Marketing is a core play of the real estate industry. This business isn’t just about selling property—it’s about building a reputable brand that can consistently spark interest based on healthily nurtured relationships that will allow you to stand out from the crowd. The only way to grow as a business person is to operate within the framework of a robust, creative, and ultimately effective real estate marketing campaign.
Throughout this blog, we’re going to guide you through a mixture of innovative and time-tested real estate marketing ideas, all of which have proven to be effective over the years. The strategies will range from real estate digital marketing techniques all the way to face-to-face interactions, providing you with a comprehensive baseline on which you can approach the marketing of your own business.
Whether you’re an industry veteran looking to breathe new life into your business or a hungry young agent in the early stages of your career, following this guide will help you to create a business that truly reflects your expertise.
Building your real estate marketing campaign requires the maintenance of many spinning plates at once, but when you find the combination of techniques that suit you, the rewards can be immense. We’ve broken down 20 of our favorite real estate marketing ideas, so you can put together the wide-spanning campaign that will best draw eyes toward your business.
Search engine optimization (SEO) has fast become one of the most vital elements of a strong digital marketing plan. The concept is simple: optimizing websites and online content with keywords and phrases that cause your pages to appear organically in people’s search engines. Most people don’t make it past the first page on Google, and you can find your place on this page by employing the principles of SEO.
By gaining more organic traffic and increasing your online visibility, you massively increase your potential for capturing and converting new leads. Whether your keywords are local or more general, make sure to use them wisely.
Pro Tip: It’s important to remember that keywords and phrases can’t just be “stuffed” into content and that you need to use them in a way that feels natural and organic. Otherwise, you might be penalized by Google and other engines.
In a world that’s becoming increasingly digitized, the importance of real estate social media marketing cannot be understated. People use platforms like Facebook, Instagram, LinkedIn, and Twitter for hours of the day, and it only takes a few seconds for a piece of content to catch their attention.
Whether you’re showcasing your portfolio of properties, sharing satellite content that you’ve written on another platform, engaging with customer comments, or even making short videos about your business, there’s no reason not to leverage social media in your marketing campaign. Who knows, if you do something right, you could even go viral!
Real estate email marketing is a core facet of communication with prospects, leads, and existing clients. Emails can take the form of general newsletters about your business developments, personalized property suggestions, or links to pieces of useful content that you’ve created. Whatever angle you choose, it’s a surefire way to make sure your business stays at the top of your clients’ minds.
With the right CRM software, you can even automate your email campaigns, leaving you more time to work on the other aspects of your business.
Real estate is a visual medium. Much like with a gourmet meal, your customers are going to eat with their eyes before taking a bite out of a property. That’s why high-quality, professional photography is an absolute non-negotiable within your marketing materials. Translating quality through a visual medium will significantly enhance the appeal of your listings, which in turn influences potential buyers to take them more seriously.
If you fancy yourself a bit of a sharpshooter, you can invest in a good camera yourself. Otherwise, allocate some of your marketing budget to hiring a professional real estate photographer.
Not every potential client can make it to a house viewing or will even commit to one without a better idea of what the property is like. In a post-pandemic world, virtual tours have become a game changer for real estate marketing campaigns. By scanning your property, you can allow people to “explore” it virtually without ever having to leave their homes.
Companies like Matterport can help you to scan properties and then build the immersive 3D experience that customers need to truly understand what they’re looking at.
If a picture paints a thousand words, a video can paint a million! The average person spends around 40 minutes on YouTube every day, while TikTok and Instagram Reels are becoming more and more popular by the second. Why shouldn’t some of that time be spent watching an engaging piece of video content that you created to showcase your business?
Video marketing can be based on property walkthroughs, neighborhood tours, or even educational content about the industry as a whole. Either way, videos are the content of today, and they’re not going anywhere soon.
A real estate marketing campaign is about more than just getting your name out there—it’s also about adding value to the industry in a way that increases your authority. Creating your very own real estate blog is a great way to share what you have to offer with potential clients and even other real estate pros.
By employing SEO practices and writing content your potential clients might actually want to read, such as home-buying guides and market trends, you’ll position yourself as a trusted voice in the field.
Pay-per-click (PPC) ads are used across a wide range of industries for generating traffic. These are essentially ads that appear at the top of search engines, paid for by you when clicked by potential customers. It can rack up a bill, but it’s a great way to increase visibility.
A step beyond PPC is using a pay-per-lead (PPL) model, such as that employed by Google Local Service Ads. This means you only pay once customers take meaningful actions, rather than just clicking on your link.
This one is pretty obvious and should be a part of every single real estate marketing campaign. If you’re trying to sell a property, make sure that it’s seen on online listing platforms such as Zillow, Realtor.com, and Trulia.
These are the places that people go looking for property, so make sure they can find yours.
Much like blogs, real estate webinars are a great way to engage with your audience and establish yourself as an authoritative voice in the industry. Allowing potential clients to come in and learn from you firsthand will showcase your knowledge and personality, keeping you in mind when deals are ready to be made.
Strong topics include home-buying tips, real estate investment strategies, and more of the sort.
Word-of-mouth should never be understated as a powerful marketing tool. People trust people at the end of the day, so by creating a referral program, you can incentivize your past and current clients to recommend you to their friends and family.
By offering rewards for referrals, you can keep providing value to your clients for their collaboration.
Yes, the world is as digital as it will ever be, and that’s not going to change. That doesn’t mean that direct mail campaigns aren’t a relevant angle in a real estate marketing campaign.
Employ a campaign that makes use of postcards, flyers, and information packages sent directly to households in your targeted neighborhoods to share your services and history of success.
Collaborating with local businesses is a great way to foster a win-win relationship, where you promote each other and increase your potential client base. Doing so will also strengthen your standing in the local community, making you more of a trusted figure in the area.
You should see your website as your digital storefront, being the baseline first impression that potential clients will have of your business. You need to ensure that it’s visually appealing, easy to navigate, and mobile-friendly.
With the right CRM software, you can build a strong website from a variety of different templates and outlines.
When you work with a client, politely ask them to leave you a positive review on your website or social media. Once you’ve collated a good number of glowing testimonials, you can display them on your website and social media channels, enhancing your credibility in the eyes of potential clients.
This can take up a fair chunk of your budget, but billboards, bench ads, and signage in high-foot-traffic areas are still an effective real estate marketing strategy. Not only does it increase your local visibility, but it can also help to make your brand feel more credible.
Just make sure to know your area and its people well, with a strong understanding of what will work with your audience.
Millennials and Gen-Zers are leading the charge on new and innovative ways to market businesses, largely through influencer accounts that focus on lifestyle and engaging content. By collaborating with a local influencer, you can promote your brand to a new, youthful audience while also increasing the cultural relevance of your business.
Retargeting ads focus your paid ads on people who have already visited your page or interacted with your content. This is a good method for keeping your brand in mind for people who already have an active interest in the industry, keeping your brand at the top of their minds while they plan their next move.
This goes for every aspiring businessperson in the world: Do your market research. The only way to be competitive is to know your competition, so make sure to stay on top of market trends and adjust your strategies accordingly.
Stay one step ahead in the race to meet your clients’ ever-evolving needs.
Your brand is what people will think of when your name is brought up, distinguishing you from every other real estate agent in the area. Make sure that your logo, website, written content, and videos all reflect your own unique brand identity consistently—people buy into personality just as much as they do experience and expertise.
As you can see, marketing for real estate agents isn’t a one-stop solution. When planning your strategy, you need to consider how every aspect will inform the other while being acutely aware that combinations are what will take you to the next level.
For example, there’s no point in building a stunning user-friendly website full of valuable blog content if none of it is optimized for search engines, and vice versa. Setting up billboards all over town isn’t going to do you any good if you’ve not figured out a consistent brand identity to apply across the board. It’s knowing how to use each of these strategies in conjunction with one another that will truly elevate your visibility to the next echelon.
Remember, there’s nothing wrong with experimentation. Figuring out the perfect strategy for your business and your area isn’t going to happen overnight, so allow yourself the wiggle room to try new things with varying degrees of success. Every business is different, and so is every real estate marketing campaign.
For more valuable tips and guides for the real estate industry, check out our blog now!
