John: Perhaps, but another factor to consider is RELATIVE COMPETITION.
Would you rather compete in a segment (meaning a "method of attracting clients") that has very high consumer demand, but TONS of competition from other agents, or one where there is less demand from consumers, but almost no competition?
This is the essence of the long tail theory, and why I don't think it's as black and white as it may appear at first blush.
Speaking more directly, I think hyper-local content creation is a brilliant strategy, precisely because so few do it well, AND because I know people personally who have used this approach with solid results (Jay Thompson, Dale Chumbley, etc.).
Also, a NAR study called "The Digital House Hunt" showed that the number 1 reason buyers use video is to "to find out more about a specific community (86% use it for this purpose)." For me, that is hyper-local content.
This also goes to show how different studies can show radically different results (re your comment about negotiating).
Here's a suggestion from NAR's associate counsel: "At the MLS Forum in Orlando, I informed the group about one way to reduce the risk of liability for copyright infringement of photographs. In sum, website operators that allow users to post content to their website can be immune from liability for infringement by satisfying the “safe harbor” requirements set forth in the Digital Millennium Copyright Act (DMCA, 17 USC § 512(c)). This includes registering a “DMCA Agent” with the US Copyright Office and responding quickly to complaints of infringement. For example, an MLS may be immune from liability for a claim of infringement brought by Getty Images if the MLS has registered an agent, posted that agent’s contact info on its site, and responds quickly to Getty’s complaint of infringement by taking down the photo from the website and data feed."
I can find a use for every Apple product ;)
Great to hear, Dale! Thanks!
Dale: You're also going to be appearing in a book soon... ;)