With client relationships to nurture, leads to chase down, and a million other things on your calendar, marketing can be hard to fit in. But with more than 3 million active real estate licensees in the United States, marketing your real estate business has never been more important.
To help you stand out in the competitive luxury real estate market, you need a smart marketing strategy. Here, we dive into 32 tried and tested real estate marketing ideas for you to try—including a few creative tactics that might surprise you.
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32 real estate marketing ideas and strategies for 2023
We’ve broken these down into five primary marketing channels. You can check them all out, or jump right to the sections where you have the greatest need. We’ve also thrown in some of our favorite ideas that didn’t fit into any box.
Real estate SEO marketing ideas
Search Engine Optimization (SEO) is how you help potential clients find you online. If you want to stand out in a sea of search results, these are the marketing ideas you need.
1. Build a professional website
In the competitive luxury market, you need a website that gives off the right impression. Your website is your home, the hub for all your online marketing. So it makes sense to spend some time and money getting it right. A few quick tips: regularly update your listings online and include clear directions about how potential buyers or sellers can work with you.
2. Talk to your ideal clients
A good search ranking requires you to publish valuable content on your site. This helps you rank higher in the Google search results so new potential clients can see that you’re the perfect realtor for them.
The best way to drive the right traffic to your site? Think about the information your ideal client would value and the language they use—and incorporate that into your website content. When they click on your URL, it should be obvious to your target client (and to Google) that you’re the right real estate agent for them.
3. Dial in your Google Business Profile
Your Google Business Profile is important marketing collateral—and you should capitalize on it. Encouraging happy past clients to leave you online reviews is a key marketing strategy, as prospective clients are likely to check there before they even call you.
4. List on Zillow and other top sites
Zillow has more than 200 million visitors per month—that’s a lot of potential eyeballs on your listings. Other top sites to consider include Trulia, Redfin, and Realtor.com.
5. Optimize for mobile
According to NAR’s 2022 report, 76% of homeowners used a mobile device or tablet in their home search. So it’s extremely important that your website works well and looks great on mobile as well as desktop. Most website platforms will help you make a responsive site (one that works on both desktop or mobile). But don’t be afraid to reach out to an expert. Clunky listings that are difficult to read on the phone are unlikely to win you any business—and in fact, may drive potential clients away.
Looking for expert help with your SEO real estate marketing strategy? Learn more here.
Real estate content marketing ideas
We’ve all heard that content is king. But what kind of content? How often should you create it? And where should you post it? Here are some solid recommendations to help you work content into your real estate marketing plan.
6. Develop relevant content and blogs
Creating blog posts is a great way to attract more potential buyers to your website. But you shouldn’t post just to post—the content you publish should be relevant to your ideal client. Give them valuable content and they’ll trust you as an authority, making you the obvious choice when they want to buy or sell a home.
Stuck for ideas? Think about what your ideal client wants to know. Which school districts to choose? How to stage their home for an open house? Finding great interior design ideas? Cover what they care about and become the place they go for answers. You can even use AI technology to come up with post topics and outlines.
7. Showcase your expertise
Speaking of answers, showcasing your real estate expertise and market knowledge in your content helps build trust. What elements of the real estate business can you demystify? How can you help someone navigate a house sale or a planning application?
To further demonstrate your knowledge, consider hosting free seminars where you discuss why some homes sell faster than others. Or leverage your personal network and team up with local businesses to film a video on the top home improvements to make before putting a house on the market.
8. Write about the neighborhood and community
Buyers crave information about the areas where they’re considering moving. As a local business, you’re primed to get them up to speed on the neighborhood. Try using your social media channels to keep them up to date on local events. You can also create helpful neighborhood guides with the details they want to know.
9. Vary your distribution methods
Creating good content is only half the battle.
For a content marketing strategy to be effective, you need the right people to see it. So don’t just publish your content to your website and call it a day. Share it on your social media channels and send it to your contact list in strategic email marketing campaigns. You could even start a podcast to share your expertise and personality.
Can’t get your head (or your calendar) around content marketing? We can help.
Real estate advertising ideas
Advertising has come a long way from newspaper pullouts. Here are some ways you can use ads to make your marketing budget really work for you:
10. Run strategic Facebook, Instagram, and Google ads
Pay Per Click (or PPC) ads are an incredibly effective way of capturing the attention of qualified leads. Ad networks such as Facebook, Instagram, and Google use the thousands of data points they collect about their users to put your ads in front of the right people at the right time. If someone is looking to sell a property, PPC ad campaigns can get your ad in their feed—and lead to them reaching out to you.
11. Retargeting with ads
Imagine someone visiting your site and viewing a listing or reading a blog post and then leaving without filling out your contact form. It happens all the time. Successful retargeting campaigns help you get your brand in front of them again. They might see your ad pop up in their Facebook feed or on a YouTube banner ad. You can use these ads to remind them how interesting your article was or how much they liked that apartment—and most importantly, to nudge them to come back and find out more.
12. Use dedicated landing pages
For real estate agents with several target audiences, dedicated landing pages can be a useful tool to segment your messaging.
Do you work in commercial real estate but also have home listings? You can create an ad campaign aimed at the commercial market and have it lead to a dedicated landing page that speaks directly to that target audience without confusing other clients.
13. Geo-targeting
Similarly, PPC ads can be targeted at potential clients in a specific geographical area. For example, if you’re focusing on selling townhouses in Washington, you can choose the specific area where you want your ads to show up, ensuring your money is being put to the best use.
Looking to hand ads off to the experts? We’d love to talk.
Real estate social media marketing ideas
In 1981, most people got their real estate listings from the newspaper. By 2020, 97% of potential buyers were using the internet. And social media is increasingly becoming a bigger part of the real estate sales process. According to The Close, 30% of realtors in 2022 reported closing at least one transaction as a direct result of using social media.
14. Post consistently and frequently
Your social media is a prime opportunity to build a sense of personality around your real estate brand. Your social media marketing efforts should ladder up to your overall marketing campaigns to ensure consistency across the board.
Showing up authentically as yourself goes a long way to building the “know, like, and trust” factor that often drives purchasing decisions. No one knows this better than Giorgina Martino, a luxury realtor who elevated her reputation through her Instagram efforts.
“Instagram has been a really powerful tool for my branding and marketing. My Instagram is a mix of business and lifestyle, so while I’m reminding my audience that I’m their go-to real estate agent, they’re also able to get to know me personally and my interests. It allows me to connect with my sphere of influence on another level and I’ve gotten buyers and listings directly from my Instagram,” she says.
Different target audiences will obviously use different social media platforms, depending on their age and interests. The best way to start is to pick a channel you already use—and that you know is also used by your ideal audience.
15. Use the right hashtags
Hashtags categorize groups of social media posts. Anyone clicking on a hashtag will find similar content posted by other social media users. To get the most engagement, you need the correct tags. Using multiple hashtags on social media helps grab the attention of people looking for posts about #YourArea, #YourProfession, or #YourTopic.
16. Engage with your audience
An engaging social media presence isn’t just about what you post on your grid or in your Stories. You need to be, well, social. The algorithm likes people who get involved, so comment under other people’s posts, respond to DMs, and keep the conversation flowing.
Engagement drives interest in your brand and gives potential clients an idea of who you are and what you stand for. “Your brand is a promise. It tells clients what the experience of working with you will be like,” says Kofi Nartey, founder of luxury real estate brokerage GLOBL RED.
And in a world where people are inundated with information, engagement is what can set your brand apart.
Use your channels as another opportunity to showcase your expertise. Join local Facebook groups and answer questions, chime in on Twitter threads, and respond to other people’s real estate-related posts on Instagram.
Want professionally managed social media that builds your brand online? Let’s talk.
Local real estate marketing ideas
Most locally-owned businesses attract customers from a relatively small geographic area. Online marketing and social media posts can bring people to your door, but your local marketing strategies will promote the goodwill and trust of your community. Without the following local elements in your marketing strategy, you could be putting a lot of effort into building relationships with people who live too far away to benefit from your personal experience.
17. Local sponsorships
Local sponsorship opportunities are plentiful. You can contribute financially or invest your time. Consider sponsoring an area sports team, supporting the arts, or volunteering for a mentorship program. Community engagement and local sponsorship can be as little or as big as you want and are a reliable way to deliver new leads.
18. Become a local magazine columnist
You can be “that” local real estate agent with a weekly or monthly column. If the publication distributed in your target market is also available online, you can put your SEO skills to work. Local magazines have a devoted following and are an excellent source of expert advice and information about upcoming events.
19. Partner with local businesses
Many agents have a list of home mortgage lenders they call on. Far fewer recognize the value of partnering with the local vendors they rely on for staging, home repairs, and closing gifts. When entering a mutually beneficial business partnership, stock an ample supply of business cards, brochures, and flyers.
Offline real estate marketing ideas
Marketing any business effectively without a website, social media account, or email is nearly impossible. Neglecting the tactics real estate agents have relied on for decades is also a mistake. Ideally, you’ll want to strike a balance. Local television ads and radio spots will help you reach many potential clients and boost your in-market recognition. The following offline suggestions can deliver a great return on your investment when paired with digital real estate marketing.
20. Branded swag
Swag can be just about anything. The items you select to bear your name and logo act as a silent brand ambassador. Simple things like pens, notepads, and travel mugs are popular with real estate agents because they are inexpensive and genuinely appreciated.
21. Use call tracking
Call tracking links online customer journeys to an offline phone. When your office receives incoming calls, you’ll know at a glance which marketing activity led to in-person contact by assigning different numbers to each call to action (or by using tracking software). You can use that information to fine-tune your marketing efforts.
22. Create a killer business card
The font and color of your business cards should coordinate with your marketing materials. The information should be clear, concise and distinguish your company from the competition. Add a distinctive tagline or slogan to create a business card that will make a lasting impression.
23. Send real estate mailers
While many customers look at property listings online, open-house postcards, flyers, and brochures still attract attention. Paired with other types of marketing, direct mail can help you reach more prospects in your target market. Consider keeping the lines of communication open by running seasonal direct mail campaigns.
24. Give a local care package after closing
Agent care packages are usually the first housewarming gifts home buyers receive. This gesture impresses many clients, who, in turn, often share their real estate experience on social media. They may also be more likely to post a review or testimonial. Everyone benefits when your care package includes items from your local business partners.
More brilliant real estate marketing ideas
25. Branding and design
Your real estate website should feel like you, with your property listings looking as high-end as your homepage. Unique branding is one of the best ways to stand out from that crowd of 3 million we mentioned earlier. When home buyers are browsing and they come across your content, you want them to immediately know it’s yours.
To capture your vision and connect with your ideal client, invest in consistent, quality branding and design across your digital marketing, print ads, leaflets, and marketing packages.
26. Film video walkthroughs to share
Video content is incredibly popular online, and walkthroughs are a great way of sharing properties with a wider audience.
You can go all in and elevate your brand with a professionally produced video, or keep it casual with a self-filmed walkthrough that highlights the home (and your sparkling personality).
27. Drone photography
A real estate marketing idea for the 21st century, drones are more than just a Christmas present for your nephew. Homes with drone photography as part of their marketing package sold an average of 68% faster. If you’re interested, you can take the time to brush up on your pilot skills (or bring in the professionals) and show potential buyers a bird’s eye view of what’s on offer.
28. Virtual staging
Want to whet your buyers’ appetite? Giving them a virtual tour of your listings can save you time, speed up the home-buying process, and increase your capacity to bring in more leads. By setting up a virtual staging website, you allow prospective buyers to browse at all hours, drawing them in while you have their interest.
29. Open house partnerships
Think outside the box and use your personal network of local businesses to create a unique open house experience. Ask them to promote your listings in-store or on their own websites, and invite them to set up shop in different rooms of your open house. This is a great way to get more people through the door.
30. Ask for referrals
We all prefer a recommendation when we’re shopping around. And past clients are an invaluable source of lead generation. Why not follow up with a client a few weeks after they’ve settled into their new home? You could send them a gift or simply email asking how they’re settling in and whether they know anyone else looking to buy or sell their home.
31. Create or join a referral network
If you need access to a referral network in your area, consider starting one. In most networks, a central coordinator tracks which agents have received customer contact information to determine who is next in line for a referral in the buyer’s region. Or, you can connect with top-producing agents, get more quality referrals, and bring in more business with Luxury Presence’s exclusive real estate networking app.
32. Nurture your audience
Once you have a lead, you need to nurture it. Email marketing campaigns are one of the best ways to do this. You can set up automated funnels to introduce yourself to new contacts or send out relevant listings as they come in. This kind of engagement means that your contacts feel connected and you stay top of mind.
Elevate your real estate marketing with Luxury Presence
With this wealth of real estate marketing ideas in your back pocket, you’ll be set up for success—and an increase in qualified leads.
Looking for even more real estate marketing ideas? Explore these proven tactics.
And if you’re looking for a team of highly skilled experts who have handled real estate marketing for some of the top-producing agents in the country, then we’d love to talk to you.