Starting without a real estate marketing plan is like going on a road trip without knowing where you actually want to go.
You have a car (your business), the fuel (your resources), but without a clear destination (your goals), you could end up wandering aimlessly, possibly running out of fuel in the middle of nowhere.
Similarly, diving into the real estate market without a marketing plan is the same as driving without a map or GPS.
You might have the tools and the drive, but without direction, your efforts could lead you off course, wasting valuable time and resources.
A real estate marketing plan is your roadmap.
It guides your decisions and actions, just like a GPS guides you to your destination on a road trip. Creating your marketing plan doesn’t have to be a daunting task.
In fact, in this guide you’ll learn how to do it in 5 steps. Grab your notebook, and let’s get started!
The Simple 5 Step Real Estate Marketing Game-Plan
Step 1: Who are you targeting?
In the real estate world, this is what sets the high achievers from the ones that get by.
Without knowing your target market, you’re essentially marketing in the dark.
Here are some key aspects to consider.
Age Range: Are you catering to millennials buying their first home, retirees looking for a comfortable place to settle, or perhaps middle-aged professionals looking for vacation homes?
Income Level: This will determine the type of properties you’ll be focusing on. Is it luxury, mid-range, or affordable housing?
Family Status: Are your clients single professionals, young families, or empty nesters? This affects the size and type of properties they’re looking for.
Focus on a specific area where you want to sell properties. Are you targeting urban areas, suburbs, or rural settings?
Consider local factors like schools, employment opportunities, and amenities that might attract your target demographic.
Understand their lifestyle and values. Are they environmentally conscious? Do they prioritize luxury and status, or are they looking for functional, family-friendly living spaces?
Consider their hobbies, interests, and lifestyle choices. For instance, a target market interested in sustainability might be attracted to homes with green features.
Current Life Stage
Customize your approach based on whether your clients are first-time homebuyers, upgrading, downsizing, or investing.
Research and Feedback
Use surveys, interviews, and feedback from past clients to understand the preferences and pain points of your target market.
Keep an eye on market trends and reports to stay updated on what buyers in your area are looking for.
Where do they hang-out online?
Analyze which platforms your potential clients use the most.
Are they active on Facebook, Instagram, LinkedIn, or perhaps more traditional channels like email and real estate websites?
Pay attention to the type of content they engage with. This can be a goldmine for understanding their preferences and concerns.
Imagine you’ve identified your target market as young families looking for their first home in a suburban area.
Your marketing strategy might include hosting webinars on home-buying basics, creating blog posts about family-friendly neighborhood features, and showcasing
properties with spacious yards and proximity to good schools on social media platforms frequented by this demographic, like Facebook and Pinterest.
The more you know about your clients, the better you can serve their needs and stand out in a crowded real estate market.
Step 2: You Need to Set Clear Goals and Objectives
Setting goals and objectives gives direction to your marketing efforts and a way to measure success.
Here’s how you can approach this.
Be specific about what you want to achieve. Instead of a vague goal like “increase sales,” opt for “increase home sales by 15% in the next six months.”
Your goals should be quantifiable. For example, “gain 50 new leads per month” or “increase website traffic by 20%.”
Achievability (Am I Realistic?)
While ambition is great, your goals should be realistic and attainable based on your resources and market conditions.
Ensure that your goals align with your overall business strategy and the needs of your target market.
Set a clear timeline for your goals. This creates a sense of urgency and helps in tracking progress.
Types of Goals
Lead Generation: Aim to increase the number of potential clients contacting you. You can use a tool like Convertlyio’s quiz funnel builder to help get highly qualified leads that are primed to convert.
Brand Awareness: Increase visibility and recognition of your real estate brand in your target market.
Client Engagement: Enhance interaction with potential and current clients through social media, events, or newsletters.
Sales Targets: Set specific sales or revenue targets for a certain period.
Market Expansion: Expand your reach into new areas or demographics.
Break down each goal into smaller, actionable objectives.
For instance, if your goal is to increase brand awareness, one of your objectives could be to grow your social media followers by 10% in three months.
Suppose one of your goals is to enhance client engagement.
You could set an objective to increase your email newsletter open rate by 20% within the next quarter.
To achieve this, you might need to refine your email content, segment your audience for more personalized communication, and track your open rates and feedback to adjust your strategy as needed.
Bear in mind, goals and objectives are not set in stone.
They should evolve as your business grows and market dynamics change.
Step 3: Choose Your Marketing Channels Wisely
Selecting the right channels is all about being where your target market is.
Here’s what you should do.
Pick channels where you target market exists
Research where your target market spends their time online and offline.
Different demographics have different preferences.
Some may be more active on social media, while others might prefer traditional media.
Social Media Platforms
Facebook: Great for a broad demographic. Ideal for sharing listings, client testimonials, and engaging with local communities.
Instagram: Perfect for a younger, visually-oriented audience. Use high-quality images and stories to showcase properties.
LinkedIn: Effective for networking with other professionals and targeting a more business-oriented clientele.
TikTok or YouTube: Ideal for creating engaging video content that can reach a wider, often younger audience.
Personalize your communication. Segment your email list based on client interests and behaviors to send relevant property updates, newsletters, and tips.
Consider local newspapers, magazines, and community bulletin boards for reaching local markets, especially effective in areas with less internet reliance.
Real Estate Websites and Listings
Make sure to use popular real estate listing websites and ensure your properties are showcased with professional photos and detailed descriptions.
Don’t Forget SEO and Content Marketing
Invest in a good website optimized for search engines. Regularly update your blog with valuable content that your target audience is searching for.
Networking and Events
Attend or host local events, open houses, and seminars. Personal interactions can be very effective in building trust and expanding your network.
Let’s say your target market is predominantly active professionals in their 30s and 40s.
LinkedIn would be a strong channel for networking and establishing your brand as a knowledgeable professional.
Simultaneously, use Instagram for showcasing properties through visually appealing posts and stories, offering a mix of property highlights, client testimonials, and behind-the-scenes glimpses of your real estate life.
Complement these with an SEO-optimized blog offering advice on investment properties or market trends relevant to this demographic.
Step 4: Develop a Content Plan
Imagine your target market is upscale professionals interested in luxury properties.
Your content plan could include a weekly blog post on luxury market trends and bi-weekly high-quality video tours of new listings.
Also daily social media posts featuring stunning property photos, client success stories, and lifestyle content relevant to luxury living.
You can even do a monthly newsletter that could round up your latest listings, blog posts, and market insights, tailored to the upscale market’s interests.
It’s important to keep your content fresh, relevant, and engaging, encouraging potential clients to see you not just as a realtor, but as a trusted advisor in their real estate journey.
Step 5: Monitor, Evaluate, and Adjust
Finally, always keep an eye on how your real estate marketing plan is performing.
Use tools to track metrics like website traffic, lead generation, and social media engagement.
Be ready to tweak your strategy as needed.
If you notice that your Facebook posts are getting more engagement than your Instagram posts, consider reallocating some of your efforts and resources to Facebook.
Start Creating Your Real Estate Marketing Plan Now
The sooner you start the better.
The real estate market is always changing, and so should your marketing strategies. Stay flexible, keep your audience in mind, and don’t be afraid to try new things.