Eager to increase your leads and closes this year? If you’re a real estate salesperson, agent, or broker, here’s a list of actionable real estate marketing strategies (both online and offline) that you can start doing today. Don’t forget to download or share the PDF version at the end of the article!
Capture more email subscribers on your agent website by giving site visitors an exclusive market report, free ebook or a downloadable gift in exchange.
Stay in touch with your contacts and send at least 1 email newsletter a month to the email addresses you’ve collected. Feature blog posts, upcoming open houses, new homes, industry events and more. Check out Mailchimp which is free to use if you have less than 2,000 subscribers, or Constant Contact which has a 60-day free trial.
Study how drip email marketing works
and try it out. This will help you can nurture your leads and increase repeat visits to your website.
Claim or update your Google Business profile.
Make sure to add your office hours, description, services, logo, team photos and office photos.
Location, location, location! Make sure that the location pin marker of your office on Google Maps is accurate as this is essential to local SEO.
Leverage the Yahoo! Bing Network
by claiming or updating your Bing Places
Enjoy long term visibility
on Google search results by doing real estate SEO
Get more followers on Instagram, Twitter and Facebook by posting unique and helpful content and sparking conversations with commenters.
Take care of your online reputation and get your happy clients to post their reviews on your online profiles. Make sure you have a company profile on Yelp, BBB, Zillow and Trulia.
Earn a high quality backlink to your site by doing guest blogging. Write a guest post for another blog or high-traffic site and make sure a link to your website is contained within the article.
Create a company channel on YouTube and upload your real estate and property videos. Google owns YouTube so use it to increase your visibility in search engines.
Become the local real estate authority in your area and maintain an active blog. Niche blogging is essential for content marketing as you produce content that is unique and valuable to both site visitors and search engines.
Repurpose your articles and create a video version of your blog posts. Add them to your company YouTube channel. Informative and how-to videos have more chances of going viral than advertising type videos.
Analyze your web traffic stats
, site visitor behavior and demographics from Google Analytics
and Google Search Console
. Use this data to make improvements on your agent website.
Take a visual analysis of your site visitors’ behavior by installing a heatmap on your website. Check if your site pages are effective in terms of design and layout.
Publish an online press release to get indexed by online news outlets such as Yahoo News, New York Times and more.
Publish a sponsored post
or create a graphic ad
on your Facebook business page. You can set your target audience based on demographics, job titles, interests, location or income bracket.
Publish monthly market reports on your website. Presenting this is in visual, infographic form will help make it more readable and shareable.
Increase the number of your LinkedIn connections, promote your content and get referral traffic to your website by doing personalized ads and sponsored posts in LinkedIn.
Target different countries if you’re aiming to reach a wider and international market by owning country domain names for your business such as .uk or .ca.
Make your website global friendly. Attract international buyers by adding a language translation selector and currency converter functionality on your website. WordPress has a selection of plugins that you can try.
Consider getting separate websites if you have a large inventory of residential and commercial listings. Commercial real estate will involve a different marketing style and SEO strategy.
Create a 30 to 60-second video for your website’s about page or homepage that introduces the unique qualities of your company and services.
Make sure that your website’s bio pages are well curated. They should be detailed with a mission statement, certifications, career history, philanthropic activities and industry achievements. Include a button that links to your Testimonials page.
Post your updated track record of sold homes and average days on market on your homepage and social media profiles.
Add a virtual tour or a professional property video for your listings.
Make sure there’s an inquiry form on each listing page of your website so users can contact you without clicking away from the page.
Consider getting a single property website for your VIP listing.
Add a custom created video or infographics to accompany your blog post. This will make it more readable and shareable.
Spruce up your neighborhood pages by adding a community tour video and professional photos of the popular spots in your area. You’re not just selling a house, but advertising an entire community.
Curate your listing photos before uploading them to your website. Don’t upload too many photos since it will make your website page to load slower. This applies to the rest of your site since site loading speed affects your SEO.
Use emotional storytelling to make your website content more unique and captivating.
Craft detailed descriptions for each of your listings. This is your chance to capture their attention so make it as appealing and comprehensive as possible.
Tell a story when writing listing descriptions. Don’t just stick to a templated features list! Write about the home or elaborate more on its unique design or amenities.
Identify your top 5 strongest niches and create powerful content around it. Niches can be based on types of clients you want to target (e.g. investors, retirees, newlyweds, military families), types of home architecture or construction style (lofts, colonials, brownstones, high-rise, green homes) or types of recreational activities (lake homes, ski homes, beachfront).
Use local keywords for your content so search engines can display your pages properly when buyers make an online search for homes in your area.
Not what keywords you should pick? Try keyword research tools such as Google Adwords Keyword Planner, SEMRush Keyword Magic or MOZ Keyword Explorer.
Drive immediate traffic to your landing page by doing keyword advertising through Google Adwords.
Encourage previous visitors to come back
to your site by showing them remarketing ads
using Google Adwords and Facebook retargeting.
Create a beautifully designed listing presentation that you can use for your open house and initial meetings.
Maximize your email signature
and add your website link, tagline, mobile number and link to your online reviews form
Consider getting a CRM tool that will help you automate your lead process, get your contacts organized and allow you to do follow ups faster.
Don’t use canned or templated content when responding to emails. Make your message as personalized as possible, offer helpful advice and create a sense of urgency in your email without sounding pushy.
Upgrade your photos and videos with impressive drone shots. A sweeping, aerial video of one of your neighborhoods can be featured in your homepage instead of the usual image banner.
Make sure your domain name contains your name or company name. Don’t use keyword-based domain names since those sound too generic and work against creating a memorable impression of your website.
Add prominent social media sharing buttons either at the header, sidebar or footer of your site.
Invite everyone you know to like or share your social media pages, especially Facebook. This will instantly boost your follower count and increase your exposure outside your first degree connections.
Invite thought leaders from your local area to be a guest author in your blog. Make sure you share this article on all your social media pages.
Send a welcome message to people who have just liked your FB page, followed you on Twitter and Instagram, and those who added you to their LinkedIn connections.
Consider submitting an insightful real estate article on Medium.
This site has lots of readers who are business owners and your article has a high chance of being shared on social.
List your business on local and national directories. Make sure that your NAP (name, address, phone) is consistent across all profiles.
Engage in online conversations and message boards. Choose a forum that you enjoy, start relevant topics, interact with members and offer helpful insights.
Keep the conversation going when sending emails or messages to clients by attaching or linking to new marketing material. Doing this drives them to check out your other listings, services or content.
Encourage past clients to leave reviews
on your Google Reviews
profile and company Facebook page.
Contact past clients who you have a great relationship with and see if they are willing to do a video testimonial for you. Arrange a professional videographer to go to their location to make it hassle-free for them. Upload these videos on your YouTube channel and post them on your website.
Add an interactive map search
feature on your homepage. Get a web designer to do a custom designed map that’s attractive and easy to use.
Publish a branded, downloadable “Home Buying Process” and “Home Selling Process” ebook or whitepaper on your website. This will help visitors who are still in the initial stages of their home search. If they like what they read, they have a high chance of doing business with you.
Build a solid “Communities” section on your site by adding pages that talks about the must-visit places in the area. “Listicles” such as “10 Best Jogging Trails” or “Top 5 Cafes” are good supplementary content that will help you market your area better.
Create seasonal marketing ads and publish them on your social media page. You can also use these images as a homepage image banner or as a Facebook cover photo. Popular seasons for real estate include back-to-school months, spring, summer, new year and Christmas.
Build a small directory of reputable home improvement partners and suppliers. Feature them on your website or blog and ask if they can also do the same for you.
Give an online shout out to your partners and suppliers. For example, if a contractor has just finished building that additional room, you can tag them on your social post showing that the home is now show ready. This increases the chances of them liking or sharing your post, enabling their own followers to see your profile.
Reply to comments on your social media pages and online profiles as promptly as possible. This shows your followers that you are always online and paying attention.
Promote local events on your blog and social pages. This is your chance to add fresh content to your website and show your site visitors that you are truly updated and involved in all things related to your community.
Post photos of you and your team on social media and your blog. Share photos of your company events. If possible, post photos of you and your happy clients, too! Photos like these puts a face behind the company name and instills a sense of trust to your followers and future clients.
Include a premium online press release for your VIP listings as part of your marketing kit for home sellers. You can also do a featured property article on your blog that contains a well-crafted description of the home and a curated set of photos.
Learn how to manage your website so you can easily add new content or update listings on your own.
Offline Real Estate Marketing Strategies
Take time to study your top 10 competitors. What strategies are they doing that’s contributing to their success? Is is something you can replicate or do for your business?
Partner with a professional photographer to take photos of your exclusive listings. Successful property marketing relies heavily on attractive photos, videos and overall presentation.
Get more offline exposure by getting interviewed by a media influencer such as a local TV or radio show.
Have a designer create a professional-looking logo that would best represent your company image. Use this on all your marketing collaterals.
Get a professionally designed business card and personal marketing kit. Make sure your website url is indicated on your card and brochures.
Build your professional network by attending local and national trade shows.
Build strong relationships and host an annual party for your most valued clients, business partners and suppliers.
Consider creating a referral program for your past clients so they will be motivated to refer you to another home buyer.
Sponsor local events, charities, sports teams or fund raising activities. Not only will you be featured in their marketing materials, but you’ll be able to give back to your community as well.
Consider doing niche branding and marketing to help you stand out in a saturated real estate market. Your company tagline should be specific and memorable. As an example, I once saw an ad for an agent that advertises with the tagline “Ghost-free homes.”
Partner with local magazines or newspapers and see if you can earn a spot as a real estate columnist.
Advertise outdoors with the use of billboards. Make it as creative as possible.
Not a fan of billboards? There are other ways to capture the attention of commuters such as bus advertisements and stickers or print ads displayed on partner establishments.
Target city newcomers by getting advertising spots in or near airports, train stations, car rental places and tourist spots.
Consider shooting an ad for your local tv, radio station or even your local movie theater.
Host a free seminar (or even a webinar) for city newcomers or first time homebuyers. Topics such as “ways to finance a home” or “real estate contract 101” will surely interest young couples who are looking to buy their
Go the extra mile and give a closing “care package” for your clients who just bought a home from you. They will surely remember your professional service and sweet gesture and will refer you to friends and family.
Send personalized cards or gifts to clients on milestone dates such as 1 month after move-in and during their first anniversary.
Get swag that is custom-printed with your branding. You can hand these out during open houses, local events or client meetings.
Consider writing personalized letters and thank you notes when contacting prospects. This is definitely a way to get the attention of your contacts and you need all the help you can get to stand out.
Get an ad space on local newspapers, magazines and phone books.
Do some quick research before contacting a lead. Their details are usually captured in their initial email so do a quick Facebook or Google search to view their public profile. This will help you write better email responses and make calls more personalized.
Improve the design, layout and paper quality of your real estate postcards, door hangers and direct mailers.
Try to partner up with local hotels if you have rental properties. See if they can display your brochures and business cards at the lobby or reception counter. They can refer you to visitors who are looking for long term rentals and likewise, you can also refer visiting clients to your partner hotel.
Answer real estate questions that are posted on Quora, a popular Q&A website. There are home buyers looking for advice who post their questions on this site.
Consider hiring a lead generation specialist who can do research for people who is in the market of buying or selling a home.
Consider sponsoring or attending your client’s housewarming party. Your client will be showing their guests around the house and this is a great way for them to introduce you if they have friends who are looking for a new place.
Consider getting a memorable toll free number for your office. Call routing and informational extensions is a must for offices that receive high volume of calls, ensuring that your callers never hear a busy signal. Since you’re always on the go, make sure that you also have a ‘voicemail to email delivery system’ in place.
Maintain a professional image at all times when texting a lead or client by using complete sentences, spelling words properly and sending messages only during reasonable hours of the day.
Update your agent headshot yearly, or every time you make a significant change to your hair or looks. Real estate is a face-to-face business and it’s important that your profile photo looks professional and personable.
And lastly, make continuous learning a priority. This is one of the most important things you need to do if you want to outrun your competitors. Attend online marketing webinars or seminars and educate yourself in the latest digital marketing trends. Don’t be afraid to learn SEO, PPC, social media and content marketing. Familiarizing yourself with these things helps you accomplish most of the strategies listed in this article.