Understanding the main types of marketers in real estate can help you refine your strategy and ensure that it aligns with your business objectives. Our guide outlines five marketing personalities, each with its own strengths, goals, assets, and approaches. While you might fall into more than one category, knowing your overall marketing type will allow you to implement strategies that suit your growth goals.
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1. The newcomer
Newcomers to real estate are still in the early years of their careers and are working to establish themselves as credible agents. Their marketing efforts are focused on building their brand and generating a steady flow of leads while maintaining a budget-friendly strategy. For these agents, consistency and credibility are key to winning new clients.
The newcomer has:
- A willingness to create and share content to engage leads
- At least a few closed transactions
- Good market knowledge, often starting as a buyer’s agent
- A hunger to build their business from the ground up
The newcomer’s goals:
- Generate a consistent flow of leads online
- Stay within a manageable marketing budget
- Build an online presence to gain credibility with potential clients
The newcomer should leverage:
- Their website
- IDX search
- Lead capture tools
- Follow up
- Weekly blog posts
- Lead magnets
- Home valuation tool
- Facebook ads
As a newcomer, having a professional website and strong social media presence is essential. Leverage SEO, internet data exchange (IDX) integrations for listings, and lead capture tools (like home valuation landing pages) to drive traffic and convert visitors into clients. Consistent blogging, email newsletters, and strategic social media posts can help build their brand and attract new clients.
2. The influencer
Influencers are social media-savvy agents who thrive on interaction with their followers. They are comfortable sharing their personal lives and insights with their audience and leverage their growing social presence to build trust and attract leads. If you naturally engage with your audience on platforms like Instagram or TikTok, you may fall into this category.
The influencer has:
- A strong presence on multiple social media platforms
- An engaging personality that resonates with followers
- Listings that are visually appealing for photos and videos
- Willingness to spend time creating content and building engagement
The influencer’s goals:
- Become a recognized industry influencer
- Differentiate oneself by showcasing a strong online following
- Generate leads and drive website traffic via social media
- Reach new audiences by creating viral content
The influencer should leverage:
- Their website
- Their listings
- Lead capture tools
- Lead magnets
- Home valuation tool
- Video production
- Social media: Snapchat, X (formerly known as Twitter), LinkedIn, and Instagram
For this type of marketer, social media is the backbone of their strategy. They should use high-quality video content, interactive features like polls, and visually appealing images to keep followers engaged. Lead magnets, call-to-action posts, and social proof (like testimonials) can drive traffic to their website and convert followers into clients.
3. The top producer
The top producer is a highly experienced real estate agent with a strong track record of selling high-end homes. This type of marketer has an established client base, mostly consisting of repeat clients and referrals. Their marketing strategy focuses on maximizing exposure to luxury listings and strengthening their online presence to attract leads who are ready to transact.
A top producer has:
- A proven sales history as one of the most productive agents in their market
- A large email list of 1,000+ qualified contacts
- High-end listings featuring high-quality photography
- Frequent media coverage or press features
A top producer’s goals:
- Generate low-funnel luxury buyer and seller leads
- Reflect their elite brand and experience with a sophisticated online presence
- Activate their network to increase referrals to build a strong global referral network
A top producer should leverage:
- Their website
- SEO
- IDX search
- Their listings
- Lead capture tools
- Branding assets
- Weekly blog
- Email list
- Newsletter
- Video production
- Press and media
- Referral network
Top producers should utilize tools that enhance online visibility and build credibility. Leveraging SEO-optimized content, professional photography, and conversion tools like lead capture forms can help attract high-end clients. As a top producer, you may want to consider outsourcing your weekly blog posts, newsletters, and a strong social media presence, which are essential to maintaining relationships and nurturing your network.
4. The powerhouse
The powerhouse is a high-volume agent or team leader who closes dozens of deals every year. This marketer’s focus is on driving online leads through advanced tools such as Facebook Ads and SEO. They prioritize efficiency and scalability, making sure their brand can handle high transaction volumes while continuously improving their lead quality and conversion rates.
The powerhouse has:
- A staff, team, or brokerage
- The ability to handle lead follow-ups efficiently, often with a dedicated team member
- A structured advertising budget for paid campaigns
The powerhouse’s goals:
- Generate a large number of leads while improving lead quality
- Build a scalable and dependable pipeline for lead generation
- Implement robust follow-up mechanisms to convert leads
- Use analytics to track and enhance return on investment (ROI)
The powerhouse should leverage:
- Their website
- SEO
- CRM
- IDX search
- Their listings
- Lead capture tools
- Follow up
- Branding assets
- Weekly blog
- Newsletter
- Lead magnets
- Home valuation tool
- Email list
- Display ads
- PPC
- Geo-fencing
- Facebook ads
Powerhouses should focus on advanced tools like customer relationship management (CRM) software to streamline lead management, while paid campaigns such as pay-per-click (PPC) and Facebook Ads help scale lead generation. Implementing geo-fencing and display ads can further target specific audiences, and robust analytics tools can help powerhouses refine their strategy based on performance metrics.
5. The specialist
Specialists often come from other professional fields, such as construction, law, or business, and focus on niche sectors within real estate, such as development projects or high-end spec homes. Their marketing strategy centers around leveraging their established networks and expert knowledge to continue growing in their specific niche.
The specialist has:
- A strong, trusted personal brand built over years of experience
- A large email list, often with more than 1,000 contacts
- Deep knowledge and established relationships in a specific sector
The specialist’s goals:
- Expand their business within their niche
- Maximize the potential of their existing network
- Build an online presence that effectively communicates their expertise
The specialist should leverage:
- Their website
- CRM
- Their listings
- Lead capture tools
- Follow up
- Branding assets
- Lead magnets
- Market information
- Newsletter
- Referral network
- Email list
- PPC
Specialists should focus on tools that highlight their expertise, such as a well-designed website that showcases their niche projects. They utilize newsletters, lead magnets, and professional referral networks to tap into existing contacts and further their reach. Developing content that highlights knowledge in a specific sector can attract clients looking for specialized services.
Crafting your own marketing plan
Now that we have a clear understanding of the different types of marketers and their unique approaches, we can move forward with building a tailored marketing plan.
Steps to create a successful marketing plan:
- Identify your type: First, determine which type of marketer you align with the most. By understanding your unique value proposition, you can determine whether you’re an influencer who thrives on social media, or a top producer who focuses on luxury listings.
- Leverage the right tools: Based on your marketing type, invest in the tools that will help you succeed. For instance, if you’re a powerhouse, CRM software and paid advertising will be crucial, while a newcomer might prioritize SEO and social media engagement.
- Build a strong digital presence: No matter your type, your website is the foundation of your marketing strategy. Ensure that your site is mobile-friendly, SEO-optimized, and includes clear calls to action (CTAs) to convert visitors into leads.
- Consistent content creation: Regularly update your blog, send out newsletters, and engage on social media to stay top of mind with your audience.
- Track and adjust: Use analytics tools to monitor the performance of your marketing efforts. Regularly review metrics like traffic, lead conversion rates, and ROI to adjust your strategy as needed.
Your website: The lynchpin of every marketing plan
Every successful marketing plan for real estate agents should include a strong digital foundation, primarily through an effective website that converts visitors into leads.
Website essentials for real estate marketers:
- Responsive design: Ensure your site works seamlessly across all devices.
- SEO optimization: Maximize search engine visibility with fast load times and optimized content.
- Clear CTAs: Include enticing calls to action to guide visitors toward conversion.
- IDX integration: Keep your listings up to date to engage users.
- User-friendly navigation: Make it easy for visitors to find the information they need.
- Lead capture forms: Place lead forms strategically to encourage contact submissions.
- High-quality visuals: Use professional photos and virtual tours to impress potential buyers.
- Content-rich blog: Offer valuable insights to build trust with your audience.
- Social proof: Display client testimonials and reviews to establish credibility.
- Analytics integration: Track user behavior to continuously refine your marketing strategies.
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Recognizing your marketing type is the first step toward building a more effective real estate business strategy. Whether you’re an established top producer or a newcomer looking to break into the market, aligning your marketing plan with your strengths and goals will ensure long-term success. By focusing on creating a robust online presence, engaging your audience, and optimizing lead generation tactics, you can elevate your marketing efforts and grow your real estate business.
No matter what type of marketer you are, Luxury Presence has the website design, capabilities, optimizations, and digital marketing products to help you build and scale your business. Schedule a strategy call with our expert team today to learn how we can tailor our solutions to your specific needs.
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