5 Foolproof Marketing Strategies for Realtors: How to Dramatically Increase Leads and Sales
There are few industries as competitive as real estate. One reason: More than half of homeowners and homeowners-to-be work with the first real estate agent they meet.
While that can feel unfair, it's a huge advantage for real estate professionals who actively work to spread their good name around the community.
Naturally, that means large advertising budgets can be hugely advantageous, which is one reason why billboards, bus wraps, park bench signs, and other traditional advertising techniques are so common within the real estate industry.
But advertising is expensive—prohibitively so for most real estate agents.
With that in mind, let’s explore some of the cost-effective marketing strategies real estate agents can use on a consistent basis to increase leads, clients, and commissions.
5 Reliable Marketing Techniques for Realtors
Here are a few proven marketing strategies for real estate agents and others in the real estate industry:
1. Get better at networking.
I’ll be the first to admit it: I loathe networking. I love the relationships I have with my industry partners, but I often feel awkward and uncomfortable at networking sessions and meeting people for the first time.
But it’s incredibly important for growth. If you’ve never been before, look for BNI chapters, Chamber of Commerce meetings, and other networking opportunities you can attend to rub elbows and get your face in front of others.
Once you get there and start exchanging business cards, be sure to get permission to add your new contacts to your email list—then start including them on your regular newsletter blasts (which you hopefully are already sending).
This small act alone ensures they’ll have at least a few more touches with you and your brand—regardless of whether you decide to ever meet them in person again.
Awkward at networking? Try holding your own events.
We’ll be the first to admit events are a ton of work, but neighborhood block parties, holiday happy hours for your past clients, or even webinars can be powerful ways to get in front of people and share new ideas with them.
Remember: Your ultimate goal in networking is to become such a trusted and visible resource that people naturally gravitate toward you when they need an agent or someone asks for a referral.
2. Get involved in the community.
In his Startup School podcast, marketing guru Seth Godin says if he was a real estate agent, he would spend the majority of his first few years in business hosting neighborhood and nonprofit events in his office.
From Girl Scout meet-ups to AA sessions—he’d have a conference space set aside so that people from the community could meet on his turf.
The idea here is simple: Endear yourself to as many people as possible, and you’ll be the first realtor they think of when it’s time for them or someone else to buy a house—something that could lead to a steady stream of referrals.
Of course, there are other strategies as well (and they tie back into our first tip above). Giving back is one way: volunteer with your church, donate time at your local shelter, or become the coach on your six-year-old’s tee-ball team.
There are dozens of ways to increase your visibility while simultaneously building trust with your target audience. Find one that feels natural for you and aligns with your brand.
3. Create content your target audience actually wants (and publish new content regularly).
It’s no secret that many real estate agents (and other people in the industry) have lackluster content, especially on social media. In fact, I just discussed this topic with a mortgage broker last week.
Although there are a few realtors in every city who do a remarkable job branding themselves, I generally see big opportunities within various communities for realtors to start generating great content that resonates.
For example, let’s say you're targeting young adults and college graduates under the age of 30, and you tend to specialize in neighborhoods that are prone to flooding.
Something these individuals will probably need as first-time home buyers is knowledge on what to do in a flood, how to deal with standing water, mold treatment methods, general repair practices, and where to acquire the supplies they’ll need within their community.
By providing content surrounding these topics on a regular basis, you can become the go-to resource for individuals who are either worried about water damage or actively dealing with water damage—something that turns you into a trustworthy resource.
Of course, the other challenge is to do this consistently. One of the most common mistakes I see is realtors will hit the ground running on content creation, do well for a few weeks, then flame out when business picks up and they feel too busy to continue creating content.
A great solution: Develop a schedule and stick with it. Eventually, content creation becomes a habit instead of a chore.
4. Be Where Your Competition Isn’t
I’ve worked with many business owners who fell into the trap of thinking, “If this is how my competitor is marketing, it’s how I should market too!” It’s an easy fallacy to believe, but it’s ultimately a dangerous trap—and it can become an absolute money pit.
When you’re marketing your real estate business the same way as everyone else, you’re directly competing for the exact same audience.
It’s a tough race to win.
Instead, look for marketing opportunities your competitors haven’t picked up yet.
We help one of our clients regularly publish helpful homeowner-related content in a hyperlocal publication that's only distributed to a small handful of neighborhoods.
Every month, they reach a few thousand people in an extremely intimate format without any distractions from their competitors.
The feedback from their neighbors has been remarkably positive, and their reputation within the community has been gradually solidified thanks to their consistency.
5. Partner With Local Businesses
As a real estate agent, part of your job is to understand the community in which you buy and sell homes.
That means you should already be intimately familiar with the local restaurants and stores.
Use that to your advantage.
Partner with local stores by promoting them on social media and mentioning them in your literature and conversations when folks move into their neighborhood.
If the owners understand your efforts, they may be more willing to promote you in return—giving you a little bit of reciprocity.
Similarly, you can make certain neighborhoods seem more attractive to clients by highlighting the hidden gems (like boutique bars or coffee shops). Pictures, videos, and long-form content can be extremely impactful in demonstrating a nearby business’s value!