Why Real Estate Marketing Strategies Matter
The best marketing strategies for realtors are vital for standing out in today's competitive market. Here's a quick overview for those pressed for time:
- Build a strong online presence with a professional website and active social media.
- Create valuable content like blog posts, virtual tours, and educational events.
- Leverage targeted advertising on platforms such as Google Ads and social media.
- Engage with your community through local partnerships and offline efforts.
When 87% of home buyers rely on real estate agents, you can't afford to be invisible. Effective marketing helps you reach more clients, build credibility, and generate leads.
My name is Ashley Gawley, and I've spent over a decade helping real estate professionals achieve their goals. As Vice President of Strategic Growth in a leading real estate firm, I've mastered the best marketing strategies for realtors to help you succeed in this demanding field.
Content Marketing Strategies
Use a Blog Post to Answer Client Questions
Creating blog posts is a fantastic way to attract traffic to your website. But don't just post anything—make sure your content is relevant and valuable to your audience. Think about your ideal clients: What are their concerns? What keeps them up at night?
For instance, you can write about:
- Investing in a short-term rental property
- How to improve a home before selling
- Environmental and sustainability trends
- The role of smart-home technology in home valuation
Answering these questions not only helps your clients but also establishes you as an authority in your field.
Host Educational Events
Take your expertise a step further by hosting free webinars or in-person seminars on hot topics. For example, you could discuss why some homes sell faster than others. If you prefer in-person events, create helpful printouts and offer popular refreshments.
You can also team up with local businesses. For example, partner with a contractor to offer a course on the top home improvements to undertake before selling a house. This not only provides valuable information but also positions you as a local expert.
Become a Local Tour Guide
Buyers crave information about the areas they are considering moving to. As a local real estate agent, you're in a prime position to provide this. Keep track of local events and news—restaurant openings, holiday celebrations, zoning hearings—and share them with your audience.
For example, there’s a Charleston agent who sends out a monthly list of local events, from high school football games to oyster roasts. People know it as "Debbie’s calendar." You can also create helpful neighborhood guides with the details your prospects want to know.
Interview Local Business Owners
Local businesses are the lifeblood of your community. Spend some time interviewing area entrepreneurs to learn more about their services. Then, turn those interviews into blog posts, podcast episodes, or a series of social media posts.
Your audience will enjoy getting to know more people from the community, your interviewee will be honored to be included (and might send business your way), and you have a near-constant supply of quality content that benefits all involved.
Turn Successful Blog Posts into Lead Magnets
Creating valuable content is only half the battle. Here's the secret to leveraging it for long-term success: First, share it on your social media channels and send it to your contact list in strategic email marketing campaigns. Then, track and analyze its success rates so you know you’re hitting the right notes.
Take any content that gets strong page views and engagement and turn it into a PDF lead magnet that you can offer in exchange for contact information. This makes your content work twice as hard, gives your audience valuable resources, and fills up your CRM with new contacts to nurture.
Next, we'll dive into some real estate advertising ideas that can make your marketing budget really work for you.
Real Estate Advertising Ideas
Run Google Ads for Targeted Audiences
Pay-per-click (PPC) ads are a powerful way to capture the attention of potential clients online. Platforms like Google use sophisticated algorithms to place your ads in front of the right people at the right time.
One effective strategy is to run Google Ads targeting specific keywords that your potential clients might use. For instance, you can target keywords like "luxury homes in [Your City]" or "best real estate agents near me." This ensures that your ad reaches people actively searching for real estate services.
Another smart move is to run ads against your competitors' names. If someone searches for another real estate agent, your ad can pop up, letting the user know you offer the same services, possibly even better. This way, you can capture a highly targeted audience that is already interested in what you offer.
Use YouTube Pre-Roll Retargeting
Imagine someone visits your website, checks out a property listing, but leaves without taking any action. You can bring them back with YouTube pre-roll ads. These are the short ads that play before a YouTube video starts.
By targeting users who have visited your site but haven't converted, you can remind them of the properties they liked or the blog posts they enjoyed. This retargeting method is not only cost-effective but also keeps your brand top-of-mind.
Create Dedicated Landing Pages
If you have multiple target audiences, creating dedicated landing pages can help you tailor your messaging and calls to action. For example, you might have one landing page for buyers and another for sellers.
- For buyers: Create a property search page where they can find listings that match their criteria.
- For sellers: Offer a free home valuation tool that provides them with an estimate of their home's worth.
By creating specific ad campaigns for each landing page, you can increase your conversion rates. Each page should offer something of value in exchange for the visitor's contact information, helping you build your database of leads.
Connect Physical and Digital Marketing with QR Codes
While QR codes became popular during the COVID-19 pandemic, they remain a valuable tool for real estate agents. They can be particularly effective on for-sale signs, open house ads, and mailers.
Using QR codes helps bridge the gap between your physical and digital marketing efforts. When someone scans the code, they can instantly access property details, virtual tours, and your contact information. Plus, QR codes are easily trackable, allowing you to measure the effectiveness of your offline marketing campaigns.
For example, you can place a QR code on a for-sale sign that leads to a virtual tour of the property. This not only provides potential buyers with immediate information but also engages them in a way that traditional signs can't.
By implementing these best marketing strategies for realtors, you can make your marketing budget work harder and smarter, ensuring you reach the right audience at the right time.
Next, we'll explore some social media marketing strategies that can help you engage with your audience and build your brand.
Social Media Marketing Strategies
Start a Reality Show on YouTube
Video content is a game-changer in today's marketing landscape, especially for real estate agents. YouTube offers an excellent platform for creating a reality show that showcases your life as a realtor. This helps you build personal branding and engage with your audience on a deeper level.
For example, Phillip Salem, a branding expert, suggests that showing up authentically in your videos builds the "know, like, and trust" factor. You don't need to create Hollywood-level productions; even simple, honest videos can resonate well with your audience.
Show Behind-the-Scenes on Instagram Live
Instagram Live is a fantastic way to show the behind-the-scenes of your real estate business. Imagine broadcasting an open house live. This not only showcases the property but also highlights your personality and creativity.
Instagram Live allows real-time interaction with your audience. You can answer questions, give virtual tours, and engage viewers on the spot. This kind of engagement can make your brand feel more relatable and trustworthy.
Create a Personalized List of Hashtags
Hashtags are essential for boosting your visibility on social media. Create a personalized list of hashtags that speak directly to your audience. For example, using hashtags like #YourCityRealEstate or #YourProfession can attract people interested in those topics.
Hashtags categorize your posts, making them easier to find. This increases your chances of getting noticed by potential clients who are searching for specific content. Save your list of hashtags on your computer and mobile device for easy access every time you post.
Become a Top Contributor in Local Social Media Groups
Engagement is key to building your reputation as a real estate expert. Join local Facebook groups and LinkedIn posts about the local market. Answer questions, share your insights, and respond to other people's posts.
For instance, there's a Charleston agent who actively participates in a local Facebook history group. His engagement and historical anecdotes have solidified his reputation as a go-to real estate pro in the area. Set your social notifications to a specific folder and block time on your calendar to read through them and respond.
Implement Chat Marketing in Your DMs
Chat marketing can significantly boost your engagement and lead generation. Imagine you have a popular lead magnet, like a home improvement guide. Publish a short reel on Instagram explaining one of the tips. In the caption, tell your audience to type "guide" in the comments to receive the full resource via direct message.
Tools like ManyChat can automate this process, making it easy to send a link to your landing page along with a personalized message. This not only feels personal to your audience but also increases your engagement and collects valuable contact information.
By incorporating these best marketing strategies for realtors into your social media plan, you can build a strong online presence and engage with your audience effectively.
Next, we'll dig into local and offline marketing strategies to help you build a strong community presence and generate more leads.
Local and Offline Marketing Strategies
Sponsor a Youth Sports Team
Sponsoring a youth sports team is a fantastic way to engage with your community and build brand loyalty. Imagine your logo on jerseys, banners at games, and your name announced at events. This kind of visibility keeps your brand top of mind for parents and community members.
Why it works: When those young athletes grow up, or their families need real estate services, they’ll remember the agent who supported their local team. Plus, it’s a great way to give back to the community.
Partner with Local Businesses
Building relationships with local businesses can provide consistent referral opportunities. Partner with local vendors for staging help, handyman services, open house treats, home repairs, and closing gifts.
Case Study: Glennda Baker shared that her fellow agent and friend, Monica Carr, uses home-baked goods to reach new business. Every time someone posts about a graduate, she sends them a box of brownies. This unexpected and delicious gesture has generated more deals for her than any other source.
Why it works: These partnerships create a network of mutual support. You lift up local businesses, and in return, they refer clients to you. It’s a win-win.
Create On-Brand Swag
Branded swag can be anything from pens to travel mugs. The key is to choose items that are useful and will actually get used. Imagine your clients sipping coffee from a branded mug or using a branded pen daily.
Pro Tip: Don’t waste money on cheap items that will get thrown away. Invest in quality items like stylish tote bags, nice mugs, or quality pens that write well.
Why it works: Useful swag acts as a constant reminder of your services. Every time they use the item, they think of you, keeping your brand top of mind.
Make Gifting Unexpected and Local
Closing gifts can inspire clients to write testimonials or post about your thoughtful present on social media. Add an element of surprise and go local with your gifts.
Example: Combine this with local partnerships by sending items from a local bakery. Clients new to the neighborhood will appreciate the introduction to local businesses, and you’re supporting your community.
Why it works: Unexpected and local gifts show clients you care and pay attention to details. This personal touch can lead to more referrals and positive reviews.
By incorporating these best marketing strategies for realtors into your local and offline marketing plan, you can build strong community relationships and generate more leads.
Next, we'll explore how to build your brand and community presence both online and offline to create lasting impressions and attract more clients.
Best Marketing Strategies for Realtors
Build a Website and Blog
Creating a website is one of the most critical steps for any realtor. Your website is your digital storefront, where potential clients can learn about you, browse listings, and get in touch. Make sure your site is mobile-friendly and easy to steer.
Pro Tip: Add a mortgage calculator or a home value estimator to your site. These tools provide value to visitors and keep them coming back.
Why it works: A website acts as a digital hub, showcasing your listings and providing essential information. It helps build your personal brand and attracts qualified leads.
A blog can further improve your online presence. Write posts answering common client questions, sharing market updates, or offering home-buying tips. Use SEO tools like Google Analytics to find popular search terms and optimize your content for better visibility.
Example: A blog post titled "Top 5 Things First-Time Homebuyers Should Know" can attract new buyers and establish you as an industry expert.
Why it works: Blogging helps you demonstrate your expertise and build credibility. It keeps you top of mind for potential clients and improves your search engine rankings.
Develop Email Campaigns
Email campaigns are a powerful way to build direct relationships with potential clients. Use segmented lists to send targeted messages to different groups, such as first-time buyers, sellers, or investors.
Pro Tip: Use email automation to send personalized messages on holidays, birthdays, or anniversaries. A simple "Happy Birthday" email can go a long way in building rapport.
Why it works: Email campaigns allow you to deliver relevant content directly to those who want it. This can include new listings, market updates, or invitations to open houses. Segmenting your list ensures that your messages are custom and effective.
Leverage Social Media
Social media platforms like Facebook, Pinterest, and Instagram are essential for modern real estate marketing. These platforms allow you to share photos, videos, and updates, engaging with your audience in real-time.
Pro Tip: Use Instagram Live to give behind-the-scenes tours of open houses or share market insights. This builds a personal connection with your audience.
Why it works: Social media helps you reach a broader audience and build a community around your brand. It increases visibility and engagement, making it easier for potential clients to find and trust you.
Build Your Brand and Community Presence
Building your brand is crucial in a competitive market. Consistency across all marketing channels is key. Use the same logo, colors, and tone of voice on your website, social media, and printed materials.
Pro Tip: Become a local expert by participating in community events, sponsoring local sports teams, or partnering with local businesses. This strengthens your brand and builds trust within the community.
Why it works: A strong brand makes you memorable and sets you apart from competitors. Community engagement helps you build relationships and establish yourself as the go-to realtor in your area.
By implementing these best marketing strategies for realtors, you can create a comprehensive marketing plan that attracts new clients and builds lasting relationships. Next, we'll explore how to measure the success of your marketing efforts and make data-driven decisions to improve your strategy.
Frequently Asked Questions about Real Estate Marketing
What are the Four P's of Marketing in Real Estate?
In real estate, the traditional 4 P's of marketing are adapted to fit the industry:
Product: This refers to the properties you're selling. Highlight unique features, amenities, and the condition of the property. For example, a gourmet kitchen or a backyard oasis can be major selling points.
Price: Setting the right price is crucial. Use a Comparative Market Analysis (CMA) to determine a competitive price based on market trends, competition, and the property's unique attributes.
Place: This is about where you list and promote your properties. Use online platforms like Zillow, real estate agencies, and physical signage to maximize visibility.
Promotion: Encompasses all the marketing tactics you use to promote properties—online listings, social media, virtual tours, print ads, and open houses.
What is a Marketing Strategy in Real Estate?
A marketing strategy in real estate is a comprehensive plan designed to attract clients, build credibility, generate leads, and close transactions. It includes:
- Business Strategy: Outline your goals, target audience, and the unique value proposition (UVP) that sets you apart from competitors.
- Brand Building: Consistent branding across all channels helps you stand out. Use the same logo, colors, and messaging on your website, social media, and printed materials.
- Online Presence: A strong online presence is essential. This includes a professional website, active social media profiles, and high-quality listings on real estate platforms.
- Ads: Use paid advertising like Google Ads and social media ads to reach a targeted audience.
- Networking: Build relationships within the community, with local businesses, and other real estate professionals. Networking can lead to referrals and new listings.
How Do Real Estate Agents Get Listings?
Getting listings involves a mix of strategies:
Online Presence: A professional website and active social media profiles help attract potential clients. Share high-quality photos, engaging descriptions, and virtual tours of properties.
Ads: Run targeted ads on Google and social media to reach specific demographics. Pay-per-click (PPC) advertising can drive traffic to your website and generate leads.
Networking: Build a strong network by connecting with family, friends, and acquaintances. Attend community events, join local groups, and partner with local businesses. Networking helps you stay top of mind and can lead to referrals.
Community Engagement: Become a local expert by participating in community events, sponsoring local sports teams, or hosting educational seminars. This builds your reputation and trust within the community.
Strategic Targeting: Focus on demographics that are likely to sell or buy homes, such as people inheriting properties or recently divorced couples. Offer your expertise to make their transition smoother.
By understanding and implementing these best marketing strategies for realtors, you can effectively attract new clients and secure more listings. Now, let's dive into how to measure the success of your marketing efforts and make data-driven decisions to improve your strategy.
Conclusion
In today's competitive real estate market, effective marketing is essential for success. We've explored a variety of best marketing strategies for realtors, from content marketing to social media and local partnerships. Each strategy offers unique ways to engage potential clients and build a strong brand presence.
Ashley Gawley has been at the forefront of real estate marketing, providing invaluable insights and personalized coaching to help agents thrive. Her experience and expertise can give you the edge you need to stand out in a crowded market.
Personalized coaching with Ashley can transform your real estate business. Whether you're looking to improve your online presence, develop compelling content, or build stronger community ties, Ashley's custom guidance will help you achieve your goals.
Ready to take your real estate marketing to the next level? Explore our services and find how Ashley Gawley's coaching can make a difference in your career.
By implementing these strategies and leveraging expert coaching, you can attract more clients, secure more listings, and ultimately, grow your real estate business. Thank you for joining us on this journey to better marketing. Let's make your real estate brand the one everyone talks about.
