Review Your real estate marketing strategy for gaps AND OPPORTUNITIES IN 2025
Do you feel like you’re doing ALL the things when it comes to real estate marketing strategy and lead generation- but NOTHING is working? If so, this is for you.
It can be so frustrating as a real estate agent to be creating all the marketing content, hosting events, handing out your business card and yet have nothing to show for it.
You feel like your leads aren’t serious and people KNOW you’re a real estate agent (they have your business card after all) but nobody is calling.
As we head into 2025, this is the perfect time to review your real estate marketing strategy to identify gaps AND opportunities.
This is exactly what we’re discussing in the latest episode of the content marketing for real estate podcast!
The Modern Real Estate Mama | Get Leads and Grow your Real Estate Business with Content
Before we get started, I want you to know 2 things:
First, if you are feeling this way, you’re not alone. 2024 was a tough year for MANY real estate agents. Regardless of if they were a new REALTOR® or they’ve been in the real estate business for years.
Second, there is not a one size fits all marketing strategy. Every single agent is going to have a different real estate marketing plan. So, at some point, you will have to make the decision to commit to a plan that is specific to YOUR goals, strengths, and preferences.
1: Focusing only on local or real estate content
This first gap and opportunity seems to affect a lot of agents. And I usually see real estate agents on one side or the other. Some agents are going ALL IN on local content. And other agents are ONLY posting real estate tips and content.
THE GAP: Your future clients need BOTH types of content. Local real estate content is a great way to grow your audience. Most people that are living in an area (or considering relocating) want to know about the local lifestyle, growth, happenings, events, and more. But local content is not enough.
When focusing only on local content for your real estate content, it’s easy for your audience to see you only as an entertainment account. There’s no authority when it comes to the real estate side of your business.
On the other hand, some agents are only posting real estate content and education and it comes off generic or boring. People that are not interested in buying/selling right now have no reason to follow this type of content.
THE OPPORTUNITY: Find a way to use local content to attract and grow your audience (and email list), and establish credibility and authority with real estate content that is SPECIFIC to the hyper-local areas you serve.
Your future clients are buying not only a home but the lifestyle. But they also need to know and believe that YOU are the person they can trust to help them reach their goals when it comes to buying/selling/investing. This going to come from connecting local content with your real estate knowledge.
EXAMPLE:
You start with a piece of content like “Top 5 Boise, Idaho Suburbs for 2025”
The next piece of content could be: What it’s like living in Kuna ID, a Boise Suburb
Next, you do a community feature (tour and/or blog post) of a specific Subdivision in Kuna, Idaho. Think about a subdivision or community that you want to become the go-to agent for.
Then, you wrap it up with a 3 part series of “How Much $XXX,XXX Gets You in (Community)”
2: Lead Follow-up
This is one of the most common mistakes I see real estate agents make when it comes to marketing and lead generation. We can’t force the timeline on a lead when it comes to when they buy or sell real estate. BUT-you can be there for them when they are ready.
While generating a lead is important, staying in contact with that lead is MOST important.
“But they have my business card”
“They know I’m an agent”
“They will call me when they’re ready”
If you have only had a couple of interactions with a lead, this is not enough. It’s not your JOB to continue the conversation and make sure you’re in front of them.
Follow-up is necessary in real estate because we have become so distracted with short-form content, tons of platforms, and the rise of time spent consuming content. Real estate is also a high-trust sport. If someone doesn’t trust you AND your ability to get the job done, you haven’t earned the sale.
That’s why consistent follow-up is critical. If your email list and database aren’t receiving at least 2 emails from you each month, you’re leaving money on the table.
And once you get comfortable sending regular emails, you can start building up email campaigns that will have a higher frequency to build trust and brand recognition on the front end.
THE GAP: You’ve collected contact information and grown your email list and/or database, but you’re not staying in communication with leads.
THE OPPORTUNITY: Start sending a bi-weekly email out to your list.
EXAMPLE:
You ran a Holiday event/lead magnet campaign for your local community and added 100+ people to your email list. You know they received the local guide AND you dropped off your business card to the people you have physical addresses for.
But, after that, you’re just waiting for them to contact you about buying/selling.
Now, you have the opportunity to start opening up the conversation, updating them about your local community and real estate updates, and making sure they are seeing your name all the time.
3: high-authority content for real estate
Hiring some to buy a home, sell a home, invest in rental properties, or lease/purchase a commercial space is one of the highest priced transactions most people will do. And it requires incredible trust for a client to hire you as their agent.
It’s incredibly difficult to establish the trust and relationship needed to hire a real estate agent in a 6 second Instagram reel.
THIS is why high-authority content is needed to establish credibility and trust with your clients in 2025.
If you’re not sure what this kind of content looks like, I really want you to think of long-form content. On the public side, this is website content – including real estate blogs – and YouTube content. On the private side, this is email content. I say private, because someone has to sign-up to receive access to this communication.
Many real estate agents resist long-form content. Why? I think it has a lot to do with time. I also think that for years, real estate agents have been conditioned to believe that short-form content is the only way to build a business when it comes to content.
Website content, real estate blogs, and YouTube content are still VERY impactful for real estate agents that want to establish their online brand and have content working for them for months and years to come.
In fact, a large portion of your future real estate clients are going to Google and YouTube to search about real estate and your area before they go anywhere else. So if you wanted to market your real estate business without social media, it would be possible with the right approach!
These are the clients that are being very intentional with the process. And how amazing would it be to start building your pipeline NOW with clients that will be transacting in 1, 2, 3+ years?! Clients that are ready now are great, but building your FUTURE business? Amazing.
THE GAP: Only creating short-form social media content. This content is only being seen by a small percentage of your audience (2-4% on a typical post) and the average lifetime is only 48 hours.
THE OPPORTUNITY: Create long-form content for your website and YouTube channel. Prioritizing long-form, evergreen, and SEO-friendly content for real estate helps you get found in search for months and YEARS down the road.
EXAMPLE:
Instead of posting about a new construction community one time on social media, you create a blog post for this community on your local real estate website. You embed a community or home tour that you published on YouTube, and you embed a strategic lead capture form within this blog post.
Now, you have 2 pieces of long-form and evergreen content that will help you to be found in search for years to come. You also can break down both of those pieces of content into multiple social media posts!
Your 2025 real estate marketing strategy doesn’t need a complete overhaul. You’re well on your way by taking action and getting yourself out there. But, with careful consideration, you can identify gaps and opportunities to make your strategy better connected so that you can get more real estate leads and grow your business!
