How to Create Winning Marketing Strategies for Real Estate Agents

Your competitor across town is always just one deal closure ahead of you while you play catch-up. The truth is, they’re not leading because they’re better than you, but because their field marketing strategy is.

Winging your lead generation plan is not a solution in the real estate market, where attention is currency and every lead counts. In this blog post, we’ll discuss effective marketing strategies for real estate agents and provide an example of how can help!

Why Do Real Estate Agents Need a Solid Marketing Strategy?

Marketing helps people remember, trust, and choose you. And the right marketing strategy puts you front and center in your target audience’s mind. 

Here’s what an effective strategy does for your real estate business:

• Carve out a real estate niche: Having a focused identity helps with targeted advertising and makes your marketing message memorable
• Build long-term trust with consistent branding: Marketing consistently to the same two local markets and buyer profile will lead to high-intent referrals
• Show up as a business: Investing the marketing budget in thought leadership, community presence, and local authority helps you attract inbound clients
• Avoid generic outreach: Work with a focused marketing plan to avoid having similar bios and templated social media marketing posts as your competitors

📌 When you try to speak to everyone, you end up resonating with no one. Find your target audience and pitch to them.

Quoting an agent in a Reddit thread: 

TL;DR: Speak directly to your people and don’t try to be everything to everyone. Knowing who you serve and how to show up consistently gets half your job done.

Proven Marketing Strategies for Real Estate Agents

A marketing mix of online and offline channels takes you from a stale listing to a signed contract. Explore these best marketing strategies for real estate agents to attract leads and reach your target market.

1. Send weekly emails

Out of sight is out of mind. If you’re not in their inbox weekly, you’re not at the top of their mind.

Email marketing helps nurture long-term leads and deliver valuable insights to those not ready to buy or sell. 

Here’s what a successful marketing effort can look like:

• Market pulse: Share local housing stats like average days on market, recent list-to-sale price ratios, or new listings in a hot neighborhood
• Featured listing of the week: Highlight a standout property with great photos and a unique value proposition (price, location, features)
• Local spotlight: Recommend a neighborhood café, hiking trail, or small business, and connect it to the lifestyle appeal of your market

📌 Even if only 30% of your subscribers open the email, the rest still see your name and subject line, which positions you as their go-to when they need a service.

2. Reach out to prospective clients

You need relevance to win new listings. Focus on homeowners near your latest property listing or sale and cold-call them. These warm contacts are already thinking about market activity in their neighborhood.

You won’t interrupt their day with a sales pitch since you have a valid reason to call potential buyers. Instead, you’re offering helpful insight on something happening down the street.

This is how you can use this marketing channel:

• Geo-target your outreach: Call 50–100 neighbors within a few blocks of a property you’ve just listed or sold (mention the exact home and its impact on nearby values)
• Lead with curiosity: Ask, ‘Would you like an update on the market value of homes in your area?’ or ‘Do you want to know what your home might be worth today?’
• Log conversations for follow-up: Add potential buyers to your real estate CRM, tag them by neighborhood, and follow up when another nearby sale occurs

📌 This strong marketing strategy builds your presence in specific areas, helping your neighbors remember you during their home-buying process. 

3. Leverage a drip campaign 

For-sale-by-owner (FSBO) or expired listing sellers may be skeptical, but they’re mostly frustrated and overwhelmed.

To earn their trust over time, build a short, strategic follow-up real estate marketing campaign—a drip campaign.

Here’s what real estate companies can do:

• Create a five-to-seven-step touchpoint plan: Mix emails, texts, and calls spaced over four to six weeks, and each message should be brief, personal, and useful
• Lead with insight: Offer real estate services like a recent neighborhood sales report, a free home valuation, or a list of quick improvements to boost marketability
• Acknowledge their situation: Use empathetic language like ‘It’s tough when the first round doesn’t go as planned’ 
• Stay visible and consistent: Believe in follow-ups because real estate listings often go to the one who follows up in week five, long after everyone else stops

📌 You’re more likely to earn trust, referrals, and long-term clients from sellers who were once on the fence.

4. Use video for awareness

89% of businesses use video as a marketing tool because it builds brand credibility fast. If you also want to turn them into long-game marketing material:

• Create snapshots: Record 60-second updates explaining market trends like average sale prices or changes in interest rates
• Localize your brand: Highlight neighborhoods, community events, etc., with quick voiceovers to position yourself as the go-to real estate broker
• Share behind-the-scenes: Show what a day in your life looks like—walkthroughs, inspections, or funny mishaps, to humanize your brand

📌 When leads finally need an agent, the one they’ve seen weekly in their feed is the one they’re most likely to call.

5. Create lead magnets that filter serious buyers

A lead magnet is a free resource, like a marketing playbook, guide, checklist, or tool, that solves a specific problem for your ideal client. When positioned correctly, it attracts motivated buyers while gently repelling unqualified leads.

Here’s how to build this product marketing strategy:

• Solve an urgent need: Offer gated market insights like ’10 Hidden Gems in [Your City] Under $500K’—great for first-time buyers or budget-conscious relocators
• Log information: Set up a simple form and ask for name, email, and phone number to keep tabs on potential clients
• Prioritize follow-up: Tag leads who opt for the pricing guide as seller prospects and route them into a tailored email nurture sequence
• Write rich responses: Deliver the lead magnet right away, and include a personal message offering to answer questions

📌 Lead magnets help you start conversations with the right people, segment your pipeline, and scale your customer relationship management.

6. Get featured

Nothing builds trust faster than a third-party endorsement, especially from a local community newspaper, lifestyle magazine, or community blog posts your audience already knows and respects.

It shifts your reputation from just another agent to a recognized expert with insights worth listening to. 

To get featured, you can:

• Identify news angles: Frame your listing or personal brand around a story, for example, a surge in multi-generational home sales in your area
• Find niche journalists: Keep your pitch brief, focused, and helpful, and offer quotes, data, and anecdotes they can use in their story

📌 You can also ask your previous buyers to feature you on their social media accounts and increase your credibility in their inner circle.

7. Optimize your client testimonials

Most agents stop actively seeking testimonials after getting one or two positive reviews. But in competitive markets, recency and volume matter as much as star ratings.

To stay ahead of the curve:

• Collect testimonials: Ask for reviews right after closing, while the excitement is high—use email, text, plus a handwritten card to increase responses
• Choose review platforms wisely: Rotate where you request reviews so you build authority across multiple platforms
• Showcase reviews: Repurpose reviews as online marketing assets—share them on social media, email footers, and listing presentations

📌 Reviews are one of the few effective real estate marketing strategies that keep working for you long after publication.

8. Create a Move-up Buyer campaign

Many homeowners have built up equity but don’t realize they can afford a better space. These are your move-up buyers. Here’s how to reach them:

• Talk to your target audience: Find homeowners who bought property five-plus years ago with content like ‘What Your Home Equity Can Buy in Today’s Market’
• Show proof: Use personalized mailers or online advertising featuring real-life client stories of families who upsized successfully
• Avoid being salesy: Offer one-on-one strategy calls to come across as more supportive

📌 This real estate marketing plan generates listings and turns homeowners into potential clients.

9. Host interactive open houses

The best open houses are about creating a memorable experience. When done right, they keep your brand visible long after the event and get you featured on others’ social media platforms.

Here’s what real estate marketers can do:

• Mix entertainment: Give your open house a theme like ‘pet friendly preview’, or ‘sunset tours and snacks’
• Generate content: Record quick video clips during the event while highlighting the kitchen, answering FAQs, or capturing visitor reactions
• Leverage your community: Cross-promote with local businesses (e.g., have a bakery sponsor the snacks or give away coupons for attendees)

📌 Each open house becomes a multi-channel real estate marketing plan: lead gen, local partnership, and social visibility.

10. Target overlooked zip codes

Savvy real estate professionals claim smaller, under-the-radar zip codes that generate spillover leads without additional cost. Here’s how to put this into practice:

• Audit available zip codes on lead generation platforms and look for areas that other agents ignore
• Add these zip codes to your agent profile, even if you’re not actively paying for leads there, and search engines will route organic leads your way
• Build localized content (videos, email updates, blog posts) to grow visibility and organic traffic from curious buyers and sellers

📌 Sometimes, the right lead waits in a place nobody else is looking.

How Can Help Agents Organize Their Marketing

Now that you have a list of solid ideas you can implement, it’s time to narrow in on a platform that will make it all work smoothly.

, the everything app for work, can be your assistant for building a personal brand as a realtor and managing your real estate business. It lets you access a connected workspace that helps you strategize, document, assign, and measure work in real time.

For example, ’s Real Estate Project Management Platform can help you:

• Sync with Google/Outlook to manage showings, signings, and meetings on a unified Calendar
• Use interactive maps to show property locations, nearby landmarks, and price-coded pins for better client understanding
• Build a lightweight CRM within to manage budgets, inventories, contacts, and more
• Reduce manual work with no-code automations (e.g., auto-assign tasks, trigger reminders, change statuses)
• Start quickly with real estate-specific templates for contract management, facility ops, invoices, and design workflows

Erica Q., a Digital Strategist and Content Manager working in real estate, reviews :

You can also use ’s Marketing suite here to handle your workflow and business growth simultaneously. Let’s break down the process in five phases:

Phase 1: Plan campaigns

Begin by brainstorming sequences like open house promotions or FSBO outreach funnels with Whiteboards.

The best part? Everything here is trackable. You can drag-and-drop sticky notes to represent every campaign stage from ‘email neighborhood invite’ to ‘upload listing’s drone footage’. It also lets you convert each note into an actionable task with assignees, due dates, and linked documents.

Let’s say you’re launching a weekly newsletter. Here’s how your Whiteboard becomes the launchpad:

• Create a Whiteboard titled ‘Weekly Real Estate Newsletter’
• Add color-coded sticky notes for each recurring section: market pulse, featured listing, community spotlight, and CTA
• Use arrows or connectors to visualize flow and deadlines like ‘Write copy’ ➝ ‘Review with VA’ ➝ ‘Schedule email send’
• Right-click any sticky note and turn it into a Task with a status, priority tag, and relevant attachments

You can also speed up your brainstorming process with Brain, the built-in AI assistant and the world’s most complete work AI. 

Prompt it with ideas like ‘create a content plan for Move Up buyers in Q3’, and get ready-to-use suggestions within seconds. It also pulls in details from your workspace to suggest contextual recommendations.

Need more insider tips? Use ’s AI Notetaker to summarize lead notes after a call and inform your campaign, so your follow-ups stay sharp and personalized. And with built-in spelling and grammar checks, every message goes out polished—no need for extra editing tools or back-and-forth with ChatGPT.

Turn this strategy into a repeatable system using Docs. You can use this document editor to build an SOP library like ‘Open House Checklist,’ or ‘Lead Magnet Follow-up Drip.’ 

The best part is that your documentation stays connected to your workflows. How? 

Highlight any text within your doc like ‘Send follow-up within 24 hours’ ➝ Convert it into a Task ➝ Assign it to the relevant team member ➝ Track its progress 

To track progress, set up Goals within your workspace. They turn intentions like ‘get more leads’ into measurable, outcome-driven key performance indicators.

You can break large objectives down into actionable targets, which will be updated every time a team member completes a task.

Say your goal is to ‘Book 10 seller consultations this month’:

• Create a Goal: ‘Book 10 Seller Consultations: July’
• Add Targets like ‘send four email blasts’ to your CRM
• Assign each Target to your Tasks already in motion
• Watch progress bars update automatically as work gets done
• Add Milestones to track significant achievements like ‘paid advertising success’

If you want to start planning your marketing campaigns using a template, switch to the Strategic Marketing Plan Template.

It turns big-picture real estate marketing ideas into actionable, trackable campaigns. You can map goals, align your team, set timelines, and monitor outcomes for better visibility. 

This template is invaluable if you build repeatable marketing systems or collaborate with multiple team members on outreach, video, or email marketing.

Use this template to:

• Define clear goals for your campaign using dedicated OKRs and task assignments
• Track marketing performance with Custom Statuses and progress fields across tasks and timelines
• Schedule and prioritize tasks with timelines, milestones, and status updates built right into your workflow

Phase 2: Organize every campaign in one place

Once you’ve templatized your real estate marketing campaign, organize it using ’s Project Hierarchy to keep everything centralized and easy to manage.

1️⃣ Start by creating a dedicated Space for your marketing efforts—this is your high-level hub for all things related to lead gen, follow-ups, social posts, and open house promotions.

2️⃣ Within this Space, create separate Folders for each campaign type you run. For example:

• Social Media Campaigns
• FSBO Lead Follow-ups
• Open House Events

3️⃣ Inside each Folder, build Lists to track specific timelines or themes. If you’re managing social media, you might have a List called “August Weekly Posts” within the Social Media Campaigns Folder.

4️⃣ From there, each campaign asset—whether it’s an email, post, or video—can be created as a Task, with its own:

• Assignees
• Due dates
• Subtasks for deliverables
• Comments for collaboration
• Attachments for adding drafts, images, or final content

This structure helps you separate work clearly, automate task handoffs, and keep your team aligned across every real estate marketing initiative.

Phase 3: Execute campaigns—on their own

You don’t need to remember follow-ups or status changes with .

Automations let you set up trigger-based workflows and perform these actions in the background. Depending on your instructions, they can assign tasks, post comments, move items across statuses, and send emails.

📌 For example:

• When a task is marked ‘Live,’ automatically assign a follow-up task to check engagement after seven days
• When a lead magnet task moves to ‘In Review,’ notify your assistant with instructions for scheduling next steps

You don’t need to know how to build complex logic either. Describe what you want in plain English to AI Automation Builder, like ‘remind me to send a testimonial request 3 days after a home closes’,  and the automation is built for you.

Execution also needs smart time management, which Calendar delivers with AI scheduling.

Here’s what you can do with it:

• Auto-block time for high-priority tasks like prepping a new listing, scheduling showings, or drafting a follow-up campaign, so you never double-book or forget what matters most
• Reschedule missed or delayed marketing efforts—like FSBO outreach or social posts—automatically, based on your availability and your team’s workload
• Instantly turn tasks into calendar events, whether it’s a home tour, listing shoot, or email campaign, by assigning a due date or team member
• Share a live, view-only calendar with your assistant, transaction coordinator, or even clients to keep everyone in sync without back-and-forth

Phase 4: Collaborate with clients and teams

Real estate agents rarely work alone. You’re coordinating with VAs, photographers, ad specialists, mortgage brokers, and sometimes clients. The good news is that with , you don’t need a separate application for communication. 

’s Chat + Guest Access gives your clients a professional, transparent experience and saves you from managing five different apps.

Use Chat to streamline communication, not just with your internal team, but with clients and collaborators, too. You can create dedicated Chat channels for any project or campaign to keep conversations organized and tied to the work.

📌 For example, set up a channel for an open house campaign where your stager, photographer, and VA can coordinate in one thread. Or, create a DM with a seller to answer quick questions about timelines, document uploads, or marketing updates—all without sending another email.

Even better, with Guest Access, clients and vendors can join the conversation with limited visibility. You control exactly what they can see—like just their listing tasks or a shared calendar—so they stay informed without accessing your full Workspace.

You can also use Proofing to relay feedback. It lets you comment directly on images, PDFs, and videos inside tasks, without needing a separate annotation tool.

📌 For example, review a drone video and drop a comment at the 00:14 mark: ‘Pan slower to show backyard.’

Each comment is time-stamped or location-marked, assigned to a specific person, and visible in your task feed for resolution tracking.

Gathering information also becomes easier with Forms. You can create branded intake forms for listing details, client preferences, or post-showing feedback.

When someone fills out a form:

• A task is auto-created with all the response data
• You can apply automations, like assigning it to your assistant 
• AI can instantly summarize feedback sentiment or group similar requests together

Phase 5: Track what’s working

Dashboards pull real-time data into visual cards in one place so you can see what’s working with your marketing campaigns and double down. 

Here’s how you can build them:

• Add a Bar Chart to compare open rates and click-throughs across weekly email campaigns
• Insert a Pie Chart for FSBO campaign responses, tracking leads converted, ignored, or requiring a follow-up
• Use a Line Chart to visualize video views over time 
• Drop in a Table Card that displays new leads by zip code and active neighborhoods 

You can go beyond visuals with AI Cards. Set them up to contextually summarize marketing productivity metrics and trends. Ask AI questions like, ‘Which campaign had the highest conversion rate this month?’ and get a straight answer without digging through heaps of data.

You can even use it to forecast based on current digital marketing trends.

📌 Dashboards help you see what’s generating momentum across your entire pipeline. Table View enables you to manage the people behind those marketing KPIs. 

Ready to get started? Fire up the Marketing Campaign Management Template to hit the ground running.

This all-in-one space helps you schedule campaigns, assign tasks, track progress, and collaborate with your team in real time. With Custom Fields, timeline views, and goal tracking built in, it’s perfect for managing content, events, or multi-channel outreach.

Use this template to:

• Organize campaign activities in one place
• Track tasks, timelines, and performance
• Keep your entire team aligned across channels

Common Mistakes to Avoid in Real Estate Marketing

Even experienced agents fall into patterns that limit their results. Here are some common mistakes to avoid if you want your marketing efforts to drive results:

• Assuming everyone’s your audience: Broad messaging rarely converts, and niching down helps you speak directly to the right clients
• Inconsistent marketing message: A scattered tone across platforms can confuse prospects. Keep your voice and visuals aligned
• Neglecting follow-ups: Most deals don’t happen on the first touchpoint. Follow up at regular intervals 
• Skipping analytics: If you’re not tracking opens, clicks, or lead sources, you’re just guessing. Go after the data
• Focusing only on new leads: Ignoring past clients means missing easy referrals. Automate your check-in process to get more out of your leads
• Ignoring mobile optimization: Listings and lead forms that don’t work on phones lose business. Test everything on mobile before publishing

Know What’s Working (and What’s Not) with ’s Marketing Command Center

If you only rely on gut instinct to track your campaigns, you’re making marketing harder and leaving money on the table. Real estate success involves showing up with a plan, consistently executing growth marketing strategies, and knowing exactly what will work.

gives you the system you need to make that happen. Everything lives in one connected workspace, built for busy agents who want to scale.

This enterprise marketing software allows you to repeat business processes without manual work, track visual metrics, speak to AI like an assistant, and create detailed workflows.

The difference between scattered tools and brilliant execution often comes down to one thing: your setup.

Sign up for for free and stay on top of every lead, task, and campaign.

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