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A Simple Real Estate Marketing Plan that Every Real Estate Agent Can Use

Whether you're just starting out or rebooting your outreach, you have the knowledge and tools to implement your own effective marketing plan.

A Simple Real Estate Marketing Plan that Every Real Estate Agent Can Use

There was a time when many real estate agents found that they could effectively run a real estate business and bring in potential clients simply through their involvement in the community and in their churches, community organizations, or social circles. However, that is no longer the case. According to statistics from the National Association of Realtors, 50% of buyers found their home online before they ever engaged the services of a real estate agent. It's important to have a robust real estate marketing plan in order to ensure that you are top-of-mind online as well as in real life.

We've created a real estate marketing plan template to walk you through the major questions you need to ask and the primary actions you need to take in order to ensure that you create a marketing plan that gets results. Rather than wasting time and money with real estate marketing strategies implemented in a haphazard way, a systematic process allows you to optimize both the implementation and analysis of your plan's effectiveness.

1. Know who you're talking to.

If you have not adequately defined your audience, every real estate marketing idea and choice you make will be a shot in the dark. From the photos you choose to the topics you discuss to the tone you use, a thorough understanding of your ideal potential client is an important part of your real estate marketing plan. Develop a profile for both buyers and sellers including demographic information, income, and education level as well as their personal preferences. The idea is to create an avatar toward whom you can focus your marketing efforts.

This type of focus doesn't mean you're leaving anyone out or only working with a certain type of client. It just means that you will be more effective in creating a message that resonates with buyers and sellers in your area.

2. Study your competition.

Take a look at the website, social media, and other platforms used by your competition. Find out who they are talking to, what their central message is, and how they are getting their message across. This will not only give you insight into how to optimize your own marketing efforts; it will also give you a sense of the gaps in their marketing plan that you can fill so that you're reaching more people in your area.

3. Define your budget.

Crunch the numbers and come up with a budget for your marketing efforts from day one. Differentiate between one-time costs like website development or marketing analysis and ongoing costs like content outsourcing, social media management, Facebook ads, and other strategies. Prioritize the various elements of your marketing in order to ensure that you optimize the time and money you're spending on your real estate marketing plan.

4. Create a website as your home base.

If you do not already have a modern, attractive, search engine-optimized website, it's time for you to make the investment. A highly functional and optimized site serves as a home base for your content and as a way for you to channel your lead generation efforts and capture contact information from potential clients.

5. Use blog posts and video content to share your expertise.

Creating content is an important way of showing your expertise, market knowledge, and your personality to potential clients. Lead generation through content marketing brings in warm leads who are set up for conversion rather than the cold leads you'll find through cold calling and door knocking. Produce content on a consistent basis in order to communicate with buyers and sellers about the local market, the buying and selling process, schools, community events, or any other topics they may be interested in.

6. Distribute your content with email marketing.

Content is not a case of "if you build it they will come." It is important for you to distribute content in order to bring more leads into your marketing universe. Create attractive, shareable emails that highlight your content, listings, buyer needs, and exciting facts about your business, like awards and new certifications. Segment your email list into various categories like

  • sphere of influence

  • past clients

  • buyer leads

  • seller leads

  • colleagues

  • referral sources

  • geographic farm

  • zip code

  • market niche

This type of segmentation, along with automated drip campaigns, will help to make your real estate marketing plan more effective.

7. Engage with followers through social media.

If you haven't already, create social media accounts and use them to connect with followers and friends, distribute content, advertise listings and open houses, and steer users to helpful resources at your website. Take engagement seriously and respond to comments, questions, and messages from your social media followers. Highlight your participation in community events and volunteer days, or share information about small local businesses and entrepreneurs to build your following.

8. Search for yourself online.

Take some time on a regular basis to Google your name, your real estate business, and your local market along with the words "real estate agent." This will give you a sense of how effectively your digital marketing efforts are working and how your marketing plan stacks up against competing real estate agents in your area. You may also develop some ideas for additional content that is highly ranked, highly engaging, or frequently searched in your area.

9. Analyze your results regularly.

Take a look at the analytics for each of your platforms and find out what content is getting the most engagement, where traffic is coming from, and who is responding to your marketing message. An effective real estate marketing plan requires this type of consistent analysis, revision, and retargeting in order to generate ongoing results and Improvement.

10. Continue to grow your reach.

Whether it's a new design, a new social media platform, or a new niche, there is always room for improvement in your real estate digital marketing plan. Keep revisiting the various elements of your marketing plan so that you can continue to improve and optimize your strategy, generate more leads, and reach more potential clients.

Guides October 15, 2019
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