Digital Marketing for Real Estate Agents

A Guide to Digital Marketing for Real Estate Agents

By: Frank DePino | August 10, 2023

In a 2022 industry worth over $7 trillion, digital marketing strategies present a revolutionizing method for real estate agents to sustain a robust internet footprint, attract the appropriate clientele, and remain significant — despite the existence of 3 million active realty licenses within the United States.

What is Digital marketing for real estate agents?

It implies the utilization of diverse online spaces, like a mobile-compatible, intriguing website and a formidable social media foothold, to amplify brand familiarity and augment sales. It provides agents with a chance to connect with potential customers beyond their immediate locality, boost site visits, and cultivate a credible pool of potential buyers, converting them into sales.

Keep reading to obtain comprehensive insights into how virtual advertising can support your property business growth and the key elements that will keep your audience engaged.

What does Digital Marketing require?

Digital Marketing, or web-based promotion, requires the usage of websites, social media channels, search engines, and additional internet tools for promoting products and services to consumers. Techniques can include SEO (search engine optimization), pay-per-click (PPC) advertisements, and content promotion to attract, engage, and retain a broader audience, keeping a competitive edge in today’s digital era.

In the realty industry, digital marketing promotion presents a more all-inclusive avenue for realty agents to bring innovation to their promotional activities, targeting a wider audience. It yields superior results compared to conventional marketing strategies and provides an optimal way to keep potential clients engaged.

Benefits of Digital Marketing for Real Estate Agents

According to a 2021 study, 97% of all home buyers used the Internet in their home-buying journey, which makes digital marketing for real estate agents an excellent tool for scalable growth.

How does it work?

Well, digital marketing can help increase your online visibility. It can also give you a significant advantage over your competitors in an ever-fluctuating market by allowing you to put your portfolio in front of a larger audience with high-quality images, content, keywords, and hashtags.

It can also foster a two-way interaction between real estate agents and prospects, creating an emotional connection that encourages customer loyalty. Through digital marketing, realtors can also establish themselves as thought leaders in the real estate market and help them build credibility.

Together, these benefits can build your brand and improve your market share.

Want to tap into its potential but don’t know how? Contact Mediaboom for help. We can enhance your brand experience and help you attract high-quality real estate leads!

Establish Your Online Presence with a Website

Anyone with an internet connection can access a website at any time and anywhere. For real estate agents, it offers a fantastic opportunity to broaden their online presence and their reach.

A website allows you to show prospects who they’re dealing with, showcase the properties in your portfolio, highlight trustworthiness through testimonials, and provide an easy way for prospects to get in touch with you. And an effective way to do this is to create an intuitive website, especially one that is mobile-friendly, as that’s where 55% of web traffic comes from.

That’s what Mediaboom helps you with — creating fully optimized websites.

We created one-of-their-kind, highly-responsive websites for GFI Partners, a full-service real estate advisor from Boston, and for Millennium Tower, an ultra-luxury high-rise building located in SoMa’s tech capital. Our focus was primarily on using striking imagery to highlight their offerings and distinguish them from their competitors.

We also went the extra mile for Millenium Tower by creating custom cards that scream luxury and sophistication, keeping it on point with their unique offering!

A Mediaboom client, GFI Partners, uses advanced content marketing techniques to showcase their real estate properties

Content Marketing

Offering effective and personalized content is one of the best digital marketing for real estate agents strategies. Here’s how you can use content to reel customers in:

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Creating Engaging and Informative Content

Did you know that 90% of consumers expect brands to provide content? You can meet this need by creating and sharing high-quality content — think posts, videos, reels, podcasts, blogs, infographics, etc. — to connect with potential clients and retain existing customers.

Offering such valuable nuggets of information will help you build trust and credibility, establishing you as an authoritative source in the real estate business. It will also get your website indexed on SERP, which can draw boost traffic to your website and increase your chances of making a conversion.

Some helpful types of content you should post are:

  • Buying guide
  • Home makeovers and interior inspo
  • Monthly or quarterly reports on the market
  • New listings
  • Polls
  • Testimonials
  • Video walkthroughs

Mediaboom expert tip: Offer gated content in exchange for email addresses; it will help you attract high-value leads and narrow your sales funnel.

Using Search Engine Optimization (SEO) and Local SEO

Search Engine Optimization, or SEO, creates visibility by helping you rank higher in search engine result pages (SERPs), which drives traffic to your website and impacts the buying cycle. This makes it a non-negotiable factor in digital marketing for real estate agents.

It’s also easy to implement; all you have to do is focus on the following elements:

  • Backlinks
  • Creative headings
  • E-A-T signals throughout
  • Meta titles and meta descriptions
  • Relevant keywords; keep it local, such as houses for sale in xxx city
  • Rich content — preferably including “people also ask” queries

Don’t know how to tap into content and SEO to build long-term equity for your business? Contact Mediaboom; we can help you establish your brand as an authority with content that converts and brings higher ROI!

Paid Advertising

Paid advertising, widely known as pay-per-click (PPC) advertising, is a type of paid digital marketing model wherein you participate in an auction to secure a spot on a specific search engine.

This type of advertising allows you to reach specific demographics — people who want to buy/rent/sell homes — with incredible precision, leading to enhanced brand awareness, quick-as-lightning lead generation, and access to detailed analytics.

And the best thing is that you only pay when someone clicks on your ads!

Here are some ways to incorporate it in digital marketing for real estate agents:

Facebook Ads

A 2022 survey showed that 89% of realtors use Facebook in their real estate business — and for a good reason, as the platform provides access to a wide audience of 2.85 billion monthly users!

Here are some tips you should consider to optimize this platform to boost sales:

  • Layer targeting: Facebook offers a plethora of targeting options, right from location (zip codes) and age to income and homeownership status. You can even target lookalike buyers to make the most out of your ads.
  • Get visual: Use photos and videos to enhance the appeal of a property. Whether you choose drone videos, video testimonials, or live walkthroughs, focus on telling a story with clarity and attention to detail.
  • Be transparent: 94% of people say they’d stay loyal to a brand that gives them the complete truth. Turn the odds in your favor by giving them a detailed description of the property in your ads.
  • Post at the right time: You should post relevant content as often as you can, but make sure your schedule is aligned with your followers’ “online” times.

Facebook offers a plethora of ad formats, but if you’re looking to make maximum impact at a minimum budget, you’ll do best with carousel ads. These swipeable ads allow you to post multiple shots of the property, thus improving your chances of making a sale.

A real estate agent is checking the performance of his Google Ads campaign

Google Ads

In digital marketing for real estate agents, Google ads deliver quick results (see examples) with little trial and error involved. It allows you to reach potential clientsbased on who they are, what they search for, and their interests and habits.

To reach the right customers on the world’s largest search engine, it’s important that you choose the right keyword match type for the user’s search intent. You also need to implement value-based bid strategies to get better conversion value at a lower ad spend.

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Retargeting Ads

Ad retargeting is a genius way to reach audiences who have interacted with your business before, whether through your website or social media channels. The process involves segmenting the audience via pixel-based retargeting and list-based retargeting.

You can adapt the marketing campaign to a similar, equally dynamic product. For example, if a person has already purchased a house, it’s unlikely they will buy another anytime soon. So, instead of pushing the same type of property their way, you can show them renting opportunities, interior decor, etc.

Retargeting campaigns offer a powerful digital marketing strategy that can increase your conversion rates by as much as 150%.

Contact Mediaboom to harness the power of paid advertising! We can help guide you through the process to make your marketing campaign a success.

Analytics and Tracking

When it comes to digital marketing for real estate agents, publishing content/ads is not enough. You must also track your marketing effort to determine how profitable your marketing campaign is and which marketing strategy is bringing in a better ROI.

Understanding how your marketing efforts are performing can help you adjust and optimize your campaigns, thus boosting conversions and sales.

Here’s how you can track your marketing efforts:

Utilize Google Analytics

Google Analytics gives you access to all sorts of data, aka key metrics, to help you understand user behavior. It tracks how a visitor found your site, how long they stayed on your site, whether they could find what they were looking for, etc.

This information helps you understand your target audience better, so you can work your magic with segmentation and personalized content to improve SEO and performance.

To use Google Analytics:

  1. Sign up for Google Analytics
  2. Head to Google sites, click on settings >> Analytics
  3. Enter your property ID

After that, you’ll have to wait up to 24 hours to view your data.

Note, however, that you may require a fair bit of time and effort to gain a thorough understanding of how Google Analytics works.

So, if you’re new to digital marketing, it would be wise to connect with Mediaboom. We can help you navigate this tricky field like an absolute pro, giving you a significant leg-up over your competitors to help you sell more houses.

Make Data-Driven Decisions

Only 22% of marketers have data-driven marketing initiatives that achieve significant results. This includes collecting data, such as demographics, income, preferences, behaviors, and interests, to anticipate what your audience expects from you and then creating campaigns customized for their needs.

It completely changes the dynamic of how a consumer interacts with your business. Since it aligns with what they’re looking for, it gets them more interested in what you have to offer, thus driving better results and resulting in a higher return on investment.

Here’s how you can use it in a digital marketing plan for real estate agents:

  • Start by creating buyer personas
  • Run PPCs to push your listings to the right people at the right time
  • Send personalized emails that will appeal to your audience
  • Give people the final nudge with complimentary consultations and discounts
The skyscrapers of Chicago, an ambitious destination for any real estate agents

Bonus Tips

Cover all your bases in digital marketing for real estate agents with these genius additional marketing tactics:

Utilize Email Marketing

Now, we know email gets a bad rep because it overloads the inbox, but research has revealed that an impressive 91% of Americans actually enjoy promo emails! Pair that statistic with an average ROI of $36 for every dollar spent, and it’s easy to see why email marketing can be an excellent converting strategy for real estate agents.

Email marketing helps you build consistent communication pathways so you can connect with prospective clients while keeping your old ones engaged. You can also include CTAs in your emails to compel viewers to take the desired action or incentivize them with personalized content.

Email marketing can thus be a powerful tool for enhancing customer experience, building trust, improving customer loyalty, and bringing repeat business.

Don’t know how to tap into its many benefits? Get in touch with Mediaboom, a digital marketing agency for real estate agents. We can craft a campaign that connects you directly with customers in the real estate market for a new home and help you convert your leads into paying customers.

Video Content

Given that humans are highly visual creatures who remember 80% of what they see, video content offers one of the best strategies for digital marketing for real estate agents.

While professional photos can also be effective, videos can provide a more immersive medium to grab your audience’s attention. It is a highly engaging promotional strategy that enables the prospects to see why they should invest in the property, thus enhancing the home-buying journey.

That’s why 85% of home buyers and sellers want to work with agents who use video!

Using video content can help boost your brand awareness and attract potential clients by building trust, ranking your brand high on SERP, and because the videos tend to be super-shareable, leading to thousands of shares. It can bring 403% more inquiries and increase your conversion rates by up to 80% compared to agents who don’t employ video marketing!

The real estate agent is showing Instagram photos of the properties he has sold to his clients

Develop a Social Media Strategy

A whopping 52% of quality leads for real estate agents come from social media. Here’s how you can optimize these platforms and incorporate them into your social media strategy:

  • Get on the right platforms to meet your customers where they are. Make sure your profiles are optimized with branded photos and a detailed bio.
  • Respond to DMs, emails, and comments to start a dialogue and connect with prospects directly.
  • Highlight your success stories — 9 out of 10 people trust what a customer has to say about a business, which can be a noteworthy tool for social proof.
  • Promote the feeling, not the property. Use expressive language and vivid descriptions to paint a picture of the property while also backing it up with stats.

These simple tips can help build and maintain your brand voice and image and give you insight into what your competitors are doing. It’ll also help you drive traffic and generate a hefty revenue.

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Seeking to elevate your luxury business? Let Mediaboom guide you. Secure your exclusive, free consultation with our luxury marketing experts today.

Hire a Real Estate Digital Marketing Agency

Digital marketing for real estate agents can be a game-changer, provided you do it right.

Take the guesswork out of the equation by connecting with MediaBoom — a real estate digital marketing agency that can boost your online traffic and brand awareness to help you reach the pinnacle of success.

Contact us today to learn more about how we can drive measurable results and help you get ahead of the competition!

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.


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