What to look for in a real estate marketing company & how to vet them
Do they specialize in real estate?
Real estate has different marketing demands than other industries do. A company that has a robust understanding of real estate will make them far more efficient than other options. Plus, the marketing strategy will be far more likely to integrate seamlessly with your existing business.
You really should be starting with our list since a lot of effort has been made to make it the very best. But, if you’re looking to brave options that are not on the list above, start by looking at a company’s “About” page. Was the company developed by realtors? Was it created as a solution to real estate-specific problems? A “yes” to these questions are green lights that indicate an awareness of the audience you are targeting and which strategies work best.
Ask for samples of old campaigns or work they have done in the past. There is no harm in doing some research before investing in a marketing solution.
They have a strong track record
Reputation means everything in real estate!
Look for a company that you can trust and that has an established presence in the field. They will likely have the experience, staff, tools, and resources you need to hit the ground running.
While you want to work with established experts, be sure that they are willing and ready to embrace new approaches. The market is not the same as it was ten years ago, and your marketing strategy should account for that.
If they have them, read through testimonials and look at portfolios. These are the best tools you can lean on to get a sneak peek of the services you’ll receive. As always, explore external reviews, too. Word of mouth and peer recommendations are worth their weight in gold.
The company you work with should have a record of providing high-quality services. Ask for guarantees about lead quantity, quality, and exclusivity. These factors make a world of difference. Without them, you’re essentially wasting your money.
Their strategies are in line with your vision
Marketing is a broad concept that employs various tactics and tools. The solution you go with should ensure that you have the flexibility and control to leverage strategies that align with your branding and existing efforts.
Here are some marketing techniques you should keep an eye out for:
- Lead magnets (home valuation, marketing reports, etc.)
- Landing pages for local properties
- Marketing collateral (real estate postcards, flyers, brochures, etc.)
- Email marketing (newsletters, templates, etc.)
- Social media marketing
- Video marketing solutions
If you’re looking to expand your social media outreach, opt for a solution that integrates with platforms like Facebook or Linkedin to distribute landing pages and contact forms. If you want your marketing efforts to have a personal touch, go for real estate social media marketing companies that allows you to customize your own landing pages, flyers, and newsletters.
Whatever your preferred marketing solution is, pick real estate digital marketing companies that meet your needs.
Embrace new approaches
Just like you, marketing companies are competing for a client’s business. So, take advantage and let them sell to you!
Look for the qualities that make their services unique and strive to embrace the new tools and techniques they have to offer. This can make your campaign far more efficient and effortless, especially if it’s tech-based.
For example, they might use machine learning to bolster their social media management or content engagement strategy, or partner with online content creation services to offer extensive templates and graphics options. They might even have a system to ensure your marketing voice is authentic, such as a dedicated success coach or professional copywriting services.
Depending on what you’re looking for, you’ll likely be met with a new and exciting way to elevate tried and true practices.
Consistency is key
Whatever strategy you use, the service you sign up with should guarantee consistent and measurable results. Even if it requires small changes at the very start, the system you have in place should produce regular numbers. Be on the lookout for services that generate numbers at the start and plateau, or worse, decline.
Here are some telltale signs of a strong, consistent approach:
- Proven, reliable ad campaigns with high engagement numbers
- Sequential email messaging that is automated, so leads are always being nurtured
- Consistent analytics and reporting to keep you in the loop
Consistency makes it possible to have a strategy for now and later so that you can continue to optimize, grow, and scale your numbers up.
Use real estate accounting software tools to make sure you’re staying within your budget, and can easily track your ROI.
Questions to ask a real estate marketing company before you work with them
How many real estate companies have you helped?
This question is important because you’ll be able to gauge their track record and prior experience. A marketing strategy should be based on a thorough understanding of the industry, the market, and target audiences. Looking for someone with an extensive background can help you feel confident that they can field any curve ball that comes their way. Obviously, the more real estate companies they’ve worked with, the higher your chance of success.
The answer you’re looking for: Your real estate marketing consultant should give you a straightforward answer on this that boils down to a number they can back up. Look for a company that has worked with 100+ clients in different markets. A mix of quantity and quality is always a safe bet.
How would you approach a campaign for my company specifically?
This question is important because it shows that they don’t have a catch-all approach. No two real estate companies are the same, meaning their marketing solutions shouldn’t be the same either. Your strategy should be specific to your target market and budget.
The answer you’re looking for: Look for a response that engages with specific details about your needs, like the local market, your budget, and your preferences for outreach. If you prefer a traditional approach in a small town, they shouldn’t recommend an expensive digital campaign that targets users in urban areas.
Which specific marketing tactics have worked best for your clients in the past?
When it comes to success, it’s always better to show than it is to tell. This allows prospective agencies to show you their unique selling points and demonstrate the efficacy of their approach. You’ll also get a feel for their capabilities and differentiate their approach from others.
The answer you’re looking for: They should give you specific examples of strategies they’ve used before that have been successful based on a particular metric. Showing you a sample portfolio here is always a huge plus.
Why do you think we’d be a good fit for you?
You’ll be developing a relationship with the marketing team you choose, so you should be confident that it will be productive for both parties. Understanding the dynamic you will have is critical, especially if you have specific needs. For example, working with a brokerage or team focused agency may not be a good fit if you’re a solo agent.
The answer you’re looking for: A solid response may include references to work with similar clients, demonstrate an understanding of your unique needs, or establish a holistic awareness of your long-term goals.
How do your marketing strategies change in bear vs. bull markets?
Adapting to different real estate landscapes and economic environments is crucial to keeping your marketing strategy afloat as the market changes. You should look for a real estate marketing consultingcompany that can weather the storm with you.
The answer you’re looking for: Look for strategies and shifts in campaigns they have executed in response to a changing economy (especially buyers’ markets vs. sellers’ markets). They may have slowed or accelerated their approaches based on market needs and interests or leveraged data to help them make decisions about next steps. All of these are good indicators that their solutions are as dynamic as the market itself.
Is it possible to work on a performance basis?
A performance-based contract can help you ensure that you see results from the agency you are working with. It guarantees that your money isn’t pooling in strategies that don’t work, which should be at the top of your real estate marketing expert’spriorities.
The answer you’re looking for: While this may not be a pricing model all companies offer, it never hurts to ask. They may detail specifics about pricing for engagement, lead generation, or total return in the form of revenue or closing.
What does the first month with your team look like?
Setting expectations and a plan to get the ball rolling on your new relationship is an important part of gauging what a long-term partnership will look like. It gives you insight into how an agency develops the first steps of its strategies and how they like to get things moving.
The answer you’re looking for: Look for a mix of situation assessment and strategizing. Ideally, your selected company or agency should prioritize understanding your needs before diving into determining how to launch a new campaign. Rushing into things may not generate the results you are hoping for, so look for a happy balance here.
When can I expect results?
Nothing good comes easy, but you should have a general understanding of when you can expect to see numbers change as a result of your investment in a campaign. This helps you manage expectations and hold your agency accountable to certain goals. It also allows you to determine if you are on the same page about what you want to see from the real estate advertising agencies you are working with.
The answer you’re looking for: Again, a happy medium is what you want here. Too quick, and they might be over-promising; too slow, and they may not be worth the investment. Strive to work with someone who offers realistic and reasonable expectations.
My Advice to You
Early in my career, I was struggling to attract leads and effectively market my listings. That’s when I decided to seek the help of a real estate marketing company. After conducting some research, I found a highly recommended agency known for its expertise in the industry.
I reached out to the marketing company and was immediately impressed by their professionalism and knowledge during our initial conversation. We discussed my goals, target audience, and the specific challenges I was facing. The company assured me that they could provide tailored marketing solutions to boost my online presence and generate quality leads.
Excited about the possibilities, I decided to partner with the real.estate branding company. We began by developing a comprehensive digital marketing strategy for me, including optimizing my website, creating engaging content, and implementing targeted advertising campaigns. The digital marketing agency for real estate also utilized social media platforms to showcase my listings and engage with potential buyers.
In just a few weeks, I started to notice a significant increase in website traffic and inquiries. The real estate digital marketing agency provided regular reports and analytics, allowing me to track the success of our efforts and make data-driven decisions. I was thrilled to see my listings gaining more visibility and attracting interested buyers.
Not only did the real estate digital marketing services help me improve my online presence, but they also provided valuable guidance on branding and reputation management. They emphasized the importance of maintaining a strong online reputation and provided strategies to garner positive reviews and testimonials from satisfied clients.
As a result of our partnership, I experienced a significant boost in my real estate business. The real estate marketing consultant’s expertise and dedication to my success were evident throughout our collaboration. I was grateful for their guidance and the impact they had on my career.
Methodology:
I personally spent hundreds of hours researching, scoring, and ranking the top real estate marketing companies to boost your business. I looked at everything from pricing and ease of use to the specific real estate industry features that are available. I’ve ranked and rated each marketing tool on 5 different factors to come up with the very best real estate marketing companies to boost your business. The short version of factors I considered are:
- Cost:Not all real estate marketing companies are created equal, so it’s important to look at what’s included with your purchase. Some companies charge upwards of $300/month for outdated postcard and social media templates, which is why I take into account the price of the service and compare it to the features and extra resources provided to help each agent succeed.
- Features & user friendliness:Different real estate marketing companies come with different feature sets, some more important for teams than solo agents. Additionally,agents don’t have a lot of extra time to learn a complicated marketing plan, so the more it just works with their natural workflow, the better. That’s why I’ve rated the tools that are easier for agents to navigate without a tech team higher than the ones that are more complicated to use.
- Lead quality:Leads are the lifeblood of any business as they help provide a steady flow of predictable revenue. However, some marketing methods are more effective than others. The type of leads you need may vary depending on the type of business you are operating. Real estate agents want to be able to bring in an even mix of buyer and seller leads that will convert quickly – which is why this is a big factor I’ve considered.
- Customer support: Many real estate agents don’t have the time to fix technical glitches and/or don’t have access to a tech team, so customer support is very important. Whether you might need help setting up integrations or just to get the software up and running, customer support plays a big role in finding your ideal software—especially when it comes to a real estate marketing company that you’ll be using on a daily basis.
- Overall performance:At the end of the day, all marketing investments need to have a good ROI. I looked for how the features meet the specific needs of real estate agents and teams. Real estate agents need to build their brand in order to capture a market, and really scale their business.
Want more info? Check out the full methodology.
