Having an excellent estate agency marketing strategy is the key to attracting as many potential buyers and referrals. Estate Agents want to target as many marketing channels as possible. 92% of buyers use the internet to begin their house hunting quest, highlighting just how important it is for estate agents to have an online presence. Sometimes inspiration can be lacking or you may just not have the time to come up with the ideas yourself. Here are our top 10 estate agent marketing tips that are sure to set you up for success.
By James Sheldon
Having an excellent real estate marketing strategy is the key to attracting as many potential buyers and referrals. Estate Agents want to target as many marketing channels as possible. 92% of buyers use the internet to begin their house hunting quest, highlighting just how important it is for estate agents to have an online presence. Sometimes inspiration can be lacking or you may just not have the time to come up with the ideas yourself. Here are our top 10 estate agent marketing tips that are sure to set you up for success.
This comprehensive guide provides practical tips and expert insights to enhance lead generation, boost brand awareness, and increase acquired listings for estate agents.
In the digital age, having a robust and strategic presence on social media platforms is an invaluable component of any marketing strategy for today’s real estate professionals. With over 4.6 billion active social media users globally, networks like Facebook, Instagram, LinkedIn, and Twitter provide unparalleled opportunities for real estate agents to expand their brand visibility, showcase property listings, nurture leads, and ultimately generate more sales.
This comprehensive guide will delve into essential social media best practices, platform-specific strategies, and practical tips to help real estate agents maximize their social media marketing efforts and results.
The first critical step is developing an overarching social media strategy that aligns with your target audience, brand voice, and core business goals. There are several key elements to consider when crafting your real estate social media strategy:
Identifying Your Ideal Customer Personas Take time to research and define your ideal customer demographics and psychographics. What is their age range, income bracket, geographic location? Are they married or single? What values, interests, and priorities define their personality and home buying motivations? Tailor your social media content accordingly.
Choosing Your Primary Platforms The social media landscape is vast, but trying to maintain active presences on too many networks can spread your efforts thin. Instead, thoughtfully select 2-3 primary platforms where your audience already spends their time socially. Focus on creating stellar content for those channels rather than mediocre content across many sites.
Creating an Editorial Content Calendar Plan your social media content calendar weeks or months in advance to maintain consistent engagement. Schedule blog posts, listings, events, market updates, and other content on specific dates and platforms. Content variety is key for well-rounded engagement.
Leveraging Visual Assets Eye-catching photos, videos, infographics, and graphics will always garner more attention than text-only posts. Invest time into taking great listing photos, shooting video walkthroughs, compiling market data into infographics, and designing custom graphics. Visuals make your content stand out.
Monitoring Performance Indicators Use each platform’s built-in analytics tools to watch how your social content performs over time. Track metrics like follower growth, post reach, engagement rate, link clicks, and conversions. Then refine your approach accordingly to maximize results.
By planning your social media marketing in a strategic, targeted way while presenting a consistent brand experience, real estate professionals can ensure their time invested on social platforms is highly effective for engaging and nurturing prospects.
With 2.9 billion monthly active Facebook users and over 1 billion on Instagram, these two visual platforms present immense opportunities for real estate agents to expand their visibility. Some valuable Facebook and Instagram marketing tactics include:
Promoting Listings Frequently post your new property listings on your Facebook Business Page and Instagram profile using high-quality photos and videos. Share listing details like amenities and neighborhood perks that will entice potential buyers.
Use Stories to give behind-the-scenes looks at your listings, open houses, agency events, and more. Post-property videos and live broadcasts via Stories to create urgency around open houses.
Running Targeted Ads Utilize Facebook and Instagram’s powerful ad targeting tools. Create customized homebuyer audiences based on demographics, interests, behaviors and more. Drive targeted traffic to your website and listings.
Engaging Local Groups Search for and join hyperlocal Groups like neighborhood associations and “…Buy/Sell/Trade” Groups to connect with residents. Provide helpful insights and value to build community rapport.
Publish market statistics, real estate news, DIY tips, and other educational content to establish your expertise. Include relevant location tags and hashtags to extend reach to people searching those terms.
Partnering with Local Businesses Collaborate with complementary local businesses like lenders, agents, decorators through cross-promotions, events, giveaways and other partnerships. Broaden reach.
Given the vast user bases and highly visual, interactive nature of Facebook and Instagram, they are ideal networks for real estate agents to showcase listings, demonstrate knowledge, and nurture meaningful lead relationships over time.
While less visually focused than other social sites, Twitter offers real estate professionals a unique set of marketing opportunities thanks to its 80 million+ U.S. users and status as a “real-time” news and conversation platform. Helpful Twitter marketing tactics include:
Live-Tweeting Open Houses Send live Twitter updates before, during, and after open houses and other in-person events. Share photos, details, and impressions in real-time. Use relevant hashtags.
Embedding Media Embed visual media like property videos, virtual tours, and drone footage directly into Tweets where followers can watch them instantly.
Commenting on Local News Stay on top of local real estate news and trends. Comment your insights and analysis to position yourself as a knowledgable thought leader.
Post fun, engaging polls asking about real estate topics like ideal home features or market predictions. This attracts interactions with followers.
Share quick real estate tips, market statistics, and words of advice from your own experience. Provide value while highlighting your expertise.
Regularly like, share, retweet, and reply to other local businesses, partners, and influencers. Become a recognized community member.
While Twitter requires more real-time effort than other networks, its widespread use and instant nature make it a valuable channel for real estate professionals to demonstrate expertise, promote listings, and build local connections.
With over 560 million members, LinkedIn is a pivotal platform for real estate marketers thanks to its large professional audience aligned with property buying needs. Impactful LinkedIn marketing approaches include:
Publishing Long-Form Articles Share in-depth, well-researched articles focused on location-specific real estate insights, trends, tips, and more. Position yourself as a thought leader.
Creating Video Introductions Record short introductory videos to showcase your personality, experience, values and expertise to connections and profile visitors.
Joining Industry Niche Groups Search for active niche Groups related to real estate investing, property management, home financing, and more. Provide value by answering member questions.
Running Sponsored Campaigns Invest in Sponsored Content and Sponsored InMail campaigns targeting professionals in your location, price range, job function, and interests. Increase visibility.
Partnering with Influencers Build relationships with prominent real estate figures by contributing guest articles to their profiles or collaborating on content.
Interacting with Past Clients Proactively like and comment on current clients’ LinkedIn activity. Congratulate them on milestones. This can generate referrals.
Thanks to LinkedIn’s professional audience and focus on informative content, it’s an impactful network for real estate agents to establish credibility as experts, nurture relationships, and convert leads.
Ensuring your social media profiles fully align with your brand and include key contact information optimizes the experience for prospects who visit them. Be sure your profiles:
Feature a Professional Profile & Cover Photo Refresh profile imagery regularly with photos or videos showcasing your brand, team, listings, or local area.
Summarize your services, specialty, passion, and value proposition. Include a call to action and contact info. Show personality.
Link to Your Website & Listings Add clickable links directing visitors to explore your website, current listings, and other social profiles you manage. Make navigating easy.
Prominently share your phone number, email address, and office location so prospects can conveniently get in touch.
Enable Messaging Activate messaging options like WhatsApp or Facebook Messenger so interested prospects can instantly send questions or listing inquiries.
Collect Reviews and Testimonials Enable and proactively request reviews on your profiles. Feature testimonials prominently. Social proof builds trust.
Fully optimizing your social media profiles allows real estate professionals to present the best version of their brand online while seamlessly guiding prospects closer to a conversion.
Consistently monitoring performance metrics and social media analytics is crucial for optimizing your efforts. Key data to analyze includes:
Follower Growth Are your social media followings expanding at a healthy rate over time? This signals brand awareness.
Content Reach and Engagement Rates How many users are being reached by your posts? How often do they interact? Higher is better.
Link Clicks Are social referrals driving increased website traffic? Click-through rates show content quality.
Conversions and Sales Can any new prospects and clients be tracked back to social referrals? Measures ROI.
Return on Paid Advertising Spend For any paid campaigns, compare spending to tangible results generated. Tweak as needed.
Regularly analyzing these metrics across each platform will reveal what content and tactics perform best. You can then refine your strategy to maximize results.
Something you need to be doing as part of your estate agent marketing strategy is analysing the competition! By seeing what they’re doing and how they’re performing online, it’ll help you form a successful marketing plan. It’s always a good idea to know what other real estate agents are doing with the listings in your local area. What do their websites look like? What are they doing on social media?
Email marketing is a great way for estate agents to reach their target market. It’s an effective estate agent marketing tool that is now more dominant than ever before. Not only does it help you to save time and money, but it’s a fantastic way for you to generate leads and drive traffic to your website.
Email marketing remains one of the most effective digital channels for real estate professionals to nurture leads, stay top of mind, promote listings, and drive conversions. When executed strategically, email campaigns allow agents to build meaningful relationships with past clients and new prospects over time.
There are several best practices to follow when developing email campaigns as part of your real estate marketing strategy:
First, focus efforts on capturing email subscribers to build your audience database. Offer a signup incentive on your website, promote your newsletter on social media, and request emails at in-person events. Tag and organize new contacts by attributes like location and buying timeline so you can personalize content.
Once you have subscriber data, segment your list based on attributes like buyer type, price range, locations of interest, past client vs new prospect, and so on. Different segments will have different needs and motivations, so targeted content is crucial. Avoid a one-size-fits-all blanket approach.
Study your audience segments and develop content that provides real value for each, whether it be market updates, neighborhood guides, new listing alerts, home selling tips, or local event announcements. Personalization shows subscribers you understand their needs and saves them time.
Email creative assets like images, graphics, videos and GIFs boost engagement. Create visual content aligned with your brand image. Feature beautiful listing photos, infographics on local data, agent headshots, drone videos, virtual staging visuals, and more to catch attention.
Subject lines convince recipients to open instead of ignoring emails. Use emotional triggers like exclusivity, curiosity, or urgency. Test different options and headlines. Leverage data to refine your subject lines over time for each audience segment.
Marketers can save tremendous time by utilizing automation tools to schedule campaigns, segment lists, personalize content, and trigger sequences based on user behaviors. Workflows nurture contacts through your sales funnel.
Track email analytics to understand your audience. Look at open rates, click rates, time of day performance, links clicked, and conversions driven. Refine campaigns by doubling down on tactics that perform best.
By taking a strategic, targeted approach to developing email campaigns centered around providing value to different audience segments, real estate professionals can drive meaningful engagement and conversions over time. High-quality visual assets and compelling subject lines coupled with automation and performance tracking optimize efforts. Impactful email marketing ultimately supports growing your client base.
A real estate website – and a professional one at that – is key to online success. 99% of your potential target market is online, with all of them looking at your website at some stage during the cycle. An estate agency website should attract lots of users and convert them into potential clients! If your current website isn’t doing this, then it may be time to revamp your look. And don’t forget that it needs to be mobile friendly, offer a great user experience and be full of well-written content – these three things work hand in hand when it comes to having your website found online.
If you are interested in a Estate Agent Website Templates, why not take advantage of our ‘mock-up’ opportunity. We take all of your branding and colours to present you with a new AgentPlus website that displays exactly what your new website could look like. In essence, you can try it before you buy it!
An important part of estate agent marketing is SEO, you won’t succeed online if you don’t write creative and original content. What users read on your website needs to be not just well-written and grammatically correct but also engaging and something that provides them with answers. It’s all about creating irresistible content that’s designed to capture leads and interest your audience. The more of this you can get on your website, the better!
Some tips for real estate professionals to craft more compelling marketing materials include:
Survey your competitors’ materials like yard signs, direct mailers, brochures, social media graphics, and more. Note commonalities, overused phrases, and opportunities to differentiate your materials.
Hold brainstorm sessions to spark ideas for creative themes, titles, slogans, or designs. Involve team members with different perspectives. Infuse materials with your personality.
Invest in professional photography for marketing materials. Dramatic drone shots and 3D scans for virtual tours make listings shine. Creative compositions add flair.
Featuring recognizable local community landmarks and hangouts helps prospects visualize themselves living in the neighborhood. Showcase the area’s charm.
Adding hand-drawn accents, fonts, or illustrations gives a personal, humanized feel compared to generic corporate designs. Sketch designs yourself or outsource to a pro.
Don’t rely solely on stock imagery. Creating your own branded graphics, animations, and info charts tailored to your listings helps you stand out while being helpful.
Move beyond basic specs and highlight unique architecture, rare finds, special features, famous previous owners, upcoming local developments, and other exclusive listing details.
Infusing your real estate marketing materials with creative concepts, great photography, local flair, high-quality video, great graphics, and insider selling points allows you to showcase listings from a perspective competitors can’t replicate. Thoughtful personalization makes materials memorable. Home buyers crave creativity and originality from real estate pros marketing coveted properties. Bring your brand persona into materials to make them shine.
Videos are a great form of estate agent marketing, especially when utilised correctly. It’s an interactive form of content that allows you to reach new heights, increase conversions and boost ROI. Videos are exciting as it means that your audience can watch and listen rather than sit and read, providing you with more opportunity to explain everything in more detail without overcomplicating it. From virtual tours to animations, there are lots of things you can do with video content. We highly recommend looking for video testimonials which are excellent to build trust.
High-quality video tours, neighborhood overviews, testimonials, and compilation reels positioned for social media make your marketing shine. Add music for energy.
YouTube has over 2 billion monthly logged-in users while TikTok surpassed 1 billion monthly active users in 2021. Incorporating video marketing across these platforms can significantly bolster a real estate agent’s social media strategy. Helpful tactics include:
Creating Property Video Tours Professionally film first-person video walkthroughs and virtual open houses for your listings. These bring properties to life remotely on YouTube.
Go Live on YouTube during open houses to increase viewing flexibility and interactions through real-time chat comments from followers.
Posting Educational Short-Form Videos Produce fun, engaging quick videos on TikTok educating viewers on topics like listing tips, market trends, agent Q&As, and more.
Sharing Behind-the-Scenes Content Let viewers behind the curtain by showcasing your agency team, day-to-day operations, branding, and work culture through vlogs and shorts.
Cross-Promoting with Local Businesses Partner with other reputable local businesses by being featured in or sharing each other’s videos. Co-marketing expands reach.
Driving Viewers to Your Other Profiles Promote your website, listings, and other social profiles by linking to them or including overlays in your videos. Traffic and engagement lifts across channels.
Both YouTube and TikTok offer stellar built-in analytics to gauge audience interests and fine-tune your approach over time. Creative video content keeps followers engaged while expanding reach when shared across platforms.
If you’re not already present on Google My Business, why aren’t you? It’s ideal for improving your online visibility and getting your estate agency found online. Having an account set up makes it easy for users to find you in search and map results. 92% of home buyers will start their search online, so a strong online presence is essential. Google My Business enables you to display your estate agency’s details in one place as well as gain trustworthy reviews.
This comprehensive guide will explore key optimization tactics and best practices for real estate agents to maximize the impact of their GMB profiles.
The first step is ensuring your core business information is filled out completely and accurately. Google’s algorithm cross-references details like your business name, full address, and phone number against other directory listings to confirm legitimacy.
Be sure to use your actual registered business name consistently across all platforms. List your full street address including suite numbers or floor where applicable. Input your primary business phone number that routes to your or your team. Inconsistencies can negatively impact rankings.
Categorizing your business appropriately is imperative so you appear for relevant searches. For real estate agents, select “Real Estate Agency” as your primary category. Then include related sub-categories like “Real Estate Agent” and “Real Estate Consultant.”
Avoid overly broad categories like “Local Services” as this dilutes your focus. The tighter your categories, the better chance you have of ranking for searches specifically seeking real estate expertise.
Since real estate agents service clients across a region not just near their office, selecting “Service Area Business” appropriately widens your reach. Input any neighborhoods, cities, counties, or zip codes you serve beyond your physical location.
This allows you to appear in results when users search for real estate professionals in those wider geographies. Only include regions you actively want to work in.
Your business description field presents a key opportunity to incorporate relevant keywords and details that help searches find you.
Naturally mention serving buyers and sellers plus your specialty like residential real estate, rentals, luxury, etc. Reference cities and neighborhoods you operate in.
Keep your description concise, compelling and focused on search visibility. The limit is 750 characters so make every word count.
One of the most valuable features of GMB for real estate agents is the ability to create posts showcasing active property listings. Develop beautiful listings posts with eye-catching photos, key details like bedrooms and bathrooms, neighborhood highlights, and calls-to-action to view more or schedule a tour.
Post these regularly to attract buyers already searching Google for homes in your area. Comments also allow engagement.
The more visual content you can add to your GMB profile the better. Populate your image gallery with high-quality photos of your listings, team, office spaces, company events, past clients, and more.
Videos bring additional dimensionality. Upload video walkthroughs, testimonials, listing highlight reels, and other content that showcases your brand personality and real estate expertise.
Reviews and testimonials serve as social proof to establish trust and credibility with home searchers on Google. Install review plugins on your website and proactively request feedback from satisfied buyers and sellers.
Respond professionally to any negative reviews. Showcase your raving fans! Testimonials also reinforce your great service.
Take advantage of the detailed analytics within your GMB dashboard. Review metrics like search impressions, calls, requests for directions, website clicks, and new reviews.
This equips you to better understand your searcher audience, refine listing details if needed, identify peak performing posts, and double down on tactics working well. Consistent optimization over time will maximize your visibility and lead conversion.
Now, this is something a little different! If you’re comfortable and confident, hosting your very own webinar is an ideal way to generate some attention for your estate agency. You could run a session on the latest properties in your area, what to look out for when buying a home or a general Q&A with your audience. If you film and record this then the content can then be repurposed as separate videos which can then be shared on social media.
What was once an effective form of estate agent marketing before the rise of the world wide web is coming back into fashion. Direct mail is a great way to reach your audience, grab their attention and connect with them on a personal level. It can be combined with your digital marketing efforts as a way to build a relationship and trust with your audience.
Building a strong backlink profile for your estate agency website is a key part of SEO. The importance of high-quality backlinks from relevant and authoritative sources is higher than ever. And as real estate is one of the most competitive industries online, you have to do everything you can to jump above the competition. Backlinks are an important signal for search engines. Increasing the number of external links pointing to your website has the potential to significantly boost your rankings. Just make sure you anchor them with the relevant keyword!
Do you dream of becoming a successful estate agency? Are you struggling to overcome the struggles associated with the online world? If you’re ready to take your estate agency to the next level but are stuck in your ways, these insanely successful estate agent marketing ideas will help your business grow in ways you never knew possible. When it comes to estate agent marketing, Property Webmasters know what they’re talking about. Backed by a wealth of industry experience, we are experts in the world of property marketing. If your estate agency needs help with marketing, be sure to get in contact with our team. We’re more than happy to discuss your current marketing efforts and talk about areas for improvement! For more help and advice with estate agent marketing, take a look at our free property marketing guides!
By Ben Spowart
By Ben Spowart
By James Sheldon