Creating a marketing plan and need some new real estate marketing ideas? That’s what we’re here for. We compiled a list of great advice on marketing and how to generate more real estate leads from leading real estate professionals. From virtual open houses to marketing for millennials, you’ll find information here to kick start your marketing campaign.
A recent study from the National Association of Realtors revealed that 92% of buyers use the internet to house hunt. This strongly indicates a need for all real estate business to have an established online presence, and Zillow is the first place you should start. As the largest real estate website with over 130 million visits per month, Zillow could generate $4.32 in commissions for every $1 spent.
By Shannon O’Brien. If you’re working as a listing agent, it’s important to create descriptions that will jump off the page and grab the buyer. A good tactic is to appeal to the buyer’s emotions. Use keywords that paint a picture. It’s not just about telling facts, but also about selling stories.
We interviewed 25 top real estate marketing experts and asked them for their best tip on how realtors can generate the most leads for their business. Read what they told us.
By Vinny La Barbera. Viral videos are still all the rage. If you can capture someone’s attention with a funny or insightful clip, you can reach a wider audience through the power of social shares. Everyone loves sharing entertaining videos on Twitter, and with family. Even if the audience isn’t your target, they may send the video to someone who is.
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Bing is the second largest search engine in the world and can drive a lot of traffic to your business. Because most advertisers are focused on Google, you may also be able to acquire clients on Bing at a lower cost. Try Bing Ads Today With a Free $50 Ads Coupon.
By Faith McGee. Creating a niche is a powerful way to establish yourself as an authority in your field. Once you narrow your focus, you can market to the target demographic. You’ll also develop a brand awareness, where potential clients associate you with a certain type of property.
By Brandon Stewart. Much of my content comes from blogs or other sources, and I of course give total credit to the original source. It saves me a lot of time because I don’t need to create new content on a monthly basis when there are already so many insightful and diverse blogs creating compelling content every day.
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By Alyssa Nardozza. If you want to get into the world of online advertisements, there’s no greater place to look than Google. Here, Alyssa breaks down everything you’ve ever wanted to know about Google Adwords, the advertising arm of Google.
Want to target newly married males who are less than 40 and live within your city? Facebook advertising makes this easy. Hire a pro on Fiverr to just $5 to show you how it’s done.
By Travis Balinas. So, now that you understand the need for a drip email campaign, check out Travis’ article on how to create killer email newsletters. Having a strong subject line for your email is definitely a can’t miss step. Another one is to include a call-to-action that prompts engagement.
By Michael Antoniak. These days, pretty photos don’t tell the whole story. You need a video to set you apart and keep clients on the hook. Create video tours of your properties. Invest in high quality tools to create a polished look, or consider hiring someone to do it.
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PostcardMania has helped thousands of real estate agents run successful direct mail campaigns! (Mention you heard about them from Fit Small Business and you will get 1,000 postcards printed for free!)
By Jacqueline Thomas. Open Houses are an amazing way to market your business. House hunters love to check out what’s inside, without the pressure of making appointments. Use Open Houses to your advantage. Create a sign up with your laptop or tablet. Ask for email addresses in return for a up-to-date list of homes for sell in the neighborhood. Set up fishbowls for cards for a gift card drawing.
When you want to define yourself as an expert or a leading voice in the real estate industry, hosting a seminar is a great option for you. Free will always garner some attention, and is especially useful if you’re just making a name for yourself. Advertise for your seminar at local businesses that cater to your ideal clientele. Be ready to collect email addresses with the same set up as above (using a laptop).
By Jackie Fast. If you’re interested in getting your name out there, you should definitely consider sponsoring a local charity or sports team. Having your name as part of the support roster will immediately spark curiosity in your business.
By Yours Truly. Sending out real estate marketing postcards on regular intervals will inspire interest in your business, and raise brand awareness as well.
If you’re interested in postcard marketing, also be sure to check out PostcardMania, which offers some helpful tools specifically for realtors.
By Seth Price. Not only should you be on social media, you should also have a dedicated business blog. Of course you’ll want to sell your product, and should, but don’t make you blog a sales page. Ultimately, your blog should be useful and valuable to your clientele. Be sure to check out this great infographic, too.
Speaking of social media, find out how to leverage Twitter to generate leads for your real estate business. It’s not about getting more followers, it’s about getting more actual clients.
By Realestatesupplysuperstore. An oldie, but a goodie. Implement door hangers in your marketing strategy. Not only will your potential clients be unable to ignore it, they may just bring the advertisement inside and think about it, longer than they would an email, for example.
Bing is the second biggest search engine behind Google and also powers YAHOO!’s search results. Learn how to advertise your business on Bing and get a free $50 ad coupon!
By Liz Sherman. Pinterest is an impossible mammoth to ignore. Much like Facebook, if you want to reach the masses, you should have a dedicated Pinterest presence. Pinterest is a visual medium, which works well with real estate because your clients are expecting a visual response from you. Take notes as Liz shows you how to effectively use Pinterest in your marketing.
By Krista Bunskoek. This is the holy grail of social media tips for your real estate business. Follow Krista’s advice on how to use different tools in social media.
Real Estate Slogans teach your customer what to think about your business. They also give insight on the tone of your brand. Here we take a look at 25 great real estate slogans, and why they work.
We discussed earlier how video marketing is so effective to successful conversion. This article discusses the 5 best types of videos to use in your marketing campaign.
By Marty Boardman. Yes, bandit signs are very effective. However, bandit signs should be used with caution, if at all. In many jurisdictions, bandit signs are illegal, and carry a hefty penalty. Marty Boardman shares his cautionary story. We’re adding this to the list because some areas allow you to put up bandit signs for the weekend use only. Check with your local city hall to find out if you can use bandit signs to promote your business.
By Pierre A Calzadilla. Of course, billboards aren’t illegal (at least, not that we know of). In this article, Pierre shares 10 dos and don’ts for your banner campaign.
By Seth Price. It can be absolutely maddening trying to decode what makes Google choose your company over the other local option. Take a look at this insanely-detailed article by Seth Price. It will share everything you’ve ever wanted to know about SEO for real estate, but didn’t know who to ask.
By Tara Jacobsen. This article is a perfect compliment to the Seth Price article above. Tara shares the best SEO keywords to use on your website for maximum exposure.
In addition to finding the best real estate marketing ideas from around the web, we also polled top real estate pros and asked them for their best advertising ideas. Here’s what they told us!
Amy Bly, Interior Decorator, Great Impressions Home Staging/Interiors
Stage your home to maximize its value (perceived or otherwise)! Staging draws attention to the home’s best features (fireplaces, great views, high ceilings, wood floors, etc.) while downplaying the less-desirable ones (small rooms, bowling alley rooms, odd niches, etc.)
Paul Cones, Owner, CourthouseDirect.com
Real estate agents should help clients understand what services make them stand out over the competition. Agents should create a cheat sheet with important information about what they do and why their service is superior to other individuals in the real estate industry. Contact information needs to be easily accessible, and a request for referral should be included.
Here’s a great post on the Animoto blog for how real estate professionals can easily and successfully engage clients with video marketing.
Anneamarie du LeBohn, Community Engagement Strategist, TNG Real Estate
My favorite marketing advice is to embrace community engagement. For example, in May and June we’ll host two free community paper shred events. One will be in Los Alamitos, CA and the other in Brea, CA. The event reduces paper in the landfill and it helps people reduce identity theft. To help spread the word, our agents farm various neighborhoods with flyers and door hangers. People can shred up to five boxes of paper for free (it’s about a $100 savings).
Danielle Procopio, CSC | Real Estate Broker, Certified Home Staging Consultant
I would say that my favorite marketing advice is –write thank you notes! I thought going the high-tech route when contacting people would be the way to go. I was wrong. People are very receptive to receiving hand written letters and thank you notes. It sounds silly and simple but this old school technique seems to set me apart from my competition. Not many people are doing this any more. And in real estate, you need any advantage you can get!
Stephanie Badillo, Principal, Badillo Development Group
I always recommend fully furnishing your listings and offer the buyer all the furnishings as part of the deal. Use it as leverage to sell the property by offering the turn key option as well, it’s a win win!
Shannon Gaskamp, Marketing Specialist, Princeton Classic Homes
We’ve found lots of success in our marketing through using online portals with very targeted demographic methodology. Particularly with social media and online advertising we’ve found success targeting potential buyers based on the product inventory we have at a given time.
Chris Haddon, Founder, REI 360
I have found the best results come from a personal message in my own voice. When you write your message, remember the following points:
- Make the message about them. They don’t care about you. So tell them how you can help them as quickly as possible.
- Be clear. If a seller is not sure what you want them to do, they’ll never call you.
- Match your message to your seller.
- Make your message short and sweet. In our fast paced world, people rarely read all their email. Unsolicited mail often hits the trash can. If you want your message to be heard, do it quickly.
Todd Hutcheson, I Buy Homes
I walk about one hour each morning and place post it notes on doors. I can reach about 90 homes in an hour.
Heather W. Leikin, Realtor, The House Agents/Partners Trust
Have one really quirky item in the house. So when a buyer is talking about it they can say, “the house with the giant buddha or the orange rug house”. Have something that stays in their mind about the style or design.
Sometimes a perfectly nice normal house can be forgotten about if it is the middle house in 6 houses seen.
I think the best way to be successful at real estate is to give the prospective clients something to remember you by. Real Estate professionals need to differentiate themselves and the way to do that is through Giveback Homes. This organization is creating social change through the act of buying or selling a home, giving real estate professionals a social good platform and a way to differentiate themselves from the competition.
David Reeve, Marketing Consultant, EIM Marketing
So often, consumers learn about home listings by viewing the MLS listings – not through a real estate agent. I encourage my real estate clients to become a source of MLS INFO and include MLS listing on their website via a technology produced within the industry, called IDX. An IDX enabled website allows agents to display MLS listing on their website, making them a single-source for market information to their customers.
My advice would be to create quality content around the questions of my potential clients. Am I experienced with new home buyers? If so, what questions do they usually have that I can answer through content on my site or blog? The same goes with clients that buyer homes often or are looking for a bigger home for their growing family! There will always be a question and the sooner you answer those questions, the quicker the client will trust you which will lead to a sale down the line.
Jennifer Thompson, Allen Tate Realtors-Ballantyne
Do I use the Internet, fliers, and a few gimmicky things to help people remember me? A little. But I have found if you make real connections with people and share in their fears and hopes, it creates relationships that build and expand. Talk to people at the grocery store, the ballgame, the school board meeting; really talk, not just small talk. Look them in the eye, listen, acknowledge what they are saying, and take an interest in their life: genuinely.
Reba Miller, Founder, RP Miller Realty Group
Using a proprietary technology, I hosted a virtual open house which used proprietary technology to offer 360 degree immersive panoramic photography. The result? A person attending the open house could feel like he/she was in the apartment doing an in-person walkthrough. To make it more attractive, I also attached a contest to the virtual open house. Anyone who walked through five of the seven rooms was automatically entered into a raffle for the chance to win an iPad. The unit sold in a matter of days.
43. Invest in professional photographs of your properties.
Troy Balakhan, Licensed Real Estate Sales Associate, Keller Williams Jupiter
Professional photographs can make or break a listing. The equipment used by a pro reveals the true feeling of a home- wide angle lenses showcase the size of a room, and the sensors inside of a professional’s camera capture more detail than even the best point-and-shoots or smartphones. A photographer knows how to frame an image, using lighting and angles to their advantage- we’ve all seen the listing photo with the cat’s tail in the corner of the image, or the agent’s reflection in the bathroom mirror. Although they seem minor, these things detract from a potential buyer’s ability to picture themselves living in a home.
Nicholas Lee, Licensed Real Estate Agent, Sierra Residential
Besides advertising exclusives on Streeteasy.com, Trulia, and Zillow, and sending out monthly newsletters, my top strategy remains the personal touch. I host a monthly happy hour open bar in NYC and invite my top clients, their friends and families. It’s a great way to organically grow your network and I’ve gotten some of my best sales clients this way. I highly recommend it!
Liz Froment, Copywriter & Marketing Consultant, The Property Copy Co
My top tip for real estate agents and those in the industry is to build their email list. This means creating a well done sales funnel on their sites. Start by having an opt-in or newsletter sign up on your site that tells those who visit that if they give you their email address, you are going to give them something of value back.
Once you have that email, the key now is building a relationship and adding a lot of value. This is where autoresponders can come into play. You can set it up so the second someone provides their email, they are hit with a welcome message and then follow up messages as well over time.
Of course once a deal is closed, the emails shouldn’t stop there. The majority of agents get their business through referral. So it’s vital to have a referral email campaign where you thank your client for working with you, offer your help for anything they need, and then ask for the referral.
Jayme Pretzloff, Director of Marketing, Wixon Jewelers
Every business encounters negative reviews online but it’s crucial to respond quickly but not to be reactive- give yourself time to breathe and think about the response. Realtors need to be sure to not lash out and go on the defensive, but to truly get to the root of the problem and understand why the client has had a bad experience. Respond to the review in a way to address not only the upset client, but also reassure other readers that the client’s experience isn’t routine. You want to take this chance to show that you care about your clients and that you care about their experiences.
Trevor Ewen, pearoftheweek.com
Focusing on a target demographic that is common in your area can be a great way to find a niche. If you are focused on immigrant communities: take out ads in publications written in their language(s). If you are focused on pet owners, advertise that. If your neighborhood is great for families, make that known in your advertising.
Ginger Wilcox, Chief Industry Officer, Sindeo
Ginger just did a webinar yesterday for real estate pros about marketing to Millennials with great information and tips.
Richard Houston, 956KnickerbockerRd.com
Regardless of whether you list it or put it up for sale by owner, set up a website for the property using the property address as the domain name like this: 956KnickerbockerRd.com. Take a look at our website and you see how to better market your property than the realtors do such as a map, a floor plan, photos of both inside and outside, photos of what you see when you look out the windows, in other words, capture the view, list all of the features of the property, etc.
Tyler Zey, Easy Agent Pro
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