Getting new clients is the lifeblood of any real estate business. Converting leads into customers requires marketing that builds trust and offers value before and during sales.
Real estate buyers and sellers typically research properties using online resources such as websites, social media, and videos. You can make a significant impact on your marketing by answering their questions.
Create a Website
Whether you’re an independent agent or part of an agency, your website is the cornerstone of your real estate marketing strategies. With 42% of home buyers starting their search online, it’s imperative that your audience can find you there.
A well-designed, mobile-optimized site will make a big difference in the quality of leads you generate. The best websites for real estate agents and brokers include advanced property search filters, contact information forms, and a blog to showcase your expertise.
Incorporate local SEO on your website, too. This means researching the keywords that potential buyers search for and creating content around those topics. Tools like Ahrefs and Moz can help with this.
Build an Email List
Real estate is all about building relationships, and email marketing is a great way to nurture buyer and seller leads, turning them into devoted clients. Compared to social media, emails get much higher response rates (and are less likely to be missed).
Ensure that your website is optimized for email sign-ups. This means having ample, visible on-page opportunities to do so, such as an email opt-in box or form. This is also an excellent opportunity to give new subscribers an idea of what they can expect from your emails, like home improvement tips, market data, or listings that meet their criteria.
Another great way to build an email list is by adding a sign-up form at real estate events. Doing this lets you collect many new email addresses in one place and follow up with them afterward. Text messaging is also a great way to reach real estate prospects. A recent study found that 51% of consumers reply to text messages within one to two minutes, which is ten times faster than responding to phone calls.
Build a Social Media Presence
Real estate agents are spoiled for choice when it comes to marketing channels. There used to be a time when it was enough to market yourself via the newspaper or Zillow, but now agents have a whole host of channels to manage (and compete with).
Regarding social media, the best way for new real estate agents to stand out is by providing valuable content. This could mean offering advice on how to sell a home or posting listing photos showcasing a property’s beauty. It can also be helpful to post about closings and other achievements. Client success stories are a great way to build a sense of social proof and can be a powerful way to generate referrals.
A solid social media presence can also help establish an agent’s authority and credibility, so new agents must prioritize this. Of course, only some businesses can afford to advertise on all platforms available, so new agents must focus on those that will resonate with their target audience.
Promote Your Listings
One of the biggest issues agents face is a need for a clear, unified real estate marketing strategy. Gone are the days when it was enough to manage one or two channels like Zillow and the newspaper; new agents need a robust digital marketing strategy with multiple components to generate phone calls and appointments.
Local solid marketing is also essential to building an agency brand that connects with home buyers in your area. Create or join community groups on social media to share listings and promote open houses. Try Facebook ads to expand the reach of your listing posts to a targeted audience.
When promoting individual listings, tell a story that connects with the buyer’s needs and emotions. For example, if you have a property with a beautiful view, highlight that feature in your marketing materials. Address common objections, such as pricing strategies and commissions, in your marketing materials so you don’t have to waste time answering them on the phone.
Another way to nurture leads is using automated email marketing tools, such as drip campaigns that send informative real estate articles to prospects over time. A tool like Birdeye allows you to automatically ask for reviews from all of your past clients across websites, increasing your chances of getting a 5-star review on each site with a single click.
Get Referrals
If you’re looking for a low-hanging marketing opportunity, look no further than referrals. Not only do they provide a steady stream of new business, but they’re also more likely to close than leads.
The key to getting referrals is connecting with your audience through storytelling. This builds trust and creates a memorable message for potential clients to share with their network.
Local business owners are another great source of referrals. They’re often plugged into the community and know when people are getting married, divorced, or moving. Try partnering with an agent specializing in the type of client you want to attract to develop a mutually beneficial relationship.
Lastly, make sure you’re always following up with past clients. This helps keep you in mind when they’re thinking about real estate. A simple email now and then will suffice (or use a service like RESAAS to automate this task). It’s been proven that asking for a referral is more effective than asking for a lead. It’s a simple yet effective marketing strategy that every new agent should be using.
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