Whether a real estate agent or broker, you have many promising opportunities to attract qualified leads, guide them through the sales funnel, and close more deals. You can host and sponsor local events, organize open houses, develop direct mail campaigns, and offer other physical, interactive experiences.
However, digital marketing can take your business to another level, helping you attract broader audiences and spread your wings. Before diving into the best real estate digital marketing ideas, let’s see what benefits digital marketing brings.
In this article
The Importance of Digital Marketing in Real Estate
Digital marketing has revolutionized real estate, helping agents and brokers stand out, generate interest, and manage brand narratives. It has introduced more tools than ever to cut through the noise of competition and drive business growth. Here are the top reasons to embrace it:
- Better online visibility – Digital marketing helps put real estate listings on your target audience’s radar. They’re already looking for real estate online, so establishing an online presence is crucial. You can grow it across multiple platforms, ensuring you’re where your potential clients are.
- Increased brand awareness – Consistent branding across various channels helps showcase and strengthen your brand identity, building a positive image and improving your company’s recognition. You can connect with more leads and prospects, generating interest and raising awareness of your business.
- Targeted campaigns – Digital marketing enables you to reach specific demographics at various sales funnel stages. You can tailor your content and direct messages to their needs and preferences, supercharging conversions, sales, and ROI.
- Higher engagement – Informative blog content, personalized emails, social media interactions, and landing pages featuring professional videos are only some digital marketing strategies that boost engagement. They also help build trust and meaningful relationships, converting more prospective buyers or sellers.
- Measurable results – Digital marketing unlocks access to tools for measuring and analyzing campaign performance, providing actionable insights for optimizing your strategies. You can make data-based decisions and drive more sales and ROI.
- Competitive advantage – Embracing digital marketing means sharpening your competitive edge, capturing more clients than those without an online presence. You can stand out in the dynamic real estate market and establish yourself as an expert.
Digital marketing in real estate is instrumental for long-term success. Let’s see how to implement it to stay ahead of the competition, build relationships, and drive business growth.
Best Real Estate Digital Marketing Ideas
The following digital marketing ideas for real estate professionals are fundamental for thriving in this ever-evolving competitive industry. They can help you develop a well-rounded strategy and achieve excellent results.
Invest in Your Website
A website is indispensable for your real estate business. It’s where you display listings, showcase properties, and enable prospective clients to contact you and schedule a private showing. It’s where you show who you are and highlight the benefits of working with you.
The key is to make your website responsive, feature detailed, up-to-date listings, and implement a modern design that resonates with your target audience and makes navigation seamless. People shouldn’t jump through hoops to learn about your services, find desired real estate, list properties for sale, and contact you.
First impressions matter, so create a visually appealing home page and tailor it to your audience’s preferences. Don’t forget about laser-focused landing pages to guide visitors to specific actions like scheduling a free valuation or using a mortgage calculator.
Remember that visuals sell in real estate. Therefore, enrich every page with high-resolution photographs that present properties in the best light and drive purchases.
Focus on Content Marketing
Content marketing is the cornerstone of your digital marketing strategy. It guides leads through the sales funnel, helping raise brand awareness, enhance engagement, and boost conversions and sales.
Besides compelling content on your website pages, create a blog and regularly publish informative, helpful, relevant articles. Some examples include real estate trends, industry news and events, and expert tips for buyers and sellers.
The key to successful content marketing is SEO. Optimizing your content for search engines means boosting its discoverability. It helps you rank higher on SERPs (Search Engine Results Pages), enabling potential clients to find you quickly.
You can implement many SEO strategies, including link building and local SEO, but the secret sauce for ranking higher lies in keywords. Infusing them into your content ensures it pops up in relevant searches, driving more paid and organic traffic to your website.
Tools like Google Analytics, Semrush, and Ahrefs can provide insight into the terms your target clients type in search engines, including the keyword difficulty.
For instance, top-of-the-funnel (TOF) keywords like “homes for sale” can be challenging to rank for due to high competitiveness. On the other hand, bottom-of-the-funnel (BOF) long-tail keywords like “homes for sale in Seminole Grove, Florida” can attract clients ready to make a purchasing decision.
Therefore, focus on relevant keywords for all your content, including blog posts, lead magnets, and landing pages.
Utilize Ads on Google and Social Media
Paid advertising works like content marketing, except it focuses on specific offers and drives targeted traffic to your site. Instead of waiting for clients to find you, you reach them on their preferred platforms at the right time.
For instance, you can run PPC (Pay-Per-Click) ads on Facebook, ensuring specific demographics who actively search for your services see them in their news feed. You can narrow the audience by location, age range, income, home ownership status, interests, and other relevant characteristics.
You can also define custom audiences by targeting people who have visited your website or engaged with your content. You can later use them to create lookalike audiences (people sharing interests with your current customers) and expand your reach.
Instagram is also excellent for paid advertising in real estate, helping you turn your best posts into ads. Let’s not forget about Google Ads. After all, most real estate buyers and sellers start their search on Google.
Before running paid ads, learn more about your target clients, including their preferred social platforms. That way, you can reach them where they are and when they need your services.
Create a Compelling Email Marketing Campaign
Email marketing is excellent for building relationships. It lets you establish personal connections, nurture qualified leads, and convert prospects.
How can you obtain email addresses? By creating lead magnets. They’re fantastic for capturing leads because they entice website visitors to subscribe to your email newsletter. How? By offering gated content that promises (and delivers) real value.
That content can include a free ebook, extensive guide, checklist, local market report, virtual property tour, webinar, or home valuation tool. Many will gladly share their email addresses in exchange for your expert tips or insights.
Think about it. Would you resist signing up for a free “How to Buy Your First Home in Seattle” ebook if you were actively looking for real estate in Seattle? What about a “How Much Does a Home Inspection Cost in Maine?” market report if you were selling your ME property?
However, don’t limit yourself to gated content. Regularly share industry news and events, links to your latest blog posts, new relevant listings, company announcements, and other information pertinent to your audience. Personalize and nurture relationships to boost click-through rates (CTRs), conversions, and referrals.
Generate Professional Video Content
High-quality photographs are essential in real estate, but videos can make potential clients fall in love with your listings. You can create 360° virtual tours, 3D or VR walkthroughs, and aerial videos featuring properties and neighborhoods.
You can also record behind-the-scenes footage (perfect for social media) to humanize your brand. Other examples include informational videos, webinars-turned-videos, AMA (Ask Me Anything) videos for social media, and live streams.
Let’s not forget promotional brand videos highlighting your services and advantages over the competition. However, you don’t have to spend thousands of dollars on video production and content localization; you can rely on professional software.
Wondershare Filmora can be your trusted partner for generating high-quality video content for real estate digital marketing. It combines AI technology to transform video creation in the real estate industry, providing agents and marketers with powerful tools to more effectively showcase properties and engage potential buyers.
You can upload your audio, Filmora supports multiple languages and can clone the speed and intonation of the sound, enabling you to create professional-sounding narration for property videos without the need for expensive voiceovers.
You can add a custom script or let AI work its magic. Most importantly, you can upload your real estate photos and videos and make them pop using customizable templates (virtual tours, property listings, agent introductions, or neighborhood overviews).
You can use Wondershare Filmora online, download a mobile app (Android or iOS) for social media videos, or install it on Windows. The desktop version lets you import a PowerPoint file to create a video presentation, which can be excellent gated content.
Engage With Your Audiences on Social Media
Social media platforms are the best channels to spread the word about your business. They’re also perfect for building relationships because you can directly interact with followers.
You can regularly respond to messages and comments on your business page to answer questions, address concerns, and provide information. You can also spark conversations, engage in discussions, become a top contributor in Facebook groups, and create polls to keep your finger on the market’s pulse.
The key is to have an active social media presence. Besides engaging with your audience, frequently share website content, including links to blog posts and landing pages.
Additionally, share milestones, memes, open house invitations, and market updates. Organize contests, create “Just Sold” posts, and send wishes for special occasions (e.g., Christmas and International Women’s Day). That way, you can stay top of mind and dominate the social media playground.
Build Your Reputation as an Expert
All the real estate digital marketing ideas above can help you establish yourself as an expert. However, you can do more to build your reputation.
You can develop an online course to share your knowledge and expertise and help avid real estate professionals jumpstart their careers. You can create a video or audio podcast and regularly invite industry experts and rising stars to discuss the latest market events and trends and share insider tips.
You can host online webinars, share exclusive insights from local events, and collaborate with non-competing real estate agents, brokers, or companies (e.g., those in locations you don’t cover). Cross-promotional arrangements for mutually amplifying content can make your business soar.
Share Testimonials
Most property buyers and sellers need more than pretty pictures and videos to close the deal. They want social proof.
That’s where authentic testimonials come into play. They build trust and credibility, showcasing client experiences and encouraging people to choose you.
Therefore, create a section on your home page to display client reviews and ratings. You can also have a dedicated page for customer success stories where you share more information on sold properties, including photos, videos, and prices.
Don’t forget to share customer success stories and testimonials on social media. Let potential clients know how you helped various customers buy their dream homes or make the sale of a century.
You can also create client appreciation posts on social media, celebrating their new home and thanking them for trusting you. They’re likely to share them, sending more referrals your way.
Conclusion
You can implement many more real estate digital marketing tips, but these are an excellent starting point. Whether you run a real estate company or a solo venture, they’ll help you grow your business in the long run and consistently witness outstanding results.
