A Simple Marketing System for Real Estate Agents
When you’re in real estate, you’re often not just an agent. You’re a marketing manager, accountant, and administrator on top of your job selling homes and keeping your clients happy (all while making it look effortless).
As a former real estate agent, I know how the day to day can cause marketing your business take a backseat. But what if you could create a simple, repeatable system that builds your brand, connects with your audience, and generates (high quality) leads, all without consuming hours of your time each week?
Here’s how you can stay in front of your audience consistently without the extra effort: leverage your real estate newsletter, provide quality content for your clients and repurpose that content into social media. This method allows you to create engaging content tailored to your audience while keeping your marketing efforts sustainable.
Step 1: Create a Hyper-Local, Audience-Specific Newsletter
The heart of this marketing system is a monthly email newsletter. But not just any newsletter, it MUST be relevant and valuable to your specific audience. Here’s how to tailor it:
Know Your Niche: Who are your clients? If you work with first-time home buyers, focus on preparing to become a homeowner, rent vs. buying comparisons, local happy hours or inexpensive weekend activities. If your audience consists of young families, feature family friendly local events, parks, your local school enrollment process, or childcare options.
Be Local: I can’t stress this enough. Our inboxes are full of junk and the best way to make your email one your sphere will open is to make the content as local and relevant as possible.
Provide Value: Here’s another biggie. Provide value and your name will be the first your sphere think of when they want to buy or sell a home. Don’t push your listings, instead help your clients learn how to get an edge on their competition or hidden gem neighborhoods, or tips on how to increase equity.
Step 2: Repurpose Your Newsletter Content into Social Media Posts
You’ve created the content, so don’t let it disappear into inboxes never to be seen again. Repurpose your newsletter content into carousel posts, stories, and reels to give it additional life. You already felt like the content was good enough for your audience, all social media is doing is making that audience even bigger!
Break It Down: Create as many posts as your newsletter has sections. Say your newsletter has 3 sections, a market update, local event, and a buyer tip, turn each into a separate social media post.
Carousel Posts: These are my personal favorite (to create and consume). Format the takeaways from your newsletter section and format them into a swipe-able carousel post.
Stories & Reels: Use your newsletter highlights to create quick video snippets or behind-the-scenes insights to connect with your audience.
Promote Your Newsletter: Use your social media posts to gain newsletter subscribers. Use a call to action and a link in your bio to collect email addresses. Make it as easy as possible for people to sign up.
Step 3: Simplicity and Consistency
Above all, consistency is what makes this system successful. The best part? It’s easy to remain consistent when it’s this simple. You’ve taken the guess work out of your monthly marketing process. Create the long-form content and repurpose it into multiple smaller pieces. You get consistent messaging and you’re not constantly trying to think of more things to share.
Make It Work for You
Start small and stay consistent. Don’t get too in the weeds coming up with content. Heck, you can link to a local blog all about the local event you want to share. The point is that you’re sharing and that you truly believe the content is valuable to your audience.
