How to Build a Marketing Strategy for Real Estate

93% of home buyers use the internet during their home search, and 50% find the property they purchase online (NAR). Your online presence isn’t just a brochure—it’s your most powerful sales tool.

Here are the fundamentals that help real estate professionals attract, engage, and convert potential clients at every stage of the journey:

Buyers don’t just drive by anymore
A strong digital strategy is how you get found—and stay top of mind—in a crowded market.

Marketing starts before the listing goes live
A brilliant real estate marketing plan helps build anticipation and demand before the first showing.

Trust is built through content
Consistent, clear messaging—on social media, your website, and in email—builds an emotional connection with your audience.

Digital tools close deals
From virtual tours to client testimonials, the right tactics guide potential buyers toward action.

Why Real Estate Marketing Plans Need a Different Playbook

You're not just selling a property, you're selling a lifestyle

In real estate, purchases are emotional and personal. Your marketing efforts need to reflect that. Generic strategies won’t cut it in a market where every buyer, seller, and neighborhood differs.

A real estate marketing plan must account for:

• High-stakes, high-emotion decisions

• Long sales cycles and complex touchpoints

• Hyper-local competition

• Multiple audience segments—buyers, sellers, renters, investors

The best real estate marketing ideas are tailored, flexible, and built to create trust. They blend digital marketing tactics with personal outreach to move people through one of the most significant decisions of their lives.

Step 1: Define Your Target Audience Before You Spend a Dollar

Different properties attract different people; your marketing should too

Before launching any real estate marketing strategies, get crystal clear on who you're trying to reach. Your messaging, visuals, and platforms should all speak directly to your target audience.

Ask yourself:

• Are you focused on first-time buyers, investors, or downsizers?

• Do your listings appeal more to families, singles, or retirees?

• What matters most to your buyers—price, location, or amenities?

According to the National Association of Realtors, buyer demographics vary significantly by region, from age and income to household makeup and purchasing motivations. Reviewing local buyer profiles is a smart first step in crafting the right message.

Knowing your target market helps you craft messaging that resonates and avoids wasting time and budget on the wrong channels.

Step 2: Build a Digital-First Foundation

Your online presence is your first showing

Most potential buyers will see your digital presence long before they walk through the door. That means your website, listings, and social media platforms need to be clean, current, and compelling.

Here are some powerful tools to build your online presence:

• Zillow Premier Agent – for lead generation and featured listings

• https://www.realtor.com/realestateagents/ – for showcasing your listings and building credibility

• Instagram and Facebook – for social media marketing and visual storytelling

• LinkedIn – for connecting with referral networks and other real estate professionals

• Google Business Profile – to improve visibility on search engines and local maps

• YouTube – for posting video walkthroughs and virtual tours

• Mailchimp or Constant Contact – for email marketing campaigns

• Canva – to design eye-catching social media posts and marketing materials

• WordPress or Squarespace – for building a professional real estate website

Think of this as your digital curb appeal. A strong, consistent online presence helps potential clients find you, trust you, and reach out when they’re ready.

Step 3: Create Content That Builds Trust

In real estate, content does more than inform; it reassures

Buying or selling a home is one of the biggest financial decisions people make. That’s why your content marketing should focus on building credibility and forming an emotional connection.

Strong content includes:

• Client testimonials that showcase happy outcomes

• Social media posts that highlight local insights and market trends

• Email marketing campaigns with tips, updates, and featured listings

• Blog posts that answer common buyer and seller questions

Great content positions you as a knowledgeable, reliable real estate professional. It keeps you top of mind for potential clients—even before they’re ready to make a move.

Pro-Tip: Repurpose your best-performing content across platforms. A single testimonial can become a video clip, an Instagram quote card, or a feature in your next email.

Step 4: Put the Right Tools to Work

The right tech doesn’t replace agents, it amplifies them

Real estate professionals have more powerful tools than ever to streamline marketing and boost client engagement. From automation to analytics, tech helps you spend less time guessing and more time closing.

According to the National Association of Realtors, 61% of real estate agents say keeping up with technology is one of the biggest challenges in their business. (NAR)

Consider tools that help with:

• CRM and lead tracking (like HubSpot or Follow Up Boss)

• Virtual tours and 3D walkthroughs (Matterport)

• Scheduling and calendar management (Calendly)

• Automated social media marketing (Buffer or Hootsuite)

The right setup gives you more time to focus on people—your clients, your team, and your prospects.

Step 5: Track, Refine, Repeat

Good marketing isn’t a one-time effort; it’s an ongoing system

A successful real estate marketing plan evolves. You must measure what’s working, adjust where needed, and stay ahead of trends to stay competitive.

Track key metrics like:

• Website traffic and click-through rates

• Email open rates and responses

• Social media engagement

• Lead conversions and inquiries by channel

Evaluate performance using tools like Google Analytics, Meta Business Suite, and your CRM. Then, refine your marketing efforts accordingly.

Pro-Tip: Make time each month to review what’s working—and double down on the channels bringing in the most potential clients.

Step 6: Use AI to Work Smarter, Not Harder

Your most powerful marketing assistant might already be in your browser

You can’t scale a real estate business by doing everything manually. The best agents and teams use AI to move faster, personalize content, and make smarter decisions, without burning out or hiring more staff.

AI can help with:

• Writing listing descriptions and email follow-ups

• Generating real estate marketing ideas and social posts

• Analyzing client data and lead behavior

• Automating scheduling and reminders

Here are three tools worth exploring:

Averi.ai
Built for marketers, Averi helps you plan campaigns, write better content, and stay aligned with business goals. It’s strategy-first AI that goes beyond drafts.

ChatGPT
Use it to brainstorm social media posts, write listing copy, create buyer personas, or map out a seasonal content calendar.

Google Workspace + Gemini
AI is already integrated into tools like Gmail, Docs, and Sheets. Use it to summarize client feedback, draft outreach emails, or forecast marketing performance.

AI can’t replace your personal touch—but it can eliminate time-wasters, help you scale your marketing efforts, and give you more time with potential buyers and sellers.

Pro Tip: Start using AI for tasks that consume your time, like writing listing blurbs or weekly newsletters. Then expand as you get more comfortable.

Common Real Estate Marketing Mistakes to Avoid

Even experienced agents fall into these traps

A great real estate marketing plan isn’t just about what to do; it’s about what to skip. Avoid these common pitfalls that waste time, money, and potential clients:

• Skipping strategy.
  Posting randomly without a plan makes your marketing inconsistent and ineffective.
  
  

• Targeting everyone.
  Not defining your target audience leads to watered-down messaging that doesn’t resonate with anyone.
  
  

• Ignoring your online presence.
  An outdated website or inactive social media accounts make you look unprofessional—even if you’re not.
  
  

• Underestimating content.
  A few listing photos aren’t enough. To engage buyers, you need stories, context, and clear calls to action.
  
  

• Doing everything manually.
  If you’re still sending emails one by one or posting on social media in real time, you’re losing hours that could be automated.
  
  

• Forgetting to follow up.
  Leads that go cold often didn’t get enough touchpoints. Use email marketing and CRM tools to stay connected.

Fixing even one can unlock significant improvements across your real estate marketing strategies.

How Averi Helps You Execute

A great strategy means nothing without execution. That’s where Averi comes in.

We combine AI tools with human support to help startups turn plans into output, fast. From building marketing campaigns to generating content marketing and managing performance insights, Averi enables you to scale without the overhead. 

You don't need a bigger team to get results. You need the right experts, at the right time, with the right AI-powered systems to support them.

It’s like having an extra marketing team, without the extra headcount.

Frequently Asked Questions

What is a real estate marketing plan?

A real estate marketing plan is a strategy that outlines how you'll promote your listings, attract potential buyers, and grow your real estate business. It includes your channels, tools, content types, and metrics for success.

How do I find my target audience?

Start by reviewing local demographics and thinking about who your listings appeal to. Use data from platforms like the National Association of Realtors to understand your area’s buyer trends.

What are some effective real estate marketing ideas?

Try using virtual tours, posting client testimonials, and running email marketing campaigns. Content that builds trust and highlights lifestyle benefits tends to perform well.

How can real estate agents improve their online presence?

Make sure your website is mobile-friendly, SEO-optimized, and features current listings. Maintain active social media platforms and share regular social media posts to keep followers engaged.

Is social media marketing effective for real estate?

Yes. Platforms like Instagram and Facebook help real estate professionals reach potential clients, showcase listings, and build brand awareness through visual storytelling.

What tools do I need for real estate marketing?

Start with a CRM, email platform, scheduling tool, and content design software. Tools like Matterport, HubSpot, and Canva are popular with real estate professionals.

How can I stand out in a competitive market?

Focus on consistency, strong branding, and real estate marketing strategies that connect emotionally. A mix of data-backed targeting and personal touches is key.

Ready to Stop Planning and Start Executing?

Most startups don't fail because of bad strategy. They fail because of poor execution.

While others are still perfecting slide decks and debating which hashtag to use, you could be launching campaigns, testing messaging, and driving real growth, all within days, not months.

Get Started in 3 Steps:

1. Book a 15-Minute Demo — See how Averi's AI-powered platform works specifically for your business

2. Connect with Expert Talent — Get matched with battle-tested marketers who've done it before

3. Ship Your First Campaign — Go from concept to execution in under a week

Don't waste another month on marketing that never leaves the planning phase.

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