Windermere Coaching Minute: Dominating a NeighborhoodSeason 12, Episode #8 - Host: Michael Fanning
Guest: Bonita Hutchison
- Location: Park City, Utah (Jeremy Ranch)
- Experience: 5.5 years in real estate
- Team: 4 agents including her husband
- Market: 1,600 homes across 17 HOAs ($700K-$4M range)
- Contact: hutch@livelocalparkcity.com | (435) 901-9728
Key Strategy: Hyperlocal Neighborhood Dominance
The Foundation:
- Discovered 80% of her SOI lived in her own neighborhood
- Positioned as "We live, work and play in Jeremy Ranch"
- Built relationships through kids' schools and organic connections
Marketing Tactics:
- Segmented communications by price point
- Neighborhood-specific content (wildlife facts, local concerns)
- Active on NextDoor app for community engagement
- School sponsorship with weekly newsletter placement
Operational Excellence:
- 99% personal attendance at open houses (every Saturday)
- Views every new listing within 24 hours
- Strategic signage on all routes to properties
- Professional standards for all showings
Community Integration:
- Daily neighbor help (trash pickup, snow shoveling)
- Coordinates services for multiple neighbors
- Genuine care for community appearance
- Walking dogs, consistent visibility
New Addition: Preview Parties
- 50 attendees at first event (only knew 10 prior)
- Simple format: champagne and charcuterie
- Plans to do for all future listings
Recommendations:
- Block parties with 20 neighbors
- Focus on being a good human first, realtor second
- Small daily actions compound over time
- Book: "The Compound Effect" by Darren Hardy
Results:
- Dominant market share in Jeremy Ranch
- Sustainable referral-based business
- Recognition as the go-to neighborhood agent
Key Quote: "Half of this business is showing up and showing up in a good, authentic way."
