Real Estate

Local SEO just got a reality check. Darren Shaw, founder of Whitespark, joins Rooted in Revenue to debunk some widely held myths while sharing what actually drives results for small businesses trying to dominate local search. If you're a real estate agent sharing office space with ten competitors, a service provider working from home, or any brick-and-mortar business wondering why your Google rankings aren't improving despite "doing everything right," this conversation will change how you approach local SEO forever.
Shaw breaks down the local filter that's silently crushing businesses sharing addresses, reveals why citation consistency isn't the ranking factor everyone thinks it is, and explains why your Google Business Profile needs constant attention, not a "set it and forget it" approach. Plus, he tackles the age-old question about Yelp's practices and shares the one ranking factor that trumps almost everything else.
About Darren Shaw
Darren founded Whitespark in 2005 as a web design and development company; however, his passion and curiosity for all things local search led to a shift in focus in 2010, and ultimately to what the company is today. These days, Whitespark specializes in local search software and services and is one of the most respected and cited in the industry.
Darren has been working on the web for over 19 years and loves everything about local SEO. He leads research initiatives such as the Local Search Ranking Factors survey and the Local Search Ecosystem. He is a regular contributor to search marketing publications, and speaks at conferences around the globe.
When Darren isn’t speaking at conferences, researching the latest in local search or designing the next best local SEO tool, he is spending time with his wife and daughter in their hometown of Edmonton, Alberta. In his spare time he’s traveling, sporting fancy socks, and drinking too much coffee.
Social Links:
https://whitespark.ca/ 
https://www.linkedin.com/in/darrenshawwhitespark/
https://www.instagram.com/darrenshawseo/ 
https://www.facebook.com/darrenshawseo  

Struggling to make your real estate data stand out in a sea of generic market reports? In this episode of Rooted in Revenue, I share practical insights from my recent workshop with NRBA professionals Kelley Kesterson and Angelica Suarez, who are looking to elevate their marketing with meaningful data visualization. Discover how to transform complex market statistics into compelling visual stories that build trust and position you as the go-to expert in your local market—all using tools you already have access to, like Google Sheets. Stop wasting time on generic industry charts that mean nothing to your audience and start creating content that genuinely connects.
Key Points
Data with context builds trust - Generic industry charts without local relevance or explanation provide no value to your audience.
Simplify your data storytelling - Focus on communicating one clear message rather than overwhelming with multiple data points.
Use accessible tools - Google Sheets offers easy chart creation and customization without needing advanced design skills.
Brand your visuals - Customize colors to match your brand and include your logo so graphics remain attributed if shared.
Create master templates - Develop Google Slides masters with different layouts for different content types to maintain consistency.
Prioritize readability - Use high contrast between text and background, and consider accessibility for all viewers.
Post with purpose - Better to post quality content weekly than generic, contextless daily updates.
Establish visual consistency - Different content types should have recognizable, consistent layouts.
Consider format versatility - Create both square (Instagram) and rectangular (website/LinkedIn) versions of your template.
Show local expertise - Position yourself as the authority by translating national trends to your specific market conditions.