Focus on intent-based value to your ideal traffic, not on "keywords".3.

Quote from @Reggie Nworie: That's true James, but I think the key word is excessive.

It's about having a website, google biz page, being listed where people are looking, having things indexed and keyworded so, as is said, if/when someone looks they will find you ie being FOUND. 

Any tips on finding qualified (key word) borrowers in my local area?

I can get to mail and usually keyword alerts but notifications crashes every time. 

I would suggest spending solid time researching keywords in the forums based on where your knowledge is lacking.

A self manager has more liberty to experiment with dif strategies like being pet friendly, shuffling pricing and listing keywords, rotating photos etc that big companies just don't do.

It's a whole bunch of keywords jammed together in a nonsensical word salad.

If its in zillow, I am not sure - you may have to do a keyword search.

This is exactly what I did in the same position.I setup key word alerts on here for all my local cities and counties so if someone posted about a meetup, or the area in general I'd see it.