What Types of Real Estate Marketing Materials Should You Use To Increase Sales?

Quick Tips / June 28, 2022 / Admin

At the heart of every successful real estate deal is a marketing campaign that connects buyers, sellers, and real estate agencies. If you don’t have effective marketing strategies in place, your firm won’t be well known in your local housing market, you’ll struggle to find clients, and your profits will be lower overall.

So it’s always smart to utilize many different types of real estate marketing materials at once. The more diverse your marketing efforts are, the more effective they may be in the long run. Of course, it can be tough to know what real estate marketing materials you should prioritize, especially if your firm was recently founded or if you’ve just entered the real estate market.

Today, let’s break down the best real estate marketing materials and how to use them effectively.

What Are Marketing Materials for Real Estate?

Marketing materials are any physical or digital goods that help you advertise your agency, real estate services, or some other element of your business. For example, a poster you place at a local coffee shop is an example of real estate marketing material.

Similarly, a digital advertisement you place via social media is another form of real estate marketing. These materials are intended to bring people to your agency or choose you as their real estate agent.

Marketing materials for real estate will include a few key elements no matter how they look:

  • Contact information for the real estate agent in question
  • The benefits of contacting a real estate agency

With these two information points, prospective clients, such as home buyers or home sellers, will have everything they need to know when choosing your agency for their real estate needs.

Real estate marketing materials are important because you can’t expect home buyers and sellers to find your agency by pure luck. If you do that, your agency will quickly be surpassed by competing real estate companies in the area.

However, you shouldn’t put all of your marketing efforts in one proverbial basket. For example, if all you do is market via in-person posters, you’ll completely neglect the digital side of things and vice versa. Instead, you should leverage multiple types of real estate marketing materials for maximum marketing success.

Types of Real Estate Marketing Materials You Should Use

There are nine types of real estate marketing materials to leverage for upcoming campaigns. You should try to use at least half of these when starting, then broaden your marketing efforts to incorporate all of them if possible.

Business Cards

Business cards are the go-to marketing vectors even in this day and age, and for a good reason. They’re easy to hand out to business partners, people you meet at the park, and family members. Good business cards include stylish logos and your contact information.

Business cards are small, easy to keep, and should be easy to understand. When a prospect reads a business card, they must know exactly what it’s for and how your agency can potentially help them with their home search or selling efforts.

For best results, try to print out a couple hundred business cards and get in the habit of handing them out when you meet new people or meet with buyers or sellers. The more you hand out your business cards, the faster your agency will become known in your local area.

Postcards

Then there are postcards. Postcards can also be used to promote properties or real estate services to all potential clients. Ways you can leverage postcards to promote your real estate business include: 

  • Open house events
  • Special promotions
  • New property listings
  • Other news you may wish to share with potential buyers or sellers

Even better, you can distribute postcards in a variety of ways. For example, you can hand-deliver them to clients or potential customers, leave them at shops, or mail them to previous clients to remind them that you are still in business and ready to help with their next real estate move.

Flyers/Posters

Flyers and posters are staple elements of real estate marketing. With the right graphics and a solid template, you can include:

  • A catchy advertisement or statement
  • A call to action
  • Your contact information
  • Interesting information about the local market, like the current cost of living
  • Any other information you want to mention

You can put up posters at coffee shops, bus stops, and at business centers in your local area. Posters can be used to advertise upcoming events, your real estate agency, or anything else you need. Use them in conjunction with business cards and postcards to master the physical advertising arena.

Or you can add digital posters to emails for your email marketing campaigns. Don’t forget to use good poster designs online, too!

Web Listings

Web listings allow you to dive into the digital side of things. If you run a real estate agency or are a real estate agent, you must have an online presence. And you definitely need to make it into search engine results pages (or SERPs) such as Google or Yahoo. A SERP is simply the list of sites that are generated by a respective search engine to the keywords typed into the search engine. Optimizing your site (including for keywords relevant to local real estate and your listings) can help you to rank higher when users search for real estate listings in your area. 

First, you need a well-designed website (don’t forget to make it compliant, too!). Then, you’ll need to include your properties on a listings page. Created properly, this allows you to update your available listings and keep your potential clients in the loop regarding what properties are available to buy or investigate.

For example, if you recently sold a property some people were interested in, you can take it off your Facebook profile page, so you don’t receive further inquiries regarding that specific property. You can list it under your “Recently Sold” page to show off your portfolio.

You should also try to create more website listings on local real estate agent directories or social media platforms. 

Video Listing

Video listings should also be incorporated into your digital marketing strategies. Like web listings, video listings allow you to market your properties effectively and persuasively. Examples of marketing videos include breakdowns of available properties that you can then spread to multiple platforms, like your website or social media.

Think of video listings as short-form advertisements for specific properties. These do require you to put on a little more effort as you will need to take a video camera to the properties in question and shoot some footage while showcasing those properties’ most appealing attributes.

But once your video content is up, potential clients can virtually view properties from afar and be updated on what properties are still available. 

Virtual Tours

Speaking of virtually viewing properties from afar, don’t forget to use virtual tours as critical real estate marketing materials. Virtual tours are different from video listings – they are essentially an interactive 3-D environment of the home or property that users can explore via software.

These are phenomenal ways to let your potential clients get real looks at available properties without visiting them in person. It’s also a very important tool in your kit when trying to attract clients from out of state.

Fortunately, you can create virtual tours using photographs and merging them together using common software tools. Or you can create video walk-throughs where you videotape yourself walking through the property while explaining its most important features.

Post the video content on your website, social media platforms, and real estate agent directories. The more video tours you have, the better your desirable properties will sell.

Social Media Posts

Social Media Marketing is one of the top small business trends this year. Your real estate agency should thrive on social media platforms like Facebook, Instagram, TikTok and more.

Social media marketing is a vital part of all digital marketing these days, and it’s a technology that can make your business more productive. To practice social media marketing, you should:

  • Post regular new photos of your available properties
  • Communicate with clients publicly so that prospective clients can see how you operate
  • Answer questions that come up under your social media posts
  • Post about upcoming development, special events, or soon to be listed properties

Think of social media platforms as digital town squares where you can announce major things happening with your business. Plus, you can post many of the above marketing materials, like listings or digital posters, on social media platforms.

Ultimately, social media marketing is beneficial since it lets you connect with your target audience and potential clients. It also helps you avoid negative Google reviews from piling up due to lack of communication.

Listing Presentations

Next up are listing presentations, meetings between you and prospective buyers or sellers where you give them key and persuasive information about the properties you represent. These typically include:

  • Detailed overviews of available properties
  • Information about the current price
  • The commission structure should the client go through with a deal, etc.

Think of listing presentations as opportunities to inform clients about what makes certain properties special. This type of marketing material becomes more necessary as you draw clients to your business and as they get nearer to purchasing or selling a property in your local area.

QR Codes

Last but not least, QR codes can be leveraged as a real estate marketing material. QR codes are barcodes that devices like smartphones can scan to give prospective buyers extra information about a property.

Luckily, you can put QR codes on practically any surface these days. Include them on the back of your business cards, postcards and flyers, and any other physical real estate marketing materials you use.

For instance, you can program a QR code on your business card to take potential clients to your current listings page on your website. That way, your business cards remain relevant for years to come and don’t direct potential clients to properties that are no longer available.

How To Use Real Estate Marketing Materials Well

Understanding different types of real estate marketing materials is just the start. You also need to know how to leverage them efficiently to see real benefits.

Add Calls to Action Where Appropriate

Calls to action (CTA) are simple phrases or statements at the end of a marketing piece, such as a poster or digital ad. They inspire the viewer or reader to take action, like contact you or visit your website. Make sure that every marketing material you make includes at least one call to action. Otherwise, potential clients may not be inspired to contact you, and your profit and loss statements won’t tilt as heavily toward the profit side of things as you’d like.

Include Tons of Photos and Videos

Regardless of which marketing materials you decide to use, always remember to include as many photos and videos as possible. Visual content is important since it showcases your properties to potential clients and is much more compelling than lines of text or bullet points.

For example, if you have a series of web listings for available properties, ensure that each property you represent has at least a dozen high-quality photos. This way, potential clients can flip through the photos and determine whether a property is right for them (and whether they should contact you!).

Always Include Contact Info!

Don’t forget to include contact information on all marketing materials you produce. Many real estate agents forget this by accident. Don’t become so involved in creating beautiful posters that you forget to put your name, agency address, and phone number at the bottom. 

Be sure that all of your contact info is uniform and identical across platforms and materials, too. If your phone number and address are listed differently on your website vs. a digital ad, Google may penalize this and make your website rank lower with its search engine algorithm.

Conclusion

The more real estate marketing materials you use, the more effective your marketing campaign will be. Good marketing is key to maintaining a flow of regular clients to your agency and ensuring you dominate your local real estate market. Try to incorporate more marketing materials into your advertising, and you’ll see results in no time. Good luck!

About the author: Nahla Davies is a software developer and tech writer. Before devoting her work full time to technical writing, she managed – among other intriguing things – to serve as a lead programmer at an Inc. 5,000 experiential branding organization whose clients include Samsung, Time Warner, Netflix, and Sony.

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