How to Create A Real Estate Marketing Plan

Congratulations, you have obtained your real estate license. The real estate world is an exciting place to work in. You’ve taken the first step towards working for yourself and growing a new business. A great place to start is by creating a marketing plan for yourself. In this article, I am going to walk through simple real estate agent marketing strategies that can help expand your business and keep you busy with new clients.

In 2021, everything is online. Not only are millennials using the internet to shop for homes, but older generations are too. If you are going to be successful, you need to hop on the trend and get your business online.

Here are 5 key marketing strategies for new real estate agents:

1. Create a mobile-friendly real estate website.
2. Use an email marketing tool or CRM to stay organized.
3. Create primary social media channels for your business.
4. Create and share consistent real estate marketing content.
5. Update your audience with current listing, sales, and reviews.

Managing your real estate marketing plan can sound intimidating but if you nail down the basics at the beginning and stick to your plan, you can create a successful platform that enables you to bring in new business. Now I will break down how to conquer each marketing strategy.

Strategy #1: Create a mobile-friendly real estate website.

Your first step is to set up a meeting with your managing broker to find out whether they have resources you can utilize. Do they have a website that is built? Do they have a marketing team? Ask your manager about the standard procedures they have in place. From there, you can customize your website and make it your own.

Tips for your new website:

• Make sure that it is mobile-friendly by checking what it looks like on your cell phone. You want to make sure that it’s easy to navigate and clearly displays your contact information.
• Create a brand that represents your business. My name is Gabrielle Hodge and I named my brand Hodge Homes. If your company does not have a marketing team on staff, you can use free online resources like Canva to create a logo for yourself.
• Make sure you review all the marketing guidelines with your mentor/managing broker. There are specific rules for advertising in real estate. For example, generally you must have your company’s name in print on your media. Learn these rules before you get started so that your brand is starts out on the right foot.

Write blogs that will engage your audience and provide value. A great way to drive traffic to your new website is by writing relevant articles. For more information on creating a real estate blog, read our article here. 

Strategy #2: Use an email marketing tool or CRM to stay organized.

Now that you have a website you need to start building an audience. I would start by creating an excel sheet with contacts that includes their email and phone number. Start by listing all your close friends and family. This is called your sphere of influence (SOI). Your SOI should be the core of your networking. They should be people that know who you are and would vouch for your credibility. Start out by making sure the people on this list know that you are a real estate agent. This is going to help you get your name out there. Next, invest in a CRM. A great example of a real estate CRM is called MoxiWorks. Your CRM should allow you to engage with your audience and you should aim to automate emails to your sphere so that they get used to regular content from you. The point of this is to keep you top of mind when these people think of real estate.

Strategy #3: Create primary social media channels for your business.

Creating social media accounts for your business is crucial. It’s a great way to get your content in front of people for free. Use these platforms to show people your industry knowledge which should include your real estate transactions and experiences. This can be a great way for people to share your profile with others and gain referrals. At the bare minimum, make sure you create a Facebook Business Page, a LinkedIn profile, and an Instagram Business Account. Using social media is a great way to keep your brand consistent. Use your logo in your emails, as well as, on your social media so that your audience starts recognizing your brand.

Strategy #4: Create and share consistent real estate marketing content.

If you are not used to sharing a lot on social media, then creating content can seem intimidating. The best way to start is by picking a goal each week and expanding on it from there. For example, your first goal could be posting or sending one email campaign a week. If you don’ have any sale updates or listings (because you are brand new), begin by creating a post that is informative. Ask yourself: what did I learn in my real estate classes that I didn’t know before? Then begin writing digestible content that can help others learn more about the real estate industry. This will do two things: educate your clients and show them that you are passionate about what you do. You are going to gain credibility and generate more leads.

Strategy #5: Update your audience with current listing/sales and reviews.

Once you start completing real estate transactions, make it a habit to post specific progress updates online. You should highlight each step of the process. If you got your clients under contract, completed an inspection, or executed a closing. This is going to build up awareness of the real estate process and connect yourself to specific areas that you are working in. You can diversify your content by sharing posts, videos, or pictures of these events to give those interested in real estate a "look under the hood." You can put a personal touch on your content by sharing feedback from clients or pictures of people in their new homes. At times, it may feel like you are bragging or it may make you feel uncomfortable to talk about yourself online, but it’s a great way to put your hard work on display. Trying things that are new and uncomfortable will broaden your horizons as an agent. 

These strategies should be modified to fit each new agent and reflect their individual personality. Remember, the overarching theme of a marketing plan is to connect you to others and create value for your audience. If you still don’t know where to start, try following other real estate agents. Take notes on what they’re sharing and get inspired. Don’t be afraid to put yourself out there and be yourself.