Picking the right real estate marketing materials is essential for building a brand and attracting business. Whether headshots, social media posts, business cards, or videos, your materials must be high-quality and clearly display your brand to bring clients to your inbox. To help you make the best choices for marketing materials, I’ve compiled a guide to the eight real estate marketing materials every agent should have to totally crush their brand.
What Are Real Estate Marketing Materials?
As I mentioned, real estate marketing materials showcase your brand and listings. They cover everything from promotional items and content to promote properties to materials that attract buyers or renters and establish your brand as the go-to agent. These materials include things like brochures, flyers, postcards, property listings, virtual tours, and social media content.
Marketing Materials Every Agent Needs
While you’ll build your arsenal of marketing materials over time, there are definitely staples you need in your marketing toolkit. Take a look at my top eight picks for must-have materials below.
1. Professional Headshots
Your headshot is your first chance to make a great impression and boost your online visibility, increasing your chances of attracting clients. Ryan Serhant said in his course “Sell It Like Serhant: How to Build a Personal Brand” that having two realtor headshots is key: a professional one and a more casual one like Talia’s in the picture above.
Why should you have two headshots? Sounds crazy, right? Well, think of it this way—a professional headshot is like your power suit, perfect for business cards, websites, and professional listings. You know, the basics. It exudes expertise and seriousness. On the flip side, a casual headshot is your social media wingman, great for your online profiles, informal marketing materials, and personal brand building. It helps your personality shine and shows you are approachable and relatable. People want to feel like they know, like, and trust you. A casual headshot conveys this.
I suggest hiring a professional photographer to get high-quality headshots or hiring a freelance graphic designer on Fiverr to enhance headshot photos for impressive real estate agent marketing materials. You wouldn’t use subpar listing photos of your client’s homes, so don’t skimp on headshots. Find freelancers on Fiverr for all your design and content creation needs. It’s simple: match your style, place an order, and get your designs on demand—for as low as $5.
2. Social Media Templates
Social media has significantly impacted real estate agents’ online presence and property visibility. According to a study by the National Association of Realtors, 43% of real estate agents say that social media has a very impactful business impact, and 52% report that social media generates the highest-quality leads. These statistics highlight the importance of leveraging social media platforms to enhance property visibility and attract potential clients.
Those behind-the-scenes Instagram Reels and TikToks you shot at your open house don’t have to look like a Hollywood movie, but it might help your brand if they look a little more polished. Using professionally designed social media templates can make a big difference. These templates, specifically tailored for real estate agents, are far superior to generic ones. Whenever you’re posting on social media for your real estate business, keep these tips in mind no matter which platform you’re using:
Were you looking for sleek and stunning social media templates? Coffee and Contracts has the most beautiful templates, including Instagram Reels, carousels, and Broke Agent memes. As a subscriber, you’ll access fresh content and new options every month.
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3. Stylized Real Estate Website
Search is super important for directing people to real estate websites. Here’s why: 72% of realtors have real estate websites to promote their listings, and 41% of homebuyers start by searching for properties online. This indicates a lot of competition, but it also means there are tons of potential leads.
When building your website, prioritize reflecting your brand over adding extra features like IDX website listings, lead capture, landing pages, and CRM. They have their place, but all start to look too generic. Check out Kinga Mills’ website for an example of personal branding above. As an agent based in Hawaii, Kinga focuses on selling the warm weather and outdoor lifestyle, showcasing videos of surfers, lush mountains, palm trees, and the turquoise ocean on her website.
If you want a site like Kinga’s, you can hire Luxury Presence to build and host your website for around $180 monthly, plus design fees. Get $500 off by clicking the button below.
4. Business Cards That Set You Apart
Networking is necessary for your success as a real estate agent. Going to industry events, conferences, and local meet-ups provides great opportunities to connect with potential clients and other real estate pros. A well-designed business card is a mini promotional tool to generate more referrals and opportunities for leads. But you don’t want your business card to end up in the slush pile, or worse, someone’s trash. Try a unique business card to stand out from your competition.
Whether you’re working with a designer or making them yourself, ask yourself, “Would I actually keep this business card?” If not, it’s probably a good idea to revisit the design and think about every aspect of the business card—from the type of paper to the colors and layout. Ensuring it reflects your top-notch service as a real estate professional is important. Because in real estate, the little things can really make a big difference.
5. Facebook Business Page
I hate to break it to you, but you’re missing out if you’re not on social media. Check this: Real estate has a Facebook social media benchmark of 283,000 page impressions with 159,000 Instagram impressions. Facebook also has a 0.77% average post engagement rate. This data shows that a Facebook Business page is still a highly effective marketing medium for serious realtors as it has relatively good page impressions, audience growth rate, and engagement.
Still not convinced? Well, let me tell you about some of the perks of having your very own shiny Facebook Business page:
It takes time to build. But don’t worry; we’ve got you covered! Check out our comprehensive guide on creating a compelling Facebook business page to get started.
6. Instagram-quality Postcards
According to PostcardMania, postcard leads generated 6x more revenue per lead than leads from digital sources and have the highest response rate (4.25%) among different types of direct mail, such as dimensional mailers (4%), catalogs (3.5%), and letter-sized envelopes (3.5%).
So why use Instagram-inspired design for your postcards? Simple. Using an Instagram-inspired design for your postcards can make them visually appealing and relatable. The filters, vibrant colors, and creative layouts can help them stand out and feel modern and trendy. But just because you’re using old-school realtor marketing materials (don’t forget about those brochures, flyers, and snail mail letters, too!) doesn’t mean you can’t have fun with them, no matter what your brand is. For example, check out the Instagram-inspired postcard from Coffee and Contracts above. It’s classy and professional, with a tiny bit of sass.
Need help in designing your postcards? Check out some of the predesigned postcard templates inside ProspectsPLUS! to amplify your marketing message. Select your target audience, upload or create your design, and let ProspectsPLUS! do the rest. They will deliver dazzling Instagram-worthy postcards directly to your audience, showcasing your marketing brilliance.
7. Email Newsletter
Email newsletters are among the best ways to market to your sphere. Email is also much easier to scale than social media and cheaper than pay-per-click (PPC) advertising. The return on investment (ROI) for your time and effort is also better. Here’s why this works! According to statistics from HubSpot, the average open rate of real estate emails is a whopping 37.18%. It also has an average click-through rate of 2.15% and an average click-to-open rate of 6.37%. These numbers are impressive!
So, as long as you keep growing your list, the number of people you reach with your content will continue to grow with minimal extra work. If you plan a content calendar for your email newsletter, you can keep your sphere engaged for years with just an hour or two of weekly work. Here are a few easy real estate newsletter ideas to get you started:
8. Marketing Videos
Now, let’s chat about why video marketing is so crucial for today’s real estate agents. Many real estate agents swear by it for good reason. Wyzowl reports that 90% of marketers have seen a great ROI from video marketing. Additionally, 87% of video marketers credit video for helping them generate leads and directly boost sales.
Surprisingly, video testimonials are the most popular type of video marketers create (39%). This popularity is followed by explainer videos (38%), presentation videos (34%), social media videos (34%), product demos (32%), video ads (30%), sales videos (30%), and teaser videos (30%).
Now you know! So, let’s get your creative juices flowing. Whether it’s fun lifestyle videos for Reels and TikTok or informative content for YouTube, showcasing your real estate journey through videos will grab the attention of potential clients. With Google and Facebook favoring videos, this is a surefire way to stand out. Need a hand? Your pro photographer can help, or you can dive in with your smartphone and create captivating content in no time!
To help you, here are some tips and equipment needed for recording your real estate marketing videos:
| Equipment Needed | Link |
|---|---|
 Digital single-lens reflex (DSLR) camera | Get the camera on Amazon |
 Wide-angle lens | Get the wide-angle lens from Amazon |
 Microphone | Get a microphone on Amazon |
 Selfie stick, tripod, or gimbal | Get this equipment on Amazon |
 Supporting gear | Check out this equipment on Amazon |
How to Decide Which Marketing Materials Are Best for You
When deciding which marketing materials for real estate are best for you, get clear on your target audience, budget, and overall marketing goals.
- Are you aiming to reach a broad audience or focus on a specific niche?
- Do you have a limited budget, or can you invest in high-quality materials?
- What goals and strategies do you want to accomplish with your marketing?
Understanding your audience and goals will help you decide if printed materials like brochures, flyers, or business cards are more suitable or if digital materials such as social media graphics, email campaigns, or online ads would be more effective. I suggest having a marketing mix that includes both types for maximum reach and impact. It’s also beneficial to analyze the effectiveness of past marketing materials to see what has worked, but also swap out ineffective strategies.
How to Improve Brand Awareness
A brief recap: Mixing traditional and digital marketing tactics can boost brand awareness. However, it’s crucial to be consistent and provide helpful content. Showcasing your unique value and expertise leaves a lasting impression on your audience and solidifies you as the real estate industry expert.
Frequently Asked Questions (FAQs)
What are the 4 P's of marketing in real estate?
The 4 P’s of marketing in real estate are Product, Price, Place, and Promotion. They help real estate professionals market properties effectively by focusing on the right product offering, setting the appropriate price, choosing the right location, and implementing effective promotional strategies.
What type of marketing is best for real estate?
The best marketing strategies for real estate usually involve a mix of traditional and digital methods. Traditional methods like direct mail, open houses, and print ads can still be effective for reaching certain groups. However, digital marketing, including social media ads, content marketing, and SEO, is becoming increasingly important for reaching a broader audience and targeting potential buyers and sellers. Professional photography and virtual tours have also become essential for online showcasing properties.
What kind of marketing material would you use to promote the property?
You can use different real estate promotional items like listing photos, virtual tours, property brochures, flyers, yard signs, and social media posts. These materials can help highlight the property’s unique features and selling points to potential buyers or renters. Additionally, professional videos, drone footage, and interactive online listings can also do a great job promoting the property and attracting interested parties.
Bringing It All Together
Choosing the right real estate marketing materials is vital for building your brand and attracting business. I’ve put together a guide to the must-have marketing materials for every agent, like Instagram Reel templates, business cards, and brochures. These materials are crucial for showing off your brand and properties, catching clients’ attention, and making a solid brand presence.
What are your thoughts on these essential real estate marketing ideas? Drop your thoughts in the comments!
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