Marketing is a skill set, and when done right, it can drive traffic towards your offers. There are many different marketing channels but not all of them are equally effective. In this post, we discuss the aspects of real estate marketing that are proven to generate leads and close transactions.
In this post, we discuss the aspects of Most Effective Marketing For Realtors, unique real estate marketing ideas, real estate marketing plan, and marketing strategies for real estate developers.
Most Effective Marketing For Realtors
If you’re a real estate agent or broker and you don’t see the value of marketing your business, you’re missing out on a prime opportunity to reach your customers. There’s no better way to ensure that your services are reaching their intended audience than by investing some money into marketing them. However, there are many different types of marketing strategies available for realtors, so it can be difficult deciding which ones will work best for your business—and which ones won’t deliver any results at all! In this post, we’ll take a look at some of the most effective types of marketing techniques available for agents across the country.
SEO and SEM
SEO and SEM are two different things. SEO stands for search engine optimization, while SEM is a subset of SEO that focuses on optimizing your website for relevant paid search results. If you’re unfamiliar with the distinction between the two, here’s a quick breakdown:
SEO is about getting your business found by the right people. Your strategy might be to create content that attracts visitors who are looking specifically for what you have to offer (e.g., real estate agents in Austin), then convert those visitors into leads or customers by providing valuable information on social media platforms like Facebook and Twitter—or even through email marketing campaigns sent directly from your website’s contact form!
Social media is a great way to reach potential customers. You can use social media to build trust, build your brand and showcase your personality.
- Use Facebook to connect with people who might be interested in buying or selling real estate in the future. If you’re using Facebook for business purposes, it’s important that you don’t share too much personal information (like pictures of yourself or your family) on the page—this will make viewers uncomfortable when they see ads from other businesses later on!
- Twitter is a great way for realtors to post links about upcoming events happening at their agency or within their community. You can also use this platform to interact with other realtors in your area by asking questions about current market conditions, posting links about relevant news stories, etcetera!
Blog posts are a great way to reach new people. If you’ve been blogging for even a short time, you know how powerful it can be in terms of establishing yourself as an expert in your field and helping you establish your authority.
If you’re not blogging yet, now is the time to start. Blogging allows your potential clients to see what type of work you do by sharing with them case studies and testimonials from past clients.
Your blog posts also serve as content for other areas of your website such as:
- Your About Page – This is where potential clients will learn more about who you are, why they should hire someone like you, what sets you apart from others in the area (if there are others), etc.
- Your Services Page – A description of all services offered including which ones are free or chargeable (and their prices)
unique real estate marketing ideas
As more and more buyers turn online to buy properties, adapt your marketing strategy accordingly with these 8 creative ideas.
These numbers paint a clear picture of how the real estate industry is: competitive and difficult to survive in.
In this situation, you need solid real estate marketing strategies in place to drive lead generation, and help your business build its client base and survive in a cut-throat niche.
It’s worth remembering that high-quality lead generation begins with effective marketing.
So, in this article, we will discuss eight practical real estate marketing strategies, along with examples to help you generate more leads and foster sustainable business growth.
Real Estate Marketing Ideas You Can Start Implementing Today
Trust is the ultimate selling factor, especially in real estate.
Marketing helps build that trust.
Apart from trust, your marketing efforts also help generate qualified leads that can be the anchor your real estate business needs to survive in the competitive realty arena.
Below are top real estate marketing ideas that, if applied properly, can promise to take your business to new heights:
1. An Optimized Website Is A Real Estate Salesperson
And your real estate marketing plan can be only successful if you can dial in on your audience with an optimized web presence.
Merely having a website isn’t enough, given that 88% of users won’t return to a website if they have had a bad experience.
You will need to work on your website’s user interface (UI) and user experience (UX) to ensure it serves your business the way you want it to.
Working on your web UX means enhancing numerous areas of your website like structure, content, navigation, load speed, and more.
Build your website’s structure intuitively. Perform audience research to understand the first thing your prospects would want to look for as they visit your website.
Realty company Keller Williams’ website is a good example of how a website’s structure should be.
The web developers were intuitive enough to know their prospects would come in looking for real estate listings. So they have placed the search bar right on the home page, above the fold.
Next, make sure your website’s content tells your prospects how your services will add value to their life. In other words, talk about the benefits of your services in a clear, concise manner.
Check out how Houwzer has efficiently grabbed attention right from its home page, simply through content:
Also, make the website easy to navigate. Don’t make the structure too complicated or confusing for the website visitors.
Additionally, optimize your website’s load speed.
How fast your website loads influences how many sales it will help generate.
A website’s conversion rate drops by up to 5% with each second that the website delays in loading. So, no matter how fantastic your website is, it won’t do you much good unless it loads fast.
There are numerous ways you can increase your website’s load speed.
Your hosting service significantly affects your load speed, so opt for a performance-optimized hosting solution.
A real estate website may have many images. These images can drag your website’s load speed down.
This doesn’t mean you need to delete your images. Compress and optimize them so they weigh light on your website and your website can load fast.
Also, remove any unnecessary content, spaces, characters, and elements from your website.
Finally, optimize your website for search engines.
Most of the ranking factors will be met once you work on your website’s UX.
But you will still need to work on on-page and off-page optimization to have a better chance of ranking higher in the search results.
2. Work On Your Listings
Listings are exceptionally important for the success of your real-estate business.
People don’t shop for homes online, but they do look for them on the internet, and this becomes an important factor in choosing a real estate agent.
Therefore, your prospects will expect an optimized, detailed property listing on your website.
Include high-quality property images, video tours, price range, amenities, and all the details your prospects might be interested in while creating your property listings.
Trompeter Real Estate presents an excellent example of what an optimized listing should look like:
3. Setup Your Social Media Presence
Social media generates the highest number – 52% – of high-quality real estate agents’ leads. This is perhaps why a whopping 90% of realtors use Facebook to promote their businesses.
These numbers clearly indicate that social media is an unmissable arena if you want to establish a thriving real estate business.
If you are looking for the right platforms, Facebook, Instagram, and LinkedIn are popular for real estate marketing.
Facebook and Instagram can help you connect with your audience and promote your business explicitly, while LinkedIn will help you implicitly by presenting you as a professional, credible real estate agent.
Once you build your social media profiles, make sure to optimize them. Fill all the required fields with correct and relevant information so your target audience can find your business.
Stay active on your social accounts by posting as frequently as you can.
You can stay active on Instagram by posting to your Stories more often, and sharing posts to your grid every now and then.
On Facebook, you can stay active by interacting with your followers, replying to comments, and posting on real estate groups.
Make sure your content is not too salesy.
Ideally, 80% of your content should be helpful, educational, and relevant. The remaining 20% of it can be commercial.
You can also post about your successful closed deals on these social profiles to build credibility, like Chad Carroll (@chadcarroll) does.
Finally, use optimized hashtags, especially on Instagram.
You can create optimized hashtags by checking out the hashtags other top realtors use and customizing them according to your locality.
You can see how this realtor from New Jersey (@gregletson_njrealtor) has used hashtags to promote his listing.
4. Invest In Social Ads
Social ads are another powerful source for generating quality real estate leads. Once you have built a solid social media presence, you can invest in ads.
Social media platforms offer excellent ad targeting facilities, and you can capitalize on them only if you have a good understanding of your prospects.
Since you are spending money on these ads, you want to make sure they drive the right results.
So, create appealing advertisements that reflect the value your realty service will add to the client’s life. Ideally, add a testimonial or two, or create an ad based on client reviews.
Finally, include a CTA button on your ads to channel social media traffic to your website like the realtor in the example below has done:
5. Build Your Google Business Profile
A majority of searches for real estate agents are local.
People look for realty businesses with search terms like “Real estate agents near me” or real estate agents [city name],” etc.
If you haven’t already, create or claim your GBP listing.
It is an excellent source for driving web traffic and business exposure.
An optimized GBP profile acts as a second home page and displays your business’s reviews and ratings, contact number, address, and business hours. This is why it has the potential to generate high-quality real estate leads.
6. Invest In Content Marketing
Content marketing helps generate demands/leads, according to 67% of marketers. Moreover, 82% of marketers are actively investing in this area.
High-quality, valuable content can help your business build trust with your prospects. It also helps you establish your presence as an industry thought leader.
real estate marketing plan
A nationally recognized founder, branding expert, and industry thought leader, Emile cut his teeth in real estate in 2007 crafting marketing strategies for the Chrysler and MetLife Buildings. See full bio
Newer agents are almost always surprised when I tell them agents and brokers with killer marketing are not more talented or harder-working than they are. They aren’t luckier either. So why do some consistently crush their marketing goals while others fail? Simple. Smart Realtors create a real estate marketing plan designed for long-term growth early in their careers.
To help you crush your marketing goals in 2023 and beyond, we worked with top-producing broker and coach Sean Moudry to put together a real estate marketing plan template that can serve you for your entire career.
After the template, we’ll walk you through a simple seven-step process to write your own real estate marketing plan. As a bonus, we included a sneaky way to spy on competitors and copy their best-performing Facebook ads.
Download Our Free Real Estate Marketing Plan Template
In order to get the most from this article, you’ll want to download our free real estate marketing plan template. Grab the template below and then come back to learn how to use it.
Once you have the template, put your phone away and get ready to work on one of the most important documents of your career—a marketing plan that will help you achieve sustainable growth and avoid burnout.
How to Use This Marketing Plan Template to Crush Your 2023 Goals
Like any long-term project, writing your real estate marketing plan can be frustrating and time-consuming. The strategies and tips below from coach Sean Moudry will help alleviate some of that stress and speed up the process. Just keep in mind that your marketing plan is a living document and can be refreshed every quarter, so don’t feel like you need to come up with the perfect plan today.
1. Audit Your Marketing Performance & Assets
Before you start working on your marketing plan, you need to assess your past performance to see what worked, what didn’t work, and how you can improve. Why? Simple. Planning for the future is much harder when you don’t have a solid understanding of how you got to where you are today.
So pull together all the data you can to try to turn the money and time spent over the last quarter into numbers. You’re going to want to get data like click-through rates for ads, closing ratios for leads from various sources, and how much you paid for leads and closed deals from different marketing channels.
Audit Your Marketing Performance
For example, let’s say you got 30 leads from Facebook ads last year. Now figure out how many of them turned to appointments, how many went to your nurture list, and how many were involved in deals you actually closed. Next, figure out how much time and money you spent on Facebook ads and try to come up with a rough cost per lead. Using this data, is Facebook a platform you think you should spend more time and money on this year?
📌 Pro Tip
Since your time is valuable, include marketing tasks that you spent time on but didn’t spend money on, like blogging. To quantify time spent on marketing tasks, simply divide the number of hours spent by your rough hourly income.
Use the marketing plan template to do this for all your marketing channels. Here’s an example of what your marketing performance audit should look like:
Q1 Marketing Performance
35 Clever Real Estate Marketing Ideas for 2022
Audit Your Marketing Assets
Next, gather together all of your marketing assets like your website, slogan, logo, headshot, ads, flyers, and listing presentation. How do they look? Do they work well together? Do they look like they’re all from the same company? Make a general assessment and write down what’s working, what needs improvement, and next steps, if any. Here’s what that might look like:
Q1 Marketing Assets Audit
7 Real Estate Marketing Materials That Will Help You Build a Better Personal Brand
Make Concrete Plans to Fix What Isn’t Working
If your marketing materials need work, don’t worry; you’re not alone. Most agents struggle with design and copy for a good reason—it’s harder than it looks! Luckily, there is a cheat code smart Realtors use to make sure their marketing materials are beautifully designed and ready to generate leads: Coffee & Contracts.
Coffee & Contracts is a marketing platform founded by Los Angeles Realtor Haley Ingram that can help you refresh all your marketing materials in an afternoon. Instead of pulling your hair out on Canva, you get thousands of Realtor-created templates for viral Instagram posts and stories, postcards, flyers, emails, and even video scripts for Reels. As a special thank you to Close readers, use promo code THECLOSE for $15 off your first month.
2. Write an Honest Mission, Vision & Values Statement
After you’ve audited your past performance and marketing assets, the next step to creating a real estate marketing plan is to write a mission, vision, and values statement that outlines where you want to be in the future, how you’ll get there, and the values that will drive you. While this may seem like a fluffy, pie-in-the-sky exercise, it’s actually one of the most important things you can do for your business. Just ask coach Sean Moudry. Sean has been in real estate for more than 27 years as a superstar agent, brokerage owner, top recruiter for Keller Williams, and now real estate coach, speaker, and author. Every time he sits down with a new coaching client, he has them work on their mission, vision, and values before they do anything else. Here’s Sean on why he thinks it’s so important:
“Agents, brokers, and team leaders who don’t have a MVV are just stumbling around in the dark. Almost all burn out after a few years of success. A strong MVV will guide every decision you make, give you the motivation for long-term success, and help attract long-haul customers who align with your values.”
Here’s a quick rundown of Sean’s process for writing a mission, vision, and values statement that can become the cornerstone of your career.
Write a Mission Statement That Motivates You More Than Money
A mission statement briefly outlines your purpose and fuels your motivation for long-term success. Once you have an honest mission statement, you can use it to make big-picture decisions about your marketing. Whenever you’re unsure about a marketing decision, ask yourself, “How will this help me achieve my mission?”
Contrary to what many new agents think, making money is not a mission that will motivate you for long-term success. Every agent we know who was motivated purely by money burned out and quit after a few years. If you want to survive in real estate, you need to dig deeper.
Here are two questions to help you come up with a highly motivational mission statement:
Why did you get into real estate? What do you really love about your job?
Let’s say you discover that you got into real estate to help your local community in Bedford-Stuyvesant build generational wealth. To turn that idea into a mission statement, write it down in a way that centers your role as a real estate agent:
“The Jones/Smith Team helps the Bedford-Stuyvesant community build generational wealth through real estate.”
Think about that. What will motivate you more to work 70 hours a week? Adding a zero to your bank balance or helping your community build generational wealth?
Write an Audacious Vision Statement
A vision statement outlines where you want your business to be in a specific time frame. Sean counsels his coaching clients to think big here, so try to come up with an audacious but measurable vision.
Here’s an example of a vision statement for our fictional team in Bedford-Stuyvesant:
“To become the No. 1 ranked team by volume in Bedford-Stuyvesant by 2025.”
Discover Your Values That Will Attract Customers
Your values are the very core of your real estate brand and give your potential customers a compelling reason to work with you. What do you value?
Here’s an example of values our fictional team might have:
“The Jones/Smith Team values honesty, transparency, and teamwork.”
If you want a deep-dive on writing your mission, vision, and values, check out Sean’s guide here. It’s written for brokerages, but the same principles apply to agents:
How to Create an Inspiring Mission, Vision & Values for Your Brokerage
3. Create a Swipe File of Your Competitors’ Marketing
The harsh reality of the real estate industry is that there are only so many buyers and sellers out there. To grow your business, you’re going to have to literally take customers from your competition. If you want to do this successfully, you’re going to have to do some snooping to find out what they’re doing wrong, and where you can swoop in and offer something better.
While some of the information you’re looking for here might be private, you might be surprised at how easy it is to gather information about your competitors these days. Here are a few easy ways to get valuable insight into their marketing.
Facebook & Instagram Advertising
Believe it or not, Facebook allows anyone to look at the ads a business is running on their Facebook page. So, find the individual agents, teams, and brokerages fighting over your farm area and start snooping.
Here’s how to do it: Head to your competitor’s Facebook page and click on “see all” in the “page transparency” box in the left column. Then scroll down to “ads from this page” and click on “go to ad library.” If you don’t see this box, head to the page’s About tab, where you can see whether or not they are advertising on Facebook at all.
This page will show you all the ads your competitors have been running on Facebook and Instagram. You won’t get performance data for their ads, but if they’re running the same ad over and over again, chances are it’s working for them.
Take screenshots of the ads you find here, especially ads they’ve run multiple times, and add them to your swipe file. When you’re designing your own ads, you can reference your swipe file to “borrow” ideas from your competitor’s best ads.
In 2023, there is no faster way to tarnish your personal brand than by sending leads to a mediocre website. As the old saying goes, you never get a second chance to make a first impression. This is why it’s crucial to assess your competition’s website before making big decisions about your own. Here are a few things to look for and add to your swipe file:
Design and navigation: Does the website look attractive and professional? Does it do a good job of showing off their personal brand? Are brand colors used consistently throughout the site? Is the site easy to navigate?
Lead capture: Do they use pop-ups for lead capture? What calls to action (CTAs) are they using to capture leads?
Loading time: Do all important pages on the site load quickly?
You Don’t Need to Reinvent the Wheel to Improve Your Website
If you find that your website doesn’t stack up to the competition, try AgentFire. AgentFire is the number one rated real estate website platform with an average rating of 4.9 on Facebook and Google and more than 500 reviews. There is a reason AgentFire has such stellar reviews: its sites are affordable, look great, work great, and best of all, allow you to upgrade only the features you want as you scale your business.
marketing strategies for real estate developers
Real estate developers need to be both creative and comprehensive when marketing their properties. There are a variety of channels and strategies available to help them attract buyers; from email marketing, web design, social media, SEO and content marketing, paid ads to referral marketing, quality photography and videography, and more.
The real estate marketing ideas we discuss in this article will help you reach your target audience and resonate with them. They’ll also help you create a buzz about your property and generate meaningful interest in what you have to offer.
Having a strategic real estate marketing plan allows real estate developers to track their progress, see what’s working, and make necessary adjustments along the way. It also allows them to set goals and budget accordingly. But where do you start?
Here are some unique real estate business marketing ideas to get your project moving.
What is your target demographic?
As you investigate how to market your real estate development project, knowing your target demographic will help you tailor your marketing efforts to appeal to the right people. Who are your potential clients? First-time buyers? High-net-worth families seeking a second or third home? Investors?
Knowing your audience will help you create targeted property marketing materials and choose the proper channels to reach them.
The following are ways in which you can know your target demographics:
Using census data – You can find out a lot about an area’s demographics by looking at census data. This publicly available data can give you insights into the age, gender, income, and education levels of those living in an area. It can also provide information about an area’s housing market.
Researching the competition – Look at who your competitors are targeting with their marketing efforts. 90% of Fortune 500 companies that are using competitive intelligence to gain an advantage over competitors, showing the value that is available in this space. Approaching correctly can give you valuable insight about who is interested in buying or renting in your area.
Creating buyer/tenant profiles – Another way to get to know your target demographic is to create buyer or tenant profiles. This involves creating a fictional character that represents your ideal customer. Once you have a profile, you can better understand what type of marketing will appeal to them.
Conducting surveys – Asking current or potential customers about their needs and wants is a great way to get to know them better. You can conduct surveys online or in person.
Analyzing your website traffic – If you have a website for your property, you can learn a lot about your visitors by analyzing your website traffic. This data can tell you where your visitors are coming from, what type of device they’re using, and how long they stay on your site.
What to include in your marketing strategy?
Once you know your target market, it’s time to start thinking about what to include in your marketing strategy. You should design your marketing strategy to generate interest in your property and get people talking about it. Here are some ideas to get you started:
1. Web design
Creating a strong web presence is important for any business, but it’s vital for real estate developers. Your website is one of the first places potential buyers or tenants will go to learn more about you. It’s the primary place where you display your properties and provide information about your company.
Your website design must be professional and modern. The content should be well-written and informative, including high-quality photos and videos of your properties. This will give potential customers a good idea of what your properties look like.
Your website should also stand out from the competition, capturing and conveying your unique brand attributes. In your research and discovery phase, investigate the latest real estate marketing trends in website design to collect ideas on how to make yours stand out. One way to do this is to focus on your unique selling points and highlight what makes your properties different from others on the market.
Some factors to consider when building your website include:
User experience – your website should be easy to navigate and use. It should also be mobile-friendly as more and more people are using their smartphones to browse the internet. According to Statista, mobile devices generated 54.4% of global website traffic in the first quarter of 2021.
Search engine optimization – your website should be designed with search engine optimization (SEO) in mind. This will help your website rank higher in search engine results pages (SERPs), making it more likely to be seen by potential customers.
Call-to-action – make it easy for potential customers to get in touch with you. Include your contact information on every page of your website and use strong call-to-actions (CTAs) to encourage people to reach out.
2. Social media
Make sure you’re active on the social media platforms that your target market is using. You can use social media analytics tools like Hootsuite Insights to help you figure out which platforms your audience is using. Once you know where they’re active, you can create a social media strategy that targets those platforms.
Ensure that your social media accounts reinforce your brand. For inspiration, you might look to Villa Bella Canggu’s real estate Instagram account. Note the strong visual branding – every photo uses colors from their brand palette.
Social media platforms such as Facebook, Twitter, and Instagram are great places to run ads. You can use these platforms to target potential customers in your area with ads for your properties.
3. Email marketing
Email marketing is a great way to stay in touch with potential customers and keep them updated on your latest listings. You can use email to send out monthly newsletters, share new listing information, and run promotions.
When creating your email list, target potential customers in your area. You can buy a list of email addresses or use a tool like MailChimp to create a sign-up form on your website.
Once you have a list of email addresses, you can send monthly newsletters. Be sure to include information about your latest listings and any promotions or discounts you’re running.
One of the benefits of email marketing is that it’s easy to track how many people are opening and clicking through your emails. This will give you an idea of how effective your campaign is and whether or not you need to make changes.
Image courtesy of graphic designer Anica van der Merwe for Hotel Luce, Italy
Your branding should be consistent across your marketing materials, including your website, social media accounts, email newsletters, and print materials. Your branding should include your company logo and a consistent color scheme and font.
It should be designed to appeal to your target market. If you run a hospitality brand, you know how crucial first impressions are. The same should happen for branding in real estate development. Your logo, color scheme, and overall design should make a strong first impression that tells potential customers who you are and what you’re about.
For example, Baccarat Residences in Miami uses a logo on each page and sticks to a consistent color palette throughout their website. You can also focus your brand on the heritage of your business building like The OWO in London.
Some of the critical factors to consider for your branding include:
Color scheme – the colors you use on your website and marketing materials should be consistent. They should also be reflective of your brand. For example, if you’re a luxury real estate developer, you might use black and white for a classic look or gold and silver for a more opulent feel.
Font – the font you use should be easy to read. It should also be reflective of your brand. For example, if you’re targeting a young, hip audience, you might use a more modern font, whereas if you’re targeting a more traditional audience, you might use a classic serif font.
Logo – your logo should be simple and easy to remember. It should be reflective of your brand and easily recognizable.
Business details – include your website, email address, and phone number on all of your marketing materials. This will make it easy for potential customers to get in touch with you.
Your branding should be reflected in all of your marketing materials. This will help potential customers to recognize your company and remember your properties.
5. SEO and content marketing
SEO (search engine optimization) is a process of optimizing your website to rank higher in search engine results. The higher your website ranks, the more likely people are to find it.
SEO is a complex process, but there are a few simple things you can do to improve your website’s ranking, including:
Using keyword-rich titles and descriptions. For example, use a location-based keyword such as “Residences in Caribbean,” like Montage Cay Residences does.