Neighborhood social app begins testing advertising
Perhaps as a result of our lives moving further into the digital realm, the tight-knit American neighborhoods of old have been replaced by communities of relatively disconnected individuals. According to a 2015 City Observatory report, one third of Americans today have never interacted with their neighbors, and a 2010 survey by the Pew Research Center showed that nearly a third of Americans don’t know a single neighbor by name. Social platforms like Nextdoor are attempting to change all that by using the Internet to create hyper-local communities and reopen the lines of communication between neighbors. Similar hyper-local social platforms are available outside of North America, such as Singapore’s NearCircles and the UK’s Streetlife.
How Nextdoor Works
Perhaps the most significant advantage to using Nextdoor—as opposed to other popular means of group communication such as Yahoo Message Boards and Facebook groups—is that the platform makes it very difficult to join and limits membership to individuals who live within the physical boundaries of the relevant neighborhood.
- To start a new Nextdoor community, a member of the neighborhood must fill out a lengthy application and convince 10 or more neighbors to sign up within the first 21 days.
- If the community leader fails to meet the quota, then Nextdoor will not approve their group.
- To verify that an individual truly lives within the relevant community, Nextdoor either checks credit card information, calls a home phone number, or sends a postcard and special registration code to the listed address.
The high threshold for membership secures neighbors’ privacy and ensures the relevance of the content they will find on the platform. Nextdoor is aiming to facilitate active, robust groups that are always brimming with relevant content—not groups that peter out after a few weeks. And they’re finding great success.
A Trusted Information & Recommendation Exchange
Now present in over 89,000 neighborhoods across the United States, Nextdoor acts as a kind of message board wherein neighbors can share information that is most relevant to members of their hyper-local community: the time and location of a garage sale, road and school closures, recommended dog walking services, crime reports, lost pet sightings, or referrals to a plumber. All conversations are archived and searchable, so members can look up a handyman’s contact information months after the recommendation was made.
The platform also presents an alternative means of discovering local events, restaurants, and news. Rather than trusting the restaurant recommendations of complete strangers on Yelp or Google, individuals can now get the trusted opinions of their peers. The same principle of trust applies to service providers and businesses. According to Nextdoor, 20% of the daily 5 million messages exchanged daily are service recommendations, and 80% of those posts are discussing local service providers and businesses.
How Real Estate Professionals Can Use Nextdoor
The most obvious way for high-end agents and brokers to get involved is to launch or join your own neighborhood’s Nextdoor group. People are much more likely to trust recommendations from others within their own community, and your participation could easily yield referrals. Opportunities for referrals and networking will multiply for agents and brokers who live within the markets that they serve professionally.
As Nextdoor begins to test different avenues of monetizing their hyper-local social platform, networking and marketing opportunities will become more direct. In a blog post published on January 20th of this year, Nextdoor co-founder and CEO Nirav Tolia wrote, “Starting this week, we will begin testing sponsored posts from a select group of businesses who have relevant content to share . . . Sponsored posts will initially appear in the neighborhood news-feed and daily email digest, but we will continue to experiment and take the time to get this right.”