Real Estate Digital Marketing Guide: Strategies & Tips

Key takeaways:

Digital marketing in real estate is now non-negotiable. Nearly every buyer and home seller starts their home search online. If you’re not visible, you’re invisible.
Focus on the core seven: SEO, PPC, social media, content, video, email & CRM, and AI/automation are the strategies that consistently bring in leads.
Emerging trends matter. From interactive floor plans to eco-focused marketing, early adopters stand out.
Consistency beats everything else. You don’t need every tool. Just pick a few, work on them regularly, and track results.

What is real estate digital marketing?
Why digital marketing matters more than ever for real estate agents & brokers
Core digital marketing strategies for real estate
Emerging digital marketing trends for real estate
Recommended digital marketing tech stack for real estate agents in 2025
Frequently asked questions (FAQs)
Final thoughts: Taking action on your digital marketing plan
Sources

What is real estate digital marketing?

Digital marketing in real estate is what makes you discoverable and credible to potential clients online. It’s showing up where buyers and sellers already are: search engines, social media, email, and video feeds.

Agents create and publish various forms of media, such as short-form videos, neighborhood pages, video walkthroughs, and market updates, with a clear strategy to convert viewers into leads. In short, it’s having local authority, clear calls to action (CTAs), and a consistent and ongoing follow-up system.

Why digital marketing matters more than ever for real estate agents & brokers

It’s no secret that real estate is now a digital-first business. Buyers start their home search online, sellers vet agents by online presence, and referrals often connect via Facebook or Instagram DMs. If you’re not showing up in the right places online, you’re invisible to the clients you want to attract.

Here’s why digital marketing for real estate is non-negotiable in 2025:

All potential clients are already online: According to the National Association of Realtors (NAR), 100% of homebuyers now use the internet to search for a home.1
First impressions happen digitally: The same report indicates that 43% of buyers started their search online. This means that your website, social media, and client testimonials will often shape a client’s opinion before they ever meet you in person.
It builds long-term, compounding results: Great digital content continues to work for you. It attracts leads, boosts your authority, and builds trust 24/7.

Core digital marketing strategies for real estate

Before you dive into these strategies, remember — you don’t have to do everything at once. Try them one by one, find what sticks, and build from there. Master the basics and you’ll have a digital marketing plan that works no matter what the market’s doing.

1. Search engine optimization (SEO) & local search

If you’re thinking about selling houses but aren’t easily searchable on Google, forget it. Since buyers start their search on the internet, paying attention to SEO and local search is one of the most effective digital marketing ideas for real estate. Here are a few ways to optimize for SEO:

Own every neighborhood with hyperlocal pages. Create dedicated pages for every subdivision, community, or even apartment complex. It can be a quick market update, school and commute info, or a video tour you filmed yourself. These micro-pages scoop up low-competition keywords and signal to Google that you’re the go-to expert.
Max out your Google Business Profile and reviews. Complete every field, add photos and updates weekly, and ask for reviews that mention your specific neighborhood (e.g., “…helped us buy a property in the Upper West Side”). Yup, that’s free SEO magic because those reviews can help you surface in “near me” searches.
Add real-estate schema markup. This can be technical, but learning how to add schema is incredibly helpful for Google to pull your listing details into search results. Mark up listings, reviews, and FAQs so Google can display the price, number of bedrooms and bathrooms, and star ratings right on the SERP.

Capture “near me” and voice searches. Write answers to common local queries like “Best family-friendly neighborhoods in Tampa” into your pages in short, clear sentences. This can help you win voice-assistant answers and featured snippets.

Pro tip: Once you notice one of your neighborhood pages getting more clicks in Google Search Console, record a new video in that area and embed it on your website page immediately. Google always loves updated content, and your site visitors will spend more time on that specific page.

Person holding a piece of paper with SEO concept words written on it. — Winning on Google starts with owning your neighborhoods online.

2. PPC advertising

Pay-per-click (PPC) advertising is your fast lane to real leads from search engines. Although clicks aren’t cheap, these PPC strategies can ensure that every dollar pulls its weight:

Start with Google searches people actually type. Think about what buyers and sellers would punch into Google once they’re ready to act: “realtor near me” or “[neighborhood] homes for sale.” Run ads on those phrases and send clicks to a clean page with just one next step — like calling you or requesting a home value.
Retarget people who already know you. Show follow-up ads to folks who visited your site or watched your listing videos. Keep it simple: recent visitors (last 7 days) see “Book a tour;” 30-day browsers see “Get listing alerts;” longer-term visitors see “Free home value.” Exclude new leads and current clients to avoid paying for them twice.
Use Meta the right way. When you build Facebook/Instagram ads, choose Special Ad Category: Housing. You can’t use age, gender, or ZIP-code targeting, and location targeting must cover at least a 15-mile radius, so lean on website visitors, video viewers, and your email list instead. That’s how you keep it local and compliant.

Pro tip: On average, real estate agents pay about $100 per lead2, so set that as your benchmark and work to beat it with smarter keywords and better landing pages.

Yes — scrolling on social media for clients looks like the new door-knocking in real estate. When done right, it can bring in consistent warm leads without having to leave your couch.

Pick one social media platform and own it. Go where your locals are already hanging out — most agents are on Facebook (87%) or Instagram (62%). And half of REALTORS® say social media drove their highest-quality leads last year. So resist the temptation to be everywhere by getting really good at one channel first.
Turn DMs into deals by answering fast. Set up auto-responses and utilize saved replies for frequently asked questions. Replying within five minutes keeps prospects from wandering to another agent’s profile.

Go vertical when shooting videos. Shoot 30-second walkthroughs, “Just Listed” teasers, or Q&A Lives in portrait mode. After all, video content on social gets 1,200% more shares than text and images combined,³ so let the camera do the heavy lifting.

For consistent, on-brand posts without having to start from scratch, Coffee and Contracts hands you monthly content calendars, caption templates, Reels ideas, and graphics built for real estate. You’ll never run out of Instagram Stories to post with Coffee and Contracts’ templates.

Get started with Coffee and Contracts

Coffee and Contracts dashboard. — Coffee and Contracts dashboard

4. Content marketing

You’ve probably heard this hundreds of times, but I’ll say it again: create content that answers the specific questions your clients are searching for.

NAR’s 2024 report shows that buyers find photos (41%), detailed property info (39%), and floor plans (31%) most useful on real estate sites.⁴ So, build every guide and listing page around those must-haves.

Turn your listings into evergreen case studies. Don’t let your “Just-sold” listings disappear in a social post. Write a short case study about what the challenge was, how you marketed the property, and the result (e.g., nine offers in 48 hours in [neighborhood]!). These pages will continue to work for you as they rank locally and impress future sellers.
Repurpose one piece of content into five assets (or more). Create a neighborhood guide, then spin it into a short video walkthrough, a carousel of key stats, an infographic, an email tip-sheet, and a “moving to [city]” FAQ. Spend 20% of your time creating, and 80% distributing content across your site, email, social, and Google Business Profile.

Deliver monthly micro-market updates. Skip that 2,000-word think piece. Instead, create a quick snapshot with your area’s median price, average days on market, inventory, plus your two-sentence take. Trust me, it’s more useful. Reuse it as a Google Business Profile post, a Reel, and a newsletter blurb to reach a wider audience.

The words "content marketing" written on a search engine. — Great content answers the questions buyers and sellers are already asking you in person.

5. Video marketing & virtual tours

Buyers want to experience a home quickly. In Zillow’s 2024 Consumer Housing Trends Report, 72% of buyers said they wish more listings had 3D tours, and 80% said dynamic floor plans help them decide if a home is right for them.⁵ So, lead with short, vertical video walkthroughs and back them up with an interactive 3D tour.

Shoot decision-point clips and add them to your listing. Film what makes or breaks a showing: street noise at rush hour, natural light at 4 p.m., or even the parking setup. Add simple captions like “Shot at 4:10 p.m., west light in the living room” to save everyone’s time and build trust.
Turn views into leads. Add a strong on-screen call-to-action (e.g., “Tap for floor plan” or “Comment TOUR for showing schedule”). Send clicks to a fast page with exactly one step. Always include captions on everything, not just for viewers who watch with the sound off, but also to make your videos accessible to deaf and hard-of-hearing viewers. The bonus? Captions often boost completion rates, too.

Take advantage of QR codes. Add a QR code that opens the virtual tour on a smartphone to your real estate yard signs and open house flyers. Keep the landing page simple, and add a “Book a tour” button. Most QR tools show scan counts, so you’ll see which listings get the most attention.

Real estate agent recording a video of a furnished apartment — A quick video walkthrough can spark more interest than a dozen listing photos.

6. Email marketing & CRM

Email is where strangers become clients and clients become repeat customers or referral business. It’s high-ROI, trackable, and plays perfectly with a strong customer relationship management (CRM) system.

Tag and segment like a pro. In your CRM, label contacts by intent (buyer/seller), price band, and neighborhoods. Then, send only what fits: listing alerts for buyers or valuation content for sellers. Customers expect a consistent experience across your emails, website, and phone calls. Make your CRM the hub of all your contacts and communications so every follow-up feels connected.
Send a “Three homes I’d buy this week” email. Every Friday, hand-pick three listings in your area and add one honest sentence to each, like “best yard under $600K.” It reads like real advice, sparks quick replies, and your CRM can auto-tag clickers for weekend tour follow-ups.

Measure what matters. Besides the opening rate, also track reply rate, booked appointments, and deals. Remove unengaged contacts, and let your CRM push real outcomes (appointments and signed listings) back into your email tool so your subsequent sends get smarter.

If you want a follow-up that runs itself, Market Leader pairs a straightforward real estate CRM with ready-made email/text drips and branded listing alerts. This way, new leads are tagged, routed, and nurtured the moment they hit your database.

Get started with Market Leader

Market Leader CRM on phone and tablet (Source: Market Leader)

7. AI and automation in real estate digital marketing

If you’re still not using AI at this point, you’re seriously missing out. NAR’s 2024 Realtor Technology Survey reports 28% of REALTORS® already use AI/machine learning tools, 55% are somewhat familiar, and 30% use it at least once a month.⁶ AI is definitely moving from being used as an experiment to a necessity.

Use AI as a buyer-property matchmaker. Have AI rank your active buyers against each new listing in your market using their stated preferences. Send only the top matches a short, personalized note.
Set up a micro-concierge that qualifies leads for you. Use a real estate chatbot to ask five quick, human-sounding questions. It writes answers straight into your CRM and offers your calendar link. You’ll only jump in for unconventional or unique requests or topics.

Do a brand voice and fair housing check. Run every AI-drafted line through a style guide and compliance pass before it goes live. Your tool should flag risky phrasing and remove demographic shortcuts. This way, your marketing stays sharp and safe.

AI and CRM software automation concept. — AI handles the busywork so you can focus on the conversations that close deals.

Emerging digital marketing trends for real estate

The basics of real estate digital marketing haven’t changed, but tech sure moves fast. What’s changing now is how people discover homes and agents. Here are the next-wave tactics bubbling up now that most agents still aren’t talking about:

Camera-first search: Buyers now point their phones at a house and instantly look it up. Did you know that Google Lens handles around 20 billion visual searches monthly?⁷ This only means that clean photos, clear addresses, and solid listing data will help you show up when people “search what they see.”
Interactive floor plans (not PDFs!): People stay longer, share more, and pre-qualify themselves before showing when they see floor plans with tappable rooms, measurements, and even storage notes. As mentioned previously, 72% of buyers wish more listings had 3D tours.⁵
“Green” selling points up front: 57% of REALTORS® say promoting energy efficiency in listings is valuable.⁸ Always highlight energy bills, solar, EV charging, insulation, and walkability. For many buyers, these factors are the decision-makers — so prioritize them in your marketing materials.
Creator collab with micro-influencers: Partner with a local foodie or a neighborhood content creator to co-tour a listing or area. This way, you borrow a trusted audience that already lives in the area where you’re selling. After all, 44% of brands now prioritize nano-influencers for better engagement.⁹

Recommended digital marketing tech stack for real estate agents in 2025

Digital marketing for real estate agents is only as strong as the tools you rely on every day. Instead of drowning in endless apps, here’s a lean tech stack that helps agents: one tool for each essential job, which are all built to save you time and keep your pipeline moving.

Category	Why It Matters	Learn More
CRM and lead management	Captures leads, organizes contacts, and automates follow-up	Visit CINC
Email marketing	Simple templates and scheduling for consistent outreach	Visit Mailchimp
Social media	Ready-to-use posts and captions to save you hours	Visit Coffee and Contracts
Video and virtual tours	3D tours and walkthroughs to make your listings stand out	Visit Matterport
Website builder	Launch a professional, IDX-ready site with lead-capture forms fast	Visit Placester
AI tools	Drafts copy, emails, and posts in seconds	Visit ChatGPT
Analytics and ads	Tracks what’s working so you don’t waste ad spend	Visit Google Analytics

Frequently asked questions (FAQs)

There’s no one-size-fits-all when it comes to your digital marketing budget. However, if you want to truly invest in marketing, a good benchmark is to set aside 5% to 10% of your gross revenue. With that budget, measure your success by appointments and closings, and not just clicks and views.

The best platform is the one where your clients typically spend their time. It’s usually Facebook and Instagram for most markets, with TikTok or YouTube Shorts being preferred by buyers under 40, and LinkedIn for referrals and luxury clients. Pick one platform to master first, and only add a second channel when the first is working.

No, not for every listing. But virtual tours help out-of-town buyers and prevent wasted showings. You don’t have to hire a big production to shoot your virtual tours. Most of the time, a 60-second vertical walkthrough shot on your phone already works wonders.

Final thoughts: Taking action on your digital marketing plan

When it comes to real estate digital marketing, you don’t need every tool or strategy running at once. Start small, pick one digital marketing channel to focus on, and commit to nurturing it.

Sources

1 National Association of Realtors
2 WordStream
3 REsimpli
4 National Association of Realtors
5 Zillow
6 National Association of Realtors
7 Wired
8 National Association of Realtors
9 Influencer Marketing Hub

Real Estate Digital Marketing: A Complete Guide With Strategies & Tips

What is real estate digital marketing?

Why digital marketing matters more than ever for real estate agents & brokers

Core digital marketing strategies for real estate