rural area, a small town with a local economy, or a vacation destination—will help you fine-tune your strategy to effectively reach prospective buyers.
Market to Small Towns: Build Local Recognition
In small towns, personal relationships and local trust are key drivers of business. Many residents have long-standing relationships with local professionals, which can make it challenging to break into the market. However, with a tailored marketing approach, you can build your credibility and visibility.
Start by establishing your presence through local advertising and community involvement. Traditional methods like sponsoring local events, placing ads in local newspapers, or distributing flyers around town can be effective for reaching people who may not engage heavily with digital media. Word-of-mouth is powerful in small towns, so use local connections and testimonials to your advantage. Be sure to introduce yourself to local business owners, community leaders, and residents to foster relationships that will help build your reputation as a trusted agent.
Additionally, marketing materials should focus on what makes the town unique. Highlight the local amenities, economic opportunities, and the potential for growth. For example, if you’re working in a small town known for its strong agricultural community, emphasize properties that cater to farming or homesteading buyers. Similarly, if the area has strong schools or is seeing new infrastructure projects, these are selling points that buyers may find appealing.
Target Rural Areas: Focus on Lifestyle and Practical Needs
Rural areas present a unique set of challenges and opportunities. Marketing strategies here must emphasize both the practicality and lifestyle benefits of living in less urbanized locations. Potential buyers in rural areas often look for space, privacy, and a slower pace of life. They may be drawn to properties with larger lots, access to nature, or proximity to agricultural work.
Use online marketing to target specific rural buyers, such as families looking for more space, retirees, or people seeking to start a small farm or homestead. You can run digital ads or social media campaigns that highlight properties with these features—perhaps offering more space for less money than they’d find in urban areas. In rural regions, people may also be more likely to rely on traditional media, so combine digital campaigns with more traditional methods like direct mail, newspaper listings, and radio ads.
You may also want to create content that focuses on the rural lifestyle—whether it’s the appeal of living close to nature, growing your own food, or avoiding the hustle and bustle of city life. Use stories or testimonials from locals who have embraced rural living to connect emotionally with potential buyers. Content like blog posts, social media updates, and email campaigns can explore the benefits of rural life, helping prospects visualize what life could be like for them in the area.
Market for Recreational and Vacation Properties: Highlight the Lifestyle
For vacation and recreational properties, such as those found in Ontario’s cottage country or mountain towns in the West, the marketing approach needs to tap into the emotional aspect of the purchase. Buyers of these properties are often seeking more than just a home—they are looking for a retreat, a lifestyle upgrade, or an opportunity to generate income through short-term rentals.
The key to selling recreational properties is to focus on the lifestyle. Highlight the scenic beauty, outdoor activities, and community features that attract people to these areas. For example, if you’re marketing a property in Ontario’s cottage country, emphasize the proximity to water, outdoor recreational activities like boating, hiking, or fishing, and the relaxing atmosphere of the area. For mountain towns, showcase the year-round appeal, from skiing and snowboarding in the winter to hiking and mountain biking in the summer.
Use blog posts, social media posts, and email newsletters to paint a picture of life in these regions. Share tips for enjoying the outdoors, highlight seasonal festivals or events, or feature testimonials from current property owners about their experiences. These kinds of personalized, lifestyle-focused messages can resonate deeply with potential buyers and help you stand out from the competition.
Moreover, vacation property buyers are often interested in the potential income opportunities these properties can offer. Many buyers view these properties as a way to supplement their income through short-term rentals. Make sure to include content about the potential for generating revenue through platforms like Airbnb or Vrbo. If you have knowledge of local rental regulations, market demand, and the best practices for managing these properties, share this information with prospective buyers to position yourself as an expert in recreational property investments.
Leverage Geo-Targeting and Digital Advertising
In rural and recreational markets, digital campaigns need to be strategic to effectively target the right audience. Geo-targeting is essential for focusing ads on buyers actively searching for specific locations, such as “waterfront cottages in Ontario” or “vacation homes in Prince Edward County.”
Video tours and virtual showings are crucial, especially for remote properties, as they allow potential buyers to explore the property before committing to a visit. High-quality videos, including drone footage, can effectively showcase the property and its surrounding landscape. Ensure these videos are prominently featured on your website, social media, and property listings. Additionally, consider hosting virtual open houses, offering potential buyers the opportunity to view properties in real time and ask questions, which enhances the experience for out-of-town or international buyers.
Traditional Marketing Methods
Traditional marketing methods are still effective in smaller towns, rural areas, and recreational markets. Methods like radio ads, postcards, direct mail campaigns, and local newspaper ads can still drive interest.
Step 5: Operational Challenges and Continuous Improvement
Expanding your business into new markets, especially rural or vacation areas, will require addressing logistical and operational challenges. For one, travel to these areas can be time-consuming, particularly if you’re working in larger rural areas or regions with remote properties. Travel expenses can add up quickly, so it’s essential to ensure that the potential for higher commission rates from properties in these areas justifies the increased travel costs.
Buyers will have different types of questions and needs from a real estate professional. Be ready to answer questions about maintenance, zoning, and tax implications of owning property in different areas, as well as the income potential and investment opportunities associated with recreational properties. Preparing informational materials and other resources can help.
Continuously assess your expanded operations, to identify areas where you can streamline and improve your efforts. This will help ensure ongoing success and improved results.
