Best Marketing Strategies for REALTORS in 2024

The best marketing strategies for REALTORS in 2024 are designed to help you generate new leads in a slower market than we’ve gotten used to.

As increased interest rates have made homeownership less affordable (and made homeowners less likely to sell if they’ll need financing for their next place), there are fewer leads to go around than we saw in the early 2o20s. This means you need to up your marketing game to stand out in your market. And these 7 best marketing strategies for REALTORS will help you do that!

Best Marketing Strategies for REALTORS in 2024

If you’re serious about marketing your real estate business in 2024, here are the most effective strategies to implement.

1. Specify Your Niche and Your Brand

When you try to target every buyer and seller in your area, you’re effectively competing against every other agent in your market. Rather than throwing generic marketing messages out and hoping they resonate with someone, invest a bit of thought in choosing a profitable real estate niche. This will allow you to create a marketing message specifically for your chosen demographic. And, you may be one of just a handful of agents in that niche, which dramatically reduces your competition and increase your conversion rates.

Your real estate branding should go hand-in-hand with your niche. If you already have an established brand, choose a niche your branding will appeal to. And if you’re new, you can tailor your branding to your niche.

2. Leverage Content Marketing

“Content marketing” simply means providing useful information to generate leads. This information can be presented as blog posts on your website, YouTube videos, social media posts, or newsletters. To maximize your reach, you should use a combination of these platforms. But it’s important to know how to effectively use each one.

• Blog posts. There are many reasons why every REALTOR needs a blog, but the biggest reason is that blogging gives Google content to index. This means Google can send users to you when they search for terms like how to buy a house in [your market]. So your blog posts should focus on “keywords” (terms that local buyers and sellers are Googling). Ideally, you want to select keywords that have high volume and low competition. To learn more, check out Blogging for Real Estate Leads.
• YouTube videos. Similar to blog posts, YouTube videos can help buyers and sellers find you online. These videos should be long-form (7-15 minutes). You can record yourself giving detailed answers to frequently asked questions, post home tours for your listings, or record yourself driving around to give buyers a comprehensive look at your local neighborhoods.
• Social media posts/reels/stories. Social platforms offer multiple formats for content marketing. You can publish static images, short snippets of text, short-form videos, and temporary stories. With so many options, there’s a lot to consider. Check out our 37 Real Estate Topics for Social Media for lots of great ideas.
• Newsletters. A newsletter can be a quick way to stay in touch with your sphere and provide value regularly. And, since you can send this digitally via email, it’s exceedingly cost-effective! You can use your newsletter to provide market updates, showcase local events, offer real estate tips, etc.

3. Outsource Some of Your Social Content Creation

Let’s be real: creating content for your social media accounts is incredibly time-consuming. And you’re a real estate agent, not a social media manager. So don’t spend hours holed up in your office every week designing social posts. Especially when there are affordable ways to outsource this task.

For example, you could hire a social media manager on sites like Fiverr. Or you could opt for a real estate social media service that offers fresh content every month, ready to download and publish. The outsourced content can always be supplemented with personal posts that you create. But they’ll give you a baseline presence on social channels to keep engaging and growing your audience while you’re out working with clients or pursuing other lead-gen activities.

4. Go Hyper-Local

Algorithms love local content. Google, for example, wants to show users the information most relevant to them, which often means showing them information directly in their area. Plus, by narrowing the topics you post about online, you’re filtering your audience to those who are most likely to buy and sell from you.

Here are specific ways to get local with your real estate marketing:

• Include your market in the keywords for your blog posts (ie. how to sell a home in Miami instead of just how to sell a home).
• Tag your location in your social posts.
• Create a neighborhood guide on your website. Each local neighborhood should get its own page with details about amenities, demographics, and price points.

5. Take Advantage of AI (Carefully)

One of the best marketing strategies for REALTORS in 2024 is to use artificial intelligence. AI has gone mainstream over the last year, and you can leverage it to work more efficiently and/or run your business more cost-effectively.

Here are a few ways you can incorporate AI into your real estate business this year:

• Use ChatGPT when you need to write something. ChatGPT can draft your email replies, newsletters, video scripts, social media captions, and more. But there are specific times when you should not use this tech to write for you. Check out ChatGPT for Real Estate for a full guide on how and when to use AI-written content.
• Use AI photos in your marketing. Headshots and branding photos can be extremely expensive. In many cases, they are worth the investment, however, many agents simply don’t have the budget for these professional photo packages. If this is the case for you, consider AI real estate headshots. Our post on real estate agent headshot ideas includes a section on how to get free AI headshots.
• Use a chatbot to automatically reply to inquiries. Chatbots have gotten better at answering online inquiries instantly. They can answer FAQs, provide listing details, and offer info on processes like pre-approval.

6. Build Your Email List

As great as social media can be for connecting with potential buyers and sellers, it comes with a major disadvantage: a lack of control. At any moment, Meta could change the Instagram algorithm, and your views could plummet. Having a direct line of communication with your leads is critical. And that’s where your email list comes in. Collecting email addresses gives you a non-invasive way to reach out to potential clients individually or in bulk.

The best way to build your real estate email list is to offer a valuable freebie on your website. Maybe a moving checklist or home staging guide for example.

In fact, we offer freebies on this site to encourage real estate agents to sign up for our newsletter. Here’s a working example (you can enter your email address below to get a free checklist and see how the process works in real-time!).

7. Track Your Results

For as much time and effort as REALTORS invest in their marketing strategies, surprisingly few agents track the results of each marketing method used.

Tracking the number of leads received from each of your marketing activities can help you understand where to focus your energy and your marketing budget. You may even find that it’s time to shift gears to new marketing methods if your old methods aren’t producing.

Here’s how to properly track your marketing results:

1. List all your marketing activities (ie. social media posts, blogging, mailers, open houses, etc.)
2. Document your spending on each activity.
3. Note how each lead came to contact you. If you get a DM, note that your lead came from social media. If you get a phone call or text, ask how the lead heard about you.
4. Every time you close a deal, review your notes to see which activity generated that lead. Then document the amount earned on your list of marketing activities.
5. Divide the total amount earned on each activity by the amount invested in each activity every year. This will tell you the financial return on investment for each activity.

Then you can decide which marketing activities to continue pursuing and which to pull back on in the coming year.

Recap of the Best Marketing Strategies for REALTORS in 2024

To recap, here’s what you should be doing to market your real estate business in the coming year:

1. Specify Your Niche and Your Brand
2. Leverage Content Marketing
3. Outsource Some of Your Social Content Creation
4. Go Hyper-Local
5. Take Advantage of AI
6. Build Your Email List
7. Track Your Results

Here’s to a happy, healthy, and productive 2024!