As you've certainly noticed, the competition among real estate agents for clients has become intense. According to a 2020 study by the National Association of Realtors (NAR), 73% of homebuyers only interview one real estate agent during their home search. Because getting in front of potential clients and winning their trust and business is an ever-changing playing field, there is a considerable amount of weight placed on first impressions.

As technology advances and new social platforms pop up, it can feel overwhelming to keep up with new trends while still honoring old reliable marketing tactics. New products and platforms can definitely be useful, but that does not mean that all the traditional real estate marketing ideas should be abandoned. Whether you’re new to being an agent or have decades of experience, the strategy is the same: first, figure out what works best for you, then plan out a successful strategy for obtaining buyer leads while generating listings.

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1. Create a Strong Online Presence

Website marketing is not a real estate marketing option—it is a must! Most consumers are looking for properties and agents online. If they’re coming to your site, they should be met with a simple and intuitive way to view a portfolio or get their questions answered. Your website can also serve as a place where you can show listings, publish content, and do advanced presentations that you could not do elsewhere. When it comes to designing a website, be sure to choose a template that speaks to your character while still coming across as sleek and professional. Navigation should be intuitive and seamless throughout the site and messaging should be simplified and to the point. In addition, your agent brand and website should tell visitors immediately who you are, where your expertise lies, and how you’re positioned to help them.

In addition to building a solid website, it is helpful to build an email newsletter campaign that will allow you to check in with your audience on a consistent basis and share new updates and wins. Email marketing also allows you to segment out recipients by region and tailor your messaging to specific readers. Your newsletter is a great place to send out interesting, consistent, and valuable content without being overly promotional or sales-y. It is a place where you can give readers a sense of who you are and stretch your wordsmithing skills if you choose to do so! Towards the bottom of your newsletter, maybe include some client testimonials that you refresh each time you send out a new email. This will help to further build trust and add actual clients’ stamps of approval to your brand and business.

2. Let Traditional Mailers Tell Your Story

Once in a while, agents can take an exclusively online approach to marketing. But top-producing agents and teams combine their online efforts with some sort of physical mailer. Direct mail postcards have a long and successful track record, due to their ability to allow agents to focus on their messaging to different target audiences. While online marketing is best geared towards obtaining buyer leads, postcards or mailers are a great way to actively generate listings, which will help to establish expertise and trust within a specific area.

Think of your online and offline presences as mirror images of one another, where you are sharing consolidated information from your website and newsletters on a postcard with the most important high-level information that you want to make sure reaches people. All in all, any extra brand recognition is worth your time when it comes to marketing yourself as an agent and finding an effective way to stand out.

3. Don’t Forget About Social Media

Most real estate agents know that using social media as a marketing tool is a relatively low-cost strategy that can drive big results. Between LinkedIn, Instagram, Twitter, and Facebook, there is a huge audience to capture and major potential to cast a wide net.

Each platform has its own unique strengths:

• LinkedIn is the “frequent hangout spot” for business professionals.
• Twitter delivers quick information, sometimes with a sense of humor.
• Instagram offers a unique focus on design, aesthetics, and lifestyle imagery, which is great for promoting neighborhood content and establishing a unique look to your personal brand.
• Facebook allows for conversation, one-on-one relationship building, and access to local neighborhood groups and pages.

Consumers often check out the social media pages of places that they are looking to learn more about, looking specifically for recently added content to ensure that the lights are on and the business is active. While social media is not driven by people looking to buy property and make that commitment, it is a great place to catch a lot of passive viewers and build a brand!

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In conclusion, when it comes to a sales-driven industry like real estate, it’s understandable why many focus on quick wins and scoring leads on popular listing platforms like Redfin and Zillow. But you also need to create a long-term strategy for reaching people when you’re not actively seeking them out. Even with an outstanding reputation and great reviews from clients, is it vital to have a constant pipeline of people coming in to use your services. Well-considered marketing can deliver the steady flow of clients you need to keep new business generating while working on your current listings. Be sure to test out a few different tactics to find a rhythm of what works best for you, and don’t be afraid to try out a new trend or social platform as they pop up in the future!