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The ultimate guide to real estate marketing

When it comes to the real estate industry, many agents will tell you that it is as much about selling yourself and your expertise, as it is about selling properties.

As with any profession, in order to ensure that you are the first agent a seller or buyer dials, it’s essential to market yourself in the best light possible. And while strategies are continually evolving – particularly from a digital standpoint – there are plenty of tried and true methods to put your best foot forward when it comes to real estate marketing.

Table of Contents: The ultimate guide to real estate marketing

Why real estate marketing is important

It goes without saying, there is plenty of competition when it comes to real estate, so you need to ensure both buyers and sellers are able to not only find you but also trust you as their agent. While customers used to rely on newspapers or open houses, these days, it seems there are limitless ways to connect with customers.

This is a trend that has been steadily growing according to Realty Austin’s Marketing Manager, Kara Jones:

We’ve noticed a huge growth in our agent’s online and social media presence. It really makes the clients feel confident that they are with the best agents in Austin.

A report by Properties Online also explains that ‘the Internet has become an essential and indispensable tool in the home search process with nearly 95 percent of home buyers using it to search for homes, and 54 percent of buyers stating that the use of the Internet was the first step taken during the home buying process.’ This shows that real estate marketing is an essential step in business growth.

How to build your real estate marketing efforts

Before you begin to actively promote your real estate business, it’s worth ensuring that you have your marketing toolkit ready. Setting up the basics means that customers can easily identify, relate to your brand and find you.

Build your brand basics

Photo by RODNAE Productions from Pexels

Your brand is your business, so it’s essential to get it right as you build your marketing plan. It’s how your customers will recognize you and how you’ll start to build trust at a quick glance. If you work for yourself and not an agency, the first step is a logo, which will also inform your brand palette and brand kit. If you work for an agency, it’s important that everything you do ties in with the brand authority they’ve built.

From here, it’s important to decide and have access to your logos, colors, and fonts to easily apply across any design. Next, you can add to all your print, digital and social media content.

Build an image library

In real estate, beautiful visuals are everything. Fortunately, even with a limited budget or product, you can still build up a suite of images to use whenever you need. In addition to the properties to represent, it helps to have lifestyle shots you can use. You can also find stock libraries with high-quality images, graphics, and even videos to use for all of your marketing plans.

Set up your online profile

Couple in Real Estate Agency

Now that you’ve created your brand basics and have a curated suite of images, you’ll need to set up a free Business Profile. This lets you easily connect with customers across Google Search and Maps, plus customers can know when you’re available, they can read reviews, and see the images you select to best represent your business. You can also:

  • Promote your business with photos and posts
  • Track business analytics to understand your customers
  • Respond to customer reviews

Utilize local apps

Bright Red and Blue Real Estate Agent Youtube Intro. Use this template.

Your website is great when people come to you but to be discoverable, you need to go to the people. That’s where local apps can help. As local apps are localized, there isn’t a one-size-fits-all solution. Instead, it’s a matter of researching the most commonly used websites or apps for listings in your area. Most platforms have a ‘Find an agent’ option, so if you want to be one of the names that appear, you’ll need to set up your profile on that platform. As each platform is different, simply follow the platform instructions to set yourself up.

How to market your real estate business

Now that you’re set-up, you’re ready to move ahead into the marketing stage. There are plenty of ways to build your presence via online and print channels — depending on how much time or budget you have. Below are a few ideas to get you started:

Business cards

Working in real estate means that you are always meeting with new people. This means new business opportunities — making a real estate business card essential. Not only does it tell people how to contact you, but it also has longevity keeping you front-of-mind when customers are ready to engage your services. When creating your business card, it’s important to keep it minimal and see how you can easily incorporate your logo, chosen color palettes and fonts.

Social media

Social media is a great way to market any business, as it’s used by many potential clients. However, social media is especially relevant for the real estate industry. In the Ebook, 6 real estate marketing trends that hold the key to success, a key trend found that all top real estate agents use is social media.

“Whether they work for a franchise or for themselves, to stay competitive, the top real estate agents are adopting a more entrepreneurial mindset, quickly becoming influencers and authorities in their own right.”

Not only is social media an effective way to grow the awareness of the service you offer, it’s also an effective way to educate existing and potential clients, but also show them that you are a local authority figure and industry expert.

Social media content ideas

  • Provide advice with Instagram Stories or Instagram Reels
  • Create infographics or content that demonstrates your expertise
  • Interview people within the local neighborhood
  • Advertise new homes or commercial spaces that you are selling
  • Grow your following with giveaways and competitions by partnering with local vendors

Online video

According to Properties Online, 56% of buyers deemed video very useful in their search, while 73% of homeowners say they’re more likely to list with a realtor offering to do a video. The good news is video is affordable, especially with easy-to-create video templates.

With the growth of video, you can use the power of visual communication to create videos for:

  • Property listings
  • Explainer videos on how to buy or sell
  • Professional advice
  • Community videos about your local area

Social media means that you can invest in both high-quality content, but also create an authentic, behind-the-scenes look using the power of Instagram and Facebook with live syndications, stories and reels. There are plenty of places to host video as well, including on your website, on a YouTube channel, on social or even in emails. And even when on the go, Insivia claims mobile video consumption rises 100% each year.

Email Newsletters

Newsletters are not a new marketing tactic, but one that many marketers and businesses use. As you build your client list and send updates, consider a mix of information that could include listings, neighborhood news, or expert knowledge about buying or selling homes.

Email newsletter tip: Even if you have lots of information to share, keep the number of words in the email to a minimum with clickable links if they want to know more. And keep the amount of emails brief too – start with a quarterly newsletter and see how people respond.

Flyers and brochures

Yes, the traditional methods of real estate marketing are still widely used within the real estate industry. And it’s easy to create professional flyers or brochures on the go. These can be placed around your area, in stores, or even in local newspapers. Or, even a letterbox drop.

Customer reviews

Authentic customer reviews are great for business, and they’re easy to get, as long as you actively ask for them. Business reviews appear next to your listing in Maps and Search, helping your business stand out on Google. You can request reviews from customers through a short URL that’s specific to your business.

Real estate marketing tips and tricks

Finally, here are a few extra tips and tricks to further enhance your marketing strategy.

  • Ensure your mobile is mobile-friendly. While viewing homes or researching neighborhoods, most people are on their phones.
  • Know your community. Get involved in your local community as word of mouth is powerful and something money can’t buy.
  • Partner with local businesses. Build relationships with other local business owners or consider sponsoring local teams.

To learn more about growing your franchise and building a lasting franchise brand, download Canva's free Ebook, Harness the future of real estate today.

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