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The Realtor's Guide: How to Develop Your Real Estate Marketing Strategy

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The Realtor's Guide: How to Develop Your Real Estate Marketing Strategy


About 5.8 million homes were sold in May 2021. That is up 44.6% from last year! If you want to become successful selling real estate, however, you will need to reach clients online.

Otherwise, potential clients might not even realize your real estate agency exists. They might take their real estate needs elsewhere. In other words, you will miss the chance to gain new clients and grow your business.

With a strong real estate marketing strategy, you can reach more clients with ease. Generating brand awareness, website traffic, and leads can help you grow. Then, you can improve your ROI (Return on Investment) to set your business up for lasting success.

Not sure where to start? Here are 10 tips that can help you start strategizing. 

With these tips, you can increase your brand visibility and generate more inbound leads. As your ROI improves, you can set your real estate agency up for long-term growth.

Start reaching more clients than ever before! Learn how to develop an effective real estate marketing strategy with these tips today. 

1. Set Goals

Before rushing to develop your real estate marketing strategy, consider what exactly you want to accomplish. Outline your goals for the year. Establishing your goals can help you determine which strategies to use.

For example, you might want to help more people find your listings online. In that case, you will want to generate more website traffic. To generate more traffic, consider strategies like search engine optimization (SEO).

In order to use SEO, you will also need to consider updating your website and creating fresh blog content.

Other goals you might want to consider include:

  • Creating a distinct brand
  • Generating brand awareness and recognition
  • Establishing yourself as an industry thought leader
  • Generating more website traffic
  • Increasing online leads or phone calls
  • Increasing sales
  • Improving your ROI
  • Nurturing leads or previous clients

Create a list of short- and long-term goals. Short-term goals can include updating your branding or website. Long-term goals can include increasing brand awareness and sales.

Try to set a key performance indicator for each goal you create. For example, you can track website traffic, sales, or social media followers. Then, you can track the progress of each marketing campaign you create.

If your campaigns are not accomplishing your goals, you will know it is time to make a change. 

2. Gather Research

Do not develop your real estate marketing strategy without gathering research first. Otherwise, you might make assumptions that can impact your progress. 

Start by learning as much as you can about your target audience. Are you focused on reaching buyers or sellers? Are you selling real estate for commercial or residential properties?

You can also identify clients based on demographics, including:

  • Location
  • Age
  • Gender
  • Household income
  • Education
  • Language
  • Career

Otherwise, consider psychographics like pain points, interests, and hobbies.

For example, you might want to help parents find homes near the best schools in town. Perhaps you are focused on young adults interested in clubs and restaurants.

Understanding who your clients are will help you personalize your digital marketing strategy. You can create content based on their needs and interests. Clients might feel more inclined to contact you if you understand their needs.

Gather keyword research too. What phrases do your clients search to find local real estate agents? Use tools like Ahrefs, Answer the Public, or Keyword Planner to develop a list. 

The research you gather about your clients can inform the rest of your real estate marketing campaigns. 

3. Establish Your Brand

It can take as many as seven impressions for consumers to remember a brand. If your real estate agency does not stand out, you will fade into the background. Before using the rest of these digital marketing tips, make sure to develop your brand.

Unique branding will help you stand out from competing agencies. It can also help more people remember your business. 

The next time a homeowner needs a real estate agent, they might recall seeing your branding. 

It is also important to keep your visual branding consistency across all platforms. Consistency can increase revenue by up to 23%. Otherwise, homeowners might confuse your brand with another.

In fact, brands that maintain consistency are 3.5 times more likely to enjoy excellent visibility than those that are inconsistent. 

Your brand includes your:

  • Mission statement
  • Vision statement
  • Values
  • Personality
  • Voice
  • Tone
  • Color palette
  • Font styles
  • Logo styles
  • Imagery styles

Create brand guidelines for your real estate agency. Then, maintain brand consistency across each marketing campaign. Update your print materials, website, and social media accounts too.

Keeping your brand consistent will help more locals recall your business.

4. Update Your Website

When was the last time you updated your website? Your website works as the backbone for your entire digital marketing strategy. If your website is outdated, clients might think you are behind the times.

Instead, update your website to ensure it is fast and mobile-optimized.

Google uses mobile-first indexing to determine rankings. If you are not optimized, your ranking might drop.

Make sure to create a positive, simplified experience for users too. A positive user experience (UX) will encourage people to explore. As they click around, they will learn more about your real estate agency and listings.

Consider adding client reviews to your website to boost your credibility. Keep your blog updated with fresh content too.

Otherwise, make sure the IDX plugin you are using is easy for visitors to navigate. Add conversion opportunities like buttons and forms to your site as well. Then, you can use your website to generate more inbound leads

5. Create High-Quality Content

Content marketing costs 62% less than traditional marketing. High-quality content could help you generate three times as many inbound leads too. 

In fact, companies that blog produce 67% more leads per month than those that do not. 

The most popular content formats include blog posts, case studies, and customer success stories. Video content is becoming more popular too. In fact, 80% of video marketers say videos have directly increased sales.

Over 70% of consumers prefer learning about products and services through video content. 

A website is almost 53 times more likely to reach the front page of Google if it features video content. Appearing on the front page will also help you appear in front of more clients. Then, you can generate more brand awareness and website traffic. 

In fact, 87% of video marketers say video has increased traffic to their website. By 2022, video content could make up over 80% of all consumer internet traffic.

Consider adding drone photographyvirtual tours, or VR/AR content to your plans as well. Following the latest content marketing trends will help you stand out from the crowd. 

End each post with a strong call to action encouraging people to contact you for a tour.

6. Get Optimized

Nearly 70% of all online experiences begin with search engines like Google. In fact, over 53% of all website traffic starts with an organic search. If your website does not appear at the top of a search page, consider SEO.

Search engine optimization can help you improve your online rankings. Higher rankings can help you:

  • Improve brand visibility
  • Build awareness and recognition
  • Generate more website traffic
  • Establish yourself as a thought leader
  • Boost your credibility
  • Generate more inbound leads

In fact, SEO drives 1,000% more traffic for websites than organic social media.

SEO is also a cost-effective marketing strategy. Generating more inbound leads could boost your ROI too. SEO leads have a 14.6% close rate as well.

Have a single focus keyword in mind for each blog post you create. Then, strategically place the keyword in the:

  • URL
  • Page title
  • SEO title
  • Meta description
  • Image alt text and file name
  • Opening and closing paragraphs
  • Body text

Avoid stuffing a single post with the same keyword too often. Otherwise, Google could penalize your site. 

7. Start Emailing

Add an email subscription form to your website. Then, use a lead magnet to encourage people to subscribe. For example, you can offer a helpful eBook, checklist, or video.

Once you develop a list of subscribers, nurture those leads! Adding emails to your plans can help you engage previous website visitors. You could have an easier time remaining top-of-mind as a result. 

Use emails to share your blog content and latest listings. Then, encourage people back to your website for more information.

8. Stay Social

You can also combine your content creation strategy with social media marketing. Share your posts on social media to generate more website traffic.

Show off your amazing drone footage while you are at it!

Otherwise, host live video Q&A sessions to keep people engaged.

9. Create Digital Ads

Pay-per-click (PPC) advertising can help you generate brand awareness and website traffic. Create both text and display ads. You can use Facebook and Google Ads to get started. 

10. Analyze and Optimize

Once you develop your real estate marketing strategy, keep an eye on your marketing campaigns. Determine which strategies help you generate more inbound leads. Consider which tactics are failing to remain effective too.

Otherwise, keep track of the latest real estate marketing trends to remain relevant year-round.

From the Ground Up: 10 Tips for Creating a Real Estate Marketing Strategy

Do not miss the chance to reach more clients than ever before. Instead, use these 10 tips to create an effective real estate marketing strategy. With these tips, you can expand your reach and build your business from the ground up.

Looking for more ways to start selling real estate? We can help.

Start selling more homes with our innovative technology and agent resources today!