By Phil
Jun. 27. 2024

When it comes to online promotion, choosing the right platforms and methods to effectively promote your real estate business can be overwhelming. Developing a digital marketing strategy is crucial for targeting your audience and achieving your business objectives. In this article, we’ll explore the essentials of a robust real estate digital marketing strategy, guiding you through its definition and the various online marketing channels you can leverage to boost your real estate business’s online presence and success.

What Is A Digital Marketing Strategy?

A Digital Marketing Strategy is like your game plan for using online channels to spread the word about your real estate business and achieve your business goals. It’s your blueprint for leveraging tools such as organic search, social media, paid ads, and your website to connect effectively with potential clients.

Having a solid real estate digital marketing strategy is crucial for your business. It lets you reach a broader audience, connect with potential buyers and sellers, and ultimately boost your sales and business growth. By using these digital tools strategically, you can run targeted campaigns that increase your visibility and establish a strong online presence.

This particular online approach isn’t just helpful—it’s essential. It empowers you to expand beyond traditional boundaries, engaging diverse audiences and building credibility in your niche. By sharing property listings, local market insights, and client success stories, you build trust and authority in the competitive real estate market.

A well-crafted digital strategy allows you to adapt quickly to market changes. Using analytics and insights, you can fine-tune your campaigns, improve performance, and make the most of your investment.

Investing in a comprehensive digital marketing strategy sets your real estate business up for success in a digital-first world. It’s about more than just reaching a bigger audience—it’s about making meaningful connections, fostering relationships, and driving sustainable growth.

Why A Digital Marketing Strategy Is Important For Your Real Estate Business

Having a digital marketing strategy is more than just important—it’s absolutely crucial for your real estate business. Why? Well, according to the National Association of Realtors, 100% of homebuyers now rely on the Internet throughout their entire decision-making process. That’s right—every single potential client is online, waiting to find you and get your help in finding their forever homes and dream properties, whether they’re searching for a starter home or a luxury vacation property.

Given this, having a well-crafted realtor marketing strategy becomes absolutely essential to your success. No matter the size or location of your market, or even if you specialize in luxury vacation and rental properties, having a digital presence is non-negotiable. A good digital marketing strategy gives your marketing efforts direction and clear goals. Without these, you can’t measure success or know if your efforts and resources—whether time, money, or energy—are invested wisely.

It’s important to understand that digital marketing isn’t a one-size-fits-all approach. Depending on your specific goals, you might find that certain digital marketing tactics work better for your business than others. Tailoring your strategy to align with your specific objectives and audience preferences is key to maximizing the impact of your digital marketing efforts.

In essence, embracing a digital marketing strategy isn’t just about being present online; it’s about strategically positioning your real estate business to connect with and serve your clients effectively in the digital realm. By understanding where your potential clients are and how best to reach them, you can craft a strategy that not only enhances your visibility but also drives meaningful engagement and ultimately boosts your business success.

Online Marketing Channels To Consider For Your Strategy

Pay-Per-Click Advertising (PPC)

Pay-Per-Click (PPC) advertising offers realtors a highly efficient way to reach potential clients actively searching for properties online. With PPC, you only pay when someone clicks on your ad, making it a cost-effective method to target motivated leads. Whether you’re aiming for a specific city, zip code, neighborhood, or focusing on particular types of homes, PPC gives you precise control over your targeting parameters.

When executed with proper management and optimization, PPC campaigns can yield a significant number of leads at a lower cost per lead compared to traditional advertising methods. This makes PPC particularly advantageous for realtors looking to attract a high volume of lead signups quickly. By implementing automated workflows and diligently nurturing leads, you can effectively build and maintain a robust pipeline of potential clients.

It’s important to recognize that success in PPC advertising hinges on continuous refinement and investment of time. Fine-tuning your campaigns, testing different strategies, and optimizing your ad copy and targeting parameters can significantly improve your results over time. Remember, PPC is a numbers game where persistence and strategic adjustments lead to better outcomes and more efficient use of your advertising budget.

By staying proactive and responsive to market trends and client behaviors, realtors can harness the full potential of PPC advertising to drive meaningful engagement, expand their client base, and ultimately achieve greater success in the competitive real estate market.

Google Local Service Ads

Google Local Service Ads (LSAs) are a fantastic tool when it comes to online marketing for real estate agents. When someone enters a local search query on Google, they might see trusted professionals in their area featured right above the traditional paid search ads. These ads display key information like your business number, hours, ratings, and reviews.

LSAs offer a huge advantage by connecting you with high-quality leads who are actively looking for a real estate agent. Since these ads require a bit more commitment from the searcher, the leads you get tend to be of higher quality compared to other online marketing channels. This means you’re engaging with a more focused and motivated audience, making your marketing efforts more efficient and impactful.

To get the most out of Google Local Service Ads, it’s important to be diligent in responding to customer inquiries, as your ratings are influenced by your Google Business profile and response rate. LSAs are excellent for improving your Local SEO and connecting with quality local prospects. With LSAs, you can streamline your lead generation process and build stronger connections with potential clients in your area.

Content Marketing – Blogs

Content marketing, especially through blogs, is a powerful tool for realtors to incorporate into their online marketing strategy. This type of marketing involves creating and sharing valuable online material—like videos, blogs, and social media posts—that sparks interest in your services without overtly promoting them. Let’s focus on the magic of blogs.

Blogging is a fantastic way to establish yourself as a local expert. By writing about topics that resonate with your target audience, you can attract and engage potential clients. Think about blog posts like “The X Best Neighborhoods in San Jose, CA” or “What You Need to Know About Living in Naples, Florida.” These kinds of posts provide useful information while subtly showcasing your expertise.

Not only can blogs drive viewers to contact you for more details, but they can also be repurposed across other platforms. Use excerpts from your blog in social media posts or email marketing, and link back to the full blog to draw more visitors to your website. This helps engage leads and keeps your content working for you in multiple places.

If you want to generate more traffic to your website and turn that traffic into leads, blogging is a great strategy. Plus, by incorporating SEO best practices, you can boost your blog’s organic traffic and improve its search engine ranking. So, dive into content marketing with blogs and watch your online presence grow!

Search Engine Optimization

This is the part of your real estate digital marketing strategy that’s really going to boost those leads. Search Engine Optimization (SEO) is all about upping the quality and quantity of organic traffic to your website. For realtors, utilizing SEO in your online marketing strategy is key to gaining necessary exposure through nonpaid, relevant search engine results.

SEO works by improving your website’s visibility on search engines like Google. This involves optimizing your site’s structure, content, and technical features, making it easier for potential clients to find you. When someone searches for real estate services in your area, a well-optimized website can appear at the top of the search results, leading to more organic (and free!) traffic and leads.

There are many ways to achieve this, including using the right keywords, structuring your pages effectively, and building quality links to your site. By focusing on SEO, you can increase your website’s organic ranking in search engine results, attracting more visitors without the need for paid advertising.

So, if you’re looking to boost your online presence and draw more potential clients to your site, SEO is a must-have in your digital marketing toolkit.

Display Remarketing

Display remarketing is a savvy strategy that allows realtors to maintain visibility among potential clients who have already shown interest by visiting their websites. This method employs display or image ads across Google’s expansive Display Network, specifically targeting individuals who have previously interacted with your site.

In the real estate industry, where the decision-making process for buying or selling a home can be extensive, display remarketing plays a crucial role in staying top-of-mind with past visitors. By continuously displaying your ads to these visitors as they browse other websites or platforms, you reinforce your brand presence and nurture a connection with potential customers over time.

Even if visitors weren’t initially prepared to take action during their first site visit, display remarketing ensures they remember your brand when they are ready to move forward. This strategic approach not only reinforces your brand message but also complements other marketing efforts aimed at driving traffic to your site. By engaging with past visitors throughout their decision journey, you increase the likelihood of converting them into active clients when they reach the decision-making stage.

Integrating display remarketing into your overall marketing strategy is particularly effective for boosting brand awareness and maintaining engagement with potential clients. By consistently reinforcing your brand message and keeping your services visible, you enhance your chances of being the preferred choice when clients are ready to make their move in the competitive real estate market.


When developing your digital marketing strategy, it’s crucial to determine which channels align best with your overall business goals. Understanding what each channel excels at will help you tailor your efforts and set realistic expectations.

As you learn how different online marketing channels complement each other, you’ll be better equipped to target various audiences throughout their journey as potential clients. For instance, someone might find you through PPC, but that doesn’t mean your marketing efforts should stop there. Display remarketing can keep your brand in front of them as they move closer to making a decision.

It’s also important to recognize where your time is best spent. If you’re interested in PPC but lack experience, consider outsourcing to an agency. Asterisk can help you create an effective real estate digital marketing strategy that’s going to best suit your specific needs. Outsourcing your marketing plan allows you to focus on what you do best: following up with leads and closing deals!

By thoughtfully integrating these strategies, you’ll create a robust digital marketing plan that maximizes your reach and effectiveness. Happy marketing!