Real Estate Marketing Materials: Ideas, Strategies, & Cost

For real estate agents, competition is fiercer than ever. 

With more agents competing for the same listings and clients, your real estate marketing materials must stand out to cut through the noise.

In this guide, we discuss

  1. The most common real estate marketing materials (digital & print).
  2. Actionable strategies that you can use to generate more leads for your real estate business
  3. Expert tips to streamline and enhance your real estate marketing efforts.

Print Real Estate Marketing Materials

While the practice of distributing print marketing material dates back to the 1800s, thousands of real estate agents still use print advertising as a cornerstone in their marketing strategies.

For real estate agents, print marketing is essential for building brand awareness and generating listings and is especially effective when farming a targeted area.  

See for yourself: 

Image Source: 30 Direct Mail Stats Real Estate Professional Should Know

Print materials are versatile and designed to nurture and convert your leads. The most common uses can include: 

  • Announcing new listings and open houses
  • Promoting real estate services and special offers
  • Providing market updates and real estate trends
  • Showcasing property listings and features
  • Introducing yourself and your brand to new neighborhoods
  • Sharing client testimonials and success stories
  • Requesting referrals and testimonials from past clients

With their wide range of applications and their proven effectiveness, print marketing materials remain a powerful tool in the real estate industry.

Here’s what you should be utilizing in your real estate marketing efforts:

1. Business Cards: A Pocket-Sized Billboard For Your Brand

Image source: Business Card Designs by new_cox

Personalized and branded business cards make it easy for potential clients and referral partners to remember you and get in touch

Whether you’re at an industry event, a neighborhood gathering, or simply striking up a conversation at a coffee shop, having a professional business card ensures you never miss an opportunity to make a valuable connection. 

Your strategic use case:

  1. Always have your business cards on hand – in your wallet, car, and briefcase. 
  2. Offer them generously at networking events and leave a few at local businesses or community centers for maximum exposure. 

This small investment can yield great returns in the form of leads, referrals, and a growing network.

  • Quality matters: Invest in thick cardstock or unique finishes to stand out.
  • Design with purpose: Reflect your brand personality and make it easy to read.
  • Add a compelling call to action: Include a concise call to action that will keep you at the forefront of clients’ minds when they need your services.
  • Leverage QR codes: Instantly connect people to your website or listings.

Budget: Typically $30-$100+ for 500 cards, depending on design and quality.

2. Real Estate Brochures: A Versatile and Tangible Takeaway for Potential Clients

Real estate brochures are your property’s resume, showcasing its best features and selling points in a polished, professional format. 

These can be luxury real estate marketing materials that tell the property’s story and highlight its unique appeal. 

Brochures act as a tangible takeaway that clients can review later, ultimately reinforcing your brand, property, and contact information. 

It’s important to note that brochures are not limited to just property showcases. 

They are versatile real estate marketing materials that can be used for multiple purposes, especially to help nurture your leads and reinforce your brand.

Your strategic use case:

  1. To attract potential clients, place brochures in high-traffic areas like your office reception, local businesses, and community centers.
  2. Hand out brochures at open houses and listing presentations to leave a professional and polished impression on potential buyers and sellers.
  3. Mail them as part of a targeted direct mail campaign to nurture leads and position yourself as a local expert. 

Keep in Mind:

  • Professional design: Invest in high-quality design and printing to make a strong first impression.
  • Compelling content: Create engaging property descriptions, highlight unique selling points, and include testimonials or neighborhood information.
  • Targeted distribution: Tailor brochures to specific buyer demographics or property types.
  • Clear messaging: Ensure your messaging is clear and to the point. You have limited space, and the messaging of your brochure should be obvious from the start. 

Budget: $1.75 per brochure for 100 brochures, which includes print & shipping fees. The cost per brochure decreases when you order in larger quantities.

3. Postcards: Consistently Reinforce Your Brand & Expertise

Real estate postcards are a powerful and cost-effective way to reach potential clients directly at their homes. 

With a well-designed postcard, you can deliver your message quickly and effectively, making a strong impression with minimal effort.

The main benefit of postcards is that you’re able to consistently establish your brand and credibility within a targeted area, placing you at the top of mind whenever a potential client wants to buy or sell a home.

(note to self – be strategic)

Use online tools to calculate the potential ROI of your postcard efforts to understand if it is a good fit for your marketing strategy. 

Your strategic use case:

  1. Target specific neighborhoods or demographics with tailored postcard campaigns to maximize relevance and response rates.
  2. Send out postcards consistently to stay at the top of potential clients’ minds. A regular mailing schedule helps build familiarity and trust. Results won’t happen overnight; postcards are a long-term investment with high ROI potential if done correctly. 
  3. Create an automated direct mail campaign using Wise Pelican to reduce the time and effort spent on your marketing efforts. 

Keep in mind:

  • Brand consistency: Ensure every postcard you send is consistent and showcases your brand.
  • Clear message: Keep your message concise and direct. Highlight your value proposition and the main points you want to communicate. 
  • Call to action: Encourage recipients to take the next step, whether it’s visiting your website, calling you, or attending an open house.
  • Personalization: Use variable data printing to personalize postcards with recipients’ names or tailored messages for better engagement.

Budget: Typically around $86 for 100 postcards, including design, printing, and mailing. Postcard costs can vary depending on the volume and level of customization.

4. Flyers: Versatile Marketing Tools for Real Estate Agents

Flyers are multi-functional and effective marketing materials for real estate agents.

They grab attention and convey detailed information in a visually appealing format.

These visually appealing materials are perfect for conveying detailed information about properties, services, or events.

Your strategic use case:

  1. Use flyers to promote open houses by distributing them in the neighborhood and at local businesses.
  2. Include flyers in your direct mail campaigns to provide clients with detailed information about your services or listings.
  3. Hand out flyers at community events or local gatherings to increase your visibility and attract new leads.

Keep in mind:

  • Attractive design: Invest in professional design to ensure your flyers are visually appealing and reflect your brand.
  • Informative content: Include essential details about the property or service, high-quality images, and a compelling call to action.
  • Strategic distribution: Place flyers in high-traffic areas and hand them out at events to reach a broad audience.

Budget: Typically $0.10 to $0.30 per flyer, depending on design, paper quality, and quantity.

Door Hangers

Door hangers are unique real estate marketing materials that allow you to reach potential clients right at their doorstep. 

Their placement ensures they are seen, making them hard to ignore. 

We wouldn’t recommend continuously placing door hangers on your neighbors’ doors, so a well-crafted and branded hanger is essential to leaving a memorable impression. 

Your strategic use case:

  1. Distribute door hangers in targeted neighborhoods to announce open houses or new listings, generating local interest.
  2. Use door hangers to provide market events that you may be hosting in the near future. 
  3. Combine door-hanger campaigns with other marketing efforts, such as direct mail or online advertising, to reinforce your message and increase visibility.

Keep in mind:

  • Bold design: Use bright colors, compelling images, and clear fonts to capture attention immediately.
  • Clear message: Ensure your message is concise and highlights the key points you want to communicate.
  • Durable material: Choose sturdy, weather-resistant materials to ensure your door hangers can withstand the elements.
  • Personal touch: Add a handwritten note or personal message to make a stronger connection with recipients.

6. Real Estate Letters: Personalized and Professional Communication

Real estate letters offer a personalized and professional way to communicate with potential clients, current clients, and referral partners. 

They can help you build relationships, provide valuable information, and keep your audience engaged.

Real estate letters are ideal for:

  • Introducing yourself and your services to potential clients.
  • Providing market updates and real estate trends.
  • Following up with leads and staying in touch with past clients.
  • Requesting referrals or testimonials.

Your strategic use case:

  1. Send introduction letters to potential clients in your target market to introduce yourself and your services and make a strong first impression.
  2. Use real estate letters to provide market updates or share success stories, demonstrating your expertise and keeping your audience informed.
  3. Follow up with past clients to stay top of mind and request referrals or testimonials, strengthening your relationships and building your network.

Keep in mind:

  • Personalization: Address recipients by name and tailor the content to their specific needs or interests.
  • Professional tone: Write in a clear, professional tone that reflects your brand and expertise.
  • Valuable content: Provide useful information, such as market updates, tips for buyers or sellers, or success stories.
  • Clear call to action: Encourage recipients to contact you, visit your website, or follow up for more information.

Budget: The cost is typically around $2.11 per letter, including printing, inserting in envelopes, and postage, with costs decreasing for larger quantities.

7. Real Estate Stickers: A Small Investment with Big Brand Impact

Stickers are not something often discussed when talking about marketing materials for real estate.

However, stickers are great for brand recall and recognition

People are naturally curious, and when they repeatedly encounter the same sticker, they are more likely to take notice and remember your brand.

By strategically placing your stickers across your neighborhood, you are effectively reminding people about your brand and service.

These small, adhesive labels can be customized with your logo, contact information, and a catchy tagline, turning everyday items into mobile advertisements for your business.

Your strategic use case: 

  1. Affix stickers to benches, light poles, or other approved public spaces with high foot traffic within your target neighborhood.
  2. Use branded stickers to seal envelopes and packages, adding a professional touch and increasing the likelihood that recipients will open and engage with your mail.
  3. Place stickers on your car bumper, laptop, or other personal items to promote your brand wherever you go.

Keep in mind: 

  • Your brand elements: Ensure the stickers reflect your brand, as this consistency aids in recall alongside other marketing materials.
  • Keep the info simple: Keep the information simple and focused with an impactful call to action and your contact information.
  • Leverage QR codes: Maximize the limited space by using QR codes to redirect interested visitors to your website or current listings.
  • Use durable materials: Choose durable stickers that can withstand weather and wear, ensuring your brand message remains intact.

Budget: Prices vary and typically start at around $7

Digital Real Estate Marketing Materials 

1. High Quality Property Photography

Do not underestimate the importance of your property photos as marketing material for real estate.

Your photos will be used across a variety of marketing strategies; it’s crucial to invest in high-quality, professional photos that showcase your listings’ best features and qualities. 

In fact, statistics show that high-quality photos can have an immediate impact on your marketing efforts.

Statistic sources: Photoup, RubyHome

Why invest in high-quality property photos:

  1. Attract more buyers: High-quality photos make your listings stand out and capture attention.
  2. Increase perceived value: Professional photos can make a property appear more valuable and desirable.
  3. Faster sales: Well-photographed properties tend to sell 32% faster and at higher prices.

Where your photos can be used: 

  • Print material
  • Paid advertising
  • Your website
  • MLS platforms
  • Social media

How to make your photos stand out:

  • Hire a professional: Invest in a skilled real estate photographer who understands lighting, composition, and staging.
  • Showcase key features: Highlight the property’s unique selling points, such as spacious rooms, modern kitchens, or outdoor living spaces.
  • Use a variety of shots: Include wide-angle shots, close-ups of details, and lifestyle images to create a comprehensive view of the property.
  • Optimize for online: Ensure photos are properly sized and formatted for online listings and social media.

Cost: The average cost for real estate photography will range between $100 – $300 per project. 

To avoid high photography costs, invest in a camera and a photography course. This will help you save money. 

2. A Personal Real Estate Website

Image source: The Kay-Grant Group

According to a report released by NAR in 2023, 41% of buyers conducted an online search for properties on sale, while 20% of buyers first contacted a real estate agent.

Not having a real estate website can lead to a loss of potential leads. 

Having a website allows you to showcase your expertise, listings, and the services you provide.

It can generate a consistent flow of leads through various marketing activities, such as paid ads, social media, and direct mail marketing. 

Smart real estate agents use QR codes on postcards, open house brochures, and other marketing materials to effectively link back to their website, guiding clients to their offerings.

They’re extremely effective for: 

  • Communicating your value proposition
  • Showcasing your current listing
  • Answering questions and concerns, clients may have
  • Sharing customer testimonials
  • Establishing you as a credible realtor within your area

How to make your website stand out:

  • User-friendly design: Ensure easy navigation and a visually appealing layout.
  • Mobile optimization: Make sure your website is accessible and functional on all devices.
  • SEO optimization: Optimize your website for search engines to increase visibility.
  • Regular updates: Keep your content fresh and up-to-date with new listings and market insights.

If you’re not too tech-savvy or don’t have the time, consider investing in a professional real estate website agency to build your website. 

3. High-Quality Videos

Similar to photos, high-quality videos are essential for real estate professionals. 

Adding video to your real estate marketing tool kit will allow you to stand out, attract more leads, and secure more buyers. 

According to Gitnux, real estate listings featuring videos attract 403% more inquiries, and 73% of homeowners prefer to list their property with realtors who utilize video in their marketing strategies.

The bottom line – videos attract both buyers and sellers

There are different types of use cases for videos in real estate; these include: 

  • Property tours: Allow buyers to explore properties from home, providing comprehensive overviews and highlighting key features for an immersive experience.
  • Agent introductions: Helps you form personal connections and showcase your unique value proposition, establishing you as a credible and approachable realtor in your area.
  • Neighborhood overviews: By highlighting local attractions, schools, and points of interest, you help buyers make informed decisions about their new neighborhood. This leads to more interest in your property listings. 
  • Client testimonials: Testimonials help build trust and credibility from satisfied clients, offering social proof of your expertise.
  • Educational content: Create videos that address common questions and issues early in the client’s journey. By solving these problems, you position yourself as an expert and stay top of mind when they need your services

Best practices for creating videos: 

  1. Invest in high-quality equipment or hire a professional videographer.
  2. Plan the video content you want to create. This includes your shots, scripts, and the general purpose of your video.
  3. Maintain consistent branding across all your video materials.
  4. Experiment with different formats, video lengths, and filming techniques.
  5. Share your videos on social media, your website, and email newsletters to reach a wider audience.

Cost: Walkthrough videos typically cost between $200 and $250, and aerial videos can cost up to $300.

4. Detailed Blog Posts

Statistic Sources: PhotoUp, Ruby Home

Detailed blog posts are essential for real estate marketing materials, providing in-depth insights and valuable information to potential buyers and sellers. 

These posts can cover a wide range of topics, from market trends and neighborhood guides to home staging tips and investment advice. 

The key is to ensure the content you create is highly relevant to your target audience. 

Consider your target audience, the challenges they might face, and how your service can help solve their problems.

Here are a few tips to make your blog stand out: 

  • Create relevant content: As just mentioned, your content should resonate with your niche. Understand what clients may be searching for during the entire home-buying process. This can include local attractions, property tax in your region, steps to buy a house, and more.
  • Optimize for SEO: Use relevant keywords, meta descriptions, and tags to improve your search engine rankings. High-ranking posts will ensure you get more visitors to your website​.
  • Include high-quality visuals: Incorporate custom images, infographics, and videos to make your posts visually appealing and easier to digest​.
  • Clear call to action: Avoid generic call to actions (CTAs)  like “call now” and “sign up for free”. Your CTAs should be clear and relevant to the problem you’re solving.  
  • Create quality content: Ensure your posts are well-researched, informative, and offer real value to readers. High-quality content attracts and retains visitors.

Helpful Resources for Your Real Estate Blog:

  1. Inman: Inman offers comprehensive news, insights, and trends in the real estate industry. It also provides a wealth of marketing tips and strategies specifically for real estate professionals.
  2. The Close: The Close offers actionable advice and resources for real estate professionals, including marketing strategies, business tips, and industry news.
  3. BiggerPockets: BiggerPockets is a community-driven resource with blogs, forums, and podcasts dedicated to real estate investing and market analysis.
  4. Tom Ferry Blog: The Tom Ferry blog provides agents with coaching tips, marketing advice, and industry trends from one of the leading real estate coaches.

Cost: It’s free if you plan to do it yourself. Alternatively, you can hire content writing services on fiverr or specialized agencies.

5. Virtual Staging

Image Source: Virtual Staging by Styldod

Virtual staging is a powerful tool that can transform empty properties into beautifully furnished homes, helping potential buyers visualize the space’s potential. 

Virtual staging uses digital technology to add furniture and décor to empty or poorly furnished homes.

High-quality images of the property are enhanced with realistic items, making the space look inviting and attractive. 

These real estate materials help potential buyers imagine living in the home, sparking an emotional connection.

Benefits of virtual staging: 

  • Cost-effective: Virtual staging is typically much cheaper than traditional staging because it eliminates the need to rent or buy furniture and decor.
  • Convenience: It can be done quickly and remotely, avoiding the hassle of physically moving items in and out of the property.
  • Versatility: Allows for multiple design styles to be showcased, appealing to a broader range of potential buyers.
  • Faster Sales: Properties that are virtually staged tend to sell faster because buyers can better visualize the space’s potential.
  • Visualization: This helps buyers see how empty spaces can be utilized, making it easier for them to imagine living in the home.
  • Highlight Property Features: Focuses attention on key aspects of the property, such as spacious rooms, natural light, and desirable layouts.
  • Reduced Market Time: Homes that are virtually staged often spend less time on the market compared to those that are not staged or are physically staged.

Tips to consider:

  • Know your target audience: Understand the preferences and needs of your potential buyers to tailor the virtual staging accordingly. For instance, young professionals might prefer modern, minimalist decor, while families may prefer cozy, functional spaces.
  • Highlight key areas and features: Focus on staging important rooms like the living room, kitchen, and primary bedroom to showcase the property’s best attributes. Emphasize unique features such as fireplaces, large windows, or open floor plans to capture buyers’ interest.
  • Keep it realistic: Ensure that the virtual furniture and decor are scaled appropriately to the room’s dimensions and match the property’s style. Realistic staging helps buyers visualize the actual space and prevents disappointment during in-person viewings.
  • Use high-quality images: Invest in professional-grade photos for virtual staging to create a polished and appealing presentation. High-resolution images enhance the property’s appeal and make the online listing stand out to potential buyers.

Cost: Virtual staging costs generally range from $20 to $100 per image. Some services allow you to do multiple images for a set cost. 

6. Paid Advertising

Paid advertising can offer a great ROI if implemented correctly. 

Paid ads provide instant visibility, driving traffic to listings and websites much faster than organic methods. 

Using platforms like Google Ads, Facebook, and Instagram, REALTORS can target specific demographics and geographic areas, ensuring their listings reach the most relevant audience. 

This increased exposure generates more leads and builds brand recognition and trust. Additionally, advanced analytics and tracking tools allow real estate agents to measure campaign effectiveness, optimize strategies, and achieve a higher return on investment.

Tips for REALTORS using paid ads:

  • Understand your target audience: You need to have a clear understanding of who you are targeting. Spend some time creating a client persona before creating your ad campaign.
  • Keep your audience small: Don’t try to target the largest audience you can. Focus on prospects who really matter and who have the potential to turn into clients. 
  • Utilize high-quality visuals: Include professional photos and videos in your ads. Listings with high-quality visuals are more likely to attract clicks and inquiries.
  • Retarget potential clients: Implement retargeting campaigns to reach users who have previously visited your website or engaged with your content. This keeps your listings top of mind and encourages potential buyers to return and take action​.
  • Test different ad formats: Experiment with various ad formats, such as carousel ads, video ads, and lead generation forms. This helps identify which formats perform best with your target audience and optimize your ad spend accordingly​.
  • Budget wisely: Start with a small budget to test different campaigns and gradually increase spending on the best-performing ads. This will help you maximize your return on investment and ensure you’re not overspending on ineffective strategies​.
  • Use Clear Calls to Action: Ensure your ads have clear and compelling calls to action (CTAs). Whether it’s scheduling a viewing, contacting an agent, or signing up for more information, a strong CTA directs potential buyers on the next steps to take​​.

Sources: https://www.agentadvice.com, https://www.investorra.com, https://fitsmallbusiness.com

Cost: The CPC for real estate ads generally falls between $0.50 and $4.00, depending on factors like keyword competition and geographic targeting​.

7. Social Media

Statistics on how social media can be used as effective real estate marketing material

Social media is crucial for REALTORS as it provides a powerful platform for reaching a vast audience, enhancing visibility, and engaging with potential clients. 

Platforms like Facebook, Instagram, and LinkedIn allow REALTORS to showcase their listings through high-quality images and videos, making properties more attractive to buyers. 

An active social media presence builds trust and credibility, as potential clients can see testimonials, reviews, and successful transactions, ultimately leading to more inquiries and closed deals​. 

Tips to maximize your exposure on social media: 

  • Engage consistently with your audience: Regularly interact with your followers by responding to comments and messages and engaging in relevant conversations.
  • Utilize hashtags and geotags: Use relevant hashtags to increase the discoverability of your posts. Geotag your listings to help reach potential buyers in specific locations.
  • Host live virtual tours and Q&A sessions: Use live streaming features on platforms like Facebook and Instagram to conduct virtual tours and answer potential buyers’ questions in real-time. 
  • Share client testimonials and success stories: Post testimonials from satisfied clients and share success stories of homes you’ve sold. This builds credibility and trust, showcasing your expertise and success in the real estate market​.

Cost: According to Indeed, hiring a full-time real estate social media specialist costs about $51,584 annually. Keep in mind that if you are a social media whiz, it is free. 

Our Top Tips for Using Real Estate Marketing Materials

1. Automate Your Marketing Efforts Wherever Possible

In today’s world, time is money.

Utilize technology to automate repetitive tasks like email campaigns, social media posting, and even direct mail. 

This frees up your time to focus on building relationships and closing deals.

Ideally, you want to focus on automating high-impact tasks

A great example is direct mail. You could set up an entire 12-month campaign in one go, let it run over the year, and reset it the next year. 

That’s one day of work for an entire year of effective marketing. 

Always consider the 80/20 rule in real estate rule and focus on the efforts that will have the highest impact and growth for your business.

2. Create A Marketing Ecosystem 

Don’t just use marketing materials in isolation. 

Think about how they can work together to create a cohesive brand experience. 

For example, a QR code on your yard sign could lead to a virtual tour on your website, which then prompts visitors to sign up for your email list.

Another example is to use different types of print marketing materials at different stages of your buyer’s journey. 

Use brochures at open houses and just sold postcards to establish your expertise, and thank you letters to nurture and retain your clients.

Consider your real estate goals and ensure all your marketing efforts are aiming towards achieving your goals. 

3. Play To Your Strengths

Not every real estate marketing material is right for every agent.

Consider all your marketing materials and decide on a few viable options where you know you have the best chance of success.

If you’re a social media whiz, focus on creating engaging content for those platforms. 

If you’re a natural networker, invest in high-quality business cards and attend local events.

Don’t overwhelm yourself. 

Focus on mastering a few marketing strategies, and then, once you are able to achieve noteworthy results, replicate your process through automation or delegation and tackle a new marketing tactic. 

4. Partner Up With Local Businesses

Collaborate with local businesses to cross-promote each other’s services. 

This can be a great way to expand your reach and tap into new markets. 

Each partnership amplifies your reach, exposing your brand to a wider audience and fostering a sense of local trust and recognition. 

When done effectively, you can quickly and easily establish yourself as the go-to expert within your farming area.

In addition, this practice allows you to network with business-minded individuals who may have excellent connections you can leverage. 

5. Budget Wisely

Marketing doesn’t have to break the bank. 

There are plenty of low-cost or even free options available. Focus on the strategies that offer the best return on investment for your specific realtor business.

With that said it would be foolish to invest in something you don’t understand

The first step is to spend time learning and improving your marketing skills. 

Only start spending once you’re comfortable with the basic concepts.

6. Stay Informed With What Works

The real estate market is constantly evolving. Stay up-to-date on the latest trends and technologies so you can adapt your marketing strategies accordingly. 

Great content to stay up-to-date:

  • Mortgage Rates Today: Provides essential mortgage market insights and tips that can help you better serve your clients.
  • HousingWire: To stay up-to-date on the latest housing market trends and news.
  • Realtor.com Trens: Covers a variety of emerging real estate trends that could impact your clients and business.

AgentAdvice.com blog: This blog provides practical, up-to-date advice from real estate professionals to help you grow your business.

The Bottom Line

When used effectively, real estate marketing materials can help you stand out in a crowded market and generate more leads. 

To ensure success, spend time to understand how each of these materials can be used and integrated into your overall real estate marketing strategy.

Remember, the real estate market is dynamic. To stay ahead, you should regularly evaluate the effectiveness of your marketing materials and adapt your strategies as needed.

 

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