Real estate marketing: what it is and how it works

What real estate marketing is

Salesforce says real estate marketing means finding the right strategy to make a distinctive brand, earn trust and present the benefit a business offers to buyers and sellers. It says the aim is to find a way to be noticed in a busy local market.

Entry Education makes a similar case. It says the work involves more than listing properties or putting an agent's face on billboards. Instead, it is about a unique brand, trust and the benefit a target audience receives.

How it usually works

Both describe real estate marketing as a mix of online and offline tactics. Entry Education lists a clear brand image, social media, professional photos and videos, email lists, visual walkthroughs, online reviews and customer relationship management software. It says a clear brand image can build trust and credibility with clients.

Salesforce adds further ideas. It mentions drone footage and aerial photos, targeted social media advertising, educational content, local sponsorships, print ads in local papers, billboards, personalised business cards, direct mail, referral programs, lead magnets and listings on major property portals. It says using both online and offline methods can help a business reach buyers.

It says the aim is to find a way to be noticed in a busy local market.

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What people weigh

Salesforce suggests that a business start by narrowing down who it wants to reach. It says understanding the client a business wants to serve helps tailor messaging and distribution channels. It also suggests setting goals such as gaining more qualified leads, improving conversion or raising brand awareness, and tracking measures such as inquiries or open house attendance.

It also suggests considering which marketing channels fit the audience and resources. It notes that many agents find social media, search engine optimisation and email campaigns effective, while property managers might turn to local networking, reviews and direct mail. It also recommends mapping out content for the different stages a customer goes through and using software to automate tasks such as managing leads, tracking sales and following up by email.

Words you will meet

Salesforce uses terms such as target audience, social proof, sales pipeline, lead magnet and landing page. It describes social proof as evidence that demonstrates a business's ability to solve customer problems. Salesforce describes a lead magnet as a free resource offered to draw in potential clients, and a landing page as a web page with one purpose: to capture contact details.

Entry Education mentions a CRM, or customer relationship management system. It says a CRM can keep track of client conversations, set reminders to follow up and look at data to improve marketing. It also refers to a unique selling proposition, which it describes as what sets an agent or agency apart from others.

Questions

What is real estate marketing?: Salesforce describes it as finding the right strategy to make a distinctive brand, earn trust and present the benefit a business offers to buyers and sellers. Entry Education says it is about a unique brand, trust and the benefit a target audience receives, not just listing properties.
How does real estate marketing work?: Both describe a mix of online and offline tactics. Entry Education lists social media, professional photos and videos, email lists, visual walkthroughs, online reviews and customer relationship management software. Salesforce adds ideas such as drone footage, targeted social advertising, local sponsorships, print ads, direct mail and portal listings.
What strategies do real estate marketers use?: Entry Education lists a clear brand image, social media, high-quality media assets, email marketing, visual walkthroughs, reviews and a CRM. Salesforce mentions targeted ads, educational content, local partnerships, print ads, billboards, direct mail, referral programs and lead magnets.
What is a lead magnet in real estate marketing?: Salesforce describes a lead magnet as a free resource offered to draw in potential clients. It gives the example of a local market report or a home loan checklist.
What is a CRM in real estate marketing?: Entry Education mentions a CRM, or customer relationship management system. It says a CRM can keep track of client conversations, set reminders to follow up and look at data to improve marketing.