Digital marketing opens up endless possibilities for real estate lead generation. With over 90% of buyers initiating their home search online, it’s essential to implement digital marketing strategies that connect you with targeted and high-quality real estate leads.
Digital marketing for real estate helps agents build a strong online presence, attract the required number of leads to fill their pipeline and enjoy incredible returns on their marketing investment. However, realtors can quickly become overwhelmed with so many platforms and tactics.
This guide will help you figure out which strategies will best serve your real estate business so you can know exactly how to make digital marketing work for it.
What is Digital Marketing in Real Estate?
Digital marketing in real estate involves leveraging online platforms to promote listings, generate and engage leads, and nurture relationships. Potential clients now browse listings on platforms like Zillow, scroll through Instagram feeds to find homes for sale, or search Google for “homes for sale in [your city].”
With the right digital strategies, you can connect with real estate leads where they spend their time, building relationships that will eventually convert into sales.
Digital marketing tactics are not created equal. The most effective platforms and strategies for real estate include:
You want to be the first name people see when they Google "homes for sale in [your market]” or anything related. Ranking high for relevant search terms on search engine results requires strategic content and a robust SEO strategy.
Get a headstart by creating blog posts relevant to your audiences, neighborhood guides, and real estate material‒all optimized with local keywords.
Your potential real estate leads are not only on social media but are using it to research local agents and listings in their desired neighborhoods. Invest in Facebook and YouTube ads to generate interest in your listing and services among your target audience.
You can target specific homebuyers by interests, intent, age, income, and location.
Email marketing works best for following up with and nurturing real estate leads. Keep potential clients engaged with tailored and personalized email newsletters featuring market updates, new listings in markets they’re interested in, and helpful real estate tips. You can segment your mailing list based on preferences and the buyer’s stage in the sales funnel.
A well-executed email strategy can improve your engagement rate, leading to a significant boost in conversion.
Pay-per-click (PPC) advertising is the way to go if you're looking to quickly generate targeted real estate leads.
Google Ads for real estate lets you bid for the chance to display your ads in the most valuable part of a search engine results page for keywords and search terms like "buy a house in [city]" or "real estate agent near me.” You only pay when a user clicks on your ad.
Make sure you use a real estate landing page that is optimized for conversions. Your landing page should be clear, focused, and have one clear and concise call to action.
Benefits of Real Estate Digital Marketing
Digital marketing for real estate is all about strategically positioning yourself in front of the right audience, engaging them with valuable content, and converting their interest into sales. It takes time, effort, and a bit of trial and error. But when done right, digital marketing can unlock a consistent flow of qualified real estate leads.
Let's explore some key benefits of digital marketing for real estate:
Digital marketing lets you reach more people than traditional marketing. You can target more potential buyers than by papering a neighborhood with flyers. Digital marketing lets you create more impressions and generate more real estate leads.
Recent data shows that digital marketing is 100x more cost-effective than traditional marketing. You can also drive more results per dollar spent.
With digital marketing, you can quickly zero in on your ideal client. Google Ads targeting features are especially adept at allowing you to select who can see your ads based on age, income, location, keywords, intent and interests. Your Google Ad for real estate could only appear to potential real estate leads who are ready to buy in your area.
Social media channels, including Instagram, Facebook, TikTok, and LinkedIn, are direct engagement channels for your real estate audience. Interact with them here frequently to build relationships and turn cold leads into warm prospects. You can hold Ask Me Anything sessions, address their comments on listings, or share your content.
One of the most potent things about digital marketing for real estate is the ability to monitor your performance in real-time. You can see how many people click on a link on your website or open an email.
With instant analytics, you can optimize your campaigns and make sure your marketing dollars are continuously working as efficiently as possible.
Digital marketing is cost-effective and measurable and provides the flexibility and reach you need in today’s fast-evolving industry.
Your website is the heart of your digital presence. For your website to be as effective as possible, you must provide an outstanding user experience. Here’s how:
Your website shapes over 90% of your audience’s impression of your business. The importance of following best practices for design and user experience cannot be overstated.
To create a long-lasting impression, make sure your site:
Has a clear call to action
Besides property listing, use your website to provide your audience with more valuable content.
You can better connect with real estate leads when you’re the go-to source of helpful real estate and market-specific content. Use blog posts, neighborhood guides, and market insights to position yourself as a local expert.
Besides helpful content, you can add more value to your website’s user experience with mortgage calculators, interactive maps, and virtual staging, or 3D tours, of your listings. Useful functionalities like these enrich your user experience, increasing engagement and the likelihood of conversion.
Landing pages are mainly designed to capture real estate leads. A good landing page grabs attention, builds trust, and guides visitors to take action—whether scheduling a viewing, requesting more info, or signing up for property alerts.
Great content builds trust. Think of real estate content that’ll engage your audience the most. Cater to their interest with data on average home prices or interesting real estate trends.
Landing pages are ideal for listings. Ensure you highlight each property's features, the listing price, the lifestyle of the neighborhood and proximity to amenities. Don’t forget to include a lead capture form at the top of the page where users can submit their contact information to become a lead.
Scarcity and urgency motivate people to act. Add a sense of urgency with time-sensitive offers like “Limited time: Schedule a viewing by [date].” Use a countdown to prompt visitors to act quickly.
Social proof like testimonials adds weight to your credibility. Avoid generic testimonials that are easy to forget. Instead, use recent client testimonials that focus on relevant, measurable results.
Don’t settle for a bland “Contact Us” button. Personalize your CTAs based on the visitor's interest. For first-time homebuyers, try “Find My Dream Starter Home” or “Get My First-Time Buyer Guide.”
Your website is at the core of your search engine marketing. Search engine optimization (SEO) is a set of guidelines that ensure your website’s performance is at a level that will convince Google to index and rank pages.
Well-optimized web pages make your listings appear when users search for listings and realtors in your area.
To excel in SEO for real estate, you need to:
These real estate tips can help you enjoy high rankings and visibility on search engines:
“Near me” searches have exploded with the rise of mobile search. Optimize your landing pages for ‘near me’ searches by using localized keywords like ‘homes near me’ or, as an example, ‘real estate agents near Lincoln County, Kentucky.” Place these local keywords in headings, meta descriptions, and footers and where possible in copy.
Quality backlinks drive traffic to your offers and build your credibility with Google. Hyper-local links can boost your SEO. They show search engines that you are a trusted and relevant source in your local market and, therefore, worthy of a higher ranking.
Regularly refreshing your content can help your real estate landing pages catch the attention of search engines. Google loves fresh content. If market conditions change or you have new listings, reflecting that on your landing pages signals to search engines that your website is active, relevant, and worthy of higher rankings.
These landing page strategies will give your real estate digital marketing a significant edge. Optimizing search engines, creating urgency, and personalizing CTAs will allow you to attract more real estate leads and convert them into clients.
Google Ads is a robust tool for driving high-quality traffic to your website via ads on the sponsored portion of a Google search. The platform’s filters allow you to laser-target your audience.
The following tips will help you make the most of your Google Ad for real estate campaigns:
Set your target location to specific cities, neighborhoods, or zip codes. Use negative keywords to filter out users who are tire kickers, out of your market or looking for something you’re not offering like mobile homes for sale.
Google Ads extensions allow you to add additional information to your ads, such as phone numbers, addresses, and links.
The call extension lets potential clients contact you. Also, structured snippet extensions enable you to highlight specific aspects of your real estate services, like neighborhoods you specialize in or property types. The call extension allows potential real estate leads to contact you directly through your ad, while the lead form extension makes it easy to capture potential buyer information directly from the search results page.
Set up separate campaigns for specific groups based on interests or demographics – first-time home buyers, investment buyers, etc.
To tie back to the earlier section on landing pages for real estate, you need conversion-ready landing pages to turn ad viewers into leads. Ensure your ad landing pages load quickly, are mobile-friendly, and include a well-crafted CTA.
Set up conversion tracking to monitor and enhance your ads’ performance. You can see which ads, keywords, and devices drive the most conversions. This helps you fine-tune your strategy and allocate your budget more efficiently.
These real estate tips will help you increase the effectiveness of your Google Ads campaigns and ensure the best possible ROI.
When visitors leave your site without taking any action, retargeting helps you re-engage them and bring them back to your website. They work by displaying your ads on other websites your users visit after leaving your website.
Here are some tips to hit the ground running with retargeting ads for real estate:
Real estate ad retargeting is about nurturing relationships and guiding your prospects to choose you as their next agent. When done right, it can elevate your marketing strategy, generate real estate leads and significantly improve your conversion rates.
Video drip campaigns are automated marketing sequences that deliver personalized video messages via email to potential clients over time. Personalized videos can help you build relationships, nurture real estate leads, and drive conversions.
Here’s how to effectively implement video drip campaigns for real estate digital marketing:
Send different video series to different audience segments based on their behavior, preferences, and stages in the buying process. For example, first-time buyers may appreciate educational content while experienced buyers only look for listings in a certain area.
Each video should tell a story. Use anecdotes and relatable scenarios in your videos. Keep the videos short and include a clear CTA.
Your video sequence should gradually lead potential clients through their journey. Start with introductory content, followed by educational videos, and culminate in property showcases or client testimonials.
Email marketing platforms like HubSpot and Mailchimp can help you schedule and deliver your video drip campaigns effectively.
When monitoring your video drip campaigns, focus on open rates, click-through rates, and engagement levels. These KPIs provide clues to help refine your content and improve future campaigns.
Video drip campaigns strengthen your connections with potential real estate leads. Sharing personalized, engaging video content helps you nurture leads effectively, build trust, and drive more conversions.
Digital marketing offers opportunities to generate high-quality real estate leads, brand awareness, and grow your business. You can stay ahead of the competition by implementing SEO, targeted Google Ads, and video drip campaigns.
Agent Launch is a real estate digital marketing agency that generates more targeted, high-quality leads for agents and teams. We manage millions of dollars in ad spend to help agents and teams fill their pipeline and convert more leads into clients.
Real estate digital marketing includes online channels to promote property listings and real estate services to potential buyers and sellers. The aim is to convert users into leads or provide valuable content for a long-lasting relationship.
Social media platforms like Instagram and TikTok are great for connecting with your audience via engaging posts such as property listings, virtual tours, and targeted ad campaigns. The efforts to engage leads can build trust and attract buyers and sellers searching for real estate services.
Real estate agents use email marketing to nurture leads by sending regular newsletters with property updates, market trends, and tips. Personalized campaigns also keep potential buyers and sellers interested over time.
Some of the best real estate digital marketing platforms include Google Ads, Facebook, Instagram and LinkedIn. Google Ads is particularly effective at helping agents capture leads actively searching for properties.