How to Stand Out Online as a Realtor: Marketing Tips That Actually Work

Quick Take: Marketing Tips for Realtors

The most effective real estate marketing strategies focus on building trust, creating local authority, and showing up consistently online through helpful content, high-quality visuals, and fast follow-up.

Real estate is competitive, and great marketing is often what separates agents who get noticed from those who don’t. For realtors looking to stand out and attract more clients, community trust and a strategic marketing approach make all the difference.

This Redfin article explores key marketing tips for realtors that enhance their visibility and earn customer trust to help them sell a home in Evanston or buy a home in Cincinnati. 

1. Building a strong online presence

A strong online presence is the cornerstone of modern real estate marketing. It’s where most prospective clients begin their home search and agent vetting process.

• • Create a compelling digital footprint: Your digital footprint extends beyond a basic website. These sites are uniquely yours, easy to share on social media, and provide a professional and memorable brand for yourself. Bubba Mills, CEO and Owner of Corcoran Coaching, comments, “Don’t do what everyone else is doing, be your authentic self. Look at  Redfin’s housing market data and the MLS, then translate that data into “How Will I Service My Clients?”. Be authentic and create a following, and encourage comments. Don’t be a salesperson, be a solution provider.”
  • Explore alternative online platforms: While mainstream social media is essential, don’t overlook other platforms. Local Facebook buy-and-sell groups, Facebook Marketplace, and Craigslist can extend your reach to tens of thousands of members. Regularly refreshing posts with clear headlines and professional photography can generate inquiries you might otherwise miss.
  • Use Redfin Partner Program: Redfin’s Partner Program shows how a strong online presence drives exposure and connections. By partnering with Redfin one of the most visited real estate websites in the U.S. — agents get access to a large audience of motivated buyers and sellers and benefit from the site’s marketing reach and proprietary tools that make it easier to connect and close deals. The program doesn’t require upfront costs, only a referral fee once a transaction closes, and leverages Redfin’s technology to help partner agents build visibility and grow their business online.
  • Leverage social media effectively: Social media platforms are invaluable tools for realtors. Utilize platforms like Instagram Reels, TikTok, and Facebook Live for engaging, bite-sized content that highlights property features. Paid ads can target specific demographics, ensuring your listings reach the most relevant audience. Don’t shy away from sharing behind-the-scenes content, such as staging time-lapses or renovation highlights, to build authenticity and transparency with potential buyers. Consistency in posting is key to staying top-of-mind.

• Build trust by answering real questions: Christopher Sommella, Vice President and General Manager of Think Strategic, reports, “We’ve found that providing content that answers buyer and seller questions will position you as a helpful expert, not just a real estate promoter. Tips or info regarding market insights, local trends, and practical guidance will build confidence in you with your audience, even before they are ready to make a move. Since real estate is about relationships, that trust often becomes the deciding factor when it’s time to choose an agent. And in a competitive market, that kind of trust and insight is what wins.”

2. Showcasing properties creatively

Listing the property is just the starting point. A thoughtful, creative presentation is what really makes it stand out.

• • Embrace visual storytelling: Professional photography is non-negotiable; homes with high-quality images tend to sell quicker and for more money. Consider aerial photography and 3D walkthroughs, which are increasingly popular with online buyers. Virtual tours allow potential buyers to search 24/7, cutting down on showings to only serious inquiries.
  • Enhance curb appeal and screen appeal: First impressions matter, both in person and online. Simple exterior updates like fresh mulch or a seasonal wreath can make a home stand out. For online listings, prioritize “screen appeal” with quality photos, natural light, and 3D tours that highlight a home’s best features.
  • Stage for success: Staging helps potential buyers emotionally connect with a home. Declutter and depersonalize spaces to create a neutral canvas, allowing buyers to envision themselves living there. Arrange furniture to highlight room layouts and functionality, and add finishing touches like fresh flowers to create an inviting atmosphere.

• Use physical marketing: Kelly Stevens, Executive Director of Process Improvement and Marketing Communications of Compu-Mail, suggests using physical media in addition to online tools. She says, “From a format standpoint, postcards often offer the strongest ROI and visibility, as they don’t require opening to be seen; the USPS reports that 77% of households sort through their mail immediately, making postcards more likely to be noticed and read. Direct mail is especially powerful when integrated with digital channels, such as QR codes or personalized URLs that guide recipients to online listings or landing pages. When executed consistently and thoughtfully, direct mail remains a tangible, trust-building channel for reaching intended recipients.”

3. Building community and connections

Successful real estate marketing extends beyond individual listings to building a strong community presence and fostering connections.

• • Engage with local content: Share local events, nearby attractions, or historic landmarks to help buyers envision their lifestyle in the area. As Keith Kakadia, Founder and CEO of Sociallyin, writes, “Most real estate agents think standing out on social media means better listing photos, but what actually drives results is local authority and consistency. The agents we see winning are using short-form video to explain micro-market insights, things like pricing shifts on a single street, what buyers are asking that week, or how to interpret a new listing trend. Social works best when agents stop posting like a billboard and start posting like a trusted local guide.” 
  • Host memorable open houses: Transform traditional open houses into engaging events. Consider themed open houses, like a backyard barbecue with live music or a fall harvest event. These creative spins encourage word-of-mouth buzz, prompting attendees to share photos online and tell friends about their experience, organically extending your marketing reach.
  • Partner with local influencers: Collaborate with neighborhood bloggers, small Instagram personalities, or lifestyle content creators to reach a wider, engaged audience.

• Effective follow-ups: Stephen Matsumoto, Chief Marketing Officer at The Real Estate Marketing Group, suggests not just following up quickly, but effectively. He states, “The window to act is small, and research shows the odds of qualifying a lead drop dramatically if you wait more than five minutes. That first call should focus on clarity, not pressure: budget, timing, and goals. When marketing is built around behavioral data, structured follow-up, and fast response, it stops being guesswork. It becomes a predictable and scalable system for turning online interest into real Closings. Marketing isn’t about chasing more leads, it’s about capturing intent and responding with speed.”

4. Strategic pricing and incentives

Beyond presentation, smart pricing and thoughtful incentives can significantly impact a property’s appeal and sale speed.

• Price strategically: Setting the right price is crucial for attracting buyers and securing strong offers. While online tools offer estimates, a real estate agent’s comparative market analysis (CMA) provides a competitive price based on local trends and similar sales. Overpricing can cause a home to sit on the market, leading buyers to question its value.
• Offer buyer incentives: In certain markets, offering incentives can make your listings more appealing. Consider covering closing costs, including a home warranty, or offering flexible move-in dates. These perks can help your home stand out and potentially lead to a faster sale.

5. Track what’s working and adjust

To succeed in a competitive market, you must treat your marketing efforts not as static campaigns but as experiments. The most impactful marketing tips for realtors hinge on data-driven decision-making.

• Analyze your digital metrics: Use tools like Google Analytics, social media insights, and email open rates to understand what content resonates most with your audience. Track key performance indicators (KPIs) like website traffic, lead conversion rates, and the source of your best leads (e.g., social media, direct mail, search). This data reveals which platforms and messages yield the highest ROI.
• Solicit and apply client feedback: The closing process isn’t the end of your marketing loop—it’s a goldmine for insights. After a successful sale or purchase, ask clients how they found you, what marketing materials influenced their decision, and what they valued most in your communication. This qualitative feedback can highlight subtle but powerful elements you should amplify in future efforts.
• Be ready to pivot: The real estate market and digital trends are constantly shifting. If your open house attendance drops, try a new promotion strategy. If one social media channel stops generating engagement, redirect resources to a platform that is performing better, or experiment with a different content format. Consistent tracking enables quick, informed adjustments.
• A/B test your listings and ads: Never assume one approach is best. Run simple A/B tests on your listing photos, ad copy, and email subject lines to see which variations perform better in terms of clicks, inquiries, or saves. 

Marketing tips for realtors to succeed

The most effective marketing tips for you aren’t about chasing trends—they’re about showing up consistently, providing real value, and building trust long before a client is ready to move. When marketing serves first and sells second, results follow.

As Jonathan Schwartz of Bullseye Strategy states, “The most effective real estate agents focus on building trust and long-term relationships, not just promoting themselves or their listings. One of the best ways to do that is by creating helpful, informative content that answers real questions buyers and sellers have throughout their journey. Not every website page or social media post needs to sell – some should simply serve. The more value you offer upfront, the more likely you are to build meaningful connections that convert over time.”

Frequently asked questions

Marketing tips for realtors to succeed

The most effective marketing tips for you aren’t about chasing trends—they’re about showing up consistently, providing real value, and building trust long before a client is ready to move. When marketing serves first and sells second, results follow.

As Jonathan Schwartz of Bullseye Strategy states, “The most effective real estate agents focus on building trust and long-term relationships, not just promoting themselves or their listings. One of the best ways to do that is by creating helpful, informative content that answers real questions buyers and sellers have throughout their journey. Not every website page or social media post needs to sell – some should simply serve. The more value you offer upfront, the more likely you are to build meaningful connections that convert over time.” 

Frequently asked questions

How important is professional photography in real estate marketing? 

Professional photography is extremely important. Homes listed with high-quality, professional images are known to sell quickly and for more money. It’s often the first impression buyers have of a property online.

What are some effective social media strategies for realtors? 

Utilize engaging formats like Instagram Reels and TikTok videos, and consider paid ads to target specific demographics. Sharing behind-the-scenes content and consistently posting are also effective strategies.

Why should I focus on community content? 

Creating content that showcases the neighborhood helps potential buyers envision their lifestyle in the area, building a stronger emotional connection to the property and its surroundings.

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