Crafting the ideal realtor marketing plan is not straightforward or linear, especially as real estate markets vary by region and time of year. Creating a unique marketing plan for real estate business agencies is one of the fastest ways to generate leads, garner trust, and establish credibility as an authoritative source in the industry itself.
Knowing how to effectively market to your target audience as a realtor goes a long way when working towards increasing lead generation, sales, and the number of clients and properties you can add to your own portfolio. With the right real estate agent marketing plan, outperform your local competition as you make a name and reputation for yourself that is truly unforgettable.
Set Goals as a Real Estate Agent
Breaking into any industry is tough enough, and for realtors, it can be even more challenging. Real estate is one of the most prominent and competitive markets to date, for both residential and commercial real estate agents alike. Setting goals as a realtor is a must before you begin working on your own realtor marketing plan.
What Career Goals Do You Have?
Before creating your real estate agent marketing plan, consider the career goals you have in mind for yourself and for your future. Are you thinking of working as a realtor long-term and for the rest of your adult life? What type of clients are you interested in helping most?
What are Your Target Numbers?
When you are in the process of creating a marketing plan for real estate business or agencies, it is imperative to consider specific targets and numbers you want to reach or hit on a weekly, monthly, or even on an annual basis. Are you interested in generating a specific amount of revenue, or are you more interested in building up your portfolio with more clients?
Consider Your Purpose as a Realtor
Do you intend to represent residential, commercial, or a mixture of both types of clients as a realtor? Where are you intending to build your portfolio, and what is the outlook of the region in the near future?
Are you involved with the real estate industry to lend a hand to those struggling to find the perfect family home, or are you looking to promote chic and modern high-rise apartments? Considering your purpose as a realtor can help when coming up with a real estate agent marketing plan example of your own.
Get to Know Your Prospective Clients
Without knowing who you intend to reach and represent, launching a sample real estate marketing plan or a full campaign is futile and will likely result in a dead-end. Getting to know your prospective clients as a realtor is essential regardless of where you are located and the type of real estate you intend to represent and promote.
Define Your Ideal Client
Define your ideal client when crafting a sample real estate marketing plan. In order to create a relevant and suitable real estate marketing plan example, you will need to know the audience and demographics you intend to market to with your campaign strategy. Ask yourself the following questions regarding your prospective audience before you begin developing your real estate agent marketing plan example or campaign strategy idea:
- Location: What location am I targeting with my marketing campaigns, both online and off?
- Age: Is there a specific age range of prospective clients I intend to target? If so, why?
- Gender: Am I more interested in appealing to men or women as prospective clients?
- Marital Status: Is marital status important when representing a client?
- Hobbies and interests: Am I interested in reaching individuals with specific hobbies or interests based on the type of residential homes or commercial properties I intend to show and take on as a realtor?
Solving Problems as a Realtor
As a realtor, addressing problems and solving pain points is key, especially if you are just breaking into the industry for the first time. Homeowners and any individual in the buying market are likely seeking more space, a lower mortgage rate, or even a home with improved insulation and modern functions.
Knowing which pain points you are addressing with each individual client you take on to represent can go a long way with establishing credibility, trust, and authority as a realtor.
Create a Portfolio
Creating your portfolio is key to driving up sales, generating leads, and attracting new clients in the real estate industry. Without a portfolio, it is difficult to prove your abilities and skills as a real estate agent to prospective clients who are in need of professional representation.
Develop Your Online Presence
Create an official website or blog to help showcase your portfolio and to highlight the previous homes, commercial buildings, and properties you have represented and/or sold in the past. Use your online presence to build a name for yourself and to help hone in on local traffic within search engines with local SEO, or search engine optimization techniques.
When launching your official website, choose a domain name that reflects your actual real estate agency or your name if you are working as an independent or freelance realtor. Avoid using tricky or difficult spellings, hyphens, or other special characters as you are establishing yourself online with an official website and portfolio.
Showcase Testimonials and Client Reviews
When you are building your online presence, it is important to keep in mind that testimonials and reviews are essential for any type of business or independent professional. Showcasing testimonials and client reviews on your website, blog, and even on your social media page(s) can help to attract attention and garner new followers and prospective customers. For instance:
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(Image Credit: Siteloft)
Using positive and verified testimonials and reviews from clients you have represented in the past is one of the best ways to build and solidify a professional reputation in the real estate market, even if you are surrounded by plenty of competition. After you help a client with buying or selling a home, request that they leave you with a review or a testimonial that can be shared and used on your website, within your portfolio, and even within social media posts, updates, and promotions.
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Networking is one of the most necessary elements involved in building any type of business, brand, or reputation, regardless of market or industry. Knowing others who work in the same or similar industries as you can open the door to virtually endless opportunities for partnerships, promotions, and even cross-promotions.
Connect With Local Businesses
As a realtor, taking time to connect with local businesses in your area can help you to drum up new potential business while also making a name for yourself around town or within your own community. Even if you are new to the real estate industry, making connections with local business owners and managers can also provide you with more referrals and recommendations in the future.
Additionally, connecting with other local businesses in your area may provide you with opportunities to promote your services or to help those who own businesses sell or purchase properties themselves.
Work Together With Blogs and Online Communities
Another way to dive into the realm of networking is to work with blogs and online communities that are real estate-centric or that are most relevant to the realtor services you offer and provide. Connecting with others who own real estate blogs and online communities can also help you to discover new ways to promote your website and to increase the overall visibility of your official website and online presence. The image below shows a blog that partners with real estate groups to show their properties:
Immerse Yourself Into the Online Real Estate Market
Immersing yourself in the online real estate market is a way to discover more about your nearby competition as well as other potential competitors or real estate companies that may be taking away potential clients from you. The more immersed you become with the online real estate market, the easier it is to determine the best path and course of action for your own real estate marketing plans and campaigns.
Use Social Media
One of the best ways to launch an explosive real estate marketing campaign is to use social media. Social media provides free platforms for individuals and professional marketers alike to reach millions of potential customers and clients worldwide, regardless of the industry or market that is being targeted.
With platforms such as Facebook, Instagram, Twitter, Pinterest, and even Snapchat, realtors have plenty of options to choose from when it comes to sharing visual, video, and text media regarding the properties and clients they are representing.
FACTS: Roughly two-thirds of U.S. adults report that they are Facebook users. What’s more, there are over 80 million small businesses using Facebook’s free business tools. (HubSpot)
Create a Zillow Profile
One of the best ways to break into the real estate industry as a new realtor or even as an independent realtor is to create a Zillow profile. Zillow is the world’s largest online real estate network and community designed for both homeowners as well as realtors alike. Here is what Zillow looks like:
Once you have a Zillow account, you can begin showcasing listings of homes and commercial properties you are currently representing while also adding to your own professional portfolio. There are multiple account options available with Zillow to help with boosting your online visibility and brand awareness as a real estate agent or as an independent realtor.
Use LinkedIn to Connect and Network
Another professional social media network to consider as a realtor is LinkedIn. LinkedIn is the world’s largest social media network designed specifically for professionals and career-oriented individuals in mind. With LinkedIn, connect with local businesses as well as other real estate agencies in your area to build the number of professional connections you have for future reference and potential usage.
Create Your Online Social Media Presence
After you have familiarized yourself with the basics of online marketing for real estate agents and agencies, you can begin to flesh out your social media presence as a realtor. Before creating and finalizing your real estate marketing plan example and your campaigns, ensure that your social media presence is properly set up and ready to go.
Use platforms such as Facebook, Instagram, and Twitter to showcase your current properties and to promote your official website or blog. If you are interested in more visual elements and showing off homes and properties with the use of imagery and video, use platforms such as Facebook, Instagram, Pinterest, Snapchat, and even YouTube to help with maximizing your online reach and visibility. For example:
(Image Credit: National Association of Realtors)
During the setup process of your social media accounts, register the same username and page name for all of your accounts. Streamline your social media page names for your current website domain name or the name of your own real estate agency.
Other Real Estate Marketing Avenues
Along with traditional social media marketing and launching a website, there are also alternative avenues to consider when promoting yourself as a realtor or even when representing an entire real estate agency on your own.
Email marketing is one of the most prominent marketing tools used by realtors and real estate agencies altogether. With email marketing, reach prospective clients who are in both buying and selling markets on a more personal and intimate level. Email marketing is still one of the most effective methods of marketing for most industries today, including real estate. The image below is an example of an email template for real estate groups:
(Image Credit: HubSpot Blog)
Use email marketing to help drive traffic to your website, to showcase current houses or commercial properties you represent, and to celebrate sales or closings you have completed. By garnering a following of loyal readers and subscribers, increase your chances of receiving referrals and recommendations from those who actively read and engage with your email newsletters.
Did you know??? From a study of 1,000 small business owners, email marketing was ranked as the 2nd most effective medium for building brand awareness. (HubSpot)
Content and blog marketing can also help you to establish yourself as a professional realtor in your state, city, or even your local neighborhood. Provide your readers with valuable, interesting, and extremely unique content that is difficult to find anywhere else online. Use your content blog to share tips and tricks regarding the real estate industry that does not simply fall in the category of general knowledge.
With the right content marketing strategy, establish your website and yourself as a professional and authoritative source within the real estate market and industry.
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PPC/Third-Party Ad Marketing
It is also possible to promote your real estate services as well as your skills and experience with the use of third-party and PPC, or pay-per-click advertising campaigns. Marketing your official website, blog, or even your social media pages with the use of third-party and PPC advertising is one of the quickest ways to establish an online presence.
Although you may have a more difficult time garnering new prospective clients with the use of PPC ads, you can significantly boost your website’s SEO, or search engine optimization. As your website becomes more optimized for search engines, it is more likely to appear within the first page of results, providing you with more traffic and potential leads. This is what a PPC advertisement can look like:
Host a Webinar and/or Walkthrough Tours
Another way to help drive traffic to your website, blog, or social media pages is to host a webinar or to host walkthrough tours of homes, buildings, and properties that you currently represent.
Webinars are great virtual gatherings that can help you to get to know more about prospective clients. Use a webinar to help educate others about hot issues or trends within the real estate market or to showcase more about your own portfolio and experience.
With the COVID-19 global pandemic, it is becoming increasingly difficult for individuals to travel and conduct everyday tasks, including showing or viewing homes while in the market. Consider using a webinar or an online tour to help others view the homes and properties you are currently representing or have listed on the market. Using a virtual solution not only helps you to connect with potential clients, but it also provides prospective clients with peace of mind and a professional impression.
FACTS: 95% of video marketers said they felt they’d increased understanding of their product or service using video. What’s more, 93% of brands got a new customer because of a video on social media. (HubSpot)
Diib® Can Help With Your Marketing Plan!
Launching an explosive, viral, and massive real estate marketing campaign is not always as simple as pressing a few buttons and hoping for the best. However, once you are in tune with your intended audience, it is much easier to maximize your reach and visibility, both online and off. Partnering with Diib Digital can give you an added measure of confidence that you’ve got the right marketing strategy in place. With measurable results, in the form of analytics, you can change the trajectory of your strategy easily and confidently.
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Every marketing plan is going to look a bit different. Here are some of the general steps to marketing:
- Identify A Target Audience.
- Clarify Your Message & Goals.
- Review Your Competition.
- Define What Sets You Apart.
- Organize Your Budget.
- Determine Your Media & Distribution.
- Set Milestones.
- Create A Timeline.
Research shows that 1 out of every 8 real estate agents spends more than $20,000/year for marketing, with the top 3% spending more than $80,000.
Generally, developing the actual site costs between $500 and $1500 if you do the work yourself. If you want a professionally built website, that will cost anywhere from $8,000 to $25,000.
WordPress is ideal for real estate agents who want to build a site themselves but don’t want to spend a lot of money. There are also many “Premium” theme developers including Agent Evolution, StudioPress, Elegant Themes, and Theme Forest.
The quickest way to do this is with IDX widgets. Here are the steps. Head over to Appearance » Widgets page, and you will see multiple IDX widgets that you can add to your website. This includes IDX listings, IDX area, IDX search, and IDX single listing widgets. You can also add MLS content to your WordPress posts or pages.