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With still-soaring interest rates, low inventory, and a relatively sluggish market, agents have had a chance to slow down and reassess our marketing efforts in 2024. If you want to market your business successfully, you need to go back to basics: make personal connections, present yourself as a trusted advisor in your community, and build a brand that resonates with your niche. To help, we’ve compiled this list of unique real estate marketing ideas, leveraging our decades of combined experience as licensed agents, broker-owners and brokerage marketers.
Summary
Online real estate marketing ideas
There are plenty of effective real estate marketing ideas and strategies you can execute online — from the comfort of your home, your car or the local coffee shop between showings. Here are some of our favorite real estate marketing ideas.
1. Run AI-powered ad campaigns
Buying paid ads on platforms like Google and Meta (read: Facebook and Instagram) can help agents reach large, targeted audiences based on demographic information like zip code, gender, and age group. AI technology can further target your paid ads to the right people at the right time. They may analyze browsing behavior and preferences data to ensure your ads hit home with potential clients. This means better leads and higher conversion rates.
It’s not just about reaching more people; it’s about reaching the right people. In today’s hyper-competitive market, AI-driven ads give real estate agents a competitive edge, maximizing marketing efficiency and generating leads who are ready to transact. Meta has developed a suite of AI-driven ad tools called Advantage+. For its part, Google has internal AI-powered ad solutions including Performance Max.
2. Send interactive buyer & listing presentations
If you want your marketing to stand out in a post-settlement market, you need to step up your presentation game. What good is bragging about your Instagram audience or Matterport tours in a clunky PDF? You might as well send them a telegram. Today’s buyers and sellers demand more.
Luckily, you live in 2024, not 1994. Highnote lets you create engaging, trackable, interactive presentations to wow your leads and clients. Not sure what to include? Highnote comes with dozens of templates for buyer presentations, pre-listing presentations, listing presentations, and much more. They can also create a custom listing presentation just for you.
3. Send personalized video text messages
With an open rate of 82%, text messages are still one of the most effective ways to market your business. Adding quick-hit videos that answer common buyer questions or, better yet, answer a specific client question can skyrocket your open rates and help you make personal connections.
Here are a few tips for sending better video text messages:
- Before recording, write a quick video script that includes an enthusiastic greeting and further commentary that addresses your client’s needs.
- Keep your videos short; around 30 to 60 seconds.
- You can send video texts directly from CRMs like Wise Agent or through apps like BombBomb or Dubb.
4. Create and share viral memes on Instagram
Humor is a universal language and a powerful way to make personal connections with buyers and sellers on social media. Sharing real estate memes and funny videos can boost social media visibility and attract valuable attention to your services. Luckily, you don’t have to reinvent the wheel to create memes your audience will love. Some of the most viral memes are simple, short videos that use trending audio to go viral. Here’s an excellent example that’s just 30 seconds long:
5. Create buzzworthy polls
People love sharing their opinions on social media. And thankfully, engaging with your audience has never been easier. Create interactive polls on platforms like Instagram stories and posts to boost engagement and better understand your client’s preferences. Polls can be about anything, from which tie you should wear that day to opinions about which ocean view is better between two properties. Those little thumbs-up and thumbs-down emojis can offer significant insights to help you better serve your clients, and (bonus) it makes your followers feel like momentary experts.
6. Leverage reviews to get more referrals
Every agent knows that reviews are the best way to create social proof in real estate marketing, but only some use them to their full potential. They send an email asking for a review, post it on Instagram, and then grab lunch without realizing that this is also the ideal time to ask for a referral. Why? It’s basic psychology. People are far more likely to want to help you after you ask them for something else.
Reach150 combines powerful automation and drip campaigns to help you get more referrals from the reviews you worked so hard to get. Here’s how it works: They send review and referral requests automatically, then follow up for up to six months to keep you top of mind. Their app will also send requests to your database so you can generate reviews and referrals from deals you closed years ago.
7. Send targeted Facebook Messenger ads
Real estate agents looking to boost their marketing might find a surprising tool in Facebook Messenger ads. Messenger ads offer a more direct line of communication with the average buyer or homeowner inundated by emails.
8. Micro-segment your database
Effective marketing means reaching the right person with the right message at the right time. One easy way to do this is to micro-segment your database. For example, you might have leads looking for waterfront homes, high-rise luxury condos, mid-century modern architecture, or homes in specific school districts. Even if you only have a handful of leads that want a waterfront property, taking the time to identify them in your CRM and create targeted emails and texts that give them exactly what they want will increase your odds of converting them to clients.
9. Retarget website visitors with Facebook ads
Retargeting your website visitors with targeted Facebook ads is another highly effective real estate marketing strategy. Facebook retargeting ads use data from your site visitors, such as the types of homes they looked at, to create targeted Facebook ads that show them exactly what they want. These ads are great for boosting your conversion rate and brand awareness. The more clicks you get, the busier you become as more users flood your website.
If setting up Facebook ads isn’t your thing, Market Leader offers automated social media retargeting ad campaigns designed to keep your site visitors engaged.
10. Cross-post neighborhood guides on your blog & YouTube
Publishing city guides on your blog and YouTube channel is a smart move for real estate pros looking to attract more clients. Here’s why: City guides position you as a local expert who knows the area inside and out. They’re not just about listing properties. Instead, you can showcase the community’s lifestyle, amenities and hidden gems. This kind of insider knowledge builds trust with potential clients. By publishing these guides on your blog and YouTube channel, you can boost your website’s SEO, making you more visible online. When people search for info about the area, they find you. It’s a win-win: helpful for buyers and sellers and great for your business growth.
Check out Melissa Terizs’ DC Real Estate Mama blog for more examples of this strategy. She offers guides, comparisons, and other educational content on her site and her YouTube channel.
11. Post engaging educational content on Instagram
One of the best ways to show your value as a real estate expert on Facebook and Instagram is to post engaging educational videos. Videos get far more engagement than static posts, and they will also help you speak directly to people thinking about buying or selling real estate. Explaining the effects of the commission lawsuit, walking new buyers through the home-buying process, or explaining confusing terminology like 1031 exchanges are excellent topics to engage and educate your audience.
Of course, not everyone is a social media whiz. Luckily, you don’t have to be! Coffee & Contracts’ marketing platform provides gorgeous templates, detailed scripts, and viral educational video ideas — all created by top-producing agents and expert marketers. It’s like hiring a social media manager for less than the cost of a cup of coffee per day.
12. Send out an email newsletter
Sending out a newsletter consistently keeps you top-of-mind with your network and increases your chances of getting referrals and new business. Newsletters can be sent out weekly, monthly, or quarterly, depending on what you have to share with your network and your workload. You can also use them to share important announcements like earning a new designation, selling or listing homes, or special updates like the recent changes with the commission lawsuits.
You also don’t have to be an amazing writer to send an email newsletter to your database. Many CRMs allow you to embed videos into newsletters, and Artificial Intelligence (AI) tools like ChatGPT can help you write your newsletters quickly and efficiently. Include beautiful photos of your listings or community to create a visually stunning newsletter with relative ease.
13. Create engaging Reels
For real estate pros, Instagram Reels are a fun way to showcase your personality and add a human touch to your brand. Take your followers on exclusive property tours, share market insights, and give a behind-the-scenes look at your day-to-day life in the office or out and about. Reels offer a dynamic, visual platform to connect with a broader audience. They’re not just about showing homes; they’re about storytelling, building your brand, and creating a relatable, human connection with potential clients. Plus, with Instagram’s massive user base, your content gets more eyeballs, increasing the chance of landing new clients. It’s modern, effective and adds a touch of sparkle to your marketing strategy.
14. Ask for video testimonials
Reaching out to your previous clients and asking them to record video testimonials is a great way to showcase your value. It gives you credibility and shows that you can keep your customers happy. Seeing the satisfaction on your former clients’ faces is more impactful than reading a written review. Not sold on video testimonials? Check out how persuasive this video from Texas Realtor Brian Lott’s former clients is. He starts with simple B Roll footage from his farm area and then just lets them tell their story:
15. Create a professional website
A professional website is an important marketing tool for any real estate agent. Your primary goal for your website should be to demonstrate your value as a trusted expert and help establish your personal brand. If you’re a newer agent, you don’t need to have all the bells and whistles on your site to start generating leads. A website with your authentic story, client testimonials and a list of your services is a perfect start! Remember, you can always expand your website as your brand and budget grow.
If you’re just starting in real estate, you might be shocked to learn that many popular IDX website providers charge a few hundred dollars monthly for their sites. If you want something more affordable, try iNCOM. iNCOM allows you to build a sleek and professional IDX website to market your personal brand and generate leads for just $49.95 per month.
16. Showcase your skills on YouTube
Posting your videos to YouTube can give you a large audience to share your market knowledge and show off your skills. Here’s why: Unlike other social media platforms, many people use YouTube as a search engine. Even better, your videos have a chance of showing up in Google search results as well. Creating one video that resonates might mean getting views (and leads) for months or years.
Not sure where to start? Here are some ideas for videos that you can use to showcase your skills:
- Video tours of hot or quirky listings — Who doesn’t love gawking at cool or weird properties? These videos are like catnip for anyone searching for a home.
- Neighborhood tours — These videos offer excellent value for people moving from other cities.
- Before and after renovations, decluttering, or staging — Channel your inner Marie Kondo and teach your audience new skills.
- Highlight a local business — Do a quick interview with a local real estate-related business.
Most people prefer authenticity over overproduced, slick videos, but remember that whichever option you choose, ensure that your audio quality is good. Your audience will likely forgive a shaky video but not garbled or static-filled audio.
17. Leverage predictive analytics
The old approach of casting a wide net is becoming obsolete. Now, real estate agents can leverage predictive analytics tools to market themselves to “hot” leads. Predictive analytics tools, as their name suggests, analyze a potential customer’s behaviors, credit card debt, and length of time in their home, for example, to determine if they might be ripe for a move.
This technology allows for a more tailored approach, enabling agents to anticipate and meet customer needs more effectively than ever before. Some predictive analytics models use artificial intelligence (AI), and predictive analytics are becoming indispensable tools for pinpointing local leads with precision.
SmartZip utilizes predictive analytics to identify potential sellers in your area before they’re ready to sell. This data-driven approach lets you target the right homeowners and turn them into leads.
18. Write (and share) educational blog posts
Building a blog in your niche area is an excellent way to provide value to your potential clients. Educational content allows you to flex your muscles, so to speak, and showcase your knowledge in your niche. Taya DiCarlo might have 100,000+ followers across her social media channels, but her blog focuses almost entirely on educational content. Her social channels serve as distribution channels for her blog content, helping to drive potential leads to her website.
19. Use Instagram or Facebook Live to connect with your network.
Using Instagram Live or Facebook Live for marketing, you can catch people while they’re scrolling and engage with them on real estate topics. Timing is essential when hosting live video sessions through these sites. Try to find a time when you have a captive audience, perhaps in the afternoons or evenings rather than during the work day.
You can interview guests like mortgage brokers, attorneys, or other real estate-related professionals. You can even let your audience members join you live and ask questions. To attract viewers, schedule and promote your live event by posting about it beforehand, or you can pay to boost your livestream.
Here are some ideas to get you started:
- An update about the market with an opportunity for the audience to ask questions in the chat that you answer live
- Tour a home for potential buyers and point out unique features
- Behind-the-scenes tour of an open house
- Behind-the-scenes tour of a new listing
- Visit a business in your local community and tell everyone why you love it
- Chat with a local real estate professional – a home inspector or mortgage broker – and talk about issues they are currently experiencing in the market.
20. Engage in local Facebook groups
Being recognized in the community is a great way to show your credibility with your clients and potential clients. You can leverage this real estate marketing idea to provide many different services within the community. If you are building a large following, consider leveling up and creating a Facebook group or organizing other more organized events. By staying top-of-mind with people who live and work in your community on Facebook, you can ensure they’ll remember you when they have questions about buying or selling a home.
21. Offer advice in local Reddit groups
Reddit isn’t just a platform for conspiracy theories and debates. It can be a sneaky tool for marketing your services — if you know where to post. Create an account, enter your town, city or state, and join a subreddit dedicated to your area. Some larger cities also have subreddits dedicated to real estate, similar to the one below. Once you join, answer questions and offer advice. If you provide a well-thought-out answer to a question, the original poster or commenters may direct message you to connect off the platform, and you can offer your services from there.
Here’s a post in a New York City apartments subreddit that’s perfect for offering your advice and expertise:
22. Share market trends or selling advice on Linkedin
LinkedIn is more than a social media platform for finding a job. As an agent, you can use the platform to post content without the hassle of designing your own website. Also, most LinkedIn users are professionals, unlike other social platforms designed for entertainment and engagement. As such, writing about market trends or providing selling advice on LinkedIn is a great way to connect with a larger audience of professionals and showcase your areas of expertise as an agent. From there, readers will want to communicate with you and learn more about the services that you offer.
Check out this LinkedIn post from Bay Area Realtor Bruno Versaci. He uses this post to share his market predictions, backing them up with research and statistics. There’s no doubt he spent time and effort writing this short article. What did Versaci get in return? Engagement and the chance to position himself as a subject matter expert.
23. Claim and verify your Google Business Profile
A Google Business Profile is one of the most important (and free!) ways to market your real estate business online. Here’s why: According to Google, consumers think businesses with verified profiles are twice as likely to be reputable. More importantly, nearly everyone who wants to buy or sell a home uses Google early in their home search process. Google reviews also tie directly to your business profile, which can be a great way to build your name as a trusted resource. In addition, you can post photos of your newest listings or community information to point potential clients to your website.
Just remember to speak with your broker before adding your profile. They will let you know how they prefer you to list your business in the Google directory.
24. Send out email or text drip campaigns
A drip campaign is a series of automated emails used to nurture leads and stay top-of-mind with your sphere and former clients. They’re great for maintaining consistent communication over time. Your messages should offer value to your readers instead of merely advertising your services.
Here are a few content ideas for drip campaigns you can send via text or email:
- Send buyers leads on listings, market updates and other resources
- Offer real estate market reports
- Share tips on homeowner resources in the area
- Craft a welcome series for new contacts that showcase your local expertise
If you’d rather not write your own drip campaigns, you can use pre-written campaigns that are included with CRMs like Follow Up Boss.
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25. Create listing alerts for buyers
The most effective real estate marketing ideas today are all about intelligent, automated lead nurturing. Listing alerts and drip campaigns are game-changers and can help you give prospective buyers precisely what they want. They send updates on new listings that align with what buyers are looking for — all on autopilot. This means better communication that keeps your leads warm while supplying information they actually care about. For agents, it’s a significant win and a big move toward more innovative, tailored ways of connecting with clients.
Offline real estate marketing ideas
26. Offer a free class or seminar
A great way to position yourself as a trusted advisor is to offer free classes or seminars in your community. Partner with other professionals like your favorite lender to defray the overhead costs, like renting a space or advertising your event. Also, partnerships allow you to provide more information from different perspectives in the housing industry. Some examples of classes or seminars that you could offer would be:
- First-time homebuyer seminar – Explain the home buying process from pre-qualification to closing, and collect lead information for you and your preferred local lender.
- Downsizing or aging in place seminars for seniors – Supply seniors or their children with the information they need to navigate downsizing or aging in place.
- Market update seminars – Explain the issues surrounding the NAR commission settlement or current interest rates and how those may impact both buyers and sellers.
27. Send AI-powered handwritten cards
Who doesn’t love to receive a handwritten card in the mail? We are so used to receiving emails, texts, and junk mail that we actually get excited to receive something unique — like a handwritten card or note. A personalized note or card can be impactful for your sphere or potential clients and is a unique way to stay connected.
Don’t have time for all that? Handwrytten is a cutting-edge service that produces letters in different writing styles and mails them to contacts in your farm area. Simply order them online!
28. Hand-deliver pop-by gifts
Delivering pop-by gifts is a friendly way to connect with clients. As the name suggests, you just pop by your clients’ homes with small, considerate gifts. Pop-bys help you to reconnect with previous clients and strengthen those relationships. Even if they’re not in the market to buy or sell, they’ll remember your thoughtful pop-by gifts, and you can use the opportunity to ask clients for referrals.
You can find clever pop-by cards on Etsy or Market Dwellings. We especially love their “Thanks a whole latte for your referrals” cards. Who doesn’t love free coffee?
29. Write and rehearse your elevator pitch
An elevator pitch is a quick way to introduce yourself, your services, and any relevant experience in 30 seconds or less. If you can’t pitch yourself and your services in that short timeframe, it’s time to return to the mirror and practice. Your elevator pitch is a quick and easy way to let potential clients know what you’re about while leaving just enough out to make them want to learn more.
An effective elevator pitch should explain who you are, your experience in your niche area, and, most importantly, how you can help buyers and sellers solve their problems.
30. Open a booth at the local market
Physical presence matters. Set up a booth at local markets or fairs to meet potential clients and distribute marketing materials such as business cards or brochures — or better yet, branded swag like keychains, calendars or pens. You could also consider offering a free home valuation or local market report to collect contact information from potential leads.
31. Wear your branded swag to local events
Wearing your brand on your sleeve is an excellent way to market yourself in your farm area. Everyone loves cool swag, and you’ll stand apart from suit-clad Realtors in the room. When a potential client approaches you, that’s a perfect opportunity to break out your elevator pitch. Here’s an example of a swag item offered by Etsy. This customizable tote bag has space for your name, phone number and email address. You can put it on a table at industry events, coffee shops or wherever you hang out.
Offering a few pieces of swag to people you meet may make them remember you. Consider carrying a few branded pens along your business cards to share with people you chat with throughout your day. Etsy and Amazon aren’t the only places that offer customizable real estate swag. All Things Real Estate offers customizable apparel, journals, home decor signs and more. You can also pick up pop-by gift sets and other popular items.
32. Turn your open house into a community event
Hosting an impactful open house can draw a solid group of potential clients interested in your listing. Turning your open house into a community event would maximize your outreach beyond a small group of visitors. A big turnout can boost your reputation as an agent.
Here are a few ideas for open-house community events:
- Set up contests, giveaways or raffles to promote engagement
- Host an open house party with entertainment and catering
- Rent a food truck and host a block-party-style event
- Launch a bounce house, games or other outdoor activities to encourage clients to bring their kids
33. Organize a historic home walk
Organizing a tour of historic homes in your area can be a great way to build community and showcase your local knowledge. Attendees may look to you for homebuying services after the tour. Before you host the event, plan and prepare accordingly by identifying properties to visit, obtaining permissions, and creating a route. Try using flyers, brochures, or posters to get the word out. Social media is another valuable tool for marketing your event; you may even livestream your tour.
To find tour-worthy homes, visit the National Register of Historic Places, which has an official list of historic homes nationwide.
34. Use drone photography
OK, hear us out. Drone photography is not just a trend; it offers a new perspective. Aerial shots give potential clients a comprehensive view of a property, its surroundings and the neighborhood. This isn’t just about the wow factor; it’s about providing a complete visual experience — crucial in today’s market where online impressions count. Drones capture angles and views that ground-level photography simply can’t, making listings stand out. It’s a powerful way to attract more leads, offering them a unique look at their potential new home and setting you apart as an agent who leverages cutting-edge technology.
35. Send real estate postcards
Sending postcards is a classic yet effective real estate agent marketing idea. It’s more than just old-school charm; postcards are tangible reminders of your services in a digital-heavy world. They’re perfect for announcing new listings or recently sold properties, sharing market updates, or staying in touch through the seasons. Postcards can be targeted to specific neighborhoods or demographics. You can order real estate postcards online from providers like Wise Pelican.
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36. Give seasonal gifts
Sending seasonal gifts is a creative, thoughtful strategy for real estate professionals looking to build lasting client relationships. Become known for always giving clients in your Rolodex a gift around a particular time of year, be it your birthday month (or theirs!), your brokerage’s business anniversary or a cultural holiday. These gifts show your clients they’re valued beyond the transaction, fostering loyalty and potentially leading to referrals. A well-chosen gift can be a meaningful touchpoint in a business built on trust and personal connections, setting you apart in the competitive real estate market. If they’ve recently bought or sold a home with you, your caring gesture might encourage clients to refer friends to you.
37. Engage with local networking groups or clubs
Joining a networking group or club where you’re doing something you love gives you a chance to be authentically you — while expanding your sphere of influence to grow your business. You can find networking groups and clubs that match your hobbies and interests on Facebook or Meetup.com.
Regularly engaging with people in your community who share your passions and interests is an excellent way to create personal connections. Having common interests and a friendly bond will make working together a breeze. Who doesn’t want to work with someone they know and like?
38. Connect with local business owners
Connecting with local business owners allows you to provide referrals to other businesses and have them do the same for you. Getting to know other business owners and having them rave about your services can boost your credibility and speed of trust with new clients. NAR statistics show that 43% of buyers used an agent who was referred to them, so networking with local business owners can have an excellent ROI.
39. Offer concierge-level service for buyers
Set yourself apart by offering concierge-level services to your buyer clients. Imagine how happy your client would be if you helped them set up their utilities or arranged for a cleaner to get their new home sparkling clean right before their move-in date. Sure, you’ve helped them close on a new home, but they’re more likely to send referrals your way if you go the extra mile.
Arrange to have someone cut their lawn or shovel the snow from their driveway on move-in day. Send over a pizza delivery on their first night in their new home. Once they get settled, drop by with an Amazon gift card and a housewarming plant or thoughtful closing gift. You get the idea!
How to create a strategic real estate marketing plan
A real estate marketing plan outlines your business strategy for carrying out your real estate marketing activities. You want to be sure to have a written marketing plan so that you can measure and track the results of your marketing activities. Some ideas will work great, and some may need to be abandoned or changed if they aren’t working as well as you’d like. Some key elements to consider when developing your plan include:
- Identify your audience — Determine who your target clients are. Are they luxury condo buyers, downsizing seniors, Gen Z first-time homebuyers or real estate investors?
- Evaluate your competition — Check out the marketing initiatives of your competitors and evaluate what may or may not be working for them.
- Define your unique value proposition — Dig deep to figure out what makes you and your services and expertise special and unique. What differentiates you from other agents in your area?
- Develop your marketing message — Using the info you’ve gathered in the first three steps, create a core message that describes who you are, what makes you special and who you would like to serve.
- Establish your budget — The key to marketing is not stretching yourself too thin. Take things slow. Start small. When you are ready or your system functions well, you can level up to the next activity. Don’t try to do too many things at once—it may dilute your efforts and make you ineffective.
- Select your marketing activities — Choose small, manageable tasks to start. Once you have an activity that works for you, consider taking it to the next level or adding a different type of activity to target a different portion of your intended audience.
- Implement your plan — Follow your plan. Marketing takes time and does not often yield immediate results. You’re in a long game here. Give it appropriate time to work. If you feel you aren’t getting the results that you’d like, maybe try tweaking your plan or moving to a different marketing activity.
For more on building your marketing plan in 2024 including a detailed worksheet and template, check out coach Ashley Hardwood’s article here:
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Real estate marketing: The full picture
Hopefully, you’ve found ways to reconnect with your networks. We hope this list of real estate marketing ideas will help you make genuine connections (both online and offline) — the kind of connections that help clients view us as trusted advisors who are worth the commissions we work so hard for.
We curated this list of real estate marketing ideas to help you blend your creativity with technology to ensure your marketing is as unique as you are! Make a plan, take it slow, be patient with yourself, and watch your business soar.
