The Best 13 Marketing Materials for Modern Real Estate Agents

Real estate marketing materials are essential for building trust, winning listings, and standing out in competitive markets. The right mix of tools will help you generate leads, close deals faster, and create long-term relationships with clients.

As luxury agent Dawn McKenna advises, “You should be spending 20% of your income and putting it back into marketing your brand, because your brand is everything.”

This guide outlines the high-impact marketing materials that modern agents need. Each recommendation is designed to be actionable and results-driven, so you can focus on what works.

1. Professional website: your digital HQ

Your website is often a client’s first impression of your brand. It should establish trust, showcase listings beautifully, and make it easy for prospects to take action.

A modern website functions as a lead-generation engine and brand centerpiece. Include MLS-integrated listings, intuitive navigation, and a seamless mobile experience. Enhance usability with interactive neighborhood maps, high-quality imagery, and strategically placed calls to action.

Josh Flagg emphasizes just how critical this is: “A great website is non-negotiable for those who care about their brand and business.” In fact, he continues, “a substandard website can be a significant red flag to prospects, potentially costing you valuable opportunities.”

Key elements to prioritize:

• Real-time property data with advanced filtering
• Integrated lead capture forms and scheduling tools
• Conversion tracking to analyze performance
• Fast, mobile-optimized design

2. Branded mobile app: Keep clients in your ecosystem

A branded mobile app turns every client interaction into an extension of your brand. It gives buyers and sellers a seamless way to browse listings, schedule showings, and communicate with you, all within a beautifully designed, agent-branded experience.

When your clients use your app, they stay in your ecosystem, not on third-party platforms where they could easily be distracted by competitors. It creates a direct line between you and your clients, building trust and loyalty while reinforcing your role as their primary resource for everything real estate.

Dawn McKenna, who was instrumental in bringing the Luxury Presence mobile app to life, notes one of her favorite aspects is that it offers a space for client collaboration and connection on the go. “We need something sticky for these buyers and sellers to stay with you,” she said. “If I’m doing my job right, these people are looking at everything I do. They keep hitting it even after they’ve purchased.”

Ricardo Rodriguez shared why investing in a branded app was a clear choice for his team: “As soon as I found out that Luxury Presence had this branded app, I was like, okay, let’s just get it done. There was no reason to even have a conversation about it; it just made tremendous sense.”

Key features to include:

• Real-time MLS-integrated property search
• In-app messaging for direct client communication
• Push notifications for new listings, updates, and reminders
• Custom design that matches your brand identity

3. Listing presentations: Data-driven and personalized

A listing presentation is more than a sales pitch; it’s proof of your expertise and process. The strongest presentations combine market data with tailored marketing strategies to make it clear why you’re the right choice.

Use interactive digital presentations that bring your process to life. Incorporate local market stats, neighborhood comps, and a detailed plan for attracting buyers. Show past successes with metrics and visuals, not just words.

As Jade Mills explains: “Your clients want to feel like they are the most important people in your life. You have to make them feel like you are going to live and breathe their listing.”

To make your presentations stand out:

• Build custom slides for each property and client
• Use high-end visuals instead of static templates
• Include a clear closing step that makes next actions obvious

A polished, data-driven presentation builds trust and wins listings on the spot.

4. Single property websites: Showcase listings in style

 

A single property website creates a dedicated, distraction-free space to showcase a home. Unlike MLS listings or third-party platforms, these sites are fully branded and designed to highlight every detail of a property, from high-end photography to immersive videos and floor plans.

For luxury listings in particular, single property sites allow you to craft a custom narrative around the home. You can emphasize its unique features, highlight the neighborhood lifestyle, and tell a story that resonates with discerning buyers. By controlling the environment, you ensure that every visitor is focused solely on that property and your brand. 

Key features to include:

• Full-screen, high-resolution photography and video tours
• Interactive floor plans
• Detailed neighborhood and lifestyle sections
• Lead capture forms and scheduling requests are directly tied to your CRM
• Custom domain names to make sharing easy and professional

Promote your single property websites everywhere: Include them in email campaigns, feature them in digital ads, and share them across social media to drive maximum traffic. Use these sites as the centerpiece of your marketing to generate excitement, capture qualified leads, and position yourself as the go-to, marketing-savvy agent in your market.

5. Social media content: Grow your brand with purpose

Social media is one of the fastest ways to grow your influence and reach new clients, but only when approached strategically. Choose two or three platforms where your ideal audience spends the most time and focus your efforts there.

Develop a content calendar to stay consistent and organized. Share a mix of property highlights, market updates, behind-the-scenes moments, and lifestyle content that reflects the communities you serve. Use analytics to track performance and refine your strategy.

Ben Belack explains how YouTube serves as the hub for his entire approach: “Everything starts with YouTube because YouTube content can be made smaller and repurposed. A single well-produced video can fuel content for Instagram, TikTok, and other platforms, keeping your presence strong without constantly starting from scratch.”

Social media essentials:

• Post consistently with a branded look and feel
• Repurpose videos, posts, and stories 
• Use scheduling and analytics tools for efficiency
• Maintain brand consistency across platforms 

Strategic social media builds both visibility and credibility while keeping you top of mind with your audience.

6. Video: Show, don’t tell

Video brings properties and stories to life in ways that photos and text can’t. It captures attention, builds trust, and showcases your brand’s personality.

Ben Belack describes video as foundational: “Video is no longer optional for agents who want to compete at scale. It’s a branding tool, but even more importantly, it’s a performance lever.”

Create property videos that combine interior tours, drone footage, and neighborhood lifestyle shots. Short clips work well for social media, while full-length tours are best suited for your website and YouTube.

Video strategy tips:

• Invest in professional production for brand and listing videos
• Repurpose footage into multiple formats for different platforms
• Include clear calls to action, like scheduling a showing

7. Email: Stay connected and relevant

Email marketing remains one of the most reliable ways to nurture leads and maintain client relationships. With segmentation and automation, you can deliver relevant messages at scale without losing the personal touch.

Chirag Shah believes most real estate newsletters completely miss the mark: “I bought a house. I don’t care about your open house. I don’t care about ‘just listed.’ And the worst email to send is price reduction,” he said. Instead, “talk about the things that are important to them, not the things that I want to talk about.”

Instead of sending generic updates, Shah recommends using CRM tags and AI tools to segment your list by client type and stage and personalize your content. For example, a young family might receive emails about local weekend activities, while empty nesters get insights on downsizing trends and market conditions.

Automation makes this personalization scalable by triggering the right messages at the right time, such as following up after an open house, checking in on a home purchase anniversary, or nurturing new leads through educational content.

Best practices for effective campaigns:

• Keep designs clean and mobile-friendly
• Track open and click-through rates to improve performance
• Add interactive elements like videos or one-click scheduling links

With strategic email marketing, you’ll stay top of mind and build long-term loyalty.

8. Digital ads: Targeted, trackable growth

Digital ads allow you to target the right audience with precision and measurable results. Whether promoting a new listing or retargeting website visitors, ads help keep your brand in front of prospects.

Define your campaign goals, create dedicated landing pages, and monitor performance regularly. Retargeting is especially effective for staying visible to prospects who have already shown interest.

Top producer Shannon Gillette, explains, “The cool thing with ads is you can really fine-tune them. We always like to ask ourselves who is the ideal buyer for this property, what are the things they’re googling and searching? We listed a home once with its own airplane hanger. That home is going to probably be sold to a private pilot that has their own plane or maybe a car collector or maybe somebody that has an RV that wants to park it in the airplane hanger. You can literally run these ads based upon somebody’s internet search history.”

Our AI Marketing Ads Specialist takes the guesswork out of campaign optimization by analyzing performance data in real time and automatically adjusting targeting and budgets for maximum ROI. This ensures every dollar spent works harder to deliver qualified leads.

For strong ad performance:

• Run A/B tests to refine visuals and messaging
• Pair ads with high-converting landing pages
• Monitor metrics weekly and adjust campaigns

9. Print materials: Make it memorable

While digital dominates, print materials still matter, especially for luxury agents and hyper-local branding. The key is to elevate them with premium design and digital integrations.

Business cards, brochures, and postcards should be premium, visually striking, and consistent with your brand identity. Combine them with QR codes or NFC tags to create a seamless bridge between offline and online marketing. 

Or think outside the box with your branded materials like Tricia Lee does: “I’m actually having lip balms made… to match my website. And I call these business bombs … they have my phone number there and my website on them. Instead of a business card, I give out a business balm… we all have chapped lips and everybody needs my phone number.”

Core print pieces to invest in:

• Business cards with direct links to your site or listings
• Brochures and flyers for open houses and presentations
• Postcards targeting specific neighborhoods or events
• Branded yard signs with modern, custom designs

10. Market reports: Share data that builds authority

Clients want to understand the market before making decisions. Regular market reports position you as the go-to source for reliable insights.

Create reports that break down pricing trends, buyer demand, and neighborhood activity. Use clean visuals like charts and infographics to make the data easy to digest. Share these reports via email, your website, and client consultations.

To maximize impact:

• Publish quarterly or monthly updates for consistency
• Include actionable takeaways, like timing a sale or investment tips
• Make reports downloadable to capture leads online

Frances Katzen explains that staying informed and proactive matters: “You need to be in touch with your clients all the time. It’s that constant presence that makes them feel completely looked after.”

Consistently delivering valuable market insights reinforces that presence. It shows you’re helping clients navigate the market with clarity and confidence.

11. Client testimonials: Build trust with proof

Matt Breitenbach emphasizes the importance of follow-up and relationships, which ultimately generate the positive feedback that powers strong testimonials: “Relationships are everything. Business is nothing more than people, right? Especially in a real estate world.” And these relationships become the social proof that does the selling for you. 

Testimonials, one of the clearest forms of social proof, are one of the most persuasive marketing tools you can have. They give prospects confidence that you deliver results.

Collect testimonials right after a successful closing, while the client’s experience is still fresh. Video testimonials are especially compelling because they capture emotion and authenticity.

Showcase testimonials across:

• Your website home page and listing pages
• Social media highlight reels
• Listing presentations and printed materials

The more places you share positive feedback, the stronger your brand credibility becomes.

12. Press features: Amplify your reputation

Press coverage elevates your brand and positions you as a recognized expert in your market. Build relationships with local journalists and pitch relevant stories about unique listings, market trends, or community projects.

As Holly Meyer Lucas shares: “Getting on your local news station is one of the most impactful, powerful things you can do. They’re always looking for real estate takeaways.”

Ways to leverage press:

• Post articles on social media and in newsletters
• Add badges or excerpts to listing presentations
• Include press mentions in follow-up emails to prospects

Press features create third-party validation that strengthens every other marketing effort.

13. Neighborhood guides: Become the local expert

Neighborhood guides help clients get to know an area and envision their life there. They also establish you as a trusted, hyper-local resource with insider knowledge, a role that Tricia Lee believes is essential for long-term success. 

“People want to work with someone who truly knows their community. Being the local expert isn’t just about selling homes, it’s about understanding the schools, the small businesses, the culture, and what makes a neighborhood unique.”

Digital guides should be dynamic and interactive, featuring clickable maps, embedded videos, and curated local highlights that bring a neighborhood to life. 

Printed versions should feel high-end and substantial, with design and materials that reflect the quality of your brand and are durable enough for clients to keep and reference.

Ideas for effective neighborhood guides:

• Highlight schools, parks, restaurants, and attractions
• Update quarterly to keep information current
• Use guides as lead magnets to grow your email list

Aligning marketing materials with market strategy & competitive positioning

Modern real estate marketing is about deploying the right tools at the right time. Every market has its own unique dynamics shaped by property values, regional demographics, and economic cycles. By understanding these factors and your competition, you can create a marketing plan that’s not only polished, but strategically aligned to drive results.

This section will help you evaluate your market, tailor your marketing mix, and position yourself as the go-to expert in any environment.

A. Price point strategy: Tailor by property value

The marketing approach for a multi-million-dollar luxury estate should be very different from an entry-level home. Aligning your materials to the property’s value ensures both relevance and impact.

Luxury homes

Focus: Create exclusivity and a high-touch experience.
When to use: For high-end listings where buyers expect premium service and personalization.
Best materials:

• Single property websites
• High-production video tours
• Premium print materials
• Branded mobile app

Mid-tier homes

Focus: Highlight value, family lifestyle, and ease of process.
When to use: For move-up buyers looking for convenience and clear information.
Best materials:

• Digital ads
• Neighborhood guides
• Data-driven listing presentations
• Segmented email campaigns

Entry-level homes

Focus: Build trust and provide resources for first-time buyers.
When to use: In price-sensitive markets where buyers need education and step-by-step support.
Best materials:

• Social media marketing
• Market reports
• Easy-to-use website content and resources
• Open house brochures and flyers

B. Regional considerations: Match the market’s culture

Real estate marketing is hyper-local. The strategies that work in one region may not resonate in another. Consider the culture, demographics, and lifestyle of your target audience. The following are generalizations but useful for beginning the process of understanding your target market. 

Urban markets

• Key traits: Tech-savvy, fast-paced buyers, often younger and mobile-first.
• Best approaches: Mobile-friendly tools like branded apps, video marketing, social media storytelling, and targeted digital ads.

Suburban markets

• Key traits: Family-driven, community-oriented, with a mix of digital and personal touchpoints.
• Best approaches: Neighborhood guides, segmented email campaigns, and hybrid print plus digital strategies.

Rural markets

• Key traits: Relationship-driven communities with slower adoption of digital tools.
• Best approaches: Print marketing, detailed market reports, and personalized email campaigns that foster trust.

C. Market cycle timing: adjust tactics based on conditions

Real estate markets move through cycles. Understanding where you are in the cycle helps you prioritize the right materials and keep your strategy efficient.

Seller’s market

• Goal: Speed and maximum exposure.
• Emphasis:
  • Digital ads for rapid visibility
  • Single property websites for standout listings
  • Mobile app engagement for fast communication
  • Social media blitzes to create buzz

Balanced market

• Goal: Educate and guide both buyers and sellers.
• Emphasis:
  • Market reports with actionable insights
  • Data-driven listing presentations
  • Email campaigns to nurture leads and keep clients informed

Buyer’s market

• Goal: Build trust and justify value.
• Emphasis:
  • Client testimonials to provide proof of results
  • Premium print pieces to stand out
  • Neighborhood guides to help buyers feel confident in their choices

D. Bringing It All Together

Once you’ve assessed your market, audience, and competitors, you can deploy your marketing materials strategically:

• Luxury listing in a seller’s market? → Single property website + digital ads for rapid exposure.
• Mid-tier home in a suburban market? → Neighborhood guide + hybrid print campaign to connect with families.
• Slower buyer’s market? → Market reports + testimonials to build confidence and credibility.

The most successful agents treat marketing as a dynamic system, not a one-size-fits-all checklist. By continuously analyzing your environment and adapting, you’ll remain relevant, competitive, and trusted.

Building a cohesive, modern marketing strategy with Luxury Presence

By combining modern digital strategies, elevated print pieces, and relationship-driven experiences, you can create a marketing system that attracts new clients while retaining past ones.

Nile Lundgren sums up the mindset that drives success: “I’m going to be fearless with how I post, fearless with how I negotiate, fearless with how I walk into a pitch. Oftentimes, fear stops people from trying. And if you just try, good things end up happening.”

If you’re ready to elevate your marketing and stand out in today’s competitive market, Luxury Presence can help. From custom websites and interactive listing presentations to AI-powered ad optimization and branded mobile apps, we provide the tools and expertise you need to grow.