A real estate marketing plan is a document that defines an agency’s marketing strategy, target audience, and forecasts for the coming year.

The goal of having a real estate marketing plan is to build a concrete plan of action for your business’s marketing efforts.

Therefore, understanding how to write an excellent real estate marketing plan is fundamental to real estate investing.

What’s the secret to building an effective real estate listing and marketing plan? This article outlines how to write a foolproof real estate marketing plan for your business.

1. Contemplating Your Business Objectives

At the onset of your real estate agency business, define the objectives in relative and absolute terms. Ideally, a well-articulated real estate business plan is a reference point for you and everyone in your industry.

Defining the business objectives starts with looking at your past numbers to help you set performance goals for the coming year. 

Here are some standard components of a real estate marketing plan:

• A clear mission statement
• Strengths, weaknesses, opportunities, and threats
• Specific and measurable goals for your real estate business
• Metrics to measure or prove success
• Marketing Strategy and Tactics
• Lead generation and nurturing strategy
• Income goals
• Set the time to measure progress and revisit and adjust the plan.

Setting initial goals may seem difficult if you are new to the real estate business. You can ask a mentor or a colleague for insight into the first year in the real estate business. 

They will show you how to plan your goals while being realistic to the industry standards for first-year real estate agents.

2. Invest in Local SEO To Improve Your Local Ranking

While word of mouth and local advertisements may be a great way to attract customers, an online search can be equally impactful.

Local SEO improves visibility and drives more targeted traffic to your website. According to statistics, 86% of consumers rely on the Internet to find a local business.

This underscores the importance of optimizing your website for local search to improve your visibility in search results pages.

Targeting local keywords draws more traffic to your website, specifically from people searching for properties in your local market.

 In other words, local SEO is crucial to your real estate business because it helps you to:

• Boost your online visibility
• Bring in more traffic to your local office
• Attracts more targeted traffic, which improves your chances of conversion
• It enhances your credibility and builds trust.

Some things you can do to optimize your website for local SEO include:

•  Ensuring your business name, address, and phone numbers are on your website.
•  Use your state, city, and town names in your title tags, meta descriptions, and in the content body.
•  Implement schema markups onto your website.
•  Enhance your online profiles by filling out directory profiles and citations.

At a minimum, you should fill out your profile on Google My Business, Bing, Yahoo, Trulia, Zillow, and Yelp. While filling out the directories, remember to enhance and customize your profiles.

3. Determine Who Your Buyers and Sellers Are

Your target customers is the demographic of people you are aiming your selling efforts. The target audience comprises people who will likely purchase or list a property with your agency.

Understanding your target clients is another essential step of your real estate marketing plan.

Knowing where to focus your marketing, advertising, and networking efforts yields better results and saves time and money.  

Identifying the target audience can help your brand. Therefore, taking the time to determine the target audience in real estate has several benefits, including:

• Attracting more customers through targeted marketing.
• Focusing on a geographic location or customer type helps establish credibility and expertise.
• Knowing the customer also involves understanding what the customer needs so your ads communicate value.

That said, defining target customers makes it easier to be found online. For instance, you can focus on a location-based approach instead of targeting first-time homebuyers. This is by targeting first-time home buyers in XYZ area.

When you target a specific audience, your marketing becomes more personal and relatable to the potential customer. 

4. Establish A Real Estate Value Proposition

A real estate value proposition informs the clients and customers about the realtor’s value to them and their needs.

Ideally, most value propositions discuss essential details like what the agent can do for their clients. Your value proposition statement should be clear and concise, delivering information to help clients understand the real estate agent’s services.

To create a value proposition:

• Determine the consumer’s problem
• Conduct market research
• Focus on clients’ benefits
• Connect with the clients personally
• Describe achievements
• Review the value proposition often.

Creating value propositions helps real estate agents determine their primary business goals. Besides, the value proposition statement should guide you towards building more clientele by labeling their services and how they benefit the local community.   

5. Consider How You Will Reach the Target Audience

How you reach your target audience has a significant impact on your performance. You should focus on using creative approaches where your target audience is active.

Thus, consider where this group spends their time and how they communicate. For instance, do they attend local seminars and conventions? Are they active on social media or love subscribing to regular newsletters?

Learning about your client’s behavior and character can help you narrow down the areas of focus regarding real estate listings and marketing. Without this knowledge, creating content or writing property descriptions can be difficult.

Some potential ideas for realtors to reach their target audience include:

Creating a website: Many property buyers and sellers search the internet to investigate products and services before purchasing. Thus, creating a website for your real estate business is an excellent channel for showing prospective clients what you offer.

Build a Blog: You can start a blog and create SEO-optimized content. Utilize tools like Google Analytics and Ahrefs to find the search terms and keywords your target clients seek.

Develop Email Marketing Campaigns: You can send a monthly newsletter roundup of your blog content and reach out to subscribers when your new listings are available. Remember to utilize 3D virtual tours, virtual tours, and detailed listing descriptions to highlight property features.

Maintain an active and engaging social media presence: an engaging social media presence is one of the best ways to frame yourself as a trusted advisor. Share helpful content with social media followers to establish yourself as an authority.

Now that you have some marketing ideas, the next question is determining the tools and budget for each strategy. Write down key metrics to measure success and set a timeframe for the strategy. 

6. List the Property on the MLS & Listing Websites

Multiple Listing Service is the most crucial tool to market a real estate listing. An MLS acts as the central database of property listings and allows for an orderly exchange of property information among real estate brokers.

Here are some benefits of using MLS:

• Through the MLS, real estate agents get access to updated property listings
•  Access to huge clientele and prospects
• Being a member of MLS results in an increase in listing visibility
• Real estate agents get access to data and membership perks

The MLS is one of the several strategies a savvy real estate agent uses to get their clients a fantastic offer. Ideally, MLSs are a collaboration between realtors within a geographic area. Check out this National Association of Realtors guide to learn more about the basic rules of establishing an MLS.  

7. Share Listings On Social Media Platforms

Social media is one of the most effective real estate listings marketing ideas. Thus, social media should be part of your marketing mix for lead generation and promoting property listings. Therefore, your existing prospects can find your posts and share them with friends and families.

A recent realtor survey shows that social media is the next best source of real estate leads. As a result, 80% of real estate agents plan to spend more time on their social media marketing strategies.

Here are important real estate social media post ideas to help relators get more leads.

• Always share new listings on your social accounts
• Include 3D virtual tours to your social media new listings post
• Share statistics about your local market to inform existing clients and attract prospects. Here is an example: 
• Share Success Tips for Home Buyers and Sellers.

If applied correctly, social media can be a great way to open a dialogue, share advice, and forge an ongoing relationship with buyers and sellers. 

Conclusion

The key to building an effective real estate marketing plan is connecting the elements discussed in this article. If you can deploy all the strategies appropriately, you are on your way to achieving the business objectives.

With the help of a digital marketing agency that understands the local market, you can set your business up for success.  A digital marketing agency can help you optimize property listings and descriptions, develop a local SEO strategy, and develop a digital marketing plan.