Top 15 Real Estate Marketing Ideas from Top Producers In the Industry
Any real estate professional will agree that the competition for buyers has never been this tough. Despite the trying times, the industry has experienced in the past decade, the number of realtors competing for customers has increased exponentially. From the lows of 2012 (990,000 registered members), the National Association of Realtors has grown by a whopping 38% ( currently 1,360,000 registered members). It has also surpassed its 2006 highs of 1,357,000 registered members.
The clients have also evolved. While realtors are still a critical part of the home buying process, buyers are looking to be more involved. They actively set out to gather all the information they can get on the available choices. Once they believe they have enough information, they then reach out to a realtor. The online sphere has become a vital component of the home buyer’s journey.
As a realtor, you should be actively educating and guiding your potential clients through the various stages of the buying process. If you aren’t, then you need to wake up and smell the coffee. Realtor marketing is a must-do for every real estate agent out there who wants to remain relevant in the industry.
Whether you are an experienced real estate agent or a newbie looking to bring in the first set of clients, here are fifteen real estate marketing ideas from some of the top producers in the industry.
#1. Build an Awesome Real Estate Website
Building a website probably sounds like one of the bright, real estate marketing ideas to implement. But most realtors don’t have one. Did you know that over 90% of home buyers start the search for their dream homes online? The same applies to those who plan to sell their homes – they go online to look for reputable realtors that can help them sell their house.
Before most prospects reach out to you, they will have searched the internet looking for the property or home that suits their requirements and taste. Building an easy to navigate website – with emphasis on the phrase “easy to navigate” – increases your chance of generating leads. It’s how you can catch potential home buyers who are ready to purchase a home.
Your website needs to present value-rich content to your prospective clients. That means it should offer:
Updated MLS listing search
Professionally taken images
Clear descriptions of convenient amenities
Home Evaluation tools
You can go a step further and install tools that are not only helpful but set your website apart. Tools such as a mortgage calculator or virtual tours of the houses on your listings can be a game-changer. It is crucial to ensure your site is mobile-friendly. Most prospects visit your website from their mobile devices.
Lastly, you can consider building a web app and linking it to your website. Potential clients can use it to view and engage with your listings. Using the app, they can see all the information needed to make a decision. These web apps help you gamify the viewing process. This drives more engagement with your prospects and positions you as a tech-savvy realtor.
#2. Set up Your Social Media Channels
Social media channels are great tools when used correctly. They provide an instant connection with current and potential clients, and your peers.
Firstly, set up your accounts on the big and most-used networks – Facebook, Twitter, Instagram, and Pinterest. You then need to provide quality content about your listings, industry, and the neighborhoods.
Providing quality content helps you build a reputation among your clients and peers as an expert. With expert status, it is much easier to attract the right kind of prospects. Before sharing any post on your channels, consider whether or not your followers and prospects will find it useful. Using this heuristic to guide every post you share keeps your readers engaged. It also means that they are always looking out for the next piece of useful information you share about your industry.
It is also an excellent channel for you to network with your peers or current and past clients. These increase the opportunity of getting referrals and new business. You can also link your website to your social channels, allowing prospects to quickly visit your site.
#3. Take Advantage of Adwords
After your website, setting up a Google Adwords strategy is a no-brainer. It is the next step you should take to increase your chances of snapping up clients on the fly.
Unfortunately, many frauds are running pay per click campaigns (PPC) for real estate professionals. This can make it is easy to believe that PPC doesn’t work.
The truth is, the ability to target specific locations or neighborhoods is one of Adwords greatest advantages. You can start generating leads within the first 24 hours of launching your campaign. Besides generating leads for your business, it also helps build awareness for your real estate brand. Increased awareness boosts your chances of generating quality leads with your real estate marketing strategy.
However, it is essential to say that with Adwords, you need to invest time and money to get it right. The good thing about pay-per-click campaigns is that you only pay for what you get. If your ad campaign gets only a few clicks, then you won’t need to spend much on the campaign.
An essential part of getting this right is your keyword research. Using the relevant keywords enables you to target the right audience. This increases your chances of success.
One other important aspect of Adwords for your real estate advertising ideas is the ability to measure various metrics of your campaign. You can measure site traffic, click-through rates, and conversions. You can also measure the number of impressions you get during the campaign and your customer acquisition cost.
#4. Using Real Estate Search Engine Optimization (SEO)
Most business owners don’t know the power of search engine optimization (SEO). It is worse within the real estate industry. Every realtor needs to understand that inbound website traffic is the most affordable source of leads for their business.
SEO is the process of increasing the visibility of your website on search engines. With SEO, your website appears higher on the results page when prospects search for a term or keyword. Getting this right increases the number of opportunities that come across your site. It is the most cost-effective way to generate awareness for your brand and real estate listings.
There are various white hat techniques practiced by SEO professionals and marketing companies. “White hat” means these techniques are approved by Google. While some “experts” promote black hat techniques, you would be better off sticking to the white hat techniques. Using black hat SEO techniques could result in penalties that restrict the traffic to your pages. In extreme cases, your website might be banned.
High rankings on the search results help you generate more inbound traffic to your real estate website. In some estimates, as much as 71% of all internet traffic gets captured on the first page of the results. For any real estate marketing, it is important to get the SEO done right. Most internet users don’t go beyond the first three to ten options on the search engine page results. To make matters worse, the majority of them don’t go to the second-page results. If your page shows up on the second-page search results, that’s a sure sign that you need to optimize your SEO.
Traffic generated using SEO is usually the best both in terms of the return on investment (ROI) and the quality of the leads. Leads gotten via SEO are often buyers who are actively looking to make a purchase. Depending on your keyword strategy, you can also generate leads of prospects who are comparing options before they make a final decision.
#5. Create Real Estate Videos
In a world inundated by text, video marketing is a refreshing change for your prospects and peers. In recent times, YouTube has become the second biggest search engine. It’s not surprising from a marketing perspective. Home buying prospects now seek out more succinct and engaging marketing messages.
The advent of the internet and smartphones means any marketer or company can take advantage of the versatility of videos. They are easily digestible, entertaining, and provide huge returns on your marketing investment. And you can deliver them to your clients through their favorite media channels.
You can create different kinds of videos as a realtor. Videos such as explainer videos, house reviews, or interviews are useful to your prospects.
- Explainer videos help you simplify any thorny issues or terms that your prospects are struggling to understand. They are helpful during the stage when the customer is still researching what options fit his or her requirements or needs.
- House reviews or demonstrations are in-depth videos that explain in detail everything the prospect needs to know about a particular listing. They are useful for making comparisons during the consideration phase.
- Interviews are a great way to not only build expertise but also position your website and social channels as a touchpoint for credible information.
You can also use the “LIVE” video option on Facebook, Instagram and, LinkedIn to engage with their prospects in real-time. That way, you can solve any problems or questions they might have on the spot.
These various video formats ensure to keep your prospects engaged. They also increase your chances of generating quality leads and building brand awareness.
When recording or creating videos for your prospects, the videos don’t always have to be top-quality. Top-quality videos are great if you can afford them. However, you can use an iPhone and most video editing tools online to whip up an okay-looking video within a few hours. If your budget allows you to get a professional videographer, go for it. But don’t let it be a stumbling block to getting your video content out to prospects.
#6. Ask for Referrals
In most industries, referrals are the unspoken lifeblood of the business. The real estate market is no different. Word-of-mouth is still the most trusted marketing message. A referral is – at the minimum – a recommendation by a client or peer. It means that you can be trusted to deliver on your promises. Most leads gotten through referrals are much easier to close.
Referrals provide you with a significant reduction in customer acquisition costs and an increase in satisfied prospects. It is also a much easier path to building trust with your prospects.
With the vast amounts of money involved in the average real estate transaction, trust is a valuable currency. When a prospect is introduced by someone they trust or are comfortable with, it is much easier for them to trust you and what you have to offer.
To encourage this sort of behavior, you should provide incentives to your loyal customers. Get them talking about your business and its benefits. Designing and implementing a referral program for your business gets your customers to do most of the marketing you need to hit your revenue goals for the year.
Besides the reduction in your marketing spends, word-of-mouth referrals also create a network of interconnected loyal customers. Through the incentivized referrals that come through the system, you are guaranteed a continuous supply of leads for your real estate business.
#7. Run a Re-targeting Campaign
Do you ever wonder how those ads follow you around, no matter what site you visit? The strategy of serving your ads no matter where you go is called re-targeting or re-marketing.
Re-targeting is a tech-savvy method of increasing your brand exposure. It targets prospects who have visited your website or clicked on any of your social media posts or ads.
The technology works by taking advantage of cookies and innovations in automated tracking technology. A re-targeting campaign tracks and serves your ads to a prospect no matter where they go after leaving your site. The ads must always be relevant to the post the client clicked while on your site or social media platform.
It is understandable if specific prospects feel uneasy that your ads seem to be following them everywhere. To reduce the chances of that happening, you should probably reduce the display frequency of your ads.
It is also wise to focus your re-targeting efforts on one platform. This minimizes cost and the chances of your ads cannibalizing themselves. This doesn’t mean you can’t run a re-marketing campaign across multiple platforms. You only need to optimize your campaigns for frequency. That way, your prospect doesn’t view the same ad one too many times across the various platforms.
Proper segmenting increases your chances of success with a re-marketing campaign. You can segment your database using contextual, demographic, and geographic criteria. Proper segmentation increases the return on investment on your marketing spend. It is also a more cost-effective way to approach re-targeting.
#8. Run Email Marketing Campaigns
Email is one of the most cost-effective channels for any real estate marketing campaign. Recent studies put it among the top three digital marketing channels in terms of performance and effectiveness.
You can take advantage of email through either launching a weekly or daily newsletter. You can also create automated email campaigns targeted at new subscribers or a dead email list.
Email campaigns are easy to set up and run. Every email campaign is built around four major components:
- First, you collect email addresses (usually done on your website).
- You then design the email campaign.
- It’s time to distribute. Deliver the emails to your subscribers.
- Lastly, you need to manage your lists and campaigns.
When done well, email marketing is one of the best ways to build new client relationships, inform your prospects of new listings, and provide industry updates.
It is low cost, easy to measure for performance, and an excellent channel to reach a global audience. You are also assured of an already engaged audience. Everyone on your email list has asked or permitted you to send them emails while signing up for your newsletter.
#9. Ask for Testimonials from Past Clients
Testimonials work like referrals. They instantly present you as a trustworthy company. Once you conclude a transaction with a client, make it a point to always ask for feedback on services provided and a testimonial.
This is especially if the feedback the client gave indicates a high level of satisfaction. If possible, it should be an embedded process that happens while dealing with potential home buyers. That way, you never miss out on collecting this critical piece of information.
Showcasing these testimonials with a photo can provide tremendous comfort to prospects who are engaging with you for the first time. You should place them at strategic points on your website. For example, consider constructing a focus page or section of testimonials. Potential customers can visit and peruse these when they land on your website. You can also share them on your social networks as well.
#10. Host an Open House
An open house is a cost-effective way to set yourself apart and engage directly with your prospects. You also provide clients with the opportunity to physically inspect and experience the house.
Nothing beats being able to check the home in real-time. Due to the social atmosphere, buyers are also in a more relaxed mode. This makes it much easier for clients to bring out their wallets.
It also allows you compress individual home showings into one well-orchestrated viewing for several buyers. A healthy crowd also helps increase the chances of selling the house. Potential buyers feel they have to act fast before someone else snaps up the house.
#11. Partner with Local Businesses
Partnering with local businesses is a great way to drive awareness for your listings. It also increases the level of engagement and excitement your prospects experience while at your open house events.
Local businesses can include clothing boutiques, home decor shops, and coffee shops. These can all add flavor to your open house event by setting up pop-up stores in different areas in the house.
These pop-up stores help drive traffic to the various parts of the house for sale, especially if they are providing juicy discounts to the home buyers. Implementing a strategy such as this doesn’t only increase the awareness of your event. It also acts as a useful advertising touchpoint for your listings. The open house event also ends up looking more relaxed and less like a home sales event.
If you pull this off, don’t be surprised if prospects come in and mistake your open house event for a social gathering. Ensure you put cues that indicate this is the event of a sale if the open house is beginning to look like a social party.
#12. Launch a Blog
A website and blog are two different channels for reaching your prospects. A properly optimized blog is excellent for SEO. It is also an opportunity to build thought leadership within the real estate marketing industry. A combination of emotional storytelling and irresistible photography will keep your prospects coming back to consume the content on your blog.
Besides thought leadership, you can also build expertise within a community by creating local community pages. These pages can act as resources or a knowledge database for anyone looking to buy a house within that particular community.
While it might seem trivial, most home buyers want an area where they can feel at home and peace. The tiniest bit of information might be all they need to conclude the deal. Not only that, but buyers will always choose a realtor that displays a comprehensive understanding of the community or area they are considering to purchase a home. Sellers are no different too, and your community page gives you that sort of credibility.
Visitors to your blog should also be able to quickly navigate to relevant sections of the main website from your blog. Your blog should also link to any other piece of content (video, text, or info-graphics) you have created on other sites. Linking all these pieces of content back to your website builds your site’s credibility with Google, increasing your chance of climbing up the search engine results page.
#13. Host Webinars and Seminars for Potential Home Buyers
Webinars and seminars are the same things. The only difference is that seminars are delivered physically while the webinar occurs online.
To start, pick some of the burning topics that bother most potential home buyers. Package it into a powerful lecture that you can deliver online or offline. A good example would be an essential guide on how to spot fraudulent realtors and listings.
Creating this lecture will need some investment in terms of time and energy. However, the leads and brand awareness you can generate during a seminar or webinar are worth every minute spent preparing your notes.
In recent times, most realtors are beginning to prefer webinars. This is due to the infinite ability to scale their reach and the fact that you can reuse it many times over as long as the content is relevant to the audience.
Once you have recorded and delivered the first webinar, the smart thing to do is automate the process of collecting the emails of prospects. You then schedule those viewers who have signed up for the webinar using a calendar application. Finally, they watch the video or audio recording at the scheduled time. You can also re-purpose your notes for other marketing channels or platforms. They can be used as a podcast topic, a blog post, an info-graphic, or a YouTube video.
#14. Run Social Ads
The big social networks are not just an opportunity to build expertise or network through social posts and content creation. These social media networks also provide you with the opportunity to run highly-targeted campaigns. However, due to algorithmic changes, it is becoming harder to depend on organic content to reach your target audience with your social posts.
To mitigate this effect, you might need to consider running specialized marketing campaigns based on the behavior or profile of your potential clients. Facebook and Instagram have some of the most advanced social media marketing platforms at the moment.
You have no excuse not actively engaging your target audience using this channel. It is essential to either use a professional when setting it up or learn it properly. Running social ads without adequately setting it up could cost you hard-earned cash. It could also mean you generate low-quality leads. This will waste the time of your inside sales team who work on closing the leads generated from your social campaigns.
#15. Consider Local Sponsorships
Depending on your marketing budget, you can consider sponsoring local sports teams, festivals, or school events. Executing this real estate advertising idea offers your realtor business the chance to appear on every paraphernalia produced for the game or festival. These include t-shirts, flyers, brochures, flagpoles, the media wall, and any other item the organizers are using for the event.
It also offers your brand an opportunity to embed itself in the local culture without looking out of place. While it can be expensive, it is worth every penny. It is a great way to stand above the pack if the real estate market is fragmented. It’s also helpful for prospective clients if members of the community are finding it challenging to tell realtors apart.
These fifteen real estate advertising ideas are a great way to wow and attract potential clients. They will give you a head-start over your competitors. However, you need to implement each of them correctly. If you aren’t sure of how to start, consider using our SEO, PPC, or Facebook services. We’ll help you secure a reputation for your agency that brings in huge leads and conversions.
Getting your real estate marketing ideas right not only guarantees the number of leads you generate – it also increases your brand awareness.