Real estate marketing materials represent your brand and bring valuable leads for future commissions. Building a toolkit of marketing essentials usually takes experience and years of trial and error, from websites to business cards. We hope to speed that process up by providing a list of our top recommended real estate marketing materials and templates.
Here are the five essential real estate marketing materials to boost your business:
1. A Real Estate Website
Websites meet clients where they are searching. The right real estate website will create a brand for your business, as well as channel leads to your door. By including features such as IDX search, lead capture forms, and a blog that garners local interest, websites are a central building block to any agent’s real estate marketing materials.
Placester offers a real estate lead generation website that is mobile-friendly, easy to set up, and includes a range of features such as email automation, property searches, and blogging ability. Placester includes the ability for real estate lead generation and also offers agents tools for marketing to the leads they get. For example, Placester has the ability to segment, target, and automate emails or send out email blasts. For those looking to use real estate templates for more than just the website itself, Placester also offers email templates for agents to make the process of nurturing leads easier with your drip campaigns.
The pricing of Placester is $99/month with a $99 setup fee; however, at the time of this article, a basic agent website with Placester was free to all NAR members at one per agent.
To learn more about integrating an amazing website into your real estate marketing materials, see our review on the best real estate lead generation websites.
2. Real Estate Mailers
Real estate mailers, whether postcards or flyers, get something tangible and branded into the hands of prospective clients. Having your name repeatedly seen in households in your farm area, while also providing interesting information to potential buyer and seller clients, can get you up to 20 percent of the market share of your farm area.
Real estate mailers such as postcards or flyers plant a seed of interest within your farm area that gradually grows into interest and recognition. By using automated mailing campaigns, such as those offered by ProspectsPLUS!, you can customize real estate postcard or flyer templates to target potential clients and set the schedule to mail as often as you like.
While there are many companies that design postcards and other mailers, we appreciate the products of ProspectsPLUS! because they offer a range of real estate templates and specialize in working with agents. In particular, we like their new Market Dominator System, which is a great “set it and forget it” tool. In the Market Dominator System, ProspectsPLUS! allows you to fill in and brand a flyer template, and either provide the copy or allow their team of copywriters to fill in material for you. Subscribe to their program, and you could be having an automatic mailer going to your farm area every single month without a second thought, cultivating leads on your behalf.
Of course, you could also include more traditional postcards in your real estate marketing materials. Many real estate agents continue to use this marketing tactic for one reason—it works. With postcard campaigns, you can even target specific populations, such as renters within large apartment complexes in your farm area.
The uses for mailers within your real estate marketing materials are endless. Some of the other printed real estate marketing materials ProspectsPLUS! offers for customization include:
- Door hangers
- Open house sign in sheets
To learn more about real estate templates you can use for flyers, brochures or other types of printed marketing materials, check out our top 29 real estate brochure templates.
3. Memorable Business Cards
Customize an eye-catching business card to make a strong first statement. In a business where first impressions can be everything, having a memorable business card should be a fixture in your real estate marketing materials. Give yourself an edge by tossing aside boring corporate cards in favor of something more creative.
We appreciate the Moo line of business cards because of their unique shapes, designs, and quality. As an example, for only $19.99, you can get 100 of the small cards illustrated above that can be kept in a small container on your key ring. Moo offers real estate templates and other customizable cards that are equally compelling and interesting, such as square cards and cards with custom-edging colors.
While we recommend Moo for their consistent quality, there are other designers of business cards that we’ve reviewed extensively, such as Vistaprint and Jukebox. See which business card will suit your needs by reading about the best business card providers, their benefits, and their price points.
4. Real Estate Open House Signs That Get Noticed
Your real estate sign not only signals a property for sale or upcoming open house, but it is a demonstration of your brand to all who see it. Using a high quality, eye-catching sign that is clean and well-designed can help bolster your brand in the community and raise awareness of your business.
We recommend Dee Sign as the best real estate sign companies for agents and brokerages because of their pricing, sign quality, shipping availability, and range of designs. They have been in business over 40 years, and have real estate templates for their signs that not only provide great design, but place those images on material that is crafted to resist the elements and still look next to new.
Signs to consider adding to your real estate marketing materials toolkit:
- Hanging signs
- Signs with metal frames
- Open house signs
- Open house directional signs
- Brochure boxes
- Name riders
Dee Sign is a bit pricier than competitors, but their materials are superior and will likely give you a longer-lasting and better-looking product. Their yard signs, for example, are $62.75 for ten double-sided aluminum panels that are 30×24, while competitors like Oakley will charge $39.93 for their own yard signs of different materials.
It’s essential for your real estate marketing materials to have signs that stand the test of time and represent your brand well. While we recommend Dee Sign as our company of choice, see our review of the best real estate signs and see how they stack up against other top companies in the space.
5. Engaging Online Ads
Internet real estate marketing materials are as important as tangible products for agents today, and no toolkit would be complete without online ads and presence. As a real estate agent, leveraging where people are searching for properties and becoming the obvious choice as their service provider takes concerted effort and using the right tools.
With over 160 million visitors a month, Zillow is the largest real estate marketplace on the internet, and having a visible presence where buyers are looking and sellers are listing will bring you leads and keep your business flourishing. Zillow gives agents a free option that only includes having a profile and user reviews, but having a paid presence gives you advantages that the free option can’t rival.
There are two Zillow programs you should consider adding to your real estate marketing materials toolkit.
Zillow Premier Agent
The benefit of the Zillow Premier Agent program is that it brings you both exclusivity and increased exposure in your farm area. On your own listings, if you are a Zillow Premier Agent, you are seen as the only agent on that listing.
Notice on this listing that Altman is the only agent shown on her listing. This makes it far more likely that she will be the one contacted about her property and far more likely to earn both sides of the transaction.
On the contrary, if you are not a Zillow Premier Agent, and other agents in your area are, they can expand their reach into your farm area and be shown on your listing. Notice that Rivera is not a Zillow Premier Agent, and thus we see a lot of others placed on her listing as well.
You can clearly see that some of the Premier Agents on the above listing have more five-star reviews than the listing agent, have completed more sales, and thus make a compelling case for selecting them.
The Premier Agent program allows you to capitalize on the over 160 million visitors every month that Zillow gets, and to be a presence in your area that gets noticed. The pricing structure of Zillow Premier Agent is that it charges a fee based on how many impressions you would like your placements to receive, so it will vary by impressions, zip code, and the market you operate in.
To learn more about the Zillow Premier Agent program, read our article on how Zillow Premier Agent works—are Zillow leads worth paying for.
Zillow Premier Agent Direct
According to Zillow, 50 percent of all people who are visitors to their Zillow and Trulia platforms are planning to buy or sell in the next 12 months. The Zillow Premier Agent Direct program allows you to target groups with ads both during their visit to the platforms and after they leave that platform onto Facebook.
The benefits of the Zillow Premier Direct program are twofold. One is that you leverage Zillow’s browsing data to get a population of individuals who are highly-targeted leads looking in your zip code. A second benefit is that your ads are developed, managed, and optimized by Zillow to capture leads. The ads that run on Facebook even contain the Zillow branding, which helps to give them increased authority and legitimacy.
To learn more about the Premier Agent Direct program and other programs offered by Zillow, see our guide to using Zillow’s free and paid tools to increase leads and conversions.
The Bottom Line
Knowing what to include in your real estate marketing materials toolkit gives you the ability to reach potential clients wherever they may be. Whether receiving a real estate mailer, searching online, scrolling through social media, checking email, or driving down the street, a well-stocked toolkit should have the capacity to reach them where they are.