The Basics of Successful Real Estate Marketing Campaigns

Particularly for residential properties, there are two key elements in marketing: marketing yourself and your brand, and then marketing the property itself. Both are important, and by taking a systematic approach to them, we can help set you up for success.

First, let’s talk personal branding. While your individual business and market are unique, there are a couple of universal steps that all agents should consider.

  • Have a strong professional biography on your web page. Your page is the storefront of your business online, and a crucial part of your branding. Put your best foot forward so potential clients can see your professionalism.
  • Get a professional headshot. Headshots are a ubiquitous part of real estate marketing, so it pays to invest in a good one. Find a good local photographer and get it done right.
  • Define your brand. There are as many approaches to real estate as there are real estate agents. Figure out who you are, professional, what your focus is, and how you transmit that to success for your clients.
  • Network. Real estate is a people-oriented industry, so if you want to create successful real estate marketing campaigns, get out there and shake some hands, make some friends, and develop your professional connections. You never know when the next lead or client will come from.

Now that we’ve talked about branding yourself and your business, let’s discuss how to handle properties in your care.

  • Have a good website. Preferably with multiple search tools and features. Nearly 90 percent of buyers use websites as part of their home search according to the National Association of REALTORS®. Make it as easy as possible for them.
  • Use the MLS. Multiple listing services (MLS) are some of the most powerful tools in a real estate agent’s arsenal. Make sure you use them to the fullest.
  • Localize your service. It sounds obvious, but real estate is bound to a specific place.  To create successful real estate marketing campaigns, make sure your online presence brands the property accordingly by using appropriate search terms and SEO.  

Use multimedia advertising. Photos and curb shots alone don’t cut it anymore. Make use of photo tours, virtual tours, and video to let potential buyers see the property online.


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