New to Online Marketing in Real Estate? Here’s Your Guide

Real Estate Technology with 855-419-6019

So, you’re new to real estate online marketing. Whether you’re a newer agent ready to expand past your circle of family and friends, or an experienced agent wanting to go digital for the first time, this start-up guide has everything you need to build and boost your online presence.


While offline methods like direct mail can still be effective, online marketing is a powerfully productive way to target your audience and grow you business. Let’s get started ...

Build Your Brand

First off, before you begin any campaigns or marketing plans, you need to set the foundation. Define the vision and values that define your company, and build your foundation on them. Write them down, and incorporate them into the mission statement that drives your company.


It’s not enough for your supposed brand to state “I’m the best realtor because I say I am.” What makes you different? How are you communicating your brand values? Be consistent in your actions and interactions online and offline.


Instill your brand into all your marketing efforts, starting with your website and content, as these are the most forward-facing components of your company.

Create a Website

According to the National Association of Realtors, out of all the agents who made $150,00+ last year, 82% had their own agent website. In today’s day and age, it’s a given that any business, real estate or otherwise, needs to have a website. I don’t need to tell you–I’ll only sound like broken record. You most likely already have a website. But does your website pass the test?


It’s not enough just to have any old website, warts and all. No one wants to suffer through a clunky website with terrible user experience. See how your website fares against this checklist:


Real Estate Website Checklist

  • IDX-enabled

  • Responsive

  • User friendly

  • Mobile friendly

  • Showcases your brand

  • Drives lead conversions

  • Shows fresh listing data



Check out BoomTown’s consumer websites: Designed to attract, built to convert.



Develop an SEO Strategy

SEO stands for “search engine optimization.” In short, SEO consists of improving your website so that search engines like Google have an easier time finding it, which will increase traffic to your site. SEO efforts only affect organic search results. This is not to be confused with the paid AdWords portion.


What Is SEO?


SEO Video.png

SEO is complicated and requires a lot of finesse in order to fine tune an efficient SEO strategy. However, some basic tips can help you generate more organic traffic to gain more potential leads. First, think about keywords. What will your potential clients be typing into Google when searching for homes in your area?

Performing keyword research is only one element of SEO. Other elements include optimizing your page titles and meta descriptions to make sure your site is easy to navigate, improving your URL structure, and earning quality links that are trusted by search engines.


One of our guest bloggers and SEO extraordinaire compiled a Realistic Checklist for Real Estate SEO to assist agents achieve great SEO practices.

Create Valuable Local Content

Content is important for SEO since search engines “crawl” through your pages to read and index them when determining how to rank your site. So it’s important to create unique and relevant content that contain keywords relating to real estate and your local area.


How Search Engines Work


SEO Video 2.png


With your content, you want to post things that potential homebuyers will want to read. Your content should aim to answer questions before they’re asked in order to build trust and establish credibility.


Some ideas include compelling blog posts, weekly local newsletters, or city guides. One rule of them with content is that you must provide value to the reader. Don’t be spam. Provide a benefit to the people you consume your content.

Set up Pay-Per-Click (PPC) Advertising

PPC is a type of digital advertising that incurs a charge each time a person clicks on an ad. It’s a form of lead generation geared to maximize traffic to your site.


Search engines like Google have an integrated advertising platform that lets advertisers drive traffic to their website through paid advertising. Based on a person’s search, Google engines run through thousands of placed ads and complex algorithms to determine which ads to show to that searcher at any given time.


Managing PPC can be tricky, and search engines like Google are constantly changing their algorithms. BoomTown offers in-house lead generation services led by our team of digital marketing professionals, who are the only Google Adwords Premier Partners in the real estate industry.

Consistent Lead Follow Up

So, now that you’ve got your lead generation up and running, leads are starting to flow in. It doesn’t matter if you generate the most leads if you don’t have a follow-up process in place. Try to contact new leads within 5 minutes. You want to catch them while they’re actively looking on your site. The longer you wait, the harder it is to reach them.


Following Up With Paid & Organic Leads


Follow Up Video.png


However, more than half your leads will not be ready to buy a home right away. They maybe 3-6 months out, sometimes even a year from being ready to purchase. If you don’t have a process in place to follow up with long-term leads, they’re likely to fall through the cracks and you’ll miss out on the opportunity to close those those deals.


A CRM system allows you to automate your first response, email drip campaigns, and follow-up processes. BoomTown also sends you alerts when leads are active so you can make the most of those fresh opportunities.




Read More: How to Build Marketing Campaigns with a Real Estate CRM



Now You’re Ready To Take On Online Marketing

We’ve covered the broad basics to real estate online marketing, but now you should have a better understanding to develop and execute your online marketing campaigns. For more resources, subscribe to our blog to get a weekly round-up sent to you inbox, or peruse our Video Library for quick tips and strategies. Also, check out how BoomTown can supercharge your online marketing efforts to take your business to the next level.



Comments (16)

Ricky Wiggins
Keller Williams - Cornelius, NC
Residential Sales

Great Article post! Wonder how ROI compares with Google ....

Mar 30, 2017 06:59 PM
Cheryl Dukes . . . . . Intown Atlanta
Solid Source Realty, Inc. - Atlanta, GA

What are the pricing options for Boomtown, Steven (at Boomtown)? (and thanks for the tips)

Mar 30, 2017 08:43 PM
Sarah Maus
Charles Rutenberg Realty - Land O Lakes, FL
Your Florida Suncoast REALTOR®

I only wish BoomTown had affordable options for agents.

Mar 30, 2017 09:06 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

There's quite a lot to this! I'll have to come back and check it out and maybe bookmark it.

Mar 30, 2017 11:12 PM
Laura Cerrano
Feng Shui Manhattan Long Island - Locust Valley, NY
Certified Feng Shui Expert, Speaker & Researcher

Affordability is the main issue here for a lot of people. You're definitely not alone in that. Sarah Maus

Mar 30, 2017 11:13 PM
John Wiley
Fort Myers, FL
Lee County, FL, ECO Broker, GRI, SRES,GREEN,PSA

Good points to be aware of when beginning digital marketing.

I always focus on ROI when I consider a new service. 

Mar 31, 2017 06:05 AM
Donna & Larry Johnson
Keller Williams Real Estate - West Chester, PA
Chester & Delaware County

Great post! It seems to me that Boomtown is more for big teams?

Mar 31, 2017 07:11 AM
Sarah Maus

Yes...I think so too!

Apr 04, 2017 02:00 PM
Barb Hibnick
RE/MAX Showcase - Buffalo Grove, IL

I think I would have been more inclined to look further into the company and what it had to offer if some of the videos actually loaded faster.  I thought the one about "How Search Engines Work" would have been a cute one to share with agents that ask about it, but it never finished loading in my computer in a reasonable time frame.  Too bad!

Mar 31, 2017 05:34 PM
April Swenson
Coldwell Banker Ocean Shores Brokers - Ocean Shores, WA
CRS and Managing Broker - Ocean Shores Real Estate

Thank you for your post. These are good tips and good ideas. Every agent should have their own website.

Apr 04, 2017 08:14 AM
Nathan Gesner
American West Realty and Management - Cody, WY
Broker / Property Manager

This is good information for an agent considering to market themselves online, which I believe is an absolute must. Thanks for the information!

Apr 04, 2017 08:42 AM
Sam Shueh
(408) 425-1601 - San Jose, CA
mba, cdpe, reopro, pe

All goodness suggestions to get your website noticed.  One needs to weight online vs in person marketing to get most bang for the buck.

Apr 04, 2017 10:22 AM
Melissa Jackson
Century 21 Alliance Properties - Azle, TX
Helping You Make The Right Move

Great information. I will return to watch videos. Loading slow tonight. 

Apr 04, 2017 09:25 PM
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

This is excellent advice to share. Have an outstanding April.

Apr 05, 2017 05:45 AM
Mick Michaud
Distinctly Texas Lifestyle Properties, LLC Office:682/498-3107 - Granbury, TX
Your Texas Lifestyle is Here!

Thanks for the outline.  Now there's a bookmark.  :)

Apr 12, 2017 06:17 AM
Craig S.

Thanks for sharing. You can also maximize the benefits of having a good online reputation by building one - check out how your business stand with this free comprehensive report generator -

Jul 31, 2017 07:34 PM

There are so many marketing strategy available. But in my opinion inbound marketing is the best marketing strategy. Because inbound marketing ensure you to reach your business to the targeted audience and convert them as your potential customer with the attractive content. Inbound marketing

Oct 20, 2017 06:08 AM

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