Estate Agent Marketing Guide

3rd November 2016 - Estate Agent Marketing

Like all other products and services, estate agent marketing has become an important part of selling your property. You need to make sure that you are presenting the property in the best possible light. Estate Agent LeafletsThe real estate market is competitive, and there will be plenty of properties for sale at the same time. You need to make sure that your properties stand out from the rest. To do this, you will need to expand outside your typical fields into a whole new world of promotion. On this guide, we’re going to show you all the different clever tools and options you can use for real estate marketing.

These Include:

If you understand and are aware of all the different ways to market property you will be able to easily sell any real estate to all buyers. Let’s start by looking at offline tools and tactics of real estate marketing.

Offline Marketing Tools and Tactics

There are plenty of creative ideas you can use to market property that you represent, offline. As a real estate agent, you need to keep the first impression at mind. You must always consider what buyers are thinking the first time they see a property. Offline marketing formats present a clear and easy way to advertise property, direct to buyers. There are multiple formats you can consider here.


Leaflets are useful because they give buyers clear and concise information about properties. If you are using leaflets, it is essential that the images displayed of the property look absolutely stunning. leafletsAgain, it is crucial to have that first impression in mind. If the property already looks appealing and attractive, you will have already secured a viewing for your client. It is important that you do not clutter or crowd the leaflet you are presenting to buyers. If you include too much information, clients will lose interest. A simplistic approach is advisable here, only providing information that they need.

Letters And Postcards

You might think that real estate marketing is now entirely based online. However, this is not the case, and it is still essential to provide offline forms of promotion to customers. Postcards, letters and flyers are all useful for marketing new properties to interested consumers. This will help you build relationships with new clients and develop the possibility of new buyers and customers.

Remember, if you represent a customer, you don’t want to help them buy or sell one house. You want them to use your services again every time they move or look for a new property. Forming a relationship with the customer is one of the best ways to do this. Make sure that you look at a letter sample, before deciding on a specific product to use. You can choose from a wide range of colours and styles, but it needs to be legible. Plain colours like cream are advisable to ensure that the text is clear. Materials like cards are particularly useful because they are clear and concise by design.


Brochures will allow your customers to look through a wide range of different properties. Some customers still prefer physical formats rather browsing offers online. With a brochure, you can give customers something to take home and peruse after they have visited your agency.

Estate Agent Text Marketing

Real estate agent text marketing is one way to connect offline marketing to online marketing. When customers look for homes online, they will often fill out their details through an online form. You will be provided with contact information, including their mobile number. You can use this to send them text alerts or to remind them to contact you. You may even want to send them an image or video of a new property on the market. Again, this will help you form a constant connection with clients and customers. Through a text, you can present a statement or a promise that you can help the customer with their sale.

Estate Agent Online Marketing

Do not make the mistake of thinking that you should focus entirely on offline or online marketing exclusively. The best campaign will use both to create a strategy where one complements the other, and we can show you how to do this. First, we need to look at different ways you can market property online.

Social Media Marketing

Social media marketing can include a wide variety of techniques and networks to promote a property.

This might include:

As a real estate agent, you will find all these tools useful. For instance, with Facebook marketing, you can attract the interest of a wide range of different customers and clients. You can even directly target people you think would be interested in purchasing your property, setting up an ad plan template. This is a great idea because you can make sure that people interested in your property will see your ads.

Or, you can release free materials through content on a wide variety of networks. When you create content, you need to make sure it is funny, interesting or attractive. It has to be compelling enough that customers want to read it and even share it. You’ll find this is an incredibly effective way to market to a massive audience of potential clients. If you make the content personal so that it appeals directly to them, you will win them over.

You might think that it is difficult to create content to release online. However, you’ll find there are plenty of free tools at your disposal that makes the process easy and simple. With software such as this, you should have no trouble producing and releasing content on a regular basis. Many property agent companies include digital versions of offline content on their websites. This might include a copy of a home leaflet, brochure or even newsletters.

Email Marketing

We have already mentioned email marketing briefly, but it’s worth diving a little deeper into this pool of promotion. When you are marketing property, email marketing provides a brilliant opportunity to connect. These days, customers go on the internet to browse sites and look at new housing trends. They will also check their emails, and this is your chance to catch the interest. If you release emails with fantastic slogans, you’ll seize their attention. You can even include a link to direct them to sites you want them to visit. If you find that your emails aren’t getting much attention, try offering small gifts and giveaways. This should gain their interest and give you a chance to offer your services.

Craigslist and Other List Sites

Craigslist and other listing sites are still an incredibly useful and effective tool for the average property agent. If you can make sure your properties are at the top of the page, you’ll get a lot of interest from potential buyers. However, you must make sure that you do not violate the rules that Craigslist and other sites have. Be careful not to constantly post the same ad repeatedly or use fake accounts. If you play by the rules, these sites provide great marketing for estate agent companies.

Estate Agent Self Marketing

As an estate agent, you will be working to a budget, and therefore you may want to consider self-marketing tactics. This should help you keep the costs of your company low and your business profitable. Of course, you can also do this by looking at the fees professional marketers charge and finding the best deals. You may be able to buy a great marketing package at a reasonable price.

However, that doesn’t change the fact that there are ways to market yourself. Our tips here are largely based on how customers see you and how you treat them.

Perception Matters

You must make sure that you are open and honest with all your clients, avoiding any sleazy tactics. For instance, you should not arrange a viewing for a property without permission. You must also avoid lying to customers or deceiving them about the costs of the services that you offer. If customers are hit with fees that were not part of the initial report, they will hold a negative perception of your business. You have to live up to any agreement that you form with your customers and clients on the property market.

Appearance Is Important

As a property agent, you must include your appearance as a part of your marketing and promotion strategy. Clients will expect you to be attractive and presentable to ensure you have the greatest chance of winning over a buyer. One of your jobs as a property agent is to make buyers feel comfortable when they view a home. They want to know that they are with someone that they can trust. Looking your best will go a long way to demonstrating this and ensuring they feel comfortable enough to make an offer.

Know Your Buyer, Know Your Customer

You must make sure that you understand your customer and adjust your campaign accordingly. A commercial plan will be different compared to a plan that you have to sell a private home. These are two different markets and must be approached from contrasting angles. A commercial property sale will require a more direct and formal approach. On the other side, private domestic sellers will expect a little charm and a lot of persuasion.

Don’t forget that the market may differ depending on the location of the buyer and the seller. For instance, fees in Scotland are often handled differently compared to the rest of the UK. You may need to explain this to a new client from that region.

Understand Selling Hot Points

If you are self marketing, you need to know when the market is red hot. Estate agent spring marketing should be a time when content is constantly released, and promotion is increased. The reason for this is simple. In your calendar spring is important. It is the time when the most properties are up for sale, and more people are buying. But don’t forget that there will be other times when you need to strike while the iron is hot. If house prices are high, there will be a lot more clients looking to sell. You need to make sure they are persuaded to use your services. The only way you can do this is by being creative with your marketing tactics. The typical tips that you might have found previously won’t always work in a competitive market. You need a new plan to make sure you can seize interest on the market.

Estate Marketing Relationships

You may have realised by now that a large part of winning the real estate market isn’t about how you present property on sale. Instead, you need to focus on how you mould and craft relationships built to last with customers and clients. The aim here is to constantly maintain a relationship.

You can do this by:


To encourage customers and clients to continue using your service, you should be releasing a report pack. For buyers, this could include information on homes or properties that you are representing. You can release this information in both leaflets and an email package.

For sellers of property, you need to release material that is appealing to them. This could include a plan of how to make their property more attractive or ways to increase the value. Anything like this will be seen as both useful and valuable.

Using A Sale Package

Multiple real estate companies are now using programs to show what they can offer and how they approach the market. By doing this, they can reassure customers that they are getting the best service available. You should use a plan template to ensure the release of these sales packages are almost automatic. They should be released to customers daily or monthly to ensure you get the most interest on the market.

Releasing Stats

You should also be releasing statistics and figures on a regular basis, showing customers how your agency is performing. If you can show that you are operating at a higher level than other agencies on the market, you will win their interest. Marketing courses always start by introducing the concept of trust through purchases. Customers will need to trust you if they are going to use your service. Accurate stats can provide evidence to them that their sale is in the right hands.

Taking The First Step

Now we have laid out the different marketing options available to you as a real estate agent. You will need to pick a system and use the tips that we have provided to set it up effectively. Remember, there are plenty of templates to use from when selecting a promotional campaign. The best strategies use a blend of all the available options.

However, you do need to think regarding a budget and formulate a plan that you can afford. Use marketing solutions that you think will appeal most to the type of customers that you are interested in. You may also find that you need to change and evolve your marketing over time. Not all plans are going to be successful so make sure you track your progress to adjust your methods accordingly.

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