To say that the best real estate marketing ideas have been all over the place in the past few years is a wild understatement. While cold calling and sphere prospecting will always work, technology keeps making agents second guess their utility.
While a growth mindset helps, you still need to find new secret sauces and to learn how to cook with them. To help you find that sauce and start cooking, we put together this list of what we think are the top real estate marketing ideas for 2019.
19 Real Estate Marketing Ideas:
The Close Team
Let’s face it, with 180 million visitors, ALL of your leads are going to start off on Zillow, and many will never leave. That means marketing your services as a buyer’s agent or listing agent on Zillow is crucial for success in 2019.
In fact, agents who market themselves on Zillow close 2x as many properties per year as agents who don’t.
Click below to check out marketing opportunities in your zip code on Zillow & Trulia.
2. Market Your Listings by Creating Videos That Sell a Lifestyle
Logan Link, Marin County Realtor, The Logan & Bernard Group
”To today’s buyers, falling in love with a property is less about square footage and fixtures—HGTV has taught us all that we can do things like update a kitchen. Now, it’s all about how the home and neighborhood will make them feel; what daily life could be like in this new place.
Videos catch people’s attention and do a great job conveying emotion—especially short films that display well on social media. We tried this out in 2018, received a fantastic response, and are putting even more focus towards the concept in 2019.”
Check out the videos Logan and her team are using to market a lifestyle here.
3. Boost Engagement With Contests, Polls, & Q&A Stickers on Instagram Stories
Dustin Brohm, Host Massive Agent Podcast
“Engagement is absolutely key, so use the Polls and Q & A stickers within Instagram Stories. Ask questions, use gifs, make the content as easy to engage with as possible. The more people engage with you, the more they will remember you, and the more you train the IG algorithm that you have great content, which IG will reward with more organic reach than if no one ever engaged with you. You can also run contests and giveaways within IG Stories. Master how to get people engaged, and coming back for more, and you’ll win.”
The Close Team
If you haven’t embraced video for your real estate marketing, you’re going to get left in the dust in 2019. Don’t worry though, there is still time to catch up. Remember, the best time to plant a tree was twenty years ago, the second best time is today.
Why not start by replacing your boring, easy to ignore emails with video email from BombBomb? BombBomb has been shown to increase replies by 81%, conversions by 68%, and even referrals by 56%.
Visit BombBomb below for a free trial.
Jennifer Okhovat, Beverly Hills Realtor, John Aaroe Group
“I think that the best marketing strategy for 2019 is to reach out to your sphere of influence in multiple campaigns: through direct mail, social media, and email marketing. When your contacts see you in not one— but all three mediums of marketing—they are more likely to think of you when it comes to making any real estate decision. You are present to them wherever they turn!”
6. Increase Open Rates by 390% by Ditching Email & Automating Text Messages
Let’s face it, text messaging and private messaging through apps like Instagram and Facebook are replacing email, and fast. In fact, studies show that text messages alone have open rates up to 390% higher than email.
In order to start marketing to your leads via text without breaking the bank, a lightweight, flexible CRM like Freshsales that integrates with a texting app like Twilio make a killer pair. Best of all, Freshsales starts at only $12 per month and Twilio only charges a fraction of a cent per text. Join your leads in the 21st century by getting a free trial of Freshsales below.
7. Send Video Messages & Make Sure Your Videos Have Captions
Dan Smith, Real Estate Author, Speaker, & Strategist
“Video. Video. Video. Messaging in Video or through apps to make still photos appear “Video-like” and with captions. Over 80% of videos will be watched without sound in 2019 and captions are a MUST!”
8. Run Facebook & YouTube Ads For Your Videos to Drive Traffic to Your Website
Tyler Marrin, Director of Marketing The Keri Shull Team
“Everyone knows that video marketing is hot and it’s here to stay, but the real edge in 2019 will be to leverage it using hyperlocal targeting. At The Keri Shull Team, we consistently produce video for the neighborhoods we want to be the face of, and we cover numerous housing, entertainment, and lifestyle benefits of those areas. To best reach viewers in your preferred areas, keyword-stuff your titles and run Facebook and YouTube video ads with strong calls to action (CTAs) that drive traffic back to your website.”
The Close Team
If you’re looking for new ways to farm your own neighborhood using social media platforms, becoming the “digital mayor” of your area online can bring big wins. Using a community networking platform that focuses on relationship building with local business owners like Parkbench can help you position yourself as the go-to, hyperlocal real estate expert in your area. It creates hyperlocal websites that highlight small businesses and local influencers. Even better, they only allow one real estate agent per area so you can become the “digital mayor” without competing with other agents. Click here to claim your neighborhood.
10. 10x Email Engagement Rates With Facebook Messenger Ads
Here’s the thing. The changes to the Facebook news feed last year mean more agents are going to try their hand at buying ads on Facebook. That means more expensive ads. Even if they don’t go up, learning the latest techniques to generate leads from your Facebook advertising is a smart move.
One way to get noticed in the coming sea of Facebook ads from Realtors is to try Facebook Messenger ads. Want to Learn More? Check out our quick start guide on Facebook Messenger Ads here.
11. Take the Time to Sharpen Your Expired Listing Game
Brian Beatty, Realtor, The Brian Beatty Team
“About 60% of our business comes from proactively calling expired and cancelled listings. Another 28 deals came from circle prospecting just listed or just sold homes in our targeted area. Now that we’re starting to face a market shift, more and more unexperienced or unqualified agents will start to drop the ball, leaving plenty of sellable homes expired or cancelled off the market.
This is an enormous opportunity for us to earn the business of the expired or cancelled prospect and, using our marketing plan, sell their homes faster and for more money than most other agents.
However, traditional cold calling methods and hand dialing numbers one-by-one is a thing of the past around here. In fact, using our systems and software, our Inside Sales Agents make a minimum of 1,000 dials per day. If you have the systems and processes as well as the phone sales skills, 2019 is the year of the new and improved cold call.”
12. Send Conversational & Video Text Messages to Your Sphere
Jay Macklin, Broker/Owner, Platinum Living Realty
“Conversational and video text messages are a great way for agents to humanize themselves and stay in touch with potential leads, as they are short messages that are more likely to be viewed by the recipient and do not feel as sales-y or bothersome. The key is to ensure that when you are drafting the text of the message that you sound genuine and not pre-scripted so that your messages work towards building your positive relationship with the recipient.”
The Close Team
Let’s face it, accurately valuing homes is one of the most important skills Realtors have. Of course, writing the best CMA in town isn’t going to help you if you can never get in front of homeowners when they’re ready to sell.
That’s where BoldLeads comes in. They build killer home valuation landing pages to get you exclusive qualified seller leads & buyer leads in your zip code. They also offer a text-based concierge service to screen and nurture your leads for you so you can generate and nurture leads on autopilot.
Visit BoldLeads below to see if you’re zip code is available.
14. Get Out There & MEET PEOPLE in Your Farm Area!
Brian LeBow, Sales Manager Coldwell Banker Dynasty
“This is the most simple and powerful way to build a real estate business—yet most agents can’t or won’t do it. I’m talking about door knocking FSBOs & expires. This classic method is still one of the best if you know how to approach each seller and provide value at their door, this is an excellent way to build a fantastic business.”
Joe Belz, Naples Florida Realtor, Compass
Joe ran multiple lead gen social media campaigns to target prospective second home buyers. Joe was able to use fellow Compass agent Jeanmarie Conley’s positive reputation in the Boston area to gain trust that he could handle their transactions in Florida. Not only did Joe gain leads, but also gained a strong relationship with Jeanmarie that ended up in a referral for a $13 million listing that closed in late February 2019. This works in 2019 because it combined a highly targeted digital approach with a personalized idea and referral-based strategy.
Josh Dotoli, Fort Lauderdale Realtor, Compass
Since joining Compass in early 2018, Josh has partnered with the in-house marketing team to integrate a “show versus tell” mentality into personal team branding, with a sharp focus on content marketing. After seeing results from incorporating marketing recommendations, Josh made the decision to shift the core of his marketing strategy from solely print marketing to incorporate digital and out-of-home channels for a multi-pronged, integrated approach to his brand.
17. Master Mobile After You Master Video
The Close Team
We hope by now you should be 100% convinced that video real estate marketing is here now, and it’s here to stay. While mastering video is crucial, it’s only half the marketing story for 2019. The other half? Mobile.
If you’ve been dragging your feet about using a mobile first real estate marketing strategy, you might be giving up leads in 2019. If you’re still not convinced, I’ll let this year’s data (compiled by Buffer) speak for itself:
- Facebook: 94 percent of its monthly active users are on mobile
- Twitter: 82 percent of its monthly active users are on mobile
- LinkedIn: 60 percent of its unique visitors access LinkedIn via a mobile device
- Pinterest: 80 percent of its traffic comes from mobile devices
- Snapchat: 100 percent of Snapchat users access the app through mobile
- Instagram: No data, but Instagram is primarily a mobile first app
So what exactly does a “mobile first” real estate marketing look like? Well, this might look very different for different Realtors. That said, here is a 2019 cheat sheet to make sure your current marketing is up to snuff for mobile:
- Make sure all images, videos, or animations look great on mobile
Do you have copy, or other elements of your images that won’t be legible on mobile? Make sure to look for images that look great on phones and tablets.
- Use landing page software like Unbounce to create responsive landing pages
How nice your landing pages look on mobile should be your primary concern if you’re advertising on any of the above platforms.
- Make sure your Facebook ad headlines don’t get cut off on mobile
While your lengthy headline might make sense on desktop, it could be getting cut off on mobile. Before you publish your ads, make sure your titles work on mobile AND desktop. In most cases this will involve shorter titles.
- Make sure to use large “call now” buttons on your mobile site and landing pages
Even if your site and landing pages are mobile responsive, you still need to make it easy for people to call you. While tapping text phone numbers works on iPhones, it doesn’t always work on Android. Use buttons instead.
- Use mobile first design for your email list
According to one study, mobile email opens have grown by 180% in the last three years. That means that the chances of your audience opening your email on their phone or tablet are high. Make sure they open something that looks great on mobile.
- Make sure your paragraphs in blog posts are no more than three lines tall
If you’re of a fan of my articles on Fitsmallbusiness.com, you may have noticed a difference here on The Close. Since our audience is primarily mobile, we use shorter paragraphs. Much easier to read!
18. Take Advantage of AI With Predictive Analytics
Wyllys Mann Director of Strategic Innovation for Baird & Warner
Along with Big Data, predictive analytics is another industry buzzword that is quickly becoming a powerful tool for agents in 2019.
While big data groups together massive data sets from disparate sources, predictive analytics uses that data along with people’s behavior online to predict future behavior.
Here’s Wyllys on the importance of predictive analytics in 2019:
“Big Data and the behavioral modeling that accompanies it enables agents and brokerage to much more effectively target investment in Lead Gen. Where once consumers in our industry were just grouped geographically, it is now possible—even easy—to group consumers in tribes, groups who share common lifestyle traits. This means that agents and brokerages can create messaging that is responsive to the pain points experienced by individuals in the market rather than broad generalized statements, like “We’re #1.” Targeted prospecting, marketing, and lead follow-up is always more effective and data is making it easier to target very specifically”
Even though many millennials are abandoning Facebook for other platforms, it is still by far the largest social media platform. That means if you want be effective at real estate marketing online, you need a great Facebook page.
Even if you rarely use your page, you’re going to need a strong presence in order to take advantage of Facebook’s advertising platform, still the most powerful option available for targeting buyers and sellers.
If you need to start your page or want to make sure your current page is up to snuff, Matterport has an incredible and free Ebook that has everything a Realtor needs to know about Facebook pages in one easy guide. Click below to download the ebook.
Have a killer real estate marketing idea that you think our readers need to know about? Let us know in the comments.