Putting energy into developing an impressive suite of real estate marketing is about more than just looking good; it’s about selling your brand, showcasing your market expertise, and conveying your unique value proposition. Making each piece of marketing high quality (and uniquely yours) helps you form a more instant relationship with buyers and sellers and inspires confidence in your attention to detail and professionalism.
But what should you create, and what does “high quality” look like? Run through our checklist of the 13 key real estate marketing items every agent needs (as well as what to consider for maximum performance). Compare it to your own marketing to make sure you aren’t missing any opportunities to impress your way to more sales!
1. Professional Website
Welcome potential buyers and sellers online
- On-brand colors and logo
- Easy-to-use navigation that explains your services
- Mobile friendly
- Search-engine optimized with relevant keywords
- Contact information is easy to find on any page
- Call and mail-to links are set up to enable quick contact
- Listings look beautiful and are easily found
- About Me/About Us is friendly and shares your unique story
2. Brochures and Flyers
Tell a story that the big aggregator sites can’t.
- On-brand colors and logo
- Curated, high-quality listing images
- Narrative about life in the home that entices
- Insider knowledge about the home and community
- Contact info, professional headshot, and brief About Me statement
- For print: High quality paper or unique folding to stand out
Wish your listing marketing could just make itself? MoxiImpress automates creation of listing flyers, websites, brochures, postcards and more, so you’re ready to market your listings faster than ever.
3. Direct Mail Postcards
Connect deeply with the neighborhood around your listings.
- Hyper-local targeting
- Oversized cards that stand out in the mailbox
- High quality images of your listing and others you’ve sold nearby
- Clear calls-to-action, e.g. explore the listing, learn the value of your home
- Prominent contact information and website
4. (Actually) Informative Email Newsletters
Engage your network and activate buyers and sellers you already know
- Clear yet punchy subject line that draws users in
- Interesting, varied content that’s easy to read
- Strong, clear call(s)- to-action
- Bold text links or attractive buttons to click and go deeper
- Personalization wherever possible (e.g, name, neighborhood, or relevant listings)
- Unsubscribe link to respect your audience’s preferences
Did you know? Personalized emails have been shown to increase click rates by 139% compared to static one-time sends. (Source: Bluecore 2022 Retail Ecommerce Benchmark Report. Bluecore.com)
5. Dynamic Listing Videos
Bring your listings to life.
- Tasteful music and/or narration (be sure to check sound levels!)
- Show enough of the home to get a sense of its key spaces and flows
- Text overlays that share key features about the home
- Footage of the lifestyle, neighborhood, schools, or amenities
- Clear call-to-action
6. Targeted Digital Ads
Efficiently grow your sphere online
- Strategic targeting to the locations and people you want to reach.
- Beautiful, inviting images (of your listings, you, or both!)
- Creative, eye-catching ad copy that addresses your audience directly
- Brief, clear description that gives more info and funnels
- Focused landing page that aligns with ad content
- Plan for budget and goals (e.g. views, clicks)
- Tracking to assess ad performance
7. Print Ads in Local Publications
Stand out with fresh thinking for an old-school channel
- Content targeted toward the audience of the newspaper or magazine
- Curated, high-quality images
- Catchy headline with a clear, unique message
- Website or a QR code to let readers explore and get in touch
- Focused landing page that aligns with ad content
8. Eye-catching Door Hangers
Connect with potential clients in a can’t-miss format.
- Catchy, bold headline
- Bright color scheme and/or unique shape
- High-quality images of relevant listings or past sales
- Clear call-to-action
- Contact info, QR code, and website for capturing interest
Bonus: Hint at local expertise with a tear-off coupon for a nearby business or event
9. Immersive Virtual Tours
Embrace buyers looking to dive deep from wherever they are
- Route plan before you start to film
- High quality 3D camera or image processing software
- Clickable points of interest, like upgrades, added generously
- Complete capture of the entire home, not just its best features
- Consider creating a floorplan, as these often accompany virtual tours
Did you know? 79% of buyers said they would utilize virtual floorplans and 3D tours in their home shopping and touring process. (Source: Zillow survey, Mar 2021. Zillow.com)
10. Comprehensive Local Market Reports
Showcase your expertise by identifying local market trends
- Relevant data from your local REALTOR® association
- Attractive, easy to read charts that support your analysis
- Headline that hints at the key trends in your report
- Your unique narrative and analysis of the data
- Clear takeaways that tie to your call-to-action
- Email: unique subject line for each report (“Your Monthly Market Report” is a snore)
11. Social Media Presence
Have fun with your sphere and bring your brand to life
- Focus energy on 1-2 social media sites
- Social media plan to help you stay consistent and on the lookout for material to capture
- Varied, authentic post content that keeps it fresh and communicates your POV
- High quality photos and videos that don’t feel overproduced (even if you do edit them)
- Your unique personality across everything you post
- Proper content/channel fit (what performs on TikTok is very different from LinkedIn)
- Regular posting schedule, at least a few times a week
- Prompt, human responses to DMs and comments
12. Neighborhood Data Sheets
Jump start new buyers’ home search in the neighborhoods you know best
- Selling points that give a flavor of the neighborhood’s best qualities
- Trademark characteristics of homes in the neighborhood
- Details like local amenities and schools
- Easy-to-understand graphics, charts, or maps
- Recent changes such as new transportation, schools, or restaurants
- An overview of your real estate experience in the neighborhood
Pro tip: Make these hard working real estate marketing items work even harder for you by formatting them for email nurtures, social media, and print!
13. Professional Portfolio
Show your full range as an agent when you’re face to face with clients.
- Brief overview of your sales history and any major wins
- Strong, curated testimonials from satisfied clients
- Walkthrough of your marketing plan for clients who love detail
- A collection of your best real estate marketing items from past sales
- High-quality prints and binding
- Digital version so you can link to it in follow-up
Compiling a robust suite of real estate marketing items can be the linchpin in securing that next sale or gaining the trust of a new buyer. While it can be a big investment to level up your marketing materials, if you are clear about your unique value and savvy about repurposing content, you can get a lot of mileage out of this core list of assets.
