The global real estate market’s value is on track to hit $6.13 trillion by 2030, growing at a steady 5.2% CAGR. With that much money changing hands, competition is cutthroat, and realtors are feeling the heat.
Standing out isn’t just important — it very well means survival. Without the right marketing tools, even the most talented agents risk getting lost in the shuffle. The good news? There’s a proven arsenal of real estate marketing materials that can help you build a strong personal brand, stay top-of-mind with clients, and close more deals.
From sleek branding assets like high-end logos and premium business cards to virtual tours and targeted social media ads, today’s real estate professionals have more tools than ever to gain an edge in the market. Let’s break down the 20 key marketing items every agent needs to thrive.
What Are Marketing Materials in Real Estate?
Marketing materials in real estate are no novelty. Items like business cards and property brochures have been around for centuries, literally. The first property ad was published in the Boston News-Letter in 1704. Since then, marketing materials have evolved greatly and entered a digital era with full-fledged websites for presenting property and much more.
1. Branded Business Cards
A business card is like a mini-billboard, and as such, it needs to make a good impression. A strong business card ensures clients remember you long after the conversation ends, and a standout card can make all the difference. Cards with a luxury feel (think thick cardstock, soft-touch finish, or metallic foil) signal quality and professionalism. Adding a QR code leading to a virtual tour of properties on sale or using a 3D design can help you stand out from the competition.
2. Property Brochures and Flyers
Property brochures and flyers hold the key to the most important information for buyers, such as the essential features and elements of the property. High-quality images and enough information presented in a succinct and engaging way can make or break a property brochure. When realtors hand them out at open houses, property viewings, or even through email campaigns, they can expect potential clients to revisit them later and get a more tangible overview of the property.
3. Professional Headshots
A professional headshot is a photograph of a real estate agent that captures their appearance and portrays them in a polished and approachable manner. It is usually featured on flyers, brochures, and websites, so it must convey trustworthiness and instil confidence in anyone looking at it. Moreover, professional headshots help you create a personal brand and get clients to connect with you even before you meet, making them one of the most important real estate marketing items.
4. Custom For-Sale Signs
For-sale signs in front of the property indicate that it’s become available for sale. You can usually find agent’s information on them, branding signage, and various design elements. Unique designs draw the eye of potential buyers, which increases the chances of them calling for a tour. Also, the branded signage can help agents have a stronger presence in the market and induce a feeling of — hey, I know this agent. I’ve seen their signs before. However, it’s crucial that one doesn’t overdo it and spark controversy with their sign, which can have the opposite effect.
5. Open House Signs
Open house signs are a cornerstone of real estate marketing and one of the most important real estate items by far. They indicate that everyone is welcome to check out the property at a specific time. Usually, real estate agents place them in front of the houses in a bid to increase foot traffic and get more potential buyers in. Aside from catching the attention of passersby, open house signs can provide directions towards the property and have a lot of impact on branding.
6. Virtual Tour Videos
Virtual tour videos provide 360-degree walkthroughs that let clients explore the property in an interactive way. It’s the most immersive online experience interested parties can have, especially if they use a VR headset. In this day and age, where buyers usually search for listings online, a virtual tour can be the most significant marketing asset for realtors. By letting users browse the rooms and get a better overview of the features, you can filter serious buyers, given that they’ve already “seen” the property. This way, you can reduce unnecessary showings.
7. A Website
According to the National Association of Realtors (NAR)’s report, 66% of their members own websites. They see it as a virtual office where they can post valuable information about the properties they are selling, share client testimonials, and, ultimately, build their brands. In addition to information about the properties, most websites have contact forms and call-to-action buttons that can help convert visitors into leads.
8. Blog with Real Estate Tips
Blogs are an integral part of any website run by a real estate agent or agency. It’s purpose — multifold. For one, it’s where you can share buyer’s guides and tips and publish market reports, thus strengthening your position as the go-to source of information for potential clients. Secondly, it can help you with Search Engine Optimization (SEO). With an optimized blog, you can improve your search engine rankings so clients can find you easily.
9. Social Media Accounts (Instagram, Facebook, LinkedIn)
Real estate agents are not immune to the immense potential of social media when it comes to marketing. Just take Mr. Super Prime as an example. Daniel Daggers, an agent from London, used his social media accounts to build his brand online by posting stories about his work and documenting everything. What’s more, he was one of the first people to send a property over WeeChat. Through social media, real estate agents can build a crowd of followers who can easily become clients if they play their cards right.
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10. Email Newsletters
Email newsletters are a superb way of engaging that curated list of subscribers. You can use them to send information about new listings, market trends, or new blog posts you’ve created. To use email newsletters effectively, make them straightforward and offer valuable content. Although no one can guarantee you a huge deal, cold email campaigns have led to £400 million in deals before, and they can do that again.
11. Client Testimonials
Client testimonials are the best endorsement a real estate agent can have. They show clients' real-life positive experiences with that agent, and those testimonials resonate with the audience. Testimonials help you showcase your expertise and reliability and build trust in the community. Even word of mouth is a testimonial, but it’s just not the one you can post on websites and social media platforms and feature in real estate marketing materials.
12. Market Reports
Market reports give interested parties a comprehensive overview of the real estate market, featuring reliable data on property prices, sales, inventory levels, and many other indicators of the market’s performance. By sharing these reports with subscribers and clients, you are helping them make more informed decisions and build trust and credibility in your services.
13. Neighborhood Guides
For buyers, location is probably almost as important as the price of the property. As a buyer, you want to picture your lifestyle in the area, and that’s where neighborhood guides are crucial. Real estate agents who deliver these guides can use them to show in-depth knowledge of the local community and present themselves as experts. Also, through valuable content, they can keep potential buyers engaged and increase their chances of being chosen as their agent.
14. Lead Magnets
Lead magnets can be any valuable resource real estate agents can exchange with clients for their contact information, such as an email address. Lead magnets are typically checklists for purchasing a property, market reports, or event coupons for access to exclusive showings or listings. A Home Buyers Guide is one of the best examples of lead magnets. The goal is to generate high-quality leads and boost engagement with your brand, possibly leading to a sale.
15. Drone Photography
Drone photography has been a major game-changer in real-estate marketing by capturing a bird-eye view of the property, which you couldn’t achieve with standard photographs. This way, agents can put the property’s layout on full display, together with the surrounding landscape and proximity to amenities or attractions, all of which can set the particular listing apart and attract more attention from buyers.
16. Digital Ads (Google, Facebook, Instagram)
Digital advertising comes in many shapes and sizes, from banners and social media promotions to paid digital ads. No matter their format, they all aim to bolster the agent’s online presence and attract potential clients. For example, platforms like Google Ads and Facebook Ads allow for detailed audience segmentation so that you can base your ads on specific locations, demographics, interests, and behaviors event. Choosing MAXA as your marketing design tool, you’ll get access to various templates for print, social media, and video reels — all the material you’ll need for digital advertising and much more.
17. Interactive Property Maps
Interactive property maps are second only to video tours when it comes to visually representing property locations. With these maps, buyers can also check out the neighborhoods and nearby amenities, like parks, shopping malls, and other points of interest. They will keep buyers engaged longer as they investigate the property and area. The longer they are engaged, the better the user experience will be, which can easily lead to more closed deals for the agents.
18. Online Scheduling Tool for Showings
Online scheduling tools are a life-saver when it comes to managing showings. They allow clients to book appointments at their convenience rather than going back and forth with agents over phone calls. Also, these tools can send automatic email and SMS reminders to clients, which can decrease no-shows drastically.
19. Real Estate App or Mobile-Friendly Site
According to SEMRush, 313% more website visits were recorded on mobile than desktop devices. The stat alone emphasises the necessity for a mobile-friendly real estate website that loads quickly and has interactive elements like video tours and simple navigation. A native real estate application for Android and iOS devices is a boon to real estate agents looking to offer greater customisation and more stability to their clients.
20. CRM Software for Lead Management
Customer Relationship Management (CRM) software increases realtor’s productivity by getting all the client info in one place, setting reminders, tracking the progress of deals, and much more. Such software is indispensable in nurturing leads and getting tasks, especially when it allows for the integration of third-party tools for additional functions, like email marketing or MLS.
Conclusion
Realtors can hope to stand out from the crowd without proper real estate marketing items to aid them in that quest. Captivating visuals, immersive virtual tours, targeted digital ads, or lead management solutions, every item on this list plays a role in winning more clients and closing more deals.
But here comes the challenge — how do we design and manage all these marketing assets? That’s where MAXA Designs comes in, with its real estate marketing platform packed with custom branding, various marketing templates, and tons of user-friendly marketing tools. Make sure to check them out and get a quote today.
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