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Your Guide To Real Estate Marketing

Build Up Your Successful, Lead & Referral Generating Marketing As A Real Estate Agent

How To Build Real Estate Marketing Strategies That Drive Results

This 7 step guide will walk you through real estate marketing as a Realtor. We'll delve into how to market your listings and yourself to generate Referrals, Leads, Exposure, and long term marketing value that will build up a business pipeline no matter the market conditions. With the right strategies in place, Real Estate Agents can attract qualified buyer and seller leads directly to them, build trust and close more deals. Follow below to find out how to leverage a lot of the things you're already doing with your marketing to 10X your results and free up time.

#1: Reputation Marketing For Real Estate Agents

The importance of your real estate agent reputation in marketing

Building up a strong foundation of public reviews from your past satisfied clients is one of the strongest foundational steps you can take with your marketing as a Real Estate agent. Building up your online reputation will exponentially impact all of your subsequent marketing campaigns. 

The Psychology of public online realtor reviews

Real Estate Agent reviews, (and almost any public reviews) provide a type of "social proof" that impacts all of your other marketing, even word of mouth. Humans are adverse to risk or things unknown. Typically we will "follow the crowd" or the advice or behaviour of friends, family, or close social circles. This aversion to risk is why referrals work so incredibly well: they provide the social proof to show referrals and leads that you're trustworthy because other people think so.

We also typically like to be viewed as committed and consistent. As a result, once your client publicly recommends you in the form of a review, they are actually more likely to continue recommending you. This is because they don't want to be viewed as a flip-flopper, they want to be perceived as consistent. You will actually get more referrals and business from your clients, even via word of mouth, once they publicly review you!

As you build up more and more public reviews, you also build up authority online because the positive feedback isn't coming from you, it's coming from the public community. That means, it isn't just you sharing your experience and credentials hoping people believe you, it's the positive impact of your experience and credentials coming directly from the people in the community you have impacted. It's kind of like the difference between an actor telling you to go see their new movie and an actual impartial movie-goer honestly recommending the movie based on their experience - the latter is going to carry more weight, and if there are lots and lots of positively impacted movie-goers sharing their experience, it's going to seem worth investing your time to go see.

Why you need to build a real estate agent review system

It's integral that you build up a process to regularly collect positive reviews for your marketing pipeline. Google and other search engines don't just look at the total number of public real estate client reviews that you have. They also look at how recent your reviews are. That means that even if you have 100 phenomenal 5-Star client reviews from a year ago, a newer competitor with only 20 reviews spread out across the past year could wind up outranking you in search. It's important to consistently collect public client reviews, even if it's only a handful a year, if you're collecting them regularly, they'll continue positively impacting your ranking and other marketing.

#2: Real Estate Listing Marketing

You're most likely already paying for professional photos to market each real estate listing you win. Depending on the property and your client preferences, you may be investing in video, drone, floor plan measuring as well. One of the single most overlooked opportunities in your marketing pipeline involves what happens next.... what you do with all of the listing media that you just paid for.

The only thing more important than WHERE you first post or integrate your real estate listings online is when you post them (the sooner the better). It is absolutely essential that you post your real estate listing media and content directly to your own website before you post the anywhere else. Do not have your listing marketing company post your content to their site and send you a link. Make sure its on your own real estate marketing website, and then direct all of the buyer and seller traffic directly back to you.

Don't send your Active Buyers looking for more information on your listing and the Sellers using your listing to compare their home value AWAY from your website. You never want to link to YouTube, Vimeo, Matterport, iGuide, or your Photographer or Videographer's Website or Channel. Instead, you want to post absolutely everything, or integrate it directly onto your own website.

When you do this from the start, you ensure that ALL of the buyers and sellers interested in your listing get funnelled directly to you

  • Integrate Listing Media To Your Own Site
  • Embed Videos Directly To Your Own Site (instead of sending people away with links)
  • ​Include Links Direct To Your Own Site On All Social Posts & Marketing

You can still do this even if you don't have a full website or are in the process of changing your website! Check out how Listing Wizard can help with your online real estate listing marketing even if you only have a website domain right now!

#3: Digital Marketing Strategies For Real Estate

Having a strong digital presence is becoming increasingly essential to your real estate business. The majority of potential homebuyers and sellers are using the internet for their property searches. Having your own real estate website, and digital marketing strategy in place is crucial to standing out in today's local real estate markets.

Why Digital Marketing Is So Important In Real Estate

Your digital marketing strategy plays an integral role in both reaching and engaging with potential clients in real estate. With the ability to target specific demographics and geographical locations, digital marketing allows agents and agencies to connect with the right audience at the right time. By utilizing various online channels, real estate professionals can increase their brand visibility and generate leads more effectively.

Key Digital Marketing Strategies

  • Website Optimization and User Experience: Having a well-designed, simple and user-friendly website is essential for showcasing properties and attracting potential buyers and sellers
  • Paid Online Advertising: Paid online advertising, such as Google Ads and Facebook Ads, allows real estate professionals to target specific keywords, locations, and demographics. By strategically placing ads, agents and agencies can reach a wider audience and generate qualified leads.
  • Social Media Marketing: Social media platforms like Facebook, Instagram, and LinkedIn offer immense opportunities for real estate marketing. Agents and agencies can create engaging content, share property listings, and interact with potential clients to build trust and credibility.
  • Content Creation and Distribution: Creating informative and valuable content, such as blog articles, videos, and infographics, helps establish authority and attract organic traffic to real estate websites. By distributing this content through various channels, agents and agencies can further extend their reach and generate leads.

#4: Content Marketing For Real Estate

Content building is an extremely important part of your real estate marketing strategy, but what kind of content do you need? The right content structure will help you establish you presence, attract potential buyers and sellers, and showcase you expertise as well as your public reputation and reviews. 

One of the key benefits of content marketing in real estate is the ability to create valuable resources that cater to the needs and interests of your target market. Whether it's blog articles, specific listings, or video content, providing useful information helps establish credibility and positions the agent or agency as an industry expert.

Creating content that addresses specific desires or paint points of your target market will go even further to attracting buyers and sellers to you. By understanding your target audience's challenges and aspirations, real estate agents can tailor your content to offer valuable insights and advice.

As you're building out content for your local target market, make sure to post it on your website first, THEN post teasers of your article, blog post, video, or listing on your social media and other channels, linking BACK to your website to drive all interested searchers off of other platforms and onto your own website. this will make the more likely to reach out and engage with you instead of getting lost of distracted by someone else's posts.

#5: Search Engine Optimization (SEO) For Real Estate Websites

In today's digital age, having a strong online presence is crucial for success in the real estate industry. One of the most effective strategies for achieving this is through search engine optimization (SEO), but between all of the BS out there and the high price tag 'SEO specialists', it can seem pretty daunting to tackle. The good news is that by optimizing your real estate website for search engines, you can improve its visibility and attract more potential clients, and you can do it with some of the marketing you're already investing in!

What really is SEO and how does it fit in with your real estate marketing?

SEO is the practice of increasing the quantity and quality of traffic to your website through organic search engine results. In the context of real estate marketing, SEO plays a vital role in driving targeted traffic to your website and generating leads. By implementing SEO techniques, you can ensure that your website appears on the first page of search engine results when potential clients search for relevant keywords.

Optimizing your real estate website for search engines

One key thing you can do to optimize your website for search engine results is to make sure you're embedding your own real estate listings onto your own website before they get posted anywhere else. This will drive all of the buyer and seller search traffic for your listing back to your own website. Search engines will see that and drive more traffic to you.

Second you want to build out pages with relevant LOCAL content for your target markets and areas. Create specific pages about the neighbourhoods and communities that you provide service to (or want to in future). Create links between your pages. Feature local businesses in your target areas and have them link back to you as well. Links are link votes in online search -> the more of them that point to you, the more search engines will rank you and show you to searches in your area.

Conducting keyword research and incorporating relevant keywords

Keyword research can take time, but can really help to dial up your SEO strategy. Identifying the keywords and phrases that potential clients are using when searching for real estate services in your area can give you massive insights into the type of content you need to be building on your website in order to capture those searches. Incorporate the keywords strategically throughout your website's content, including in your headlines, meta descriptions, and body text. This will improve your website's relevance to search engines and increase the likelihood of it appearing in relevant search results.

#6: Social Media Marketing For Real Estate

The majority of Real Estate Agents that I speak with often think that social media should be to top stop on this list, but there's a reason that it isn't #1. While social media is a phenomenal tool in our digital world to build up your brand and audience with authentic content, it should be used as a tool to drive buyers and sellers to your website to engage with you, get into your sphere and eventually reach out. Check out the info below on some of the key platforms you should be using. Just remember to create teaser content and drive with links back to your website!

Overview of social media platforms relevant to real estate marketing

When it comes to social media for real estate, several platforms stand out as particularly relevant:

Facebook: With over 2.8 billion monthly active users, Facebook allows real estate agents to reach a vast audience. Its targeted advertising capabilities and groups dedicated to local real estate make it a valuable platform for marketing listings.

Instagram: With its visually-oriented approach, Instagram is perfect for showcasing stunning property photos and videos. Leveraging hashtags and location tags can attract a wider audience and generate leads.

Twitter: Known for its real-time updates, Twitter is an excellent platform for engaging with potential clients, sharing industry news, and promoting timely offers or open houses.

#7: Email Marketing for Real Estate

Email marketing can be a powerful tool for real estate professionals, allowing you to generate leads and nurture relationships with potential clients. By crafting compelling email content and subject lines, real estate agents can capture the attention of their audience and increase the chances of conversion.

Creating effective email campaigns for different stages of the customer journey is essential. Whether it's sending out personalized emails to new leads or sending targeted offers to existing clients, segmentation and personalization can greatly impact the success of an email campaign.

Once an email campaign is deployed, analyzing its performance is crucial. By studying metrics such as open rates, click-through rates, and conversions, real estate professionals can gain insights into what strategies are working and what areas need improvement. This data-driven approach allows for continuous optimization and refinement of future campaigns.