The 13 real estate marketing materials every agent should master
Providing great client service will help you win repeat & referral business, but let’s face it – you just can’t ignore the importance of marketing when it comes to growing a sustainable real estate business. Having a robust suite of marketing tools can be the decisive factor in securing that next sale or winning over a new buyer client. Marketing materials are not just a reflection of the properties you’re selling, but also of your brand, professionalism, and personality. In today’s increasingly digital and remote world, marketing materials are your storefront.
But if you’ve looked in your mailbox, inbox, or on social media, you’ll know the real estate industry is awash in marketing materials, many of them generic and ineffective. How can you make sure your marketing reflects you and doesn’t just blend in with the crowd? Here’s a rundown of 13 impactful types of real estate marketing materials every agent should be fluent in, as well as how you can make them your own and use them to sell more homes.
In today’s digital world, a user-friendly, professional web presence for your brand and listings is non-negotiable. You’ve got to nail the basics, like ensuring it’s mobile-friendly, easy to navigate, and contains pathways to resources for interested buyers who want to dive deeper. Display high-quality images of your listings and make sure it is optimized for action — your contact information should be easy to find anywhere on the page, and getting in touch with you should be the most prominent call-to-action. And, finally, make sure you invest in a strong, personal About Me/About Us page that connects with site visitors and shares your unique story in real estate.
Captivating Brochures and Flyers
Your brochures and flyers are often the first in-depth look potential buyers get of a property, and they are one of the best ways to sell the lifestyle the property offers. This essential real estate marketing material lets you tell a story that the big aggregator sites can’t. Share your knowledge about the home and community, incorporating high-quality images and carefully crafted narrative details. If you’re creating print versions, opt for high-quality paper or unique folding designs to further enhance their appeal.
For sellers, a brochure or flyer is a preview of the quality they can expect when you market their home. Be sure to bring past brochures you’re proud of to every listing appointment. Bonus points if they feature a home that is similar to your potential client’s!
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Direct Mail Postcards
When done right, direct mail postcards provide a personal touch often missing from digital communications, and they are an awesome way to connect with people in the area nearby your listing. Because you’ve shown up in someone’s physical mailbox, having hyper-local targeting and content is key to grabbing attention and staying out of the junk mail pile. Use oversized cards to stand out, and employ engaging imagery of the listing and any properties you’ve sold nearby. Your goal is twofold: attract buyers considering a new home, and encourage local homeowners to explore the idea of selling with you. Always include a clear call-to-action, guiding recipients to ways they can contact you to explore the listing, learn the value of their home, or explore more of your website and listings.
Unique Door Hangers
Door hangers are another excellent way to target specific neighborhoods and catch the eye of potential clients at their home. Catchy headlines, unique color schemes, and high-resolution images are all key to playing in this space. Keep your marketing out of the recycling bin by adding some fun and value while hinting at your neighborhood knowledge with a tear-off coupon for a local business you’re friendly with or an invite to a nearby event.
Immersive Virtual Tours
As younger, more remote-friendly generations begin to make up an increasing share of home purchases, embracing technology will give savvy agents an advantage in connecting with them. Virtual tours allow potential buyers to explore properties from wherever they are, making them invaluable real estate marketing materials in today’s digital age. In a recent Zillow survey, 79% of respondents said they would utilize virtual floorplans and 3D tours in their home shopping and touring process*. Use a high-quality 3D camera to create immersive tours, and consider showing your expertise by adding clickable points of interest to highlight unique features or recent upgrades.
*Source: Zillow survey, Mar 2021. Zillow.com
Informative Email Newsletters
Email newsletters are a powerful way to keep your network updated with your latest listings, industry trends, and local news. Keep your content engaging and varied, and don’t forget to personalize wherever possible – addressing recipients by name and presenting them with content relevant to their needs significantly increases engagement with your marketing. In fact, personalized emails have been shown to produce a 139% increase in click rate compared to static one-time sends.*source
*Source: Bluecore 2022 Retail Ecommerce Benchmark Report. Bluecore.com
Comprehensive Local Market Reports
Showcase your expertise with local market reports that help buyers and sellers identify trends they can take advantage of. These informative reports help demonstrate your in-depth knowledge of the local market, enhancing your credibility among clients. It can feel daunting to start producing a local market report, but with the right nurture tools, deciding what you want to share is often the hardest part. Your local REALTOR® association provides valuable data and indices you can transform into visually appealing infographics and charts. Be sure to add your own unique narrative and add clear CTAs to make it easy for interested folks to get in touch.
Engaging Social Media Content
The power of social media in real estate marketing is undeniable, and while it can be time-consuming, it’s a great (and often, free!) way to expand your sphere of influence. Post a variety of content to keep your audience engaged, from new or unique listings to décor tips to behind-the-scenes glimpses of your workday. Whatever angles you choose to show – keep it fun, and authentic! Your content should invite people into your world and let them see your personality — so when they reach out, they feel like they already know you. Perhaps most importantly of all, to be successful on social media, you need to be present on your channel. Post at least a few times a week, and when people reach out via comment or DM, respond promptly.
Dynamic Listing Videos
Videos have always been an important part of the marketing mix, but their popularity continues to grow as consumers become more and more accustomed to viewing homes virtually. Bring properties to life with engaging walkthroughs that feature tasteful music, narration, and text overlays that share important information and features about the home. Consider including footage of the surrounding neighborhood, local schools, or nearby amenities to provide potential buyers with a fuller picture.
Targeted Digital Ads
Digital ads, whether on search engines or social media platforms, are a key piece of the real estate marketing toolkit because they offer precision targeting to the locations and people most interested in your listings and brand. By this point you know that beautiful and inviting images are a must, but in a sea of compelling images online, how can you make yours stand out? Get creative with your ad copy, highlighting the benefits of your listings and the lifestyle they provide. For brand ads, tell them who you are and why working with you is the best. Address your audience directly with second-person pronouns, so it feels more like you’ve encountered an intriguing post from a friend than being advertised to. Here’s a great example below:
Even though the world is moving toward digital media at a fast clip, print ads in local newspapers or magazines can still reach a surprisingly large audience, particularly more mature buyers and sellers. How many of these have you seen with a huge grid of listings and a cheesy photo? Stand out by using curated, high-quality images and a clear voice in your headline and supporting copy. Remember, less is more when it comes to ads — too many images or too much copy can make your ad seem busy or hard to process. Determine what message you want to convey about your business, and try to focus on making it sing in your ad. Of course, there’s always more to your story, so include your website or a QR code so readers can easily find more information on you and your listings.
Neighborhood Data Sheets
For buyers in your sphere who aren’t fully committed to a specific neighborhood, having some visual information to share about the neighborhoods you know might just jump-start their home search with you. Include details about local amenities, schools, and unique selling points of the neighborhood laid out in simple charts or graphics. Keep your content engaging and fresh by sharing the pulse of the neighborhood, highlighting any local changes that make the area more desirable (e.g. a new transportation line, school opening, or restaurant). These hardworking marketing assets make engaging email nurtures, or they can be easily reformatted for your social media channels or print-outs you can present at buyer meetings.
Especially in listing appointments, where you’ve got the full attention of a potential client face-to-face or virtually, you’ll want to have prepared a portfolio to show your full range as an agent. All buyers and sellers care that you can get the job done, but some will want to dive deeper into the nitty gritty of how you work than others. Paint the overall picture of your success by including your sales history and any highlights from it, as well as testimonials from satisfied clients. Connect the dots for more detail-oriented clients with an overview of your marketing plan, as well as examples of your real estate marketing materials you’ve found impactful in the past. Invest in high-quality prints to ensure you leave a lasting impression, and create a digital version so you can include it in your follow-up.
Real estate marketing materials are about more than just selling properties; they’re about selling your brand, showcasing your market expertise, and conveying your unique value proposition. By making each piece of marketing uniquely yours, and trying out a range of different approaches, you’ll form a more instant relationship with more buyers and sellers and reinforce your brand’s identity at every touchpoint.