How to market yourself and your listings as a real estate agent
Every realtor knows real estate can be as much about selling your personal brand as it is about selling properties. People want to know their realtor is as reputable as the shiny new downtown duplex they’re being shown. That starts with marketing – giving prospective clients an opportunity to learn more about you and the properties you’ve listed and answering some of their preliminary questions before they call to set up any viewings. Here are seven excellent ways to do that.
1. Optimize your website
It’s 2022, and just having a website isn’t enough anymore. When prospective clients search for local real estate listings, search engines use keywords and other ranking factors to determine which websites are most relevant to show in the search results. You can use a technique called “search engine optimization” (SEO) to organically improve your website’s appearance in search results.
2. Use social media
It’s been well over a decade since social media became a dominant force in marketing. Nowadays, if you’ve got something to sell, you’ve got to be on it. That includes real estate! Real estate social media marketing on Instagram, Twitter, Facebook, LinkedIn, and Pinterest is an excellent way to interact with your audience and show off listings.1 Knowing how to use video in real estate marketing can increase the effectiveness of your social media presence too since channels like Instagram and Pinterest are heavily focused on visuals.
3. Build an email marketing list
Offer your audience some form of benefit in exchange for their email addresses (resources, information, etc.) and use this connection to consistently share new listings and properties sold or information about events like open houses.1 You can also use your email list to send out seasonal messages, holiday greetings, and other non-business messages to keep building relationships and keep your name top of mind.
4. Post your listings on popular real estate websites
Some of the first results to come up when people search for real estate listings are websites like Zillow and Realtor.com. If you want as much visibility as possible, you’ll want your listings on these sites. Make sure to include a picture of yourself and any positive reviews you’ve received.1
5. Invest in paid advertising
While SEO can generate plenty of organic traffic when done well, sometimes the best way to get people flocking to your listings is to allocate some budget to paid advertising. Promoting your site with a search engine provides an opportunity for your ad to display prominently in search results. You can also use other digital methods, such as display ads on websites or promoted posts on social media. Out-of-home advertising formats like billboards can be effective too if you operate in a densely populated area.
6. Become active in the community
It’s hard to succeed in real estate without connections to the community in which you operate. The residents of that community are all potential clients, and even if they’re not the ones who are buying or selling this time, they might know the people who are, or they’ll reach out to you when they’re ready. Every chance encounter could become your next sale. Sponsoring local sports teams and community events can help build ties to the community. Business cards may sound outdated but keeping a few on you at all times is still a good idea.2 Leaving people with something physical can increase the chances they’ll remember you.
7. Gather testimonials from clients
People often go to the reviews and testimonials when considering a purchase, particularly with expensive items like properties. If your clients have had positive experiences with you, ask if they’d be willing to give testimonials saying so. With their permission, these testimonials make excellent content for your website and social media channels.2
Digital marketing resources
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