What Is Real Estate Marketing?

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A real estate agent may offer you some valuable marketing tips.
A real estate agent may offer you some valuable marketing tips. (Image: Jupiterimages/Comstock/Getty Images)

Selling a home on your own may lead to dismal results during slow sales environments. Real estate marketing is the effective use of promotional methods that highlight a property’s features for the right buyer. A professional real estate agent could help you market a home by using certain lighting, employing staging techniques and improving the exterior curb appeal.

Online Promotions

Most full-service real estate companies utilize the power of web-based promotions. The Internet enables real estate agents and home builders to market homes for sale online. The Multiple Listing Service can help real estate agents display home styles and features online, as well as details about pricing and property locations. Many real estate agents will promote property listings on their corporate website, in addition to the Multiple Listing Service and other industry-related sites.

Direct Response Marketing

Real estate agents use targeting marketing ideas to brand themselves toward a specific neighborhood or property type. Some real estate agents market to certain niche markets, such as first-time home buyers, move-up buyers or luxury home buyers. Using well-crafted brochures, postcards and other types of marketing materials, real estate agents use personal statistics, awards and industry certifications to attract business opportunities from prospective home buyers and sellers.

Trade Magazines

Local newspapers and trade magazines feature various types of real estate advertising. Some ads may provide generic information, while other ads provide colorful displays of homes for sale. Real estate agents and private home sellers typically pay for printing and advertising costs to increase the visibility of their available inventory. A real estate marketing service might distribute free booklets for consumers to bookstores, libraries and other public places. Most real estate agents use local newspapers to market their listings in the Real Estate section.

Open Houses

Open-house events allow home builders and real estate agents to create elegant marketing events. Typically a sales agent will feature snacks, refreshments, balloons, fliers and specialty marketing products, such as ink pens, key chains and note cards during an open house. Sales agents often use an attendance form to capture the names of guests who visited the open-house event. Using data from the attendance form, sales agents will call and mail marketing pieces to prospective home buyers.

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