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Top 4 Marketing Tactics Successful Agents Use
Employ a Multi-Channel Strategy and Measure Each Channel's Performance
By Addressable
Published May 16, 2022
Last Updated December 5, 2022

There’s no question that most real estate agents are busy. On top of listing appointments, showings, managing general admin tasks, and taking calls from clients, you also have to find time to keep your lead pipeline flowing.

Without year-round marketing, incoming leads (and therefore sales) can grind to a halt. Some agents may handle the marketing themselves, while others have sales directors, CRMs, and a team of agents to assist with these efforts.

In this article, we’ll discuss four of the most common marketing tactics used by real estate agents, and give insight into how the most successful agents and teams master them.

1. Keep in Touch

In 2022, 86% of sellers were assisted by a real estate agent – compared with just 69% in 2001. Keeping in touch with your sphere of influence has become an increasingly important tactic all top teams have in common.

Continually touching base with homeowners increases the chance that they remember your name – and choose to contact you – when it comes time for them to sell. There are a variety of ways to approach this – direct mail, email, etc. – but customer relationship management (CRM) software makes it easy and efficient to manage all relationships and interactions with clients and prospects.

Essentially, CRMs give you an easy way to keep in touch and optimize the content you send to past clients and new ones you get through your marketing channels. CRMs are designed to help single agents as well as teams and have many moving parts.

Make sure you take full advantage of the features CRMs offer to optimize your business, such as:

  • When to contact leads (call, email, text, write)
  • Who you should be in contact with and in what order (most important to least important)
  • Other valuable resources

You could choose to hire someone to maintain and manage the CRM system (e.g., assistant, marketing manager, third party, etc). Some agents avoid using the CRM provided through their brokerage for fear of data leakage or in the event they move to another brokerage.

2. Print

Print marketing is the ideal channel for capturing off-market listings in a tough market, generating seller leads, and leveraging recent sales to generate more future sales. There are a multitude of ways to use print marketing, including (but not limited to):

  • Postcards
  • Newsletters
  • Park benches
  • Magazines
  • Newspapers (if available)

There are fewer tools to assist agents with print marketing, and failure happens easily if the asset doesn’t actually speak to the pain points, habits, and needs of the prospect. Since this marketing type happens offline, oftentimes the message isn’t data-driven, nor is there the ability to track and measure results.

This lack of traceability is one of the main aspects of print that keeps some agents from being successful. When you get an email or phone call through traditional print mail, you typically have no idea what channel it’s coming from.

The most successful agents use platforms like Addressable to master the organization, execution, and traceability of their print marketing. Addressable is designed to strengthen existing contacts and create new ones. We will facilitate meaningful connections via handwritten mail and give you an organized way to track when your leads come through as a result of your direct mail.

3. Optimize SEO

Around 70% of all brokers and agents have a website. This is where you have the opportunity to show off past sales and connect with potential buyers and sellers. Use your site to show off your credentials, customer testimonials, and your success as an effective agent. Don’t forget to optimize your website with a strong CTA or pop-up lead capture.

Successful agent websites might have a mix of these features:

  • Current listings (both theirs and the MLS’s)
  • Open Houses
  • Recent Transactions
  • Squeeze pages (landing pages with email capture)

The most successful agents need more than just a website, however. Search Engine Optimization (SEO) is necessary in the modern age to ensure your site is getting found online.

In simple terms, SEO is “the process of improving your site to increase its visibility when people search for products or services related to your business in Google, Bing, and other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.”

SEO strategies can directly affect your lead generation and sales and are best for building a branded online presence. There are countless ways to improve your SEO, including keyword research, user experience improvements, and on- and off-page strategies.

4. Showcase industry expertise

Email marketing is generally low cost, and can be a great opportunity to showcase your expertise in the industry:

  • Show off your successes – Use a weekly or monthly newsletter to highlight new sales or any new listings
  • Illustrate your knowledge of market trends – Give clients an update on what’s happening in the market and any recommendations or advice you might have
  • Personalize your outreach based on your clients’ neighborhood – Segment your email lists by location to get even more specific. Your clients and prospects will be more likely to remember you if they see you as an expert in their locale

Which marketing channel is best for real estate agents and teams?

There’s no one-size-fits-all approach to marketing, and every real estate agent or team is different. The most successful teams employ a mix of marketing tactics. Most importantly, they track and measure which channels work best for them, and they use the data to drive their messaging.

That being said, there’s a reason why most successful agents invest in print marketing – it works. Schedule time today to discuss Addressable's personalized handwritten mail strategies and our trackable approach to direct mail.

Which marketing channels have worked best for your real estate team? Let us know.

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Do people really think these are real?

Yes! In a 3rd party blind study, participants were presented several cards. Some messages were written by our robots, some by humans. Participants were unable to identify which handwriting was done by a robot.

How does Addressable work?

With our proprietary technology, an actual ballpoint pen is pressed to heavy card stock using a realistic human font. Our end-to-end process is carefully designed so that there are no marketing “tells or tip-offs.” Each homeowner who receives a card will believe you took the time to write it.

Can I test a small number?

We’ve learned through testing that the minimum sweet spot for generating listing leads is 1,000 cards. Less than that won’t deliver the results you want . Our goal is to set you up for success and demonstrate clear value with every dollar you spend on handwritten cards.

Why are handwritten cards better than post cards?

Most of our agents have the option to use brokerage postcards for free or low cost. Agents choose to use handwritten cards because we get them listing leads. Brokers want their logo going out—it’s a branding play. In reality, they don’t really help your business. Postcards focus on the brokerage. Handwritten cards focus on building rapport with the homeowner and how you can be of service. Postcards often don’t make it in the door. They typically go directly into the homeowner’s recycle bin. Postcards are mailed in bulk. The USPS discards undeliverable postcards. They kind of go into the void. And you don’t get confirmation when they actually drop in the mail. Postcards are visually overwhelming. There’s no clear message why someone should pick up the phone and call you.

How do you differentiate from other handwriting companies?

Addressable provides an end-to-end solution. When we produce a handwritten mail campaign for you, our goal is to generate listing leads for you. We help you stand out—and differentiate yourself—in a competitive market. Our experts craft the message, target the right homeowners, and track your results.

Can you tell me all the agents you work with?

Nearly every individual agent or team we work with does has $20+ million in production, and they're very private about their marketing programs. They consider Addressable part of their secret sauce. Check out our top clients that have found success with us.

Can other agents mail to my area?

Nope! No other agent can market in your territory.

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