You could be the world’s best real estate agent, but if people don’t know about you, your business will never reach its full potential. That’s why marketing for real estate agents is so vital!
Marketing is all about getting the word out there and making sure that the people who need your services know about you and regard you as the best option. To make things easier for you, we’ve put together a list of real estate marketing ideas and tips that will give you an edge over your competition.
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Before you get started
Identify your target audience
Here are a few questions you can ask yourself when defining your audience.
- Who are the people that might one day become your clients?
- Where do they live?
- How old are they?
- What jobs or hobbies do they have?
- What language do they speak?
- What’s their financial situation?
Set your marketing budget
While it’s possible to do marketing without spending a dime, this will require a lot more effort, time and technical knowledge. And even then, it could bring diminished results. At the same time, you can end up spending a fortune on marketing tools and strategies that have a low return on investment.
Setting up a marketing budget will help keep your spending in check, while also giving you access to the tools and advertising options that bring you the best results.
Personalize and brand everything you do
Whether it’s your blog (if you don’t have a regularly updated blog, start one as soon as possible!) or your social media accounts, personalized content reigns supreme when it comes to standing out from the crowd and engaging your audience. Write posts and emails that are honest and conversational to make a longer-lasting impression.
Look and be professional
Every piece of marketing material you put out represents you and your brand. Make sure you keep everything looking as professional as possible. Use good quality photos and graphics, triple-check your spelling and avoid sharp color and all-caps writing.
Now let’s get down to the nitty-gritty and the main reason you’re here today. Whether you want to do more email marketing, social media marketing, video marketing or something completely different, there’s sure to be at least one strategy here that will help you broaden your reach and increase your exposure.
1. Write better subject lines
A great subject line will get more clients and prospects to actually read your emails, instead of deleting them with the rest of the junk. Keep your subject lines short, under 60 characters if possible, so that they are easy to scan and read. Personalized subject lines will draw more interest. Avoid spam-y words (free, now, offer) and excessive punctuation marks.
2. Write some email scripts
You know you should be emailing prospects and clients more often to drum up business. But sometimes you just don’t have the time to reply.
An easy way to deal with this is to write a few templated email scripts that you can use to reply to emails. These can be emails where you go over the buyer’s preferences or your follow-up on a phone call. Any type of email that you find yourself writing often can be templated.
3. Set up drip email campaigns
Set up drip email campaigns to nurture your leads and keep them engaged. Drip email campaigns increase the odds of turning a prospect into a client by automating branded emails and generating return visits to your website. These emails can include educational articles on your blog, resources that are useful for your clients or general tips.
4. Send your own newsletter
Create email newsletters that build your brand, establish you as an authority and keep you on top of your marketing game. Good headlines, powerful images and the right content can help you engage potential clients.
If you want to try any of these marketing ideas, you will need an emailing tool. Mailchimp is one of the most popular options as it is easy to use and it’s free for your first 2000 contacts.
5. Create listing descriptions that sell
Use the right words to entice clients and quickly sell properties. Don’t exaggerate, be specific and skip the fluff, but offer enough information to paint a clear picture. Give it your best effort to help buyers see the best things about the property you want to sell.
6. Use popular keywords
Brand names and buzzwords like “stainless steel appliances” and “hardwood floors” generate interest and increase sales. You call them selling features, but in the world of online marketing, these become valuable keywords. Here’s a study looking into the most popular words used in real estate.
7. Polish your work
Concise comments, detailed descriptions and beautiful photos make a powerful impression, so make your words count and your images shine. To ensure that every property has the maximum impact, employ these three best practices for online real estate listing.
8. Convey professionalism
The right preparation and presentation demonstrate to prospective clients that you have the skills and experience to meet all their needs. Answering back to potential leads right away is just as important as being on time for meetings. Never settle for low-quality photos, sloppy document scans, or bad-looking marketing materials.
9. Advertise online
Print and classified ads will only get you so far. Recent studies point out that over 70% of home buyers now start their search online. Adding your listings on online portals like Point2.com can offer you free exposure in front of local homebuyers.
10. Focus on your best listings first
Don’t waste your time with a property that is not ready for the market. Realistically priced properties that show well sell quickly, and successful agents understand that sellers may need help preparing their home before the initial listing. Learn how to help sellers prepare for marketing their home to its best advantage.
11. Valentine’s Day
No matter your budget or schedule, Valentine’s Day is the perfect time to express your gratitude and appreciation to the clients, coworkers, and business colleagues who’ve helped your real estate business thrive. There are plenty of easy and inexpensive options (from cheesy cards to thematic open houses), so why not spread the love this Valentine’s Day?
12. Spring is the best time for photos
Spring starts with an influx of listings, so make yours stand out with savvy online marketing. Teach your seller clients how to improve their curb appeal now, so you can take beautiful photos once everything becomes green again. You can also use the warm spring sun-set colors for extra ambiance in your photos.
13. Easter marketing ideas
Hop to it – link up with more clients this spring! Whether it’s egg hunts, Easter baskets, or egg coloring contests, the Easter holiday provides entertaining ways to connect with current and potential clients.
14. Bank on the long summer days
Summer is a great time to reconnect with past clients, increase referrals and meet new customers with entertaining newsletters, fun outdoor activities and other summer-themed promotions and events. Longer days give people more free time to attend activities such as home staging workshops or open houses.
Seize the opportunity to refresh and expand your real estate business during the fall by hosting back-to-school events and promotions.
Balance professionalism and coziness with tasteful home staging that sells. Embrace the season, but avoid scaring away buyers with strategic Halloween marketing. After all, no one wants to buy an actual haunted house, but that doesn’t mean you can’t put out some candy and a few decorations, or host a pumpkin carving contest.
17. Fall marketing
Stand out from the competition this autumn. Make your mark before the holidays with something clients will remember you by. Host a food drive or a farmer’s market during an open house to attract visitors and get more connections within the local community.
18. Christmas marketing
It’s always tough to balance holiday cheer and professional staging, but with a little pre-planning, you can navigate that gray area between “too much” and “just right.” Take photos before you add the Christmas decorations or take two sets of photos. Don’t go too heavy on scented candles or excessive decorations, the aim is to delight buyers and boost holiday sales.
19. Think outside the box
National Kite Flying Day, Star Wars Day, Take a Hike Day…the possibilities are endless! By highlighting nontraditional holidays in your year-round marketing plan, you can expand your business profile and snag potential clients.
Social Media marketing for real estate agents
20. Social Media is powerful
Using the power of social media, you can quickly and easily post a listing perfectly positioned to reach interested buyers and prospects. Learn how to use social media networks and decide where you will build your presence.
21. Anyone can be an influencer
Fake it till you make it! Put your best foot forward by writing a killer social media bio and using professional photos. Consistency wins in the long run, so keep posting multiple times a day and slowly but surely you will gain a larger audience.
22. Use hashtags
Regardless of the social media network that you choose, hashtags are a sure-fire way to reach new followers that share your interest, without spending a cent on promotion.
23. Test the algorithm
If you can consistently post three pieces of content every day, you will in time start to notice certain trends. Maybe your followers react stronger to photos or videos. Maybe they engage more if you post during the evening or on the weekend. Keep an eye for any patterns and double your efforts on anything that seems to work well.
Many real estate agents successfully use Twitter to promote their own content and connect with prospective clients. The platform is easy to learn, and due to its short text format, it doesn’t take too long. You can even use the idle time for tweeting, such as waiting in line or at a red light.
25. Facebook Ads
Facebook ads are a great way to easily target your audience and get your content in front of the right people. But before you go spending too much money, check out these reasons why Facebook might not be a good option in some situations.
LinkedIn is fast becoming a top choice for business-minded social media marketing, already surpassing Facebook and Twitter in business lead generation. Use LinkedIn to expand your network by linking up with peers and influencers.
27. People will follow awesome content
Social media marketing doesn’t have to be complicated or overwhelming. Create awesome content yourself and also share amazing content from other peers in the industry, to provide people with a reason to follow you.
28. Livestream open house events
There are a lot of social media platforms that allow you to live stream. Hosting virtual, online open house events will give you broader access to potential clients that might’ve not had the time to attend in person. It’s also pretty straightforward to set up, you can follow this guide to using streaming for open houses.
29. Get people talking
“Word of mouth” marketing can be a powerful tool. Collect more testimonials from happy customers to use in your marketing, both online and in print. These days you can always pull out the phone and ask for a video testimonial that’s easy to share and looks more sincere.
30. Phone etiquette is important
Good phone etiquette is essential for forging strong business relationships and building a solid client base. Choose quiet places when calling, speak clearly, call back right away, use the client’s name, and always be polite.
31. Texting can be better than calling
Texting allows you to quickly and conveniently communicate with clients, but it’s important to make sure all your interactions are professional and effective. To balance competence with convenience, always ask yourself “Could this call be a text?” before calling. Also consider your client’s preference: a younger client might be more open to a text.
32. Video calling
Don’t forget your phone now has a front-facing camera! Sometimes a video call might just be the right approach to show someone around a house or to give them the good news. It feels more personal, you can see the other person’s emotions while talking or showcase things in the background. Always check with your caller if they are OK with a video call before initiating one.
33. Hire freelancers
You don’t always have to do everything by yourself. When it comes to video production, not everyone has the right skills and equipment to shoot and edit a stunning real estate video ad. Luckily, websites like UpWork or Fiverr allow you to hire professional videographers and editors that will do the job better and faster than you ever could.
34. Everything can be a video
Grab the attention of potential prospects and promote your business with video tours of your best properties and testimonials. Additionally, you can create Q&A format videos or explainer videos that will help establish you as the go-to real estate professional in your area.
35. Use free tools for templated videos
Online video editing tools such as Canva or YouTube’s editor can be an easy way to create batch videos or repetitive video topics. Once you create your template, just switch the footage and change the text and you’re done.
36. Invest in SEO
SEO (Search Engine Optimization) helps your website rank higher in Google when prospects search for specific keywords that you’ve targeted. Although the initial investment might be big, this is the best way to get a steady stream of traffic directed towards your website.
37. Promote your website everywhere
Add your website’s address on all your promotional materials: from business cards and pens to magnetic car bumpers and on-site sale signs. Add the link in your email signature, online forums where you post and all your social media platforms.
38. Mobile-friendly website
More people use their phones and tablets to browse the internet, compared to those using a desktop PC or a laptop. This means it is vital for your website to look good on mobile devices. Your website has to be mobile-friendly or responsive or you’re going to miss out on 60-70% of your potential traffic.
39. Do I even need a blog? Yes, you do!
Successful online marketing includes operating a great blog full of compelling content and information that lures in readers. Start a real estate blog, if you don’t already have one, to attract traffic and incubate leads and have a constant source of resources that you can share on your social media.
40. Publish consistently
Consistently creating content is an important part of effective online marketing, but how do you find the right topics for your blog? Try writing about local history and pop culture, new building developments, new regulations for the real estate sector, general home buying or selling tips, etc.
41. Beat writer’s block
Writer’s block can happen to anyone. Instead of giving in to frustration and defeat, remember you can always re-write an article from another blog or hire a freelance copywriter to ghostwrite for you.
42. Share your blog posts
Set up a newsletter where readers can subscribe for new content and publish all your latest articles on social media networks. If you write really high-value content this will be enough to get the ball rolling and to get others to share your content further. Used correctly, your blog can be a powerful tool for attracting clients and establishing credibility in your market.
43. Real estate themed pop-up gifts
Memorable but inexpensive pop-by gifts are a great tool to have in your marketing arsenal. Customized gifts and fun freebies can break the ice with prospective clients, maintain your affiliation with past clients and keep you top of mind with referral resources. From personalized mugs to a simple card tied to a key or relabeled candy packs, there are a ton of gift ideas to chose from.
44. Gift baskets still work
Looking for an easy and entertaining way to show appreciation and remain top-of-mind with current and former clients, referral sources and colleagues? Pop by your client’s home and drop them a gift basket. Put some thought and effort when picking what items to include in the basket and give a lot of consideration to the packaging. Gift baskets are all about making an impression, not necessarily stocking someone’s pantry with things.
45. Host community events
Get people excited with unique and entertaining occasions designed to bring folks together and highlight your business’s products and services. Host client appreciation events for your customer base and grow those community connections! From pool parties to barbeques or Easter egg hunts, bank on every occasion to get involved in your community and get yourself known.
46. Show gratitude with a Thank You card
Real estate is a relationship-driven industry, and a sincere note of gratitude is a powerful way to initiate a rapport with prospects and strengthen your bond with past clients and colleagues. Personalized and well-written thank you cards are an excellent way to retain clients and drum up new business.
47. A good photo is worth a thousand words
Listing photos are powerful marketing tools and can be the deciding factor when homebuyers are contemplating the switch from online shopping to in-person viewing.
Try to take top-quality real estate photos that make your listings look great. This means good lighting, horizontal framing and a tidy house at the very least.
Consider investing in higher quality DSLR camera and lights or alternatively hire a photographer to snap the property photos for you.
48. Find your listing photo sweet spot
You can save yourself a lot of time and energy, and optimize your listing marketing strategy, with this data on listing photos. Based on a 2014 study by Point2, a listing with 10 to 15 photos has the best chance of generating leads.
49. Fix your photo orientation
Rotating photos can seem tricky and time-consuming, but it doesn’t have to be. Make sure your listings are picture-perfect and representative of the quality of your service. There’s nothing worse than having to tilt your head to look at an upside-down photo.
50. Real estate is a face-to-face business
Real estate is a face-to-face business, and the right headshot that’s both professional and personable can make all the difference. Update your agent headshot to reflect your brand, business and personality. It’s worth investing some time and money in this photo since you’ll be using it for a long time and in a lot of places.
51. Avoid bad quality headshots
Your face is your brand! Don’t let a bad headshot scare clients away before they even meet you. Avoid bad quality headshots at all costs.
52. Use stock photos
Images are a powerful marketing tool both online and in print. Getting the right shot doesn’t have to be expensive or time-consuming. Find free, high-quality photos you can use on your website, blog, or social media posts on stock photo websites such as Pexels or Unsplash.
53. Break the routine
In a rut and tired of making the same old prospecting calls? Try something new and different from your regular prospecting activities. Consider attending other agents’ open house events, hosting a “Free Home Evaluation Friday”, or joining a community club to break free from the routine.
54. Find the right mindset
Overwhelmed and feeling tired at just the thought of embarking on another round of real estate prospecting? Reframe and rethink your prospecting attitudes. Set up a clear plan and schedule for your prospecting efforts (don’t make it a full-day activity), keep a closer track of your results and compare them to previous periods in order to motivate you to work harder.
Giving yourself a reward for hitting this week’s goal can be an easy and fun motivation source.
55. Don’t forget your old clients
It takes more time and money to acquire a new client than keep an old one! Keep in touch with past clients as much as possible as they can also be an amazing referral source.
Give them a call every few months when you’re in the neighborhood and invite them to your client appreciation activities. Set up a yearly reminder on your calendar on the day they closed on their house and send them anniversary cards each year.
56. Keep the leads-tap open
Without a lead acquisition system that works for you 24/7, you could end up with dry spots in both income and productivity. Avoid a lead drought by diversifying your lead generation sources. Prospecting, advertising on big ILS networks like the Yardi Network, and having your own website will increase your chances of getting more leads.
57. Fake it till you make it
“Prospecting phobia” and avoiding phone calls can negatively affect your ability to turn prospects into clients. Improve your phone prospecting skills and develop a formula that gives you the best income for your time. Some days it might be harder to get started, but after that initial bump, things usually go better.
58. One man’s trash is another man’s treasure
It’s easy to pick up expired listings that other agents couldn’t sell. By asking smart questions and providing clear insights, you invite potential sellers to work with you to market their properties in a way that better aligns with their needs and expectations.
59. Find opportunities to interact
Never underestimate the power of in-person interactions. Always be on the lookout for the chance to meet new people and attend community events. This will help you build trust while gaining referrals and growing your business. These opportunities can range from dog-walking through the neighborhood to going to conferences and conventions.
60. Remain “visible”
Remain “visible” by subtly adding value to homeowners beyond the one-time sale. Team up with other professionals as reciprocal referral sources to provide a helpful resource.
61. Military clients
A segment often overlooked by new agents, military families often have specific needs and concerns. Knowing in advance what these families want and need can help you successfully market to military families that are new to the area.