We all know that the real estate industry can be profitable. But it’s also crowded. And when real estate meets marketing, there’s no time to waste on outdated tactics. In this ever-changing field that is often influenced by global issues, marketing agencies that specialize in real estate need to use the smartest real estate marketing ideas and tips to help their clients grow, regardless of the changing markets.
Over 80% of real estate agents fail within their first five years. Mostly because they don’t know how to generate enough leads to scale their business. This, of course, is where your marketing agency comes into play. As a real estate marketing agency, your clients are turning to you to create customized real estate lead generation, lead conversion, and referral marketing systems. It’s your job to help them find clients, and their job to help those clients buy and/or sell their homes.
This article will explore:
The latest digital marketing tips and tricks to boost your realtor clients’ marketing & branding campaigns
What makes a successful real estate agency marketing strategy
How to up your real estate marketing reporting game
Let’s see how these ideas boost your agency’s real estate marketing strategy and help weather the storms of world events and pinpoint the ideal target market at the right time.
11 Real Estate Marketing Ideas For Your Realtor Clients
1. Target a Real Estate Niche
People turn to realtors because they are seen as experts in their field. However, realtors often go counter-intuitive to this and become a Jack of All trades, handing some residential properties, a few commercial properties, and a handful of farm properties.
Although it may be difficult to turn down a potential commission, focusing the agency’s branding on a particular niche will help them really stand out as an expert in that kind of real estate transaction.
If done correctly, a smaller group of potential customers will immediately self-identify and resonate with your client's brand. And when the time comes for them to buy or sell, that agent will be on the top of their list.
Being niche-focused also helps your clients dominate the search engines, but we’ll cover more on that later.
Of course, you’ll need to balance your niche recommendations against a few critical criteria, including:
Revenue potential (are there enough buying and selling opportunities within that niche)
Average sale prices
Marketing turnover rate
What other agents in the area (if any) are targeting that niche
Types of Real Estate Marketing Niches
Beyond the obvious division between commercial and residential real estate, there are several ways to narrow down and identify niches, but we’ve covered the five most common ways that realtors find and focus on their profitable niches.
This is your most common type of real estate niche, as these realtors focus on a very specific local area. However, your agent may dig a bit deeper into this space, and rather than covering a particular city, they could focus on a specific school district or even waterfront homes in the area.
Here, they are focusing on the buyer or seller, and not the homes that their customers are buying or selling. By targeting a specific type of customer–such as empty nesters, divorcing couples, military families, or newlyweds, your agency is able to craft specific messaging across all of your client’s channels to speak directly to them.
Agency Tip: As housing prices in major cities continue to climb, consider targeting those who are willing to take on a commute in order to find more affordable housing options just outside of the city limits.
Who doesn’t love a Craftsman home? Surprisingly, plenty of people. Some people love Brownstones, others love Victorian architecture. For example, a niche focus on estate properties will likely drive fewer sales, but of higher value. On the flip side (pun intended) a focus on fixer-upper homes could drive a larger volume of lower-cost homes.
Is the ideal customer a busy socialite, or a family of 4 trying to make ends meet? Understanding where the buyer is in their current life stage will help your real estate clients narrow down to what is most important for them. That could be nearby nightlife, great schools, shopping, or public transportation.
Feature & Function Niches
Some buyers will focus on what they can do with (or on) the property as much as they do the home itself. Hobby farmers, golf course homes, walkable communities, or eco-friendly homes are just a few of the feature & function niches your clients could explore.
2. Social Proof is Foolproof
Social proof is more important than ever these days. Oftentimes, testimonials and reviews get sidelined for other marketing efforts. However, they are a crucial part of building your realtor client’s reputation, their standing in the field, and getting referrals.
Case in point: A couple of years ago a friend sold their home using a realtor in their area. They were so impressed with that agent’s services, that they referred four other clients to them over the next two years. In total, this agent generated over $2 million in real estate sales referred by that one person. And how did my friend find this agent? From a referral that he saw on Facebook.
People need to immediately see that a real estate agent is trustworthy when they visit their site or social media profiles. Their existing clients should also be prompted to send referrals.
Here’s what your agency should do to help:
Have a system in place to request reviews once your clients are finished with a deal–and provide a few link options for where to post a review. Make it as easy as possible for them.
Advise your clients on where to post positive reviews for others in their field–they’ll be prompted to give back the positive vibes (this includes endorsements and recommendations on Facebook, or on their websites)
Repurpose your clients’ existing reviews and use them on social media, excerpts, and promotional materials on their site.
Create thought-leadership content that the agency uses on LinkedIn to show off their industry expertise, which could lead to more agent-to-agent referrals.
Keep a close eye on your clients’ online reviews and ratings all in one place with a reputation management system like AgencyAnalytics’
Another tool agencies use to improve their clients’ social proofing is HARO. It’s the latest PR service that helps spread the word about their business so that journalists easily source images and quotes from your clients.
3. Make Their Website Hyper-Local
Real estate marketing is essentially local marketing – so you’ll want to put your clients on platforms where people search for local services. This includes social media platforms such as LinkedIn, Facebook, and Instagram, as well as making sure that their profiles on industry-specific sites like Realtor.com, MLS, and Zillow are top-notch. Public places where local services are checked include Google My Business and Yelp too which specializes in local search!
If your real estate clients are local, make them the #1 person in their geographic area. Tools like Parkbench are made for local realtors and allow them to become influencers in their area. This reduces a lot of the competition you’d encounter on the bigger search engines.
Another option is getting them set up on Google Local Services Ads which make them a Google-certified business and show up only on the most direct and quality leads.
Agency Tip: Use predictive analytics to know where your target audience is. Tools such as SmartZip leverage 250+ data points from the internet and MLS to determine who is most likely to list their home. This is like an agency superpower, knowing who to target in your client’s area.
4. Keep Up With Social Media Trends
A large part of a digital marketing strategy for realtors is having a social media strategy in place. In fact, over 30% of realtors closed a deal from their social media last year, and 60% of those surveyed said that their social media was more important than their website.
A recent study from the National Association of Realtors also showcased exactly how much social media has become a key ingredient to finding new clients and closing deals across the real estate industry. Its findings included the following data:
77% of realtors actively use social media for real estate in some way, shape, or form
47% of real estate businesses note that social media results in the highest quality leads versus other sources
99% of millennials (and 90% of baby boomers) begin their home search online (as opposed to in-person referrals)
It makes sense when you think about it. The real estate industry is all about relationship-building, and social media is an indispensable source of new leads while building up your clients’ reputation and community. However, realtors on platforms like Instagram face high competition. Posting content in formats favored by the algorithm will help. Use Stories to connect with your followers and Reels to cast a wider net.
Agency Tip: Encourage your clients to get out there and film short clips while viewing homes, and taking a series of photos. After your agency splices them together, add them to their Reels and Stories. Your clients can also stream live with Facebook or Instagram Live to build a tighter-knit community with their followers.
However, the challenge with social media is how to remain locally relevant. Your agency could generate hundreds, if not thousands, of views on a single Home Staging Tips TikTok, but if everyone who is viewing that post is from across the country or around the world, it will drive minimal client value.
Here are some ideas for localized video content people love to watch:
Local market updates – this is a high intent topic and could prompt potential clients to take action sooner than planned.
Property tours – this will help illustrate how well the agent showcases properties. Think of it as virtual open houses.
City highlights - show off the highlights of the realtor’s town, which could be great for people thinking of moving to a new city or state.
Neighborhood highlights – Get even more granular by digging deep into a specific neighborhood, including school districts and nearby shopping or dining options. Buyers will be looking for this, and bonus, it’s hyper-local!
First-time home buyer tips that are relevant to that city or state – including things that a buyer from out of state may not be aware of.
The list goes on! And there’s nothing wrong with mixing in some general real estate content, such as homeowner tax tips, to engage with potential clients.
5. Sell the Lifestyle, Not the House
Although your agency will not always be directly involved in developing the house listings, it’s important that you help guide your clients to make sure that their messaging focuses on the underlying values and desires. They should be similar to those your clients promise to their clients when showing a home. The idea is to focus on things that stir emotion. For instance, people want:
The perfect home
A safe neighborhood
A happy family
A carefree life
Consider creating a post format and best practices so that the realtor can quickly and easily describe the features that stand out the most. This could really make your marketing agency stand out from the rest. Here are some real estate ad examples that convert like crazy.
Agency Tip: Avoid stock photography whenever possible. If there is no other option, dig deep into stock options to select images that look real, and are relevant to the agent’s location. Most consumers will spot stock photography from a mile away, and it takes away from the real connection you are trying to build between the agency and its clients.
6. Go Oldschool
With the online market oversaturated with competition, contacting prospects on paper can reach a highly targeted and different demographic. This includes writing articles for community newspapers, creating direct-mail postcards, or using the tried and true door hanger.
This is especially useful in smaller communities that are tight-knit where word-of-mouth is king. This also tends to reach an older demographic that is less tech-savvy but typically has more money to spend on real estate (and more value in their current homes). Alternatively, depending on their budget, your clients might want to invest in radio or TV advertising on local channels.
Then there are the classic billboard ads. There’s a reason you see realtors dominating bus stops in every neighborhood: they work. Your agency’s creative team can create a killer layout, and really craft your client’s core message to become a recognizable face, almost like a local celebrity.
This one is great, because of the play on words, the trust the copywriting insinuates, as well as the phone number in bold. There’s no reference to a website: just a direct lead to their phone number.
Always remember to go beyond the transactional nature of a real estate purchase. This is one of the largest investments that your client's customers will likely ever make, and it can be scary sometimes.
7. Network In the Wild
Think outside the B2C box. Get your clients’ names down in online directories, associations, alumni directories, and network, network, network! There are tons of professionals (aka, homeowners and people who have money to buy a house) that would like to use a real estate agent they’ve met in a professional environment. Get those business cards ready and have your clients meet up live and in person!
Also, experiential marketing is still a thing. Your clients will be wanting to take their clients out for dinners, wine tastings, charity events, or educational seminars to further deepen their relationships and spread their network. While your clients are out there schmoozing, your agency does the market research for events likely to have their target market and keeps an eye out for local events on social media that might go under your client's radar. Ensure your clients’ online presence and digital marketing persona matches their offline one.
And don’t forget that many real estate referrals come from other agents. If a potential client is selling in Michigan but buying in Florida, the selling agent might just refer your client to be the buying agent if they’ve established a connection.
8. Keep Clients’ Websites In Tip Top Shape
SEO is important for real estate websites– be it a blog, or community information pages, ensure your clients have localized content, and show their industry-leading expertise by publishing and updating the site regularly.
Your focus here, of course, is on the agent and the city they service and less on the actual homes–as those searches will often be dominated by the larger players such as MLS and Zillow.
Here are 10 things agencies do to optimize their clients’ real estate websites:
Start with an SEO Audit to identify any areas of immediate need of resuscitation
Optimize for search–especially local search
Optimize for mobile
Add their site to relevant local directories: Google My Business, even local search engines like Yelp.
Ensure their site is ADA-accessible – Read more: Why Website Accessibility Is a Smart Business Move for Your Clients’ SEO Strategy
Connect their social media accounts to build authority
Publish compelling articles on their website
Include videos on their website (like Q&A, virtual tours, open house videos)
Use structured data that displays rich snippets in search results.
Use GLSA (Google Local Services Ads) to drive local leads.
And don’t rely purely on real estate portal sites to find homebuyers. Industry research has shown that while buyers and sellers actively use sites like MLS or Zillow to explore properties, they don’t use those same portals to choose their real estate agents.
Instead, a majority of buyers and sellers find their agents through their network, a referral, or a local Google search.
9. Work on a Seamless Brand Image
They say that selling real estate is all about three things: location, location, and location. In many ways, real estate marketing is also about three things: branding, branding, and branding.
Remember that your job is not to buy and sell houses, but to sell the agent on their ability to buy and sell houses. And because this is one of the biggest purchases most people will make in their lifetimes, that all comes down to trust.
Your clients might need some help with their branding: after all, their specialty is in marketing houses, not marketing themselves.
Focus on the most important decision-making criteria most buyers and sellers have when picking a real estate agent:
And make sure to address the deal-breakers:
Lack of care or urgency
Simplify your agency’s workflow and stockpile social media templates for your clients’ Instagram, Facebook, LinkedIn, business cards, and more. This way each client has ready-made brand colors and formats waiting for their next post or appearance.
Clients appreciate a similarly seamless experience with your agency. Take control of your branding with fully customizable white label reporting and dashboards.
10. Write Copy With Heart
People buying or selling homes are stressed. They want to have their problems solved, and fast. Your job as an agency is to position your clients as smart, honest, professional problem solvers. Their prospects also want to see the humans behind them and not just profit-hungry brokers. The kind of language that works best is the simplest, and most direct.
Agency Tip: Have an exploratory meeting with your clients and ask them to think deeply about why they became real estate agents in the first place. Reasons that typically resonate with clients are to:
"Help build their community"
"Provide generational wealth for their clients"
"Match people with their dream home"
"Help buyers and sellers unpack the complicated real estate buying and selling process"
Once you understand your clients’ own values and vision, carry this messaging to their website copy, paid ads, and across all promotional materials to show the human behind the suit.
11. Paint a Picture With Words–and VR
Agencies can offer - as part of their services - to review their clients’ listings and advise them on the types of words to use. This also applies to your paid ads–is a particular home sunny, or is it sun-soaked? Just like when your clients give a tour of a home, agencies can paint a picture to jog the prospects’ imaginations.
Have your clients use virtual staging software to show their local listings in different themes! One buyer might want a nursery, while another might be looking for a home office. Use different versions in your ads when targeting specific demographics.
How to Build Your Agency’s Successful Real Estate Marketing Plan
Now that you have plenty of ideas in your toolbox, it’s time to come up with a marketing plan to scalably apply to your real estate clients. Your plan should include:
A proposal to grow your agency’s leads
Live dashboards that keep track of all your clients’ marketing metrics (from social media to PPC, reputation management, organic traffic, and call tracking) under one roof
Automated real estate marketing reporting to save your agency a ton of time and focus more on the creative aspects of your job
A personalized, automated email referral system that prompts your clients’ clients to leave a positive review and refer them to friends and family
Real Estate Marketing Reporting Template
Use our marketing report template to create fully customized reports for your real estate clients. Once you customize the template for each of your clients, their live metrics will populate on their own. What’s left to your agency is the marketing creative, and writing up a simple executive summary before each report.
Create a fully transparent, personalized approach with your clients, and save countless hours each month with automated reporting.
Don’t try and do everything on this list right away. The goal is to build up your real estate marketing strategy over time, gain traction, and keep a close eye on metrics to report on your successes and adjust as needed. Always remember that what worked for one realtor in one city, may not work for another in a different state.
To free up as much time as possible for your real estate marketing strategy development and execution, save your agency the hassle of manually reporting on their metrics. Instead, make your client reporting work for you! Use your meetings to brainstorm new ideas for your client’s real estate marketing campaigns such as the ones listed above and provide actionable steps to grow your clients’ real estate business.
Like this article? Share this article stating your favorite real estate marketing agency tips and tag AgencyAnalytics on LinkedIn.
You might also like: